Epsilon Zhang: Mail marketing will flourish in the next 3-5 years

January 8 Afternoon News, Adworld Interactive marketing World in Beijing today, Epsilon China Vice President Zhang received Sina Technology interview, said that in the next 3-5 years mail marketing will flourish in China. The following is an interview record: Moderator: Sina net friend, everybody good afternoon!　　Now is at the ADWOLRD2010 Marketing Conference site, I am pleased to invite Epsilon China Vice President Zhang to give us a chat about the development of electronic marketing in China, please Zhang always say hello.　　Zhang: Hello, everyone.　　Moderator: First of all, please Mr. Zhang to introduce the situation of Epsilon. Zhang: Very happy to come to Sina live room to discuss our company and this industry, Epsilon is an American company, has 40 years of history, in the United States we are affiliated with the United data listed companies, the global staff of about 18,000, last year turnover of 2.5 billion U.S. dollars, Epsilon as the only subsidiary, around 2200 people worldwide, last year turnover of about 500 million, Epsilon is based on a data to provide a relationship between the company, so that may not know what it means. In fact, we help our customers build a database, such as their members, to establish a relationship with them, when you and your customers to upgrade the relationship, the future purchase of your products will generate sales profits.　　Epsilon is to achieve the ability to enhance customer relationship.　　Moderator: When did epsilon enter China? Zhang: Enter China very early, 01, 02 came in, the two years of domestic concept is also slowly changing, in the United States to enhance customer relations, through the mail or, such channels have been a long time. A few years ago, we saw many customers, such as I was advertising, Sina home to do an advertisement, then what is next?　　Interested customers Click to go to the customer's own website, if the customer spent money advertising, hoping to attract the flow can stay, and today after the day after tomorrow will come again, so they do is want customers to register in. A few years ago is to focus on how to absorb traffic and registered users, slowly accumulate a certain number of users, then what to do, how to improve the relationship between the data, this time epsilon can help you.　　These trends have shifted over the years as the country slowly looks at how to promote relationships with its customers.　　Moderator: You just said the way in the United States has been more mature, although in China is 2001 to come in, but now is just in the development stage? Zhang: We are at a fast-growing stage, we do this industry, we mainly use e-mail in China to contact customers, do not understand people will feel that you send an e-mail, now people say spam a lot, our industry is the license of the marketing method, which is the difference between the spam mail? All the people who received the mail were the ones I allowed you to send me. In addition to the entire industry's eyeBefore the environment, there was a great thing, for example, now everyone said that the rate of return, in fact, the mail industry is open rates, CTR, conversion rate, such as to go into the registration, and so we are the main difference between spam is that we are very targeted to send mail, if the customer is not interested in the content we do not send you. Our rate of clicks, conversion rates are collected by the system data to achieve, how to improve this data?　　Is the need to send the message to the person you need, I do not harass you, such as a week contact once, so as to increase the click rate, conversion rates. Now the market also has a misunderstanding, many practitioners will say, will be said to guarantee the opening rate, guaranteed click-through, it is impossible, from a certain angle how to guarantee it?　　This thing is to stop will do better, did not say will do this, there are many involved in the user's reflection, the user said that it is suitable for me to see, marketers need to do a lot of work in the inside, but marketers can not guarantee how much open rate and how many clicks.　　Moderator: Has the company promised you how much open rate or click-through, this does not mean that our electronic marketing industry competition is very fierce, there are a lot of nonstandard places? Zhang: The competition, we have competitors, we do not say that the competitor is not good, I am saying that our comprehensive competitiveness is stronger than the opponents. What is a comprehensive competitive ability? For example, Dell computers are our customers, why do they choose us? He needs to have local customer support in Beijing, Shanghai and Guangzhou in the Asia-Pacific region, and then send services to support, service and team in Hong Kong, Sydney and Japan.　　Only in China, before I introduce, we are also a large international companies, we are very good, in the United States, Asia or China, we are very much in accordance with the industry guidelines, that is, I do not send spam, I comply with industry standards, but this industry is not standard place. In the past few years only began to focus on electronic marketing this thing, the customer has yet to be training and education, the process, like the beginning of the Internet advertising, there are a lot of irregular phenomenon, the current mail industry is not standardized what is the phenomenon? Like many companies for quick success, in order to win customers, said to guarantee what guarantee what, in fact very simple, how do you guarantee your opening rate, such as I guarantee the opening rate of 90%, for example, I send 100 to ensure that 90 open, this people think, you can not guarantee. For example, I sent the content, perhaps Sina server is being maintained, there are a few letter customers did not receive, then can not guarantee 90%. In addition I may send 200 letters, customer regardless, only look at the opening rate, the process of the existence of multiple spamming behavior, this has been towards the spam approach, as we say this is the golden goose, which you in order to achieve your guaranteed click-through, open rate, more than scheduled to send a lot of seals.　　