Grilled one chop: Insider of e-business email marketing

Absrtact: When it comes to email marketing, most people, including me, feel annoyed, isn't this the creator of spam? However, when I was chatting with a deep throat of an email marketing, I realized that there was a lot of insider digging in the industry which was mostly behind the scenes.

For the electrical business, the use of appropriate mail marketing, can directly produce a very substantial sales, according to rumors last year, a double 11, a well-known electric dealers in the day by mail generated sales up to tens of millions of.

The most likely pitfalls

Do Mail Marketing (hereinafter referred to as EDM), the most easily fall into the mistaken idea is, find an EDM company, buy some data Ah! Did you get shot? Many companies like to do this, one-time, the effect is not.

One obvious truth is that anyone who dares to sell you data must not have a conscientious EDM company, he will sell your membership data to others! You don't have to think about it. Deep Throat is sure to tell me. You can test it in two ways, first, the use of high prices to buy their data; second, first take out 10% of the member data to cooperate with him, and then put forward to buy, all willing to sell you, the future will certainly sell your data, usually do not sell, congratulations, you can rest assured cooperation.

If you are not marketing your own membership, then you lose the basis of EDM, email marketing Licensing, if only through external data to do, that effect is too bad.

And, you know, there's another secret?

The data you buy is most likely the data company crawled from the site, this is not the secret to say, look down ... You know why a lot of people leave their mailboxes when they're out there, and they put them in a # or a *, or they write a number in uppercase, because they know that they can avoid being crawled by web crawlers.

Anti-spam Alliance to punish these heartless mail service providers, will intentionally leave some phishing mailbox, once these mailboxes receive spam, mail Service company's sending domain name and IP address will be blacklisted, the members of the league including NetEase, QQ, etc., will reject these addresses sent to the mail, And you this enterprise may also be implicated, the mail content of the Enterprise Domain name blacklisted.

So, some companies should know why the acceptance rate of their mail is so low? You may have been secretly on the blacklist.

In fact, the opening rate of the purchase data is very low, less than 1%, and to the enterprise's own members to send mail, open rate on average at 10%, measured by the effect, the average can do 1:20 (spend 1 dollars can bring 20 dollars in sales, the promotion of 5%).

On one occasion, CCTV was going to do an anti-spam report, want to interview the market to do mail marketing companies, these companies mostly claim to do the licensing mail marketing (only for the enterprise's own internal member data to send mail), resolutely do not do unsolicited spam mass (whether it is not their own data, all mass), but, CCTV reporters put forward a condition: you have to think clearly, since to receive an interview, once broadcast out, was exposed himself to do unlicensed mail marketing, responsibility can be borne, CCTV can not assume responsibility.

As a result, only one of these companies dared to be interviewed.

You can think about the conscience index of the domestic EDM service provider. Of course, for businesses, they don't seem to care about each other's conscience, I want is sales, I don't care how you send me, I no matter where you data from, in short I will result.

Deep Throat said, for this type of customer, can not cooperate, since I want to insist on their own license-type EDM, there is no way to take care of this unreasonable demand.

In fact, EDM can not do so unreasonable, as long as caught the skill, the effect can be fair and aboveboard to do very well. What's the trick?

Mail automation, industry conscience, who in practice?

Mail Automation is an industry-recognized solution that allows mail marketing to "wash your feet ashore." What do you call automated mail? Look at two graphs first:

Accurately speaking, the Mail automation is the enterprise's member management System tentacles, according to the registration time, the order status, the shopping cart commodity, the historical consumption amount and so on factor to set the condition to the member grouping, after reaching the condition, the system automatically triggers the mail to contact the member, and intelligently generates the mail content,

Because it is targeted design and mail delivery, so the effect is very good. Just, this kind of marketing automation mode is need the enterprise to pay more time and manpower cost, grope for the law.

The main domestic two mailbox service providers NetEase and QQ mailbox, set up a strange way to play the upgrade, that is, they are based on the rate of opening the message to send the message to the sender of the evaluation level, at the beginning only to allow the enterprise thousands of or tens of thousands of of the mail delivery volume, open rate is good, reported less, Gradually increase the volume of mail received and inbox, so reciprocating, until each day can send hundreds of thousands of, which often takes a relatively long time.

But, you know domestic electric business enterprise, often have no patience to do this kind of meticulous work, hair for two or three days, a look at the effect did not come out ah, but also limit the number of sent, to promote three days after the start, this does not ah, hurriedly find ways to send out, or find a batch of data sent to it, anyway, cheap, a few cents a data.

But doing so, most of the mail will be netease and other systems automatically identified as spam, almost no effect.

Deep Throat sigh, mail marketing itself is the marketing tool of electricity business, but the domestic electric business generally lacks to the mail marketing investment, just think I have how many million member data, after the mass must have the sales.

As everyone knows, the consequences of mass violence, the original very valuable membership data quickly become tired, so was wasted, lost the mail this most effective customer communication channels. Sometimes because of the customer's worry, the service provider has to give up the "hit the blame upgrade" of the "number" behavior (establish the reputation of sending), and meet the short-term needs of customers.

In addition to sending tips, mail design techniques also determine the conversion rate. Elegant appearance is inevitable, especially the mobile phone and PC-side format is not the same, no adaptive design, open, often difficult to see. More importantly, this email just caught the customer's needs, which is difficult, but not impossible. This requires CRM to the member portrait, at the same time, the color of the message font, use words, mapping, and then to the button or link position, good design is almost a piece of art, even if you do not need, will also click to see.

"You have to ask me, the domestic electric business mail marketing level, which enterprise in this respect to do well, I can only say, generally at the primary level, just mail mass only, not to mention marketing." A small number of foreign companies, such as Amazon, the entire mail marketing system, do really good, individual design is particularly good, you can read from the mail to warmth. Deep Throat again sighed.