Webpower China launches 2014 China Mail marketing industry Data Report

Multi-channel Intelligent Marketing service organization Webpower recently released the China Region "2014 Mail Marketing Industry Data Report", data show that the whole industry in 2014, the average rate of internal EDM is 95.82%, the average independent open rate of 7.13%, the average independent click Open rate of 16.81% , the average independent click delivery rate is 1.2%. It reflects the overall development of the mail marketing industry in 2014 and the status of mail marketing application in various industries.

From the trend of year-round development, mail marketing in 2014, the trend of stability, which Q4 mail marketing performance is most prominent, Q1, Q2, Q3 performance is more stable. May, around September, is a year of economic activities in the transition period, the industry enterprises focus on the application of e-mail marketing tools, and actively carry out various types of mail marketing activities, and users to open communication. However, the average independent opening rate has declined under the influence of ISP policy.

In 2014, ISPs issued a series of related management policies to strengthen the management of mail delivery behavior of enterprises. The re-recognition of mail marketing from top to bottom takes some time, and most enterprises undergo a period of policy adaptation. We believe that with the adjustment of domestic ISP policy, China's mail marketing industry norms will be further enhanced, good for the entire mail industry chain upgrade. Future e-mail marketing indicators will show the trend of rational growth.

"In the 2015, it became a industry-wide trend, which means more companies embracing the Internet, focusing on online and offline information, means that we serve a broader customer base. The upgrading of export industry and the rising of cross-border e-commerce also give us a great opportunity to understand the overseas market service providers, besides as an important communication channel to help cross-border e-commerce practitioners to expand their business, we will accompany our clients to respect overseas market rules and service terminal consumption in language, culture and legal affairs. "Webpower China general manager UNSW said.

2014 Mail Marketing industry-wide analysis

The average delivery rate has risen over the 1.2014-year period, while the average independent open rate, average independent click Open Rate, and average independent click-through rate have declined.

2. More enterprises are aware of the importance of email marketing and actively join the email marketing camp. And the level of understanding of e-mail marketing is very different, affecting the overall performance of the whole mail marketing industry

3. In 2014, ISPs issued a series of related management policies to strengthen the management of mail delivery behavior of enterprises. The re-understanding of e-mail marketing takes some time, and most enterprises undergo a period of policy adaptation.

4. E-mail reading habits from pc to mobile side of the transition, some do not in the mail marketing mobile strategy in a timely manner in the enterprise open rate of decline serious

5. The enterprise with the focus on the marketing of e-mail, that is to push the personalization, the user high relevance content, its indicators have increased significantly

6. More enterprises are not satisfied with marketing activities, periodicals, e-mail sent, began to customize the enterprise's own membership life cycle

7. Financial insurance, integrated services and cross-border e-commerce have become the industry's outstanding performance in the 2014.

8. Retail, e-commerce, education and training, and the online travel industry continue to maintain their original competitiveness

Recalling the 2014 China Mail marketing industry, Webpower China, customer service director Liu Yun said: "There are research findings that the recipient after receiving the mail, the immediate action of only 5%-10%, and the remaining recipients will be in a 14-day period of hesitation, a certain percentage of response. Therefore, how to make good use of the long tail effect of e-mail marketing, is the 2015 enterprise in the field of mail marketing winning magic weapon. It is based on the deep understanding of the Chinese market, webpower China from the mail marketing services to the multi-channel intelligent member marketing service providers, to launch the corresponding products and services to help enterprises, the message opened after the effect of maximizing. ”

The direction of optimization and upgrading of the future domestic mail marketing industry chain

1. Mail marketing industry will continue to optimize the e-mail as a carrier of the membership marketing system, through the construction of life cycle, long tail effect is highlighted;

2. e-mail marketing will be to the direction of marketing automation, and will be included in other marketing media, enrich the entire membership marketing system;

3. Upgrade mail Mobile marketing strategy, not only for enterprises to develop responsive mail, but also to focus on mobile terminal optimization of content and social media multi-marketing;

4. Through the data-driven analysis system, for the marketing of enterprises to bring a strategy, winning thousands outside the possibility;

5. Join the Marketing Intelligence camp, the enterprise from the mail marketing details to the strategic brand level, improve the overall conversion rate;

To download the full Industry Report infographic, please click: http://www.webpowerchina.com/uploadfile/markting/report/2014Chinaemailmarketingindustrydatareport.jpg

Webpower China launches 2014 China Mail marketing industry Data Report