Five key elements of e-mail marketing success

E-Mail is one of the common channels of communication between enterprise and existing customers. Unlike in Europe and the United States, in China, http://www.aliyun.com/zixun/aggregation/8805.html "> E-Mail marketing response rate is not necessarily better than direct mail, but low cost, delivery speed, Precision and personalized easy to operate are many enterprises choose to use this communication channel factors. e-mail marketing is more attractive to many businesses, especially at a moment of economic gloom and tight market budgets. But doing good email marketing is not so simple, because cheap and sweep type of mail delivery not only can not receive the ideal return on investment, and may even cause the recipient of disgust.

e-mail marketing success has five elements:

1. Clear the goal of email marketing

2. Use appropriate communication strategies

3. Identify your target customers

4. Design attractive Email

5. Analyze the effect, keep trying and learning

The goals of email marketing are usually as follows:

* Increase sales (especially with online mall)

* Maintain Customer relationship

* Increase the traffic of the website

* Enhance corporate brand or product awareness

* Targeted communication with after-sales service

After the marketing goal is determined, the appropriate communication strategy should be used to achieve the goal. Strategies include the following:

* Provide targeted, recipient-focused offers

* Provide content related to the location and interests of the addressee

* be personalized, such as greeting the addressee's name

* To give the recipient the control of the frequency of receiving mail

Choosing your target client is not something you can go with, pat on the forehead. Flexible 17813.html "> Customizable email delivery platform and CRM platform with marketing activity Management module, or database with customer segmentation or scoring information that can be used by marketers.

Target customers can be based on the gender, age and other humane aspects to crawl, can also be in accordance with the purchase behavior, or even online browsing and trading behavior to distinguish between treatment.

Target customers can also be divided according to other performance indicators, such as the most cost-effective customers (very reasonable but the real business is not many), the highest rate of e-mail marketing response to the crowd.

Don't forget to check the recipient's chosen frequency and type of message to avoid spamming.

The content and originality of the email itself can not be ignored, which could be a separate topic. The design of the title, the size of the picture and the speed of download, the text description of the picture (lest the picture cannot be displayed) need to be noticed.

Finally, indicators such as reaction rate, opening rate, CTR and ROI are analyzed and documented in the database after each email. Many companies treat each email marketing as a single marketing activity or have no annual CRM plan for Customer loyalty marketing (annual CRM plans), so that they never know which customers have high responsiveness to email marketing and which type of email marketing is good, How many e-mails each customer receives in a year. Without historical data, it is also difficult to establish an accurate marketing activity response model (campaign response model)-one of the important means to reduce costs and improve the return on marketing investment. Only in the process of constantly trying and learning, enterprises can grasp the most attractive to their customers, the most can improve sales and profit concessions and content, the best delivery time is when, in the competition to win. (AMT)