On the content strategy of email marketing

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I believe we all have had this experience, often can receive the registration of the website sent by the business of advertising marketing mail. such as excellence, when, Jingdong, Fank, these enterprises mail marketing investment is very large, the income is considerable.

Compare various network marketing means, the cost of the mail marketing obtains new user is relatively low, like Taobao obtains a new purchase user's cost is 30 yuan, outstanding or Dangdang cost about 80 yuan. Insiders said, where customers through the mail marketing revenue accounted for 20% of the total income, walking Show Network is about 19%, so these enterprises are still committed to do mail marketing.

And do mail marketing nothing more than to solve three things: Mail delivery channels, mailbox data sources and message content strategy. For the Mail channel, this point on the suggestion that the enterprise should not be too frugal, when necessary to buy professional mail services, many webmaster habits with those mail mass device, in fact, those who do not have the effect of protection. And the mailbox data source, in fact this point each enterprise has its own method, generally also not easy to impart, the general purchase of mailbox data is used rotten (think of my mailbox has been reselling many times), this is not to say more. Today we will talk about the message content policy:

Message content plays an important role in email marketing, and there are four strategies to note:

1, User Data screening

Filter the collected data based on the content of the message to be sent. The goal is to make sure what kind of messages the user sends, to enhance the accuracy of the message. Generally we have a simple way to determine the identity of the user, from the user's mailbox to judge, under normal circumstances, QQ, 163 of the mailbox is mostly young people, Hotmail, Gmail and other white-collar users mostly, and in the North wide and other large cities mostly. Of course, this judgment is simply to distinguish the identity of the user in the mail data, but also based on other aspects of the data to further analysis. By completing this filtering process, you can determine which part of the mailbox the message will be sent to.

2. Use multiple templates for message content

Is the need for multiple content templates, including design, text content, and so on. The main purpose is: first, according to different users to design, such as for young users should be in the content design to fashionable and lively, for the general company above 30 people should be prudent business design; second, a set of templates not to the same user many times, different changes will easily give users a sense of freshness; third, Message templates are too single and sometimes affect the success rate of mail delivery, because the spam management system records your behavior, and multiple identical content may be intercepted as spam.

3. Do not send ad directly

Generally we get a copy of the mailbox data, after screening, will send the first mail, remember not to send ads directly, you can be subtle, send an invitation to mail, invite each other attention and subscribe, and explain the benefits of attention and subscription, it is best to provide coupons and so on. The goal is to give the user the first impression, one thing to remember, to let users choose whether to continue to accept your email, while giving users respect, you can also do a further screening of mail data.

4, give users preferential

Any mail marketing, you design again good, content write again sensational, also less than you hit a 50 percent come true and attractive, so, must give users real concessions.

Many people want to do email marketing the biggest effect, but to send spam mentality to treat, how to get the best marketing results?

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