The electric trader has been caught in the vicious circle of "capital high Fever", which is the embarrassment that the electric business industry has to say

For a time, the has been plunged into a vicious circle of "capital fever". From offline to online, from inviting stars to the image endorsement to the application of social media , E-commerce Enterprises in various ways to earn a consumer eye. The continuous rise of marketing investment, not only failed to bring the effect of the promotion, but it has become a heavy burden of the power-crushing. This kind of ROI (input-output ratio) of the problem, has been the electric business industry has to say the embarrassment.

Glimpse, the logic of the electronic business in the field of email marketing, helps to further understand the dilemma of its ROI. This kind of low input, high output standard marketing method by the electric business, in the electric business industry "was crazy investment" of the barbaric growth era, its mainstream model reduced to a promotion, Mass. Blindly to users of spam, resulting in the user disgusted as spam, the effect of their mail marketing can be imagined. At the same time, the abusive way of email marketing, more seriously, is to hurt the electrical business itself. With the e-mail users of the electronic mail mass of resentment and distrust of the increasing, and forced the electric dealers disease nasty desperately, from the O2O (line to the line) to the star endorsement, all can try the marketing means, electric dealers are spot hastily horse, but the effect is still passable. So repeatedly, the investment more and more, the profit did not significantly improve, the electrical business ROI fell to the bottom.

The blind use of email marketing by electric dealers reflects the fatal flaw in marketing of electric dealers: the lack of brand trust. All kinds of lack of brand trust marketing means, to the electricity business brings only endless anxiety, and the pursuit of ROI is gradually further away. What is Brand trust? and "O2O" and "star endorsement" and other models of quick success, "brand Trust" needs "stable and highly" electric business philosophy. The first requirement of "stability" is not to change often, but to execute without talking empty words; In the early development of the electric business, because of the use of marketing tools, weight not heavy quality, heavy investment without effect, blindly follow the trend, swarmed, leading to the lack of user understanding, and gradually lost the user's trust in the brand. It is such a flaw that brings about a brutal ROI dilemma.

Webpower's recent customer tracking and research report in China further confirms the importance of brand trust. Feedback from more than 4,000 mail users, revealed that the impact of the final purchase of electrical products/services, the main determinants of 4, followed by: Brand Trust, price comparison, graphic guidance, payment experience. "Brand Trust" is the result of price comparison, graphic guidance and payment experience "positive accumulation". It can be seen that the electrical business should focus on the important brand Trust.

How to build the brand trust of electric dealers? From the point of view of electric business marketing, the most valuable way of presentation is still mail. It is not the previous "small ads" type of mail, but can reflect the brand trust brand mail and even mail media. In order to achieve the "stable and highly" business philosophy from price comparison, graphic guidance and payment experience, this requires significant innovation in the link of the mail template. This innovation is no longer a design dimension, but requires intervention from the operational and even strategic level.

The establishment of the strategic level of the Mail template innovation, the need to get through the operation of the electric business philosophy, to achieve strategic link. Throughout the development of the electronic business, from the overall strategy to control the innovation of the mail template, in particular, need to pay attention to: 1 price comparison. Do not use discounts, and physical shopping malls with the same category of products/services than the price, pay attention to timely update collection time; 2 graphics and Text guide. Give up the chaos, the most appropriate way to render is the real user feedback, pay attention to privacy, avoid all "good" self-publicity; 3 Payment experience. Do not make a commitment, especially for the Call-center and Third-party Logistics to do independent supervision, in the "Pay delivery" (payment, delivery, receipt) and "return" (returns, replacement, compensation) of many links, the more delicate, the more solid the better. From the macro point of control, from a small point of view. e-mail template innovation, may be able to solve the benefits of the electricity dealers.