Guo: Several considerations affecting the success of e-mail marketing

e-Mail Marketing (e-mail Marketing) is also often used as mailing list marketing and licensing e-mail marketing. Email marketing is a kind of network marketing means to convey value information to target users by email. Email marketing has three basic factors: User License, email delivery information, information is valuable to users. Three factors missing one, can not be called effective email marketing.

A number of considerations that affect the success of e-mail marketing, including the most common points: pictures in e-mail messages are blocked, attention to the Message preview window, the content of the topic, the message Content link to the target page, email to yourself before sending.

Pictures in email blocked

More than 50% of the users who subscribe to your email newsletter may not see the images in the email because Outlook and other e-mail systems now default not to display pictures in their messages, and few will voluntarily change the system's default settings. So if you have any important information or links in your picture, you need to repeat that information in a textual way.

Pay attention to the message preview window

Many netizens have the habit of reading messages in the preview window instead of opening them for reading. This means placing the most valuable information at the heart of the message in the first few lines of the mail, so that the user is not initially found to be attracted to the message and deleted.

Message content Topic focus

Do not involve a number of different topics in an email, focusing the user's attention on one point, helping to improve the customer conversion rate.

Mail content link to destination page

Search engine advertising links are emphasized to link to the target page, but not necessarily the homepage. The same is true for links in email messages.

Email yourself before sending e-mail

The best way to test whether a message is effective is to send it to yourself, and it is sent to a different mailbox system to see if the final display of the message meets your expectations or needs improvement. Otherwise, it is too late to discover the flaws in the content of the message when you have sent messages to thousands of users.

So how do we get out of the misunderstanding of email marketing?

The first myth: the wrong idea.

Enterprises need to give up those wrong ideas, to establish a "license" is to carry out the first element of email marketing. Among the customers we've served, some customers have just begun to disagree with this principle, and have fantasies about the marketing approach of "forced and violent", which is not known to be a nasty marketing failure. As the project progresses, customers are increasingly aware of the importance of licensing: licensing is an important prerequisite for interaction. The specific manifestation of the licensing principle is opt-in and opt-out, a solemn commitment to your customers free access and privacy protection. All the subsequent actions are based on this idea, so it is very important.

The second myth: email marketing is to sell more products.

Many companies still stay in a simple increase in sales awareness level, which will inevitably lead to the failure of email marketing. Interactive relationship is the most important and direct purpose of email marketing.

Third myth: Purchase unsolicited customer information.

For companies that do not have a target list, is it possible to buy a list of target customers and then buy an email marketing tool to launch email marketing? This is the stupidest thing to do. The permission and purpose mentioned just now are serious deviations from the objective. So what should be done? Very simple: do everything possible to obtain permission! Specifically, there are many strategies to be interested in in-depth communication.

The fourth myth: the importance of ignoring good tools.

The prerequisite of the public is good. Many enterprise customers believe that email marketing tool is the mail marketing system, the idea is very wrong, hinder the development of the future. A good mail marketing tool in the implementation of basic functions such as personalized content, send mail to open click Statistics Report, and so on, but also to a deeper level such as data mining and behavioral modeling direction of the expansion of the high, for the next step to develop database marketing ready.

The fifth mistake: quick success.

License Email marketing is a long-term, continuous process, most of the time will not have immediate effect, and need to continue uninterrupted to the end, which is a lot of enterprises to implement the license email marketing Project failure is the important reason.

The sixth myth: a pair of many traditional broad ideas.

Customer segmentation is a key step toward a one-to-one marketing cycle. One-to-one marketing is an important feature of the licensing email marketing, but due to the constraints of all aspects, it is impossible to achieve one step, only through one after another marketing cycle gradually customer segmentation, and finally achieve one-to-one marketing results. In our service process many customers still stay in a pair of multiple traditional advertising level of understanding, after a period of implementation, the results of the practice proved the effect of email marketing.

Seventh myth: Ignore user friendliness.

User friendly strategy is the key factor of the success of email marketing, including content-friendly strategy, friendly strategy and so on. Content friendliness is the key to user friendliness and the key to creating interactive relationships. The friendly content is based on a lot of data analysis, and the result is calculated and feedback by some algorithms. Many enterprises do not choose a suitable email marketing tool, can not use data to support the user-friendly content analysis and judgment, only by feeling, the results are very different.