The 10 most noteworthy focus for email marketers in 2015

In the first half of 2015, most of the large and medium-sized e-commerce enterprises and FMCG companies in Europe and the United States focused on and explored similar topics in the field of e-mail marketing. What are some of the topics that are valued by the practitioners in the developed world of email marketing? Webpower China Marketing experts take you up posture!

1. constantly adjust message content

The brand is eager to explore the positive aspects of e-mail, and they are periodically experimenting with diversification, including sending frequency, promotional information, and customer life cycle mail, to obtain the user's real message request, to receive high-force and customized mail, and allow users to enjoy personalized service at different stages of the purchase journey.

2. Interactive e-mail content

High-quality mail is more than just sending, assuming that the brand plans an email promotion, a single promotional element has gradually become unpopular, and even can not arouse the user's interest. Interactive e-mail is the trend of the development of the mail marketing industry, and this is the most challenging and opportunity of the current e-mail marketing focus direction.

3. Create automated messages based on user behavior

Many brands have created automated mailings based on the actual browsing and consumption behavior of each user, reducing labor costs and facilitating sales conversions. How to improve the e-mail automation process is what global marketers need to explore and practice.

4. timeliness of mail delivery

At the member life cycle stage, the brand needs to respond quickly to the user's behavioral actions and push the corresponding category mail. According to previous sales cases, brand owners have also come to realize that it is too late to push a promotional email after a few days after the site has had some special browsing-click behavior. Therefore, the timeliness of e-mail delivery is also a key point that brands should focus on.

5. re-marketing of shopping cart users

In the past two years, the shopping Cart series of re-marketing projects have won unprecedented acclaim on the market. Brand owners have shifted their eyes to this "forgotten fat", for those goods long "lying" in the performance of the shopping cart, they began to email, SNS channel user reminders, to fill the marketing gap.

6. After- sales mail is becoming more important

Does the brand not send any more emails when the user completes the purchase? Of course not, marketing is also focused on symbolizing and recycling. After-sale mail can be a solid foundation for two marketing, which is also a good image of shaping the brand and the important basis for passing word of mouth.

7. Mobile Responsive e-mail more attention to experience

In the process of producing responsive mail, designers should understand a design concept: the size of the mobile device, the content of the message display is different. Therefore, we need to minimize or avoid the design and layout of the abrupt, to give the best mobile reading experience. On the other hand, brands can try to streamline the process of purchasing mail goods, providing mobile users with a more convenient way to pay, and improving conversion rates.

8. Time-definite life cycle of members

In fact, regardless of whether the user buys your product, do not neglect their existence and the purchase potential, from the user creates the account on the website to start, can develop becomes the brand life cycle member.

9. early wakeup of inactive users

The wake-up of inactive users remains a topic of concern, and there are endless ways to wake them up. In fact, the activation of a dormant user doesn't have to wait 6-12 months before it starts. When the user's early mail performance is sluggish, the brand can take measures to wake up and restore, so as not to create more uncertainties and losses.

Technical support remains a challenge

The perfect integration of marketing project and data technology is always a challenge, need different system to carry on linkage, thus the user data can form a unified and operable user database from multiple contact points. such as Webpower independent research and development of D.M.A Intelligent marketing platform, can get through the mail, text messages, Web pages and other channels, so that user data can be concatenated, ancillary marketing activities in-depth development and demand mining.

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The 10 most noteworthy focus for email marketers in 2015