On the present situation and future development trend of Chinese mail marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

In this year's China online retail conference, the electric dealers invariably will 2013 as a "brand year", and mail marketing as a tool to improve corporate brand image, really need the broad masses of enterprises seriously, I hope that this article can broaden some ideas for you to bring some inspiration.

Throughout this year's mail marketing performance in the country, there are some characteristics:

1, the number of mailboxes continue to grow

According to reports, NetEase mailbox number on August 8, 2012 has exceeded 500 million, and Tencent mailbox number will reach 400 million, so many mailbox users to the commercial mail has laid a deep user base.

2, compared with other marketing methods, mail marketing more acceptable

(data from NetEase user Behavior report)

As can be seen from the figure above, nearly 20% of respondents said they liked or liked email marketing to promote it. Relatively microblogging marketing, blog marketing, chat tools, SMS marketing and Telemarketing, email marketing is more acceptable.

3, junk mail still accounted for a large proportion

According to Sophos Statistics, 8-9 months, 21.6% of the world's spam is sent from the U.S. server, China ranked second, accounting for 13.4%, which indicates that many enterprises or individuals in the domestic mail marketing is still in the initial stage, that is, mass mailing, resulting in a large number of junk mail.

Development Trend Forecast:

With the advent and development of social media, smartphones, HTML5, SMS messages and so on, the author predicts that there will be some developing trends in the future of mail marketing in China:

1, the integration of social media increasingly close

Social media refers to a large number of Internet users using social tools, such as microblogging, blogs, SNS, personal space, and so on, spontaneous contributions, extraction, create news consultation, and then spread the process. Chinese Internet users have reached 538 million, with more than 400 million of them having social media accounts, according to the China Internet Network Information Center (CNNIC), a report on the 30th China Internet Development Survey. Tencent Weibo has more than 400 million users and more than 300 million Sina Weibo users. With such a large user base, the power of social media is bound to be noticeable, and in this trend, mail marketing needs to be considered more closely integrated with social media. As a leader in domestic mail marketing, COMM100 advises you to add Twitter-like social media to your email content, so that customers can easily share their interesting and valuable information with them while reading them; Add a subscription box to the social media to collect e-mail addresses. For example, you can add a subscription box to a blog, and at the same time as a visitor, bloggers will also be targeted to collect the potential customer group mailbox information.

2, through the mobile phone to read the proportion of mail gradually rising

According to the China Internet Network Information Center (CNNIC), the number of Internet users through mobile phone access to 388 million, compared to desktop computers for 380 million, mobile phone has become the largest Internet users in China. Coupled with the high popularity of smartphones, mobile Mail mobile version of the perfect, as well as mobile phone portability, ease of use, and other characteristics, the decision of the mobile phone and the number of mailbox binding will be further growth, people use mobile phone to read the proportion of mail will also gradually rise. Therefore, Comm100 suggested that enterprises in the mail marketing, it is really necessary for mobile phone platform to design the corresponding e-mail.

3, the message will support the video

With the development of HTML5, the global mainstream browser upgrades, the dynamic content of the message to enhance the support, especially the dynamic text and video support. Inserting a video into a message will effectively increase the click rate of the message. According to statistics, the message inserted in the continuous dynamic picture of the class video can bring more than 30% of the click Rate Promotion; Once you insert True video, the click Rate will increase by at least 20%. Short and interesting video, with the mail platform between the undertaking and echoes, will enlarge the effect of mail marketing.

4, and CRM will be more closely integrated

With the proliferation of spam, people increasingly conflict with the indiscriminate mass mail, so that enterprises or individuals want to sell through spam, often do not achieve the desired effect. Therefore, enterprises have to change their thinking, more systematic, more scientific participation in every aspect of mail marketing, including Target customer mail collection, customer segmentation, user behavior Research, the development of mail content, mail sent the results of statistics and analysis. Mail marketing through the combination of CRM, for example, according to user behavior design of the trigger-type marketing scheme, will effectively improve the promotion of the open rate of mail. Triggered emails are 20% more open than normal commercial promotional messages, according to Epsilon's 2012-Q3 mail marketing trends and benchmark data.

5, SMS and mail will be organically combined

Google this year launched a text messaging service (Gmail SMS), the use of the service, users can be in the form of text on the phone to receive the mail from Gmail, so that the combination of SMS and mail gradually from the trend into reality. The long message of the two, the mail marketing will bring better prospects.

Finally, it is believed that in the mail service provider (ESP), the mail provider (ISP) and the enterprise work together, the mail marketing will certainly move toward the bright future.

About Comm100:

COMM100 (www.comm100.cn) is the world's leading customer communication software provider headquartered in Vancouver, Canada. 2010, officially stationed in China. Our products include: Mail marketing solutions, customer service solutions, customer intelligence solutions. At present, the company has 190,000 registered corporate users worldwide, including Intel, Volkswagen, NetEase impressionist, BYD, CCTV TV shopping and litters group. 2011, won the annual China industry E-commerce "Best application Software Award." 2012, won the seventh annual China online retail Conference, "mail Marketing Best Effect Award".