Marketing tips for e-mail in five major companies

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Xerox, Ebbay, Quest Newsletter, GoDaddy and General Motors, we share email marketing experience with senior executives from five major companies.

What is e-mail marketing, the so-called email marketing is in the user's prior permission, by e-mail to the target users to convey value information of a network marketing tool. 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. If you know how to use email marketing wisely, it can be a very effective tool. Small companies have limited marketing budgets and have to use every penny carefully, but many have no clue how to do well in email marketing.

e-mail Marketing (email marketing) is a direct selling way of using e-mail to communicate with the audience. It is also widely used in the field of network marketing. is widely used because of the wide range of e-mail, simple and efficient operation, low-cost, wide range of applications, targeted strong feedback rate, so that the marketing goal is clear, the effect is very good.

We interviewed a number of executives from companies with a revenue of $ billions of, and asked them to share their email marketing strategies. Here are their answers:

Xerox chief Marketing Officer Christa Karon (Christacarone)

Email marketing has a set of rules. This is a relatively easy way to sell--almost too easily--so that anyone can send a large number of email ads if they want to sale something, have a target client's e-mail address, and a computer that has access to the Internet. On the one hand, the low cost of e-mail marketing, and the traditional direct mail advertising in the popular "net" has developed to a new height; On the other hand, email ads are likely to be deleted by users. So we focus on making the company's ads stand out, giving users a reason to read, click, view links and think.

We have embedded personalized video in email ads, which has become our most successful advertising case. Using variable data and customized software such as Xmpie, we designed a personalized email marketing campaign for Xerox product promotion, Xerox Rochester International Jazz Festival and even our client, Universal Studios Orlando (Universalorlando). In these cases, the inclusion of personalized video in the video so that the ad clicks more than doubled, in the message header to add personalized information to the average reading rate of 40%, compared to the industry average level of three to five times times higher. Adding a direct purchase link to an email can also improve the advertising effect, which usually makes sales 20% higher than the static email ads alone. In addition, in many cases, personalized video, like viruses, makes these ads fast and strengthens our relationships with potential customers.

Of course, the data is just as important as the creative (email content)-it means having to understand your advertising audience, their interests, and the reasons for buying your product. Combining these data with powerful cross-media personalization tools and creative branding methods is no longer just a goal--or a yardstick for success.

ebay North American Marketing VP Gregg Vanter (gregfant)

We find that the best results we have in email marketing can be attributed to content personalization. We determine the use of email based on different contexts, and in general, we try to help the user make the next decision in the transaction process. For example, if a buyer searches for and views a product but does not buy it, our goal is to help them find a product of the same price that is attractive and help them complete the transaction. If they fail in a bid, we will help them find the right price for similar goods.

Of course in personalized information and ordinary advertising must be balanced, if each communication with the customer is completely dependent on personalized information, then we will soon have to repeat the same theme. So we will personalize the email with the base of popular email mixed application.

Even so, we try to target customers, by studying the buyer's shopping behavior to understand the recommended category of goods most appropriate.

Quest Communications (Qwestcommunications) Vice president of electronic Commerce Lowell Miller (Lowellmiller)

Quest Communications Chief Marketing Officer Soussi Luken (Suzielucken)

The audience has a higher rate of feedback in the following cases: if the consumer asks for an email to obtain some kind of information, the information in the email is highly correlated with the recipient, or the recipient is not frequently "emailed". The key is to send the right information to the right people at the right time.

Analysis and testing are also important. Before making a big advertising campaign, define a measure of success. The four criteria listed here are useful: reading rate (measuring the effectiveness of the Address table used by e-mail ads), click-Through (measure the relevance of the content and its value to the recipient), the conversion rate (measure whether the right information is sent to the right person at the right time) and the cost per user (evaluate the relative effectiveness of the marketing approach).

Quest recently conducted an analysis, found that the company's "Welcome" email will only be opened by 25% of the recipients, and point to qwest.com link only 7% clicks. After analyzing the click rate data for these emails, we found that the non-sales link to the site has the most hits, in order to increase the click Rate, we will link the resource to simplify, the core into a resource page, but also changed the tone of e-mail, and tested a variety of message headers. Results: We increased the reading rate of email ads to nearly 50%, and the CTR increased to 11%.

The world's largest domain registrar godaddy.com marketing Vice President Trie Dougis (Teridhooge)

Our email promotional activities are far from being a marketing function. First of all, we strive to make the benefit-oriented information simple and easy to impress, and to apply creative content. We also send account upgrades, entertainment news, and key information about new product features-often based on consumer advice.

After-sales service is one of the main ways to attract consumers, our email newsletter is usually specially designed for conveying specific service information. Our customer communication tools include social media platforms such as Twitter and Facebook, and we recognize that some customers prefer these new media to traditional email.

More importantly, we test something new in every email promotion. Including price, audience division, creative Pictures, product display, title and landing page, and other elements are constantly changing, which makes our communication with customers always have a fresh feeling.

General Motors Cadillac Marketing Deputy Tang Batle (Donbutler)

As with other marketing campaigns, in email marketing We are also committed to bridging our relationship with our customers and providing them with information that will build the foundation for long-term relationships.

Example: our OnStar condition check (onstarvehiclediagnostics) email. This is a monthly condition check that automatically reports the results of a number of vehicle core operating systems and provides maintenance tips based on odometer readings, engine life, and other relevant information. Because of the increasingly sophisticated automotive systems, the use and maintenance of new cars has become more complex, and we find that this monthly report can effectively help customers. In these emails, we also send targeted advertising messages based on models, mileage, System status and vehicle lifecycle to bring new business to our distributors.

Advantages: We greatly increase the likelihood of obtaining a valid email address, as customers are deeply in agreement with the intrinsic value of such emails. What is more commendable is that we have established a long-term dialogue and deepened relationships with our customers in terms of providing real value and benefits.

(Casting man www.zhuzaoren.com)