[China Glass Network] It is not so simple to do email marketing, because the cheap and one-stop mail delivery can not only receive the ideal return on investment, but may even cause the recipient to resent.
There are five elements to successful email marketing:
â— Clarify the goals of email marketing â— Use the right communication strategy â— Identify your target customers â— Count attractive emails â— Analyze the effects, keep trying and learning email marketing goals usually have the following:
â— Increase sales (especially with online malls)
â—Customer relationship â—Increase website traffic â—Enhance corporate brand or product awareness â—Targeted communication related to after-sales service After the marketing target is determined, it is necessary to use appropriate communication strategies to achieve the goal. The strategy includes the following aspects:
â—Provide targeted, recipient-focused offers â—Provide content related to the recipient's geography and interests â—Do personalization, such as greeting with the recipient's name â— Give the recipient control over the frequency of receiving mail Select your target The customer is not completely able to follow the feeling, and the pat on the head will know. A flexible and customizable email delivery platform and a CRM platform with a campaign management module, or a database of customer segments or scoring information that can be used by marketers is essential.
Target customers can be crawled by gender, age, etc., or they can be treated differently according to purchase behavior, even online browsing and trading behavior.
Target customers can also be classified according to other performance indicators, such as more economical customers (very reasonable but not really good companies), people with high response rate to email marketing.
Member database marketing Don't forget to check the recipient's chosen receiving frequency and mail type to avoid spamming.
The content and creativity of the email itself cannot be ignored. This can be used as a separate topic. The design of the title, the size of the image and the download speed, and the textual description of the image (so that the image cannot be displayed) should be noted.
Later, after each email, the response rate, open rate, click rate and return on investment are all analyzed and recorded in the database. Many companies treat each email marketing as a single marketing campaign or have no annual email membership marketing program that loyalizes customers. They never know which customers are highly responsive to email marketing, which type The email marketing effect is good, how many emails each customer receives in a year. Without historical data, it is difficult to establish an accurate marketing campaign response model – one of the important means of reducing costs and increasing the return on marketing investment. Only in the process of continuous trial and study, can the company grasp the concessions and contents that are more attractive to its customers and improve sales and profits. When is the timing of better delivery, win in the competition.
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