EDM new play in large data age

Absrtact: Basically already in the left of the EDM (licensed email marketing) now has a new play, whether it is tyrants or the civilian unknown brand, any way to promote the effect of the premise is to find the right person, said the right words.

"At work, every day when you go to the office to turn on your computer, you will routinely go through instant messaging tools and mailboxes to view communications or working files, and then you'll be browsing your corporate mailboxes and personal mailboxes on Foxmail or Outlook, or other mailbox landing platforms, There will be a variety of brands through your registered member account to leave the e-mail address of the EDM (licensed e-mail marketing) to your eyes, all sorts of things, but because the content is something you care about or want to have and interest in, you won't get bored, or even open the mail, if it's a high rate of return information, You may be storing it in your membership account and waiting for the right time to sell. "New network EDM marketing personnel on the current situation of EDM to do the above simple elaboration and analysis."

Small series through the interview to understand that this is the EDM marketing brought about by the effect, because in the access to member information, as well as user browsing, collection, consumption and other behavior of data collection, combined with consumer psychology and habits of classification, further optimize the targeted program, and finally achieve a precise database marketing model, In order to solve the mass of information, how to put valuable content to the target consumer groups. New Network (xinnet.com) EDM marketing staff revealed that "EDM marketing is not a new marketing approach, but with the rise of cloud computing technology, the application of large data, and gradually dug out the real value of the EDM, is ' precision crowd + accurate content ', how to understand?

Collection, classification and deep excavation of precision population

New network EDM marketing staff to give a small example, for example, there is a small restaurant near the Beijing International Trade Center, hidden in the commercial office buildings full of shops, restaurants every morning to send a waiter or hire staff in the subway and the surrounding commuters on the road to distribute DM list, in the rush hour early 8:0 0-9:00, the average issued every 5 seconds, 1 hours can be issued 720, after the investigation of more than 50% people will not receive, 20% of the people may be due to the new store opening or discount information received, the remaining staff may be received after the courtesy of a direct throw away or collected to spare, This arrival rate and reading rate are extremely low, according to thousands of estimated daily cost of about 100 yuan. But if the use of EDM, the same to the surrounding people to send electronic version of the leaflet, according to the new network EDM 40000 1500 yuan calculation, an average of 0.038 yuan per unit price, thousands of estimated daily cost of 38 yuan. Significantly reduce the cost of advocacy inputs, and second, the user's address information can be reused.

Say so good, small knitting will want EDM address information from where, EDM the most difficult and the most important is also accurate address library, because the address information collection, need to be repeated in the use of verification, system screening and statistical analysis, to play its role. From this aspect small series according to the new net marketing personnel provides the information, summarizes two points to share to everybody, one kind is like the new net EDM, it has more than 300 million valid address storehouse, may according to the geographical factor carries on the cross classification. Another is the super refinement of the investigation, such as in the QQ Instant messaging system to find people nearby, or according to the provincial and county to carry out vertical classification, to obtain the shop around the ID number, collected and sorted into a table into the EDM address library, to achieve accurate crowd precision delivery.

But the collection of accurate e-mail address, can be used to send a group of personal e-mail, the new network marketing staff to answer the small series of questions, such as the use of QQ mailbox Mass, but if the other is not a QQ friend may be directly intercepted or into the junk mailbox. So in the use of EDM platform to first understand, and NetEase, Tencent, 263 and other common mailbox whether there is a strategic partnership to avoid the situation can not be reached, and high-speed, smooth, timed to reach the effective groups.

Accurate content to read the user's mind, directly to the user's eyes

Accurate crowd found, need to create for these people's content information, novel title and personalized content is essential, this need in the mail template design process to spend a lot of thought, just can catch the eye of consumers, for many users, Another challenge in using the EDM process is to design the content template, customize the design according to the user's merchandise information, renew the brand image feature, use the word, avoid using the high-profile promotional words;

At the same time, the most important value of EDM is the results of the arrival, reading, reading, number of clicks, clicks, and other data of the cross-statistical analysis, in the positioning of the precision of the population on the basis of further more detailed and effective statistics. In this way, we can understand the information consumers are interested in, as well as the impact of sending time period on the open reading rate and final purchase, so as to be able to estimate the flow through the mailbox to the official website, as well as the final conversion rate and yield.

Through this series of data analysis, it can be said that large data in the EDM or EDM in the large data era played a real role. Recommendations can be integrated micro-BO, micro-letter, etc. from the media information bombing, the formation of multi-dimensional three-dimensional transmission effect, in the content of the continuous through multidimensional hints, so that consumers perceive the value of the purchase, stimulate consumers to buy the desire to form more sales transformation.