This makes the entire database decline process quickly, so that is the golden goose, which is not standard place. Moderator: Judging from your description, thisThe kind of nonstandard existence, will hinder the development of email marketing, is there a feasible solution?　　Or at what time or at what point can the industry go formal? Zhang: Many domestic enterprises and our competitors understand this truth, I have just said that this phenomenon is not universal, may be small areas of small companies in order to achieve performance, this is very harmful, first of all, it is harmful to themselves, this is equal to the golden goose, you may not be able to do long, If you are close to spam, each server is very strict in the control of the message, you will lead to the increase in user complaints, will block your mail. In addition to the marketing staff will be misleading, marketers will feel that I do not need to think too much content, anyway can guarantee my effect.　　In fact, should not be such a guarantee, the guarantee should be in my ability to permit, I try to do the best, do not for the short-term benefit of the delivery of junk mail. Moderator: In the past two years advertisers have become more and more interested in email marketing, what do you think is the reason?　　I guess it has a certain relationship with happy net? Zhang: Marketers increasingly feel that customers are hard to communicate, because there are too many channels of communication, ten years ago very simple, the customer will watch TV, read the newspaper, then appeared the network, then appeared the mobile phone message, then appeared the video site, then appeared a happy net and so on, so many things, How do you know which channel your users are receiving information from, and the customer's behavior becomes more and more complex. What is the marketing staff? Improve customer relationship and let him buy my products in the future in the process of promoting the relationship I want to clearly know, my customers from which channel to receive more information, e-mail is like this, may be ten years ago no one thought of e-mail, because we do not contact many, now very simple, you are in the company, the class,　　Almost 99% of emails are used without email. I just said a lot, there are traditional websites, mainstream media, such as happy Net Station as a social networking site, like u cool video site, then I this channel is how? I say multi-channel contact customer, not to say which channel is more important, is to see how to combine. For example, we work with Fox to develop a small program, we have a customer is a travel site, travel site I helped him to do a small program, to achieve the effect of what? If you are happy net users, you first download a small plug-in, after you log in, for example, you tell the travel site, where you like to go most, because he knows where you want to go, every time you have relevant travel routes and discounted information, will tell you, and will see you most want to go to the place. Also in your circle of friends, you can see how many people are in line with where you want to go.　　Using social networking sites to develop such users into a circle is a good example of the combination of email marketing and social marketing.　　Moderator: How many advertisers last year through email marketing? Zhang: Global we have two thousand or three thousand customers, the Asia-Pacific region, in the world accounted for a veryLarge proportion, in epsilon, Asia-Pacific region, the fastest growing in Asia-Pacific region, China's growth is the fastest, I think the next 3-5 years, the mail market in China will flourish, we are very optimistic about the market, the current investment in the Chinese market will increase every year.　　Moderator: You talk about marketing, Word-of-mouth marketing and a variety of marketing, you feel the mail marketing this piece of the current in the overall marketing of the proportion? Zhang: In proportion, to see the different marketing staff contact with customers, our customers have online shopping, online is to do E-commerce, because all advertising is online, attract back users are made by mail, they use mail this channel may account for the entire budget of 60% to 70%, Some customers may be online under the combination of the current does not sell through the mail, through the mail just to enhance customer relations, maintain contact. May use the mail only to account for 10%, more is to use other channels.　　For the percentage, I think it is to see what the customer in the industry, we have done the statistics, different industries have different applications in the inside. Moderator: The last question, now has come to a new year, this year's mail marketing market, just now you say will tell development, growth speed there is no estimate?　　What are the epsilon this year? Zhang: This year we have been more optimistic about this market, Epsilon will introduce more new services to the needs of domestic customers. What are the needs of domestic customers? At present, domestic customer mail sent to everyone knows, in the process of sending the mail to involve the strategy of marketing services, such as how to do mail delivery. This year we will launch a number of strategic services, big customers are very much needed.　　On the basis of strategic services, we will do more with other marketing channels, such as the combination of social networking sites, not excluding the combination of video sites, will launch a combination of applications, for customers is good news, they will have more choices to do what they want to do.　　The development of the whole market this year, from our current estimate, China's annual mail marketing market is not less than 40% of the speed of every year to turn upside down, our goal is very simple, if the annual growth rate of 40%, I to our company's requirements, my performance at least to keep pace with the market, to reach 40%. Moderator: Thank Zhang for the total exchange with us, but also hope that your performance this year has increased by 40%, but also hope that there will be a chance to communicate with Zhang, thank you!