The classic legacy of network marketing: e-mail Marketing

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e-mail marketing should be regarded as one of the more ancient marketing methods, which is said to be old because it is earlier than SEO. such as Baidu SEO is after 2000. e-mail marketing is accompanied by the emergence of the network. In the beginning, when resources are not rich and the internet is slow, many people accept information through email. Then the role of this marketing approach is magnified to the limit, the most typical of which is spam (spam). And then many people deny it. Now casually Baidu will find a lot of software mass. Because the effect of mass software is not good, and generally due to spam, so I do not talk about spam, I would like to emphasize the marketing, the so-called marketing, whether it is the actual marketing network marketing, should adhere to the principle of marketing.

e-Mail Marketing environment analysis

Due to the emergence of national anti-spam laws and regulations, the existing environment of e-mail marketing is becoming more and more serious. e-mail server and e-mail also have anti-spam functions, and this function is more and more intelligent, so the role of e-mail marketing is increasingly not obvious. I use an industry more well-known mass mail has done experiments, mass object is QQ mailbox and personal collection of mailbox library. mail server using Gmail, NetEase, Sogou, Sina, Tom and Tencent and other mailbox servers. The first email success rate is relatively low, the account is quickly sealed. Second, the message sent out is basically less than 1e-05% of the feedback rate. So a lot of people ask the question, does email marketing still work? Do we still have to use email marketing? My answer is that email marketing works, and it works well. So how do you use email marketing? How to break through the difficulties? This is the problem to be solved below.

e-mail marketing target market mail

In order to get the market in real marketing, we must subdivide the market first. Market segments can be carried out from four aspects of geography, population, psychology and behavior. These applications to the network marketing is our site to visit the object of who? What are the characteristics of these people? I take one of my websites for example: video-editing information network.

Video editing information is provided by the information network, who wants this information? It's obviously the person who does the video editing. Who are the people? There is no geographical restriction, and neither psychology nor action can work. Then subdivide the population. The population includes age, gender, family population, family life cycle, income, occupation, education, religion, ethnicity and international. People who make video editors have professional characteristics, such as video, video editing, DV editing and so on. According to the personal profession and hobby, the website subdivides for the DV editor, but the DV editor also points the wedding DV and the non wedding DV edition. and engaged in the wedding DV people generally concentrated in the wedding photography shop. So the video information network finally positioning the site for the wedding photography shop practitioners to provide information on the video.

So how do we get emails from these target markets? We can't have a family to collect. First need to have the demand, that is to say your website must let him visit, the premise of the visit is the website has the quality content (for the moment does not talk about this today). Suppose someone is visiting, so how do you get visitors to leave his email?

1, the website must have the registration entry that meets the requirement

Now the CMS system and popular blog system have user registration portal. and the website system should have at least two functions. The first is the message activation function, this step is to prevent some people leave untrue messages. The second is to restrict the ability of unregistered users to access the content of the site, which can attract users to the site. For some quality resources, we are only available to registered users.

2, registration page design

I am not in favor of registering the page to reserve too much information for registered users to fill out. Only user names and e-mail messages are recommended. The goal is to reduce registration difficulty and speed. Nor does it pay too much attention to personal privacy.

It is obvious that the users who can register on the website are our target market.

Third, the electronic marketing 4PS combination strategy

The 4PS combination of real-world marketing refers to the combination of products (product), price, distribution (place), and promotion (promotion). In simple terms, the right product is sold in the right place at the right price in the appropriate way. This is the essence of marketing, the use of the website, is to e-mail the way we communicate the 4PS to the target market. How can I tell those wedding photographers about the 4PS of my website?

1, Product

The website's product is the information, the key is this information is the service, or regarding the product information or the material skill aspect? This depends largely on the location of your site. My site is targeted for wedding photography practitioners to provide wedding video production information, so these people may need to buy from the camera, camera skills, dubbing, templates, materials, software use and burning a series of information. My product revolves around these, and I'm going to email the information to the target market. So every week I tell the user about these more important information, so I hope not to miss it. Why not every day? Because considering the user's time, he can't visit your website every day.

2. Price

As a website marketing, the purpose is to let users do not lose, often to see. So the information you provide must be made available to him for free. Do not send the product quotation to the user, because the user feels like you want his money. Because good flow is priceless, so can not be priced, only free.

3. Distribution

Distribution is also called Channel, the method we collect is via email. This approach is directed to distribution and does not recommend the purchase of an e-mail address. You send him a message, at least to make him feel familiar. Maybe he accidentally visited your website and left an email just to get a certain resource. All you have to do is tell him not to miss out on some resources. I'm still there. This is the same reason that famous brands advertise on TV every day.

4. Promotion

Many people think that the site provides mostly information, how to promote it? In fact, we can make free electronic magazine with the mail distribution, so that users can download, break the net will be able to see. Sometimes users need to read it carefully online. You package these things to the user, the user must be like.

In short, e-mail marketing is not like some people say that the outdated, but I think we should inherit this marketing way, study hard, let him back to youth. This article is the original website, welcome to reprint, but please keep www.4bian.info connection. This is a series of online marketing articles, after the release of the practice of the latest blog, forum, know and so on.