Cross-border electrical business EDM Marketing 5 Big suggestions: How Not to blacklist

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December 18 News, E-commerce Marketing service business Smartfocus China general manager Bo, said, because of customs and culture, consumption habits, economic development level, and other aspects, cross-border electronic mail marketing and domestic electrical business compared to a large difference. He gave five suggestions for the mail marketing of Cross-border electric business enterprises.

Smartfocus, general manager of China area Bo

First, it attaches great importance to the knowledge product problem, does not send to overseas users contains the counterfeit brand or three products of the mail.

Bo to the billion state power network that compared to domestic, foreign users and brand-makers attach great importance to the protection of intellectual property rights, if China's cross-border electrical enterprises to send overseas users with "irregular" product mail, it is likely to receive a large number of user complaints, and foreign anti-spam organizations blacklisted, This will affect the enterprise's normal mail marketing.

"Whether you use Gmail,aol or Hotmail to send emails, when the complaint rate reaches a certain value, they will throw you directly into the blacklist." After you send any mail, even the right product, will go directly to the user's trash. ”

Second, SNS marketing and mail marketing more closely combined. Bo said that foreign users very much like to share, will SNS marketing and mail marketing through, can greatly improve the marketing effect, forming two times sales.

"They will send a message like ' I bought a very good razor, with only 3 dollars, made in China, ' to Facebook." This is rare in China, but it is common in Europe and America. ”

Bo For example, companies can embed "share to social networking" buttons in their emails, and prompt the user: "If you share, you can get a discount, and your friend click on the link you share, will also be able to get the discount" or "If you are the opinion leader, or have a lot of fans, As long as your fans forward this link 100 times, I will give you this product.

Third, consumers in different countries have great differences in their consumption habits and need to differentiate marketing. "Thanksgiving is very popular in the United States and Canada. But if you make a big Thanksgiving Day for Europe, you are likely to fail. Because many places in Europe are not Thanksgiving. "Bo said.

Bo recommends that enterprises understand the culture, customs and festivals of the target market, and then refer to the user's historical consumption behavior to design promotional strategies and products. He cited a marketing example in the Russian market.

"Russians are very price-conscious and will repeatedly send you a bargain, so you spend a lot of time communicating and marketing costs are high," he said. Then we did a flash purchase, said the original price of 400 yuan of products, this time I can sell 320 yuan. But you have to buy, you have to rob. I will send 50,000 users at the same time, but only 400, who is the one who got it. The result of this promotion is very good. So we found that flash shopping is a good way to promote price-sensitive users. ”

Four, do not recommend to the previous enterprise has no relationship with the user to do mail marketing. Bo that the mail marketing should be licensed, mainly for the enterprise's old customers, registered in the official website, and the products are interested in members, just to promote products.

If an enterprise sends a message to a user address obtained through a purchase, the following two scenarios may occur. One is because the email address is not confirmed by the user, it is likely to be the wrong address, which will lead to a waste of marketing costs. The other is that the user feel that the product is completely unattractive to him, he will unsubscribe or complain, which will be the normal mail delivery effect of the enterprise bad impact.

"Before one of our clients, we bought a batch of user addresses and then desperately sent them." No accident, the rate of withdrawal is very high, complaints is also very high, finally he this brand will be abolished. All mail service providers treat him as a spam provider and he will never be able to email again. Bo to billion power network said.

e-mail marketing needs to attach great importance to the mobile end, at least to ensure that the message on the phone screen and PC screen display effect is consistent. Bo recommended that companies do some optimization for the mainstream mobile operating system, so that the sent messages more in line with overseas users to watch habits.

He pointed out that the emphasis on the mobile side is due to the mobile Internet is one of the development trend of cross-border electricity, on the other hand, because of Western Europe, North America and other developed countries, users are more accustomed to using mobile phone processing mail.

It is understood that Smartfocus (formerly Emailvision) is a foreign marketing service provider, headquartered in the United Kingdom. Smartfocus mainly serve in e-commerce business enterprises, including mail marketing, SNS marketing, video marketing, including a variety of marketing tools. Its services in China's Cross-border power companies currently have more than 10, the main market is the United States and Europe, Russia, Brazil, Mexico and other emerging markets are also the direction of their attention.