E-mail Marketing has been developing in China for nearly 10 years

Mail marketing in China has developed for nearly 10 years, but a lot of people's understanding of mail marketing is mainly focused on marketing, but in addition to marketing mail, mail marketing actually plays another important role-– maintain customer relationship. e-mail marketing can foster potential customers to turn them into regular users and encourage customers to repeat purchases and turn them into loyal customers. According to the Focussend survey, the main purpose of enterprise using mail marketing is more and more inclined to maintain customer relationship and enhance customer value.

The Plum Blossom Network communication Industry Exhibition (MEXPO2013) and the Communication Industry Summit Forum (MCONFERENCE2013) were held at the Shanghai Pudong Exhibition Center from November 5 to November 6. The purpose of this event is to establish a bridge between "enterprise communication and marketing demand" and "communication technology and resources", to accelerate the combination of new communication tools, technologies and methods and business practice, and to promote communication and cooperation in the upstream and downstream industries.

In this exhibition, Focussend's marketing director, Ms. Liu, was invited by the organizers to make a wonderful speech in the exhibition sharing area, which mainly shared how to use the email marketing to excavate the value of the member life cycle, and to carry out the mail marketing for the different stages of the member life cycle.

Access to potential customers

The acquisition of potential customers is the most important step in the development of email marketing. In this process, access to the user's permission is an important way to obtain legal access. Generally we recommend that customers place subscription forms in the official website, combined with offline or promotional activities to obtain.

Conversion and promotion of potential customers

When the user subscribed to the enterprise's mail, Liu proposed to strengthen the transformation and promotion of members through three stages. The first phase in the 4-6 week of customer subscription, through the mail delivery company's products and brand information, so that customers fully understand your brand story. The second stage through gradual update, to obtain customer consumption behavior, interest bias and other information. The third phase is based on the original data of the mail behavior to further optimize the potential customer segmentation, through accurate positioning, promote sales.

Retention and reactivation of members

Loyal buyers are the company's favorite customers, but also some customers after a period of time will not be very active. Liu advises customers to wake up customers by means of discounts, credits, birthday letters, etc., and can also segment users ' dynamics, and push customers to buy two times through differentiated services and personalized mail.

In this exhibition, Focussend set up a brand booth at the scene, the activity scene of the "Tyrants Rob Money" activities, attracted a large number of customer participation.

With this Mexpo platform, Focussend at the two-day exhibition to show customers the experience of mail implementation and classic cases, to promote the rapid development of mail marketing in the industry.