Experience: How do mail marketing in shopping malls proceed?

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As an online shopping mall site, the EDM email marketing is not a problem to do, but how to use it good problems. For this relatively "old" mail marketing, I have hands-on experience, and everyone said in the E-commerce competition is so fierce today, our site in the development and adjustment of mass mailing activities in the process of some experience and operation. According to the current market environment, target crowd, platform characteristics and other factors, we will mail marketing into internal mail marketing and external mail marketing. The interior is mainly for users registered in the website to carry out, the external use for bulk mail promotion.

Internal Mail Marketing (member)

Active registration of member user data is a valuable asset of our electric dealer website, you do not need to spend a lot of effort to collect the vast number of users of the database. Comparatively speaking, the huge database of the shopping mall determines its high demand for mass mailing platform. This is also I often be involved in email marketing friend asked: "Why do you shop mass mail delivery rate will be better and longer than our Mass Effect?" Important difference. Professional mass platform and the general mass software in the technical strength and service mechanism are significantly different. For example, we now choose the U-mail Mail mass system (www.magvision.com), in addition to guarantee 90% delivery rate, but also with the site system complete integration, easy to achieve from the register to receive the trigger-mail push. Continue to talk about how we conduct our internal mail marketing:

1. Registration Welcome letter. After the member completes registering the website, may receive a message which informs the user to have completed the registration. In order to give users a deeper impression of registered accounts (according to the survey, most users of their registered account is very easy to forget, to deepen the user's impression of the site, enhance the trust of the site, we use u-mail custom variable function, from the user registration data call its nickname account, The beginning of a mail greeting. At the same time, we also listed in the appropriate place in the mail a number of popular products to enhance the exposure rate.

2, the user orders to confirm. There are 2 of messages generated by the user after the order, first, after a successful payment of the user, send the mail to the customer to confirm the delivery address of the goods and other details, to avoid the distribution of details such as the error of unnecessary misunderstanding and increase the additional operating costs; the other is a message that has not been successfully paid within half an hour of the user's order. The content of the message is kindly asked whether the user is in the payment process of what trouble, to provide them with payment questions FAQ, so as to help customers because of the difficult payment difficulties to solve the problem, improve the user's conversion rate, in fact, is also a disguised order payment reminders.

3, receive the goods to remind. Generally in the goods in the logistics display has been taken, the site will automatically send a confirmation to the user received mail, remind whether for the user to sign for themselves, or whether the collection of goods to the user, if there is doubt can be timely communication to resolve. On the one hand to bring a sense of care to users, but also incidentally invite customers to products, customer service, logistics evaluation, and give appropriate incentives (mall points, coupons, etc.). Customer evaluation can not only give other users in the view of the product to do guidance, enhance the credibility of the product and website, but also a loyal customer to deposit, to expand the site to accumulate valuable resources of a way.

4, promotional activities. In the holidays, and then the site's promotional information to the first time to convey to the website users, and through the past shopping or concern related categories or services to carry out the latest recommendations, which is to enhance the Web site traffic, commodity sales rate of the important opportunity.

5. Return call. The message type can be varied, but the goal is to wake the sleeping user by email and remind them to keep an eye on us. In general, we will remind users how long has not been concerned about our products, and users have been concerned about similar products, Web sites, such as hot new content pushed to users to trigger interest points.

External mail Marketing (non-member)

We know that licensed email marketing is the most end of e-mail marketing, but in order to continuously expand the user resources, we will also through targeted purchase, manual collection and other means to obtain new e-mail address for new customer development. Of course, we will not blindly to these addresses for mass mailing, we first use the U-mail mail mass system of the invalid address filtering tool to filter out the invalid, the wrong address format, the user does not exist in the e-mail address, and then to these mailboxes for multiple mail testing, through the U-mail background detailed results statistics ( A single mailbox collects messages, open, click, stay time and other feedback, sorted out which users subscribe to our mail, which users can continue to promote the mail, in order to translate into a valid customer, which users are not interested in our mail, no need to post and many other situations, many times to monitor the preferences of prospective customers, and can establish contact with a group of valuable users. Of course, the frequency of our email marketing will also be moderate, usually in the event of promotional activities will only be carried out, so that not only can the activities have more influence, but also to attract users of the bright spot.

But to really do a good job in the mail marketing, data maintenance, user segmentation, control of the user's interests and interests of the data analysis is an important link, but many marketers are still not looking for direction. In my personal practice to you recommend U-mail Bulk mail system, its detailed data monitoring functions, I hope to be able to promote the mail to all of you to bring substantial help. The last thing I want to say is that no matter what kind of marketing you focus on, you have to remember one thing: Push the user valuable information, is to enhance the user experience, the root cause of the circular mail marketing.

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