On the advantages of mail marketing relative to short message marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

At present, many enterprises use SMS marketing to maintain customer relations and improve brand awareness. As a mature marketing method, the advantages of short message marketing are mainly embodied in: 1. preparation is simple; 2. SMS reading rate is 3 higher. Low cost: Compared with the traditional marketing model, the cost of SMS marketing is very low.

In contrast to the general acceptance of SMS marketing, there are concerns about another common marketing approach-mail marketing. In fact, like SMS marketing, mail marketing is also an effective means of maintaining customer relationship, and it also has its own advantages. November 2012, NetEase released a report on the behavior of personal e-mail users, "2012 NetEase personal e-mail user Behavior Research Report", the report on the various aspects of mailbox users conduct in-depth data analysis, published a number of indicators worthy of industry reference. It mentions that users receive more than 50% of the acceptance of the ad message, and less than 25% of the acceptance of the text message. Today, I will focus on analyzing the advantages of email marketing relative to SMS marketing from the following six aspects.

The content of the mail is richer

Whether it's email marketing or SMS marketing, it's important to attract customers ' attention and let them buy or participate in activities. In this regard, mail marketing is undoubtedly more dominant. As an illustrated communication channel, the content of the message can be more abundant and diverse. Various forms of promotional ads, or company photos, or even the Store collection button can be used, a lot of tricks.

and short message capacity, lack of pictures, the content of a single, in order to attract the attention of customers to be more difficult. The most common text message is a text plus a link.

Second, mail marketing more suitable for brand building

Usually, the mail to the user's day-to-day life of the impact is relatively small, invasive relatively low, not easy to cause customer aversion. At the same time, the message is an illustrated communication channels, rich and diverse content. These two points decide the mail marketing in addition to do short-term promotional promotion, but also suitable for long-term brand building. We can continue to send mail to customers, and customers to establish long-term relations, improve customer loyalty, deepen brand awareness.

SMS marketing is to push content directly to the customer's mobile phone, with a lot of mandatory reading. If a client receives a message that is too frequent, it will be resistant to such information.

Third, the content of the message more easily spread and share

Currently the hottest way to spread micro-blogging and sharing. e-mail marketing, SMS marketing is one-on-one with a specific customer communication, social media is a one-to-many way of communication. As long as customers click on the Share button, information can be quickly passed to more users in front of, to achieve the effect of hundreds. When sending a message, insert a social media sharing button in the content, allowing the customer to share information that they are interested in and valued at the same time they read the message.

At present, text messages can not be included in the content of micro-blogging and other elements, in the information dissemination and sharing is much inferior.

Four, the mail marketing effect is easy to follow

Do any marketing promotion, the effect of tracking is undoubtedly very important. This can help us decide which channels to devote our energy and manpower to. One of the highlights of mail marketing is the traceability of the effect of mail delivery. Through the mail marketing software with the statistical analysis of the report or Web analytics tools, we can clearly know the details of a message sent after the detailed effect. For example, whether the customer opened the message read, whether to click on the link in the mail, whether to buy products, participate in activities and so on. In addition, we can also through the previous mail delivery situation, further mining user behavior, to achieve user segmentation, thus targeted to the customer to send relevant content, two marketing to customers. And after the message issued, there is no way to trace the data in detail, only by comparing the SMS before and after sending the site traffic to make a rough estimate.

V. Opening rate

We generally believe that the biggest advantage of SMS marketing is the high opening rate. However, with the proliferation of short message marketing, spam messages are also increasing, the major mobile phone security software, Address Book software have launched spam message interception function. If the content contains some suspected spam information, this message can not reach the user's Inbox, the opening rate is greatly reduced.

For the open rate of mail marketing, we mainly from the mail marketing software from the statistical report. In fact, the rate of opening a message is much higher than what we see on the statistics. The general practice of statistical opening rate is to insert a small picture of 1*1 pixels in the sent message, and when the recipient opens the message, the picture appears to indicate that the message is open. However, because many mailbox service providers and users do not display pictures by default, even if the message is opened, as long as the picture does not show, then this time the open can not be counted.

In addition, the mailbox has the preview interface, the sender together with the message title, the content of the front part of the message will be displayed. Even if some users do not open the mail, but they have to your brand and the theme of the e-mail has been an impression, which is equivalent to SMS marketing inside the open.

Six, the mail marketing price has the advantage

We all hope to find a marketing way with less investment and big return. So in the choice of marketing channels, the price is definitely a key factor we consider. According to the market of mail marketing and SMS Marketing price survey, generally send a text message price is to send an e-mail 2.5~5 times.

Concluding

Seize every customer is the key to enterprise development, we can continue to send customers holiday blessing information, company news, and customers to maintain contact, deepen their awareness of the company's brand and loyalty to the customer can also send promotional information to customers, improve customer repeat purchase rate, improve sales performance. e-mail marketing and short message marketing are two good marketing channels to maintain customer relationship. Depending on their merits, we can decide which marketing channel is more appropriate. Of course, can also support the use of mail marketing and SMS marketing, to achieve maximum effect.

This article by the Global Equipment Network (www.zhuangbei.net) collection collation, reprint please indicate the source