Actual Combat summary: Mail title is the key to the effect of mail marketing

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When we are doing email marketing activities, often the effect is not as good as expected, many times we always attribute the problem to the design of the mail template, send technical questions or other factors. But maybe the problem is in the header of the message that you ignored. Below I have a practical case to describe to everyone under the mail title to the effect of mail marketing.

At the end of last year I received a Customer mail marketing project, the customer is a set up not long electronic mall platform, mainly engaged in some brand apparel sales business. The start of the project is also the end of the year when the network to promote more hot, the first line of large brand E-commerce sites in various ways to promote their own products, and mail marketing has become the inevitable use of one of the promotional means, almost every day in the mailbox will receive their promotional mail. At this time our customers if they are the same as their implementation of e-mail marketing will not be a great effect of harvest. So in addition to the mail template design and a lot of details of the consideration, coupled with the customer in the promotional activities, we will focus on the composition of the mail title.

First I analyzed this period many clothing promotion class mail title basically takes:

XXXX clearance 99 yuan, xxxx sale 199 yuan XXX299 Yuan, the last snapped up "

Such title form, if not very well-known brand network business, users are very difficult to suddenly interest in the mail, and the first time to choose to browse. In the context of the customer itself, I decided to use a combination of transactions that a user might be familiar with and the product promotion of the customer, heading as follows:

Why can Xu Xian marry bai Suzhen? on xxxxx buy New Year gift to her (him), the new member of the entire court free of 10 yuan "

Because the story of the white Snake and Xu Xian is basically known to all, and through a set ask very good will this allusion and customer's product together. After the email A/b test, we finally made the relevant mail push.

The following is a screenshot of the statistics after the mail is pushed

In the week after the mail was sent, the customer accumulated 57 orders by mail, the total sales in 5000 yuan. If we calculate according to a mail production fee 3 cents, the customer actual mail marketing input cost does not exceed 1000 yuan. Minus the cost of his items, the email marketing should be more successful.

Every time we put a lot of effort into the creative, planning and design of email templates to make a user-focused message, but often the message header becomes the first important factor for users to open this email. Therefore, we are concerned about the design of the mail template, but also should spend some time to study the text of the mail title of the organization.

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