How to use "Service email marketing" correctly in Business-to-business websites

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Due to the impact of spam, whether it is an external mailing list, or an internal license mailing list, to get traffic and promote the website product or service for the purpose of mail marketing has come to an end, or the effect is very limited. But mail for service delivery still has a good effect (this study is defined for the time being and no professional positioning is found). The popular speaking is according to the user in the website activity, obtains the feedback information, simultaneously sends the user's mailbox, lets the user not to the website, is very convenient to know the website to have the feedback information.

Service mail must pay attention to a lot of details when sent, including what circumstances send, the subject of the message, the content of the message, the frequency of transmission, licensing settings, and so on, not only to allow users to send the service messages do not resent, but also to let users take the message as a site to provide a good service, but not as a spam complaint. Here is a detailed description.

1, in those cases can be sent to the user email

The following list of circumstances can send a message to users, mainly according to business-to-business industry website to explain 7 categories, other needs according to their own site to determine the situation, the standard is this information, must be about the user's own information, users are very concerned about, want to see.

(1) Register the member, retrieve the password to send the mail

The user registers the member on the website, users must be required to fill out the mail to register, but in order to prevent some users to fill out, so you must fill in the message after the description, plus a guide: "Please fill in the correct mail, receive username and password" or "please fill in the correct mail, to facilitate the potential buyers to contact you" This way, if the user has a message, most will fill in the correct message. Retrieve the password by mail to guide, this does not explain in detail.

Some websites, directly guide users to register with the mailbox, in fact, is also convenient through the mail and users to obtain communication, and some individual user registration must be authenticated through the mail, this aspect also has shortcomings, there are users do not have mail, you can not register the site. Specific according to the characteristics and nature of the site user group, "business-to-business industry portal to promote actual combat cheats" that individual users can request must be authenticated to the mail to complete registration, enterprise users do not have to pass the verification. Or you can use both the mail name and user name registration, not only convenient to send mail, more importantly, users will not forget the user name. Because it is the first time to send a message, at the end of the message to add a short website slogan, strength, provide the most useful to the user function, content.

(2) Potential customer inquiry, message sent

For business users, potential customers will leave messages online or the product sent online inquiry and other information, such information, in addition to the station SMS sent to the user, but also to send mail to the user's mailbox, the purpose is to let users know the first time the buyer to their message or inquiry, or for a long time not to your site, received the customer's advice , the view on the site has changed, will often come later. For some sites with IM, online message or inquiry can be directly sent to the Instant messaging tools, for some very valuable information, the site's after-sales service staff will be selected directly through the mobile phone message sent to the customer's mobile phone, this service only to pay members.

(3) Friends of the latest published original articles

If the site has blog columns, and have the ability to add friends to each other, for example: I have 50 friends in this site, friends of the original article, due to more valuable, send mail to me, I can receive the first time, and then to see, because the friend itself has like-minded meaning, friends hair articles, There is a greater chance that you will need to see. But if it is a turn to pick, the significance is not big, must be original. This person's friends if too much, he will receive a lot of mail, easy to cause users disgust, you must limit the number of times to send the message, limit how many days to send, each month can not more than how many times, this in detail in the back.

(4) Users to send their own online messages, messages in the station

Generally refers to the space, blog or forum of individual users, of course, some enterprise users, but he more individuals in the community active, want to know each other, want to communicate, through the station SMS, or direct online message. This kind of information in addition to the platform can be seen in time, but also need to send SMS to the user's mailbox. This kind of information send also must pay attention to send the frequency, because the user does not need to look in the mail specifically, but more goes to the website to look directly. And our common QQ space, the user's feedback directly through the lower right corner of the pop-up window, tell the user, this we will feel very convenient. If the user's mail using foxmail, Outlook, etc., will also receive timely feedback information.

