Email Marketing 4 Major cognitive errors do you have one?

About e-mail marketing, has been, not only a variety of software on the market is not discriminating good and evil, but also flooded with a lot of specious concepts, some marketers think is not just casually find a free mailbox, to send a message to customers, which have so many mystery need to go through the trouble? And so on, so u-mail email marketing platform decided caution clarified a few "misunderstanding", record straight.

First, mail marketing = sales Advertising

This view is wrong, in fact, the beginning of the mail is the function of communication, it is quick and instant, the transmission of information is large; later, the mail gradually become a part of the private identity attributes, especially the Internet users in the "pass", when you register in the website to accept services, generally require the provision of mail as a medium of communication, Access to information and credentials to verify identity. Therefore, you may open the mailbox, harvest is not a poster, but the merchant sent a questionnaire, a card and so on. In fact, the less "advertising" the message, the more the message tastes lighter, often win the favor of consumers more.

Second, mass mailing is active promotion

This idea is wrong. At present, the application of bulk mail is very wide, u-mail customers across all walks of life, according to statistics roughly use there are so several categories:

1. In the new media momentum Day long traditional paper media decline today, on the one hand many trade associations, training institutions, colleges, brokers and so attaches great importance to students, members, customers to exchange information, strengthen mutual contact; On the other hand, they have a good insight into the shortcomings of paper media, and choose e-mail mass mailing, instant, accurate arrival One-on-one tutoring saves time and money on printing and typesetting.

2. Bank and utility gas oil and other public service units mass electronic bills and large enterprises to the staff of the mass payroll, such mail can timely remind consumers to pay the repayment of financial management, so highly praised.

3. E-commerce around the consumer activity cycle of automatic trigger mail, it can be reused and play a role, U-mail mail bulk platform can seamlessly docking related data system, the system automatically mass.

As a matter of fact, promotional messages are actually only part of the deal, and their opening rates are far less than the transactional messages listed above.

Third, the subject line is very important, should try to more attractive gimmicks

As the saying goes, "Good beginning is half the success", the subject is of course very important, but not the only factor, and empty dazzling people's eyes of the subject, but there is no substantial content support, such mail will arouse the consumer extremely disgusted, and then affect the mail sender IP reputation. We can briefly summarize the content of the message in the topic, can also explain what can bring consumers "benefits", or a consumer urgent concern of the suspense, or a short order, limited time to wake up the consumer action ... and focus on the business of mail content, to grasp the two principles:

1. User experience: Can consumers get the benefits beyond their imagination?

2. Just need: Is it exactly what the consumer needs?

Iv. mass bombing of bulk mail to achieve no dead-ends coverage

Because the mass mailing is relatively cheap, many businessmen look forward to carpet bombing, to achieve the purpose of all-round coverage. In fact, this is the wrong behavior, u-mail that, first, a week, the mail opening rate is a regular curve change, try not to disturb the consumer on weekends or holidays; second, the marketing cycle of each product is not the same, such as the recruitment site focused on the annual March or April "job-hopping gold season" and June or July "Graduation season" As well as enterprises and employees to do planning before the spring Festival is better; businesses that sell maternity supplies have to set different dates according to the growth stages of each consumer's child; Finally, we'd better combine the consumer's purchase record, browse search and other behaviors to set the date reasonably, to achieve personalized marketing.

Email Marketing 4 Major cognitive errors do you have one?