On the design of EDM

Alibaba has been engaged in the operation of the design, unavoidable contact is the active topic, EDM Marketing, DM marketing, SMS marketing, etc., here to focus on EDM marketing, I am a marketing layman, this article only from their own experience to illustrate some problems.

EDM Marketing (email Direct Marketing) is also: email marketing, email marketing. First ask a few questions, why do we want to do EDM marketing? What role does EDM play in marketing? Can these affect the design of EDM? What kind of perspective should we think about the design of EDM?

I. The marketing purpose of EDM

The past year in contact with EDM marketing, mainly divided into two categories: Brand awareness and event marketing, other small number of after-sales service and pre-sales services, as well as interactive marketing.

In the Alibaba depth Attestation team, the mail marketing has more is the advertisement value, certainly this is the personal opinion, because, first, registers the member's time, we did not provide the user to accept the email the advertisement way option. In other words, there is no customer consent and choose this way, it is not called "License mail marketing." However, in the Aliping platform, registered members accepted to the EDM, although not allowed, but if there are interested in, it is a good helper of foreign trade. So, when we send customers foreign trade information and some customer success stories, although registered users do not agree, but at least not dislike or refused. Although this can not be called "License mail Marketing", but also can not be called spam, but also has advertising value.

Second, the role of EDM in marketing

The previous team's EDM assumed the role of hosting content. Whether it is event marketing or branding, he assumes the role of the bulk of the content is loaded. I have been thinking for a while that the EDM really needs to have so much content? Every time a good news through the form of EDM sent to customers, a batch is a batch, such as the good news outdated, EDM also stopped not hair, so once for this thing has been paid for the traces of the only inclusion in an EDM, when the incident more and more, More and more of the EDM, we have countless once sent to the customer's EDM, it is still difficult to enrich the content of a new product, and online marketing has become desolate ... Slowly inadvertently pay attention to ...

We spend a lot of time on how to improve the rate of mail opening, if the study of improving the success rate of conversion, but neglected the role of the message itself, ignoring the user unsubscribe.

So our focus is here: What kind of mail can attract eyeballs?

This is not about the technical aspects of e-mail design specifications, but how to design the content of e-mail to seize the customer's eyeball. First, Simplicity! If you receive an email that is covered by a large amount of text and pictures from beginning to end, would you be interested in reading it all? The answer is definitely negative! Perhaps you want to let the customer understand you the most, but a piece of such a cumbersome article is not to arouse the customer's reading interest. What's more, the time the customer stays on an email is very short. Therefore, we design the content of the email must be simple, incisive, with short text and clear picture will and the message layout of the message you want to convey clear. At the same time, add your links, so that interested customers continue to read further in-depth reading.

Second, the content should have a sense of hierarchy, that is, the most eye-catching font or color to express the subject content of the message, grasp the recipient's visual center of gravity, so that it can be very clear at the first time you want to pass the message. To get the recipient interested in continuing to read your email content. 10,000 steps back, even if your email content is not what the recipient wants, it can also affect you deeply.

Therefore, in the later period of the EDM revision process, we redefined the EDM in marketing role, not bearer, is the media. It's a transitional body, a medium that allows customers to learn about you in the shortest possible time.

Design EDM according to marketing purpose and role orientation

Here take event marketing for example. As an EDM of event marketing, if only the event marketing, then the e-mail as far as possible to the main outline, by the online channel to carry the specific content, the message is lengthy, and can not convey more information to the user. For example, this is an item in an e-mail, this e-mail content, although the text conditioning is still clear, but the theme is not prominent, want to convey too much content, action point too much.

Result: The action point is dispersed, the action rate is reduced, the bounce rate is high ...

If the opening rate of a message is determined by whether the headline or the target user is the right one, then the message's rate of action will have to be well thought out in the text. After positioning e-mail in the marketing of the purpose is "media", the design of its style has also made no small changes. Look at the changes in the layout structure:

In addition, after the template changes, we also tested the template, if the same layout, the action point increased, the situation is how. Take a look at the picture below:

At the same time, we also have the same email, design, layout, content, just a different number of action points of two of emails did send the test, the results also proved that the action point of the overall rate of the message is low.

This shows that the action-point of the message is often to a certain extent to distract the reader's attention, and lead to a reduction in the overall rate of action. So designers, when doing EDM, please think, for different types of EDM must have different ways to do, marketing is the same, design is the same.

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