e-mail Marketing: How to change active marketing for interactive marketing

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The first thing to say is that email marketing is not equal to spam, but in most people still can easily equate the two, the reason for this embarrassing situation, because the business is sending mail the effect of getting worse, how to improve this situation? The average person will give more mail address mass mailing, More frequent promotional mail, but this approach is very unreasonable, the only thing that can play is to make the mail marketing effect is getting worse.

So what is the right thing to do to save the mail marketing effect? The practice is very simple, is to change the active marketing for interactive marketing. Before discussing how to do interactive marketing, we first need to look at what a customer wants to get out of a subscription email.

1. Identify. Customers like people to name themselves, they want you to be able to show their attention in e-mail, of course, more in-depth, they would like you to know what they really like. As shown in the following illustration:

From the above figure can be seen without the name of the mass open rate and the open rate of address is nearly 4 times times, and can understand the user consumption habits of the open rate of mail can increase about 40%.

2. Service. Subscribers will want to be able to provide thoughtful services to help them, such as a personal loan consumer platform, to send two groups of mail to their members, one of which is normal promotional mail, while the other is to remind users to enhance account security and provide security controls to download the mail, The two-time send effect is compared as shown in the following illustration:

It is obvious from the above that the user prefers to mail that helps them in addition, we can pay more attention to the click-through, the non-advertising type of mail is almost twice times the type of ads, which also shows that the effect of e-mail marketing is now significantly lower than before, 05 has a statistical, The percentage of clicks on ad mail is basically the same as that of transactional mail.

3. Information. Now the online customers are more educated than before, and for most of them, specialized products are as important as useful information. e-mail should carry the information that customers want to know, rather than simple advertising, a good electronic newspaper open letter rate can be easily reached more than 40%.

Here's a brief discussion of how to implement interactive email marketing.

First of all, we are very opposed to the crawling of data spam, so it is easy to blacklist the ESP and lead to the future of mail marketing obstacles. The best way is to invite users to actively subscribe to our mail, and as much as possible to let users leave personal information, on the one hand, for personalized mail set up a database, on the other hand, for the follow-up database marketing ready. However, for enterprises that do not have the ability to build an effective information collection system, the purchase or lease of mature mail data is also a way to consider, the risk is that the buyer will be able to develop a pair of eyes to judge the quality of the data, at the same time to consider the depth of data mining work how to

To find a professional company to serve your email marketing, be sure to ensure that the data feedback is real and effective, so that you can understand what users are more interested in, or which part of the message is the user's first visual point. The general approach is to count the number of clicks behind each image link, to match the image or region, and to categorize the user's habits. At the same time, professional mail marketing organizations can let you save a lot of tedious work, such as the personalized settings for each recipient name, professional mail marketing company only need a button to solve the hundreds of thousands of-name setting. You know, saving your time is saving you the cost.

In the mail delivery, we should not only to customer preferences, personalized address to make the corresponding mail template, but also to give customers a platform for communication with us, the most intuitive way is to enable customers to directly return to our questions or feedback. I have seen a lot of such examples, such as a photo studio launched a very inexpensive pictorial package, a lot of customers will feel incredible after receiving the mail, so back to the mail to ask if the studio is really able to provide such services. According to statistics, as long as the studio can communicate with customers mail, order volume will increase by about 40%.

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