Chen Qingguo: Analyzing the ways and forms of email marketing in online mall

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e-mail marketing is a very familiar network marketing model, compared to SNS marketing and microblogging marketing has a long history, but the author at present observation, most of the site's mail marketing There is a lot of room for improvement, and even many online shopping mall mail marketing system also has a lot of room to improve. Now I will be in the operation of the mail marketing process some of the understanding of some of the experience summarized, summed up, to do a promotion.

I. Internal MAIL Marketing

For online shopping mall, user database is the most valuable wealth, and even digging good user database you do not have to spend a lot of effort to put other ads. And for the official operation of the online mall, the cost of mail marketing is very low, only need a mail server or VPS can be. For online mall site, internal mail marketing according to behavior generally divided into the following types.

After the user registers the website, sends a mail to inform the user has successfully registered, from the database to call its nickname account, so that users have a more profound impact on registered accounts (at present, most Internet users use the skills of the network are at a relatively low level, forget the account is very common phenomenon), while the site has a more profound impression , but also to enhance the trust of the site, but also in the secondary location to list some popular goods, improve the exposure rate of goods. The user orders after the production of two types of mail, after the user under a single successful payment, send mail to customers to confirm the delivery address of goods and other details, to avoid the distribution and other details of the error caused by unnecessary misunderstanding and operating costs to improve.

After the user has not successfully paid a certain amount of time after the payment should also be able to send mail to customers, you can kindly ask the user is not in the process of payment of what trouble, in the accumulation of certain data, you can also summarize the FAQ to sum up payment problems, to help customers with difficult payment problems, Real upgrade of the site conversion rate. Customers receive the goods about 7-15 days, you can send mail to customers to invite their evaluation of goods, and to give appropriate incentives, in helping other users to shop, to enhance the trust of the website at the same time, can also precipitate loyal users, for the expansion of the site business accumulation of valuable resources.

event class Mail marketing is also an online mall must pay attention to a form of mail, in the site to hold promotions and other activities can be the first time to convey information to the site's users. Call class mail, this type of message can be very rich in the form of a message to arouse the interest of users, so as to remind users to visit the site. Call class Mail can be the site of the sale of goods, wonderful content, comments aggregated into an e-mail sent to the user, to attract their attention.

Ii. External Mail Marketing

The external mail marketing theory should also be in the case of user permission, but most of the time is not the case, unprofessional mail service providers are often blind to send mail, or based on inaccurate and not subdivide the user database, or because the user database is not perfect, the probability of hitting the target group is not high, Cause a lot of junk mail. In fact, if accurate, more accurate, external mail marketing is not garbage, but a sharp weapon. Sending valuable information to the user may also be the product and service the user is looking for.

Personally think that the form of external mail marketing can be single, similar to the internal mail marketing event-type marketing, in the promotional activities such as through the mail service provider's user database to make activities more impact, such as more accurate matching, event-type mail marketing open rate, click-through and conversion rate are very objective.

Finally, no matter how the form and way of mail marketing, good mail marketing is to send valuable information to the target group of users, in order to produce the desired effect.

This paper comes from http://www.chenqingguo.org/seo/youjianyingxiao.html, author of Ching country.