Some problems encountered in the marketing of actual combat mails

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In the past few days, the head of the market for domestic first-line business brands and I have been chatting with me to reflect his problems in email marketing, no matter how attractive the mail template does, the extent of the goods concessions, there is no actual sales conversion rate, the mail has been issued to nearly million, the real realization of the sales transformation less than 1%, Let them have just launched the Mail marketing project has a deep doubt, to continue to carry on the inside of the Mail marketing company also produced a lot of disagreement.

I had a deep understanding of his situation, found that his e-mail marketing can not be called the real mail marketing, called the Mail marketing-type mail mass more appropriate, because they are the entire mail marketing project planning only to send the link, the preparatory work done very well, list collection, market analysis, Page design and build your own mail sending server. But the real mail marketing not only includes the design, sends, but also needs to have the accurate data feedback, the timely effective data analysis, the user behavior custom analysis, sends the strategy adjustment and the unified online-The mail--the offline promotion promotion process, may obtain the mail marketing project the success. Most of the time, we prefer to call mail marketing the campaign for mail marketing.

Called Mail marketing for the campaign is not exaggerated, before we said that the successful mail marketing can not be separated from in-depth analysis, design, customer grasp, transmission channel stability, strategic adjustment and a consistent market PR activities, is a complete set of very complex and scientific rigorous process. The application of good mail marketing, not only can the successful sale of products, but also in the user group to establish a mature and stable brand trust, resulting in word-of-mouth marketing results.

Now many domestic front-line brands like to outsource advertising design to professional advertising companies, the effect is very good. But at the same time, they like the mail template also outsourced to the professional 4 a company to design, found that the effect is far less than the effect of graphic media promotion, and ultimately the prospect of e-mail marketing doubt. I've seen many of these very good works, the page is very attractive and professional, so that people can immediately associate with the company's print media ads, which is good, but I also found that their mail and print media to promote the same, filled with a variety of star products, commercial atmosphere is very strong.

Regardless of whether the template designed by the ad company will violate ESP's anti-spam rules, but from the user experience after the user opened the message, the content of the message is not much different from what we see on TV or in print media, and interested users may turn into orders, but most users may delete them conveniently. At present, Chinese users receive more than 15 ads a day, users are increasingly impatient for frequent ad bombings. Generally speaking, email marketing follows a rule that users are interested in only about 10% of the ads, and that 15 of the messages that belong to a user's subscription are almost 10% to 20%. As a result, our mail is unlikely to be effective because it has been deleted by the user.

I think the majority of the domestic companies really want to do email marketing company is lack of customer behavior analysis, just imagine if a user wants to buy a wrinkle-resistant eye cream and she opens the mailbox and finds that all the mail doesn't have a wrinkle-related email, she certainly wouldn't be interested in opening the email carefully, It may even be possible to delete a message by mail title alone. In another scenario, we have been in the previous mail to do with the user interaction in place, understand the user's approximate age or even purchase preferences, when we just will be a young woman skin care brand electronic newspaper sent to her mailbox, she will carefully read our mail, And if it happens that our newsletter has just the recommended wrinkle-resistant products, the host site links are doing the right thing, and this email is very easy to translate into sales orders.

At present, the domestic major brand companies do not lack the user's mailing address list, the real lack of e-mail address list activation and user behavior analysis. Have a friend consulted me how to do list activation even the user behavior analysis, in fact, is very simple, in the case that will not cause our users to our mail or even the brand to generate resistance to the situation, to send users interactive mail, you can easily get the user's preferences and preferences. At the same time, the message can not be sent like a mass of spam to all users on one side bombing, to have periodicity and purpose, in doing list activation, as far as possible to knowledge or tips-oriented mail, as far as possible to reduce our business atmosphere, but also reduce the user's resistance. Only in this way, the enterprise's mail marketing can really do the better.

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