Li Yanyu: 8 Aspects of e-mail marketing reviews

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Today, e-mail marketing (e-mail Marketing) to become a lot of e-commerce and network services Enterprises, one of the most important network marketing methods, because of its low marketing costs, targeted, strong controllability and so on in the future will be a lot of traditional enterprises to use. e-mail marketing is also one of the oldest marketing methods in internet marketing, and someone is marketing it through email before there is a search engine. So email marketing is also the search engine marketing of Big Brother, although it is a long-standing marketing approach but because of strict policy, the threshold relative to other marketing methods is still very high, so do a good job of email marketing is not a very easy thing, we need to grasp the various links.

I have written an article on the concept level of e-mail marketing, "Li Yanyu: What are the characteristics of spam and licensed mail?", we start from the licensed mail marketing, to analyze what is the impact of the mail marketing effect of the important link. So what is the process of mail marketing, what are the roles of these links?

We summarize the eight links:

1, the Message content planning

A good mail content needs to be close to the recipient of the mail, with our marketing purposes, in the mail receiver will not be disgusted with the basis of planning. If the content of the message is of interest to the recipient, it will greatly increase the marketing effect.

Rating: ★★★☆☆

2, the idea of the message title

A creative title will attract the recipient to open the message, only open the message will see the contents of the message, in our experience, the message title will directly affect the opening rate of the message, so we in the process of email marketing need to repeatedly test the recipient's preferences, Brainstorm an idea that you can open an e-mail message to another recipient.

Rating: ★★★★☆,

3, the design of the mail template

The design of the mail template is not only for the pursuit of attractive eye-catching users, but also in line with the international Anti-Spam Organization design rules, as far as possible to avoid the error of the template design to let our mail into each other's junk mail box or into the mail manufacturer's blacklist.

Rating: ★★★★☆

4, the collection of mailing address list

Many people mistakenly think that mailing lists need to be on search engines to collect email addresses on other sites or to buy other people's mailing lists, which makes no sense. Because the mailing list is not accurate, not only will be considered spam, but also greatly increased the difficulty of sending mail. So we try to use more accurate mailing lists, can be collected through their own websites, they may be registered users of the site, can be subscribed to our information and the people who bought our products.

Rating: ★★★★★

5, the number of messages sent

The number of messages sent must be respected by the recipient of the premise, if the mailing list has problems, then no matter how many number of messages are meaningless, can only increase the burden of the server and the difficulty of sending.

Rating: ★★★☆☆

6, the frequency of the message sent

The frequency of sending messages should be combined with the customer's expectations and needs, which are expected to vary from one product to the other, from hourly to quarterly promotions. Never assume that the higher the sending frequency, the more deeply the recipient's impression will be. Too frequent mail "bombing" can be annoying. Studies have shown that messages of the same content are sent at most 2-3 times a month.

Rating: ★★★☆☆

7, the analysis of the mail sent report

By sending a report we can quantify the delivery effect, such as: Arrival rate, open rate, content clicks and other important parameters of the analysis, will not arrive at the message to filter, the different message content and title for many tests. Choose the best solution for continuous marketing.

Rating: ★★★★☆

8, Rol evaluation

In the end, we will evaluate the ROI of our results in anticipation and cost, so that we can control the cost of each email marketing. ROI formula: Marketing generates value/Total investment *100%= ROI

Rating: ★★★☆☆

Through the above email marketing link analysis and grading, we can obviously realize these links in the mail marketing occupies the position. Score 4 stars above the link will have an important impact on the effect of email marketing. They are in order: the collection of mailing list, the idea of the message title, the design of the mail template, and the analysis of the mail sending report.

Author: Li Yanyu (Weibo: t.sina.com.cn/liyanting), member of China Electronic Commerce Association; Analysys International Observer, Eric Consulting expert author, former Hand hand special issue, hand Network marketing Director, Internet village (www.comcun.com) founder; Network Marketing expert, good at search engine marketing and email marketing.