(5) The website edits the audit, the recommendation user's hair information

The website edits the information which sends to the user, if the audit passes, may send the mail to tell the user, the audit has passed, for example: sends the supply product information, the enterprise brief, all needs to pass the audit, after the approval, should send the user to send an email notice, but please must notice, If the editor audits a lot of the information sent by the user within 1 hours or 2 hours, only one e-mail message can be sent. For example, the user sent 20 messages, editors generally within half an hour can be audited, if the audit of an email, users will receive 20 of messages, even delete information are not happy, too much. The information sent by the user is recommended by the editor, and is also the same as the above to send a message to remind, pay attention to send frequency.

(6) User's invitation to station or outside station

This application is the common SNS commonly used promotion technique, for example, happy NET, Renren (network) and other platforms, is such a promotion method, it can be said that they are relying on this virus-type promotion methods, very fast to make the site to obtain a large number of users, business-to-business industry sites, if you do space, you can also use this method, As long as a little improvement, can be used very well, should be the current I know the mail marketing to use the ultimate platform. The SNS platform uses the user to send the mail to own friend, this invitation because it is their friend, the message is more real, because the sender and the recipient is aware of, and very familiar with the message is easy to generate trust, many people will follow the invitation of the content of the sender, came to the website, registered as a website to the staff.

This way completely solved 3 problems: 1, the accuracy of the message sent, 2, will not be judged by the system as spam, 3, the user received a message after the very trust of the content of the message, sent to the effect of the message, than the mailing list many times better. Therefore, the "business-to-business industry portal to promote actual combat cheats" highly recommended that you use this type of mail promotion.

(7) Users more than 3 or 6 months not logged in, send mail reminders

This is mainly to activate some old users to the site after the interactive, the specific content of the message to be based on the actual situation of each site, including: The message to be very polite, the other party can set not you to send him a reminder mail (do not login), the content of the message added to the recent Web site dynamic (such as new additions to those features, That content), post-logon sites provide those services, and so on, allowing users to focus on your site again.

2. How to design the subject and content of this kind of mail

The topic and content design of this kind of mail is actually very simple, the most important thing is, in the mail subject to mention their full name or nickname, tell them what the message to them, simulation is his friend sent over the mail. Content design is the same, we have to show that this information is his, we sent him a message, the main purpose is to help them get more information, not the site want to send them ads. The specific setup methods are as follows:

(1) The theme of the message design method

The whole message has to be personalized, that is to say, insert the recipient's name subtly in the title and attract the reader to open the message. Here specific I do not speak in detail, "business-to-business industry portal to promote actual combat Cheats" fourth Chapter has a detailed method, here on the example:

A, Xuejiang, Hello! You registered in the Chinese Clothing network username and password sent to you, be sure to keep in mind!

B, Xuejiang, Hello! This is "Zhang" to you to consult the "supply of Automatic sewing machine" information, pay attention to tracking!

C, Xuejiang, your friend "Tianya handsome" in the * * Network to send you the latest message, please check in time!

D, Xuejiang, you send the article "I am an unreasonable person" is recommended to the top, please check.

E, Xuejiang, your friend "Zhang Ping" want you to become his friend in the * * * space, see as soon as possible.

These 5 examples, all indicate the true name of the recipient of the message, and, for the friend's name, the article's name is used in quotes, so that the recipient of the message more attention, and at the back of the message that the message is a help, reminder. For this message to the user feedback, the message title Lee will be familiar with the user to see the content, so that the recipient will not report him as spam, easier to open the message to see.

(2) Message content design method

The content of the mail design method, mainly to reflect 3 points, the 1th is the name of the recipient of the Mail, to appear in the address of the beginning of the message, the 2nd is the letter signed, if it is in the name of friends, you must write the name of the friend's own; 3rd is, be sure to tell the user, if you do not want to receive the can go to the background assistant to set up, do not receive this information, and provide a link to settings, users can easily point to this link can be set up, and even do not need to log on, will not receive this message. As an example, here are the contents of the message:

--- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- -- -

We send this type of mail, is to provide you with better services, so that you will not miss business opportunities, is definitely not hair ads. If you do not want to receive such mail notification, you can login to China * * * * set: Http://www.***.com/setemail.do.

--- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- -- -

Dear Xuejiang:

Hello!

"Zhang" (Shanghai * * Machinery Equipment Co., Ltd.) to send you the product information: "Supply of fully automatic sewing machine" made an inquiry, the inquiry is as follows: "What is the specific parameters of this machine?" What price do you sell in Shandong? I would like to buy 20 units, please contact me. ”

Zhang's contact method is as follows:

Tel: 0513-343456**

Mobile: 134866756***

.........................

Please contact Zhang as soon as possible to avoid missed business opportunities!

Customer Service Department of China * * * *

July 19, 2009

--- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- -- -

If you have questions or need help, please contact our customer service, 24-hour service hotline: 400-700-567

--- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- --- -- -

It can be seen from here that we have let the user decide whether or not to receive this kind of mail as the most important part of a message, it may be considered a distraction, but it is not, as my point of view, send this type of mail, mainly in order to provide them with services as the main goal, increase the visibility of the site, the amount of browsing for secondary purposes, This is a good explanation, if the user does not want you to provide services, why do you have to hard to let him receive it? You are not in the important position to remind him that he may not know can be set up, this he does not want to receive the mail, you send more, he directly to the report as spam, a good impression of the site greatly discounted, It also causes your mail server to be reported. Apart from the full area of spam, in the long run, there are benefits and no harm, we cannot do Zeize, we must consider sustainable and healthy ways of development.

3 The mail sends the permission and sends the frequency

This part of the content, in the "Business-to-business industry portal to promote the actual combat Cheats" fourth chapter "customer demand-oriented multiple ways of combining the mail Marketing" section 3rd has done a very detailed introduction. Here again come out introduction and analysis, mainly want to emphasize, even send about the user own information, also must if the user own permission, the user may not let you send him, even if agreed to send, also must pay attention to send frequency, otherwise still is the spam mail.

(1) The licensing of service mail delivery

Must be in the head of each message, asking whether the user is allowed to send, not allowed to send, users can set themselves to the platform. Set of content in front of the campus has posted a message to send reminders settings, we must be ready to send the mail to the list, allowing users to some of the action settings to send mail, some operations settings do not send mail. Many also do not speak, again posted out of the net mail reminder settings for reference:

(2) The frequency of service messages sent

On the issue of frequency, should be divided into two situations, and some as long as the user set up to send mail, each must be sent, and some must have a limit, in how long to send, one months can not more than how many times.

For example: A potential buyer to send the user online inquiry, if the user allows to send, you must send every article. Another example: the user to their own message, the station message, if set to send, on each message to send. But can be blocked by the system of some advertising mail, such as the general advisory mail words are very few, if there is a user through the station text messages to deliver ads, generally include a link outside the station, or more than 500 words, etc., to this kind of mail, the system defaults to not send mail to users, Smart shielding off some of the man-made spam.

Some of the mail due to a lot of, if all sent, will make users tired, must be limited, such as: Friends to send the original article, it must be limited; For example: the user's information is audited, recommended, but also to send only a part. I think deduct must send the information, other information, send the mail every month can not more than 5, otherwise most of the users will be disgusted sooner or later, in the Mail can be stated: We just sent a part of the information to you, see more information, please login to view the site.

You can do some tests on how often you send emails, see oneself is not received too much mail, will be very disgusted, if they all think very disgusted, it is true hair too much, some technical implementation will not speak, you just need to provide technical personnel, generally can be achieved.

Original author of this article: Xuejiang, has been engaged in program development, website planning, project managers, planning director, Sales Manager, sales Director, operations director, etc., engaged in business-to-business industry portal research for nearly 8 years, is committed to the business of Business-to-business website Planning, construction, promotion, sales and operation Management Research, with the Business-to-business Industry Portal Planning Combat Research Report, "business-to-business industry portal to promote actual combat cheats", welcome to Exchange guidance advice. Qq:940388220,msn:lxjb2b@hotmail.com.