e-mail marketing strategy

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7 times of effective contact can produce 1 sales, 10 times after the purchase, the customer has recommended you to others up to 7 times

We can often hear the foreign trade company salesman complaining about the effect of a certain business-to-business platform, or a first-line trading company to consult others such as Alibaba, made-in-china such platforms, but everyone ignored the inquiry conversion rate of this important factor. The effect of a business-to-business platform should be measured in three ways: the number of inquiries, the quality of the platform itself, and the order conversion rate of inquiries. Alibaba, Made-in-china These mainstream business-to-business platform, the most critical is the order conversion rate of inquiry.

What is e-mail marketing

In Europe and the United States, e-mail marketing has been quite mature, and in business-to-business, business and other fields have been widely used. In the domestic, the development of e-mail marketing slightly lag, people tend to e-mail marketing misunderstanding for mass spam. In fact, e-mail marketing is a kind of network marketing means to convey valuable information to target users by email in the precondition of user's prior permission. The three basic factors of e-mail marketing include: Based on the user's license, through the e-mail message, the information is valuable to the user. Three factors missing one, can not be called effective e-mail marketing.

"I ' m interested in your products,send me more information." With Business-to-business platform to do foreign trade salesman has seen too many such inquiries, although it appears that the inquiry is your target customers, but this does not mean that he will immediately order. Enquiries are a good start, but usually the new inquiry's order conversion rate is low, before the other side of the single, there is a long or short training period. A person who buys a sample or orders for the first time can only be called a purchaser, not a customer, because you don't know if the person will continue to order. Therefore, when using the Business-to-business platform, the foreign trade salesman is concerned about how to turn the inquiry into the first order and the company that has been placed under orders repeatedly.

E-mail marketing has many advantages. Using e-mail marketing is one of the most cost-effective ways of customer communication, and more effective than traditional direct and telephone; e-mail marketing can train your customers or potential buyers, and when they make purchasing decisions, the training information you provide will tend to support their decisions. E-mail marketing allows enterprises to maintain a lasting relationship with their customers, the Harvard Business Review has pointed out that the cost of developing new customers is 6 times times the cost of maintaining an old customer, and e-mail marketing allows enterprises to regularly communicate with customers to maintain customer relations; e-mail marketing facilitates the measurement and improvement of results, using the tools provided by professional service providers, enterprises can easily calculate the number of sent, the number of open mail, the number of withdrawal, unsubscribe quantity and the number of effective mail flow.

Specific implementation

Create a mailing list

The establishment of the mailing list must be based on the license, only the user-approved e-mail is open to the high probability. There are many ways to create mailing lists, such as inquiries, service or sales calls, website registration, product manuals, etc. But the key is to get permission from the recipient.

Set goals

e-mail marketing activities should be identified before the goal, the goal of e-mail marketing generally include: the establishment of mailing lists, access to new customers, expand customer relationships, build brands, promote repeat sales, increase depth sales and cross-selling, reduce communication costs.

Topic Content Determination

The subject of the message is roughly as follows: Newsletter category, monthly or quarterly release of information useful to customers, information contains pictures, promotional information and links to the site, recommended to customers of new products, new services;

Invite the class, invite the customer to participate in some activities, can publish such as the company will participate in this year's International toy exhibition, welcome you to the booth such information; Thanks and greetings, special theme greeting cards; seasonal and festive themes, such as a few months before Christmas are usually the time for foreign customers to purchase a relatively concentrated can send some product information for the holiday to customers, or in the season of replacement, for customers to do some publicity, such as apparel trade companies can do some clearance promotions or new releases.
Let the customer open your mail

Sending a message is not a success, the recipient opens your mail is the beginning of a successful. Here are a few tips: Add the company name or your brand name to the sender of the message, makes the recipient feel that the message is from a trusted sender, that your brand name appears in the title bar, that you choose what interests the customer, that only the relevant and timely emails are open; Send an e-mail survey, Through the collection of feedback results can improve your e-mail marketing, so that e-mail marketing more effective; the use of the e-mail marketing service provider's statistical report, it can show the status of mail subscriptions and mail opening rate, withdrawal, etc., is conducive to improving e-mail marketing, thereby increasing the opportunity to open the mail.

Determine when to send

The choice of sending time has a great effect on e-mail marketing. Foreign studies show that enterprises need to choose different delivery times according to different industries and different target customer groups. For example, companies facing the U.S. market should choose to send the day (US time) from Monday to Friday, which will be more likely to be read.

Test

After the preparation of e-mail production, to the e-mail marketing activities before the launch of the test, especially in the early e-mail marketing enterprises to carry out repeated testing. Extract a small number of customers from the mailing list to send tests. The test content includes the message title, the main body of the mail content, the interface design and so on. Only one Test at a time, the enterprise through the statistical report to see which way feedback better.

Choice of e-mail marketing Suppliers

e-mail marketing is the key to the stability of the service, which is also a lot of foreign businessmen use professional service providers reason. e-mail marketing provider Choice can refer to the site marketingprofs.com, this site every year to the e-mail marketing service providers into the selection, and listed among them excellent e-mail marketing service providers, enterprises through the comparison of the services provided by the price, you can quickly choose a suitable service provider. In addition to some foreign forums or Google search e-mail marketing service provider evaluation is also a good way.

The more good North American e-mail marketing service providers have subscriber mail.com, bench Marke mail.com, Constant contact.com, Listrak.com, emailcenteruk.com, lyris.com, etc. These e-mail marketing providers provide off-the-shelf e-mail templates, list management, related form-making tools, tracking, analysis and Reporting Services.

The process of the above steps, combined with e-mail marketing system to develop a suitable company's e-mail marketing system, can greatly improve the order conversion rate of inquiry, and very good to maintain customer relations, so that your customers repeatedly placed orders.

Mailing List Marketing 4 Taboo

1. Not entirely based on user license

Self-search, collection, purchase e-mail address, without user permission to send information is the first taboo mailing list, the regular mailing list is entirely based on user license, that is, in the user registration by two-way confirmation, which has become the field of e-mail marketing industry norms.

2. The message content is not high to the user value

Some enterprises have a lack of mail content, some are too casual, not a specific theme, or directionality is not clear, so that readers feel and their expectations have a big gap. Some email ads are too much, really useful information is too little, or there is no obvious system between the content, users to such a mailing list is difficult to produce the overall impression.

3. Incomplete message elements

Some of the message sender information is incomplete or there is no e-mail address sender, no recipient e-mail address. Some of the mail can not directly reply, there is no relevant reply, this not only for the user feedback added trouble to the mailing list operators also have a certain negative impact.

4. No fixed mail delivery cycle

Three days of fishing fishing, when they need to send to the customer what information to remember the importance of mailing list resources, usually not at all, sometimes may send several times a month, sometimes even 1 years only 1, 2 times, perhaps customers have forgotten when they joined the mailing list, But also inexplicably received a website sent mail. This is likely to have a negative impact on corporate brand image, but also fundamentally reduce the end of the mailing list marketing results.