All about email marketing
Email marketing is a network marketing method that delivers valuable information to target users through emails on the premise of the user's prior permission. Email marketing has three basic factors: based on user permission, sending information through email, and information is valuable to users. The lack of one of the three factors cannot be called effective email marketing.
Therefore, email marketing in the true sense is also permitted email marketing (referred to as "licensed marketing"). Email marketing based on user permission is different from spam. Permission marketing has obvious advantages over traditional promotion methods or unauthorized email marketing. For example, it can reduce the nuisance of advertisements to users and increase the accuracy of potential customer positioning. Degree, enhance the relationship with customers, increase brand loyalty, etc. According to all forms of the user's email address resources that are allowed for email marketing, it can be divided into internal list email marketing and external list email marketing, or internal list and external list for short. The internal list is also commonly referred to as the mailing list, which is a way to carry out email marketing by using the registered user information of the website. Common forms such as news mail, member newsletters, electronic publications, etc. External list email marketing uses the user email addresses of professional service providers to carry out email marketing, that is, email advertising to send information to users of service providers in the form of. Permission Email marketing is a relatively independent method of network marketing. It can be combined with other network marketing methods or applied independently.
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Basic conditions for developing Email marketing
Three basic factors are emphasized in the definition of Email marketing: based on user permission, information is delivered through email, and information is valuable to users. The lack of one of the three factors cannot be called effective Email marketing.
It can be seen that carrying out email marketing requires certain basic conditions, especially internal list email marketing, which is a long-term task of network marketing . In the practice of permission marketing , the most concerned question of enterprises is: how to realize permission email marketing? There are many ways to obtain user permission, such as users registering as members in order to obtain certain services, or users actively subscribed to news mails, electronic publications, etc., that is, permission marketing is to provide users with certain valuable information or services As the premise. It can be seen that there are three basic problems to be solved to carry out Email marketing: which users to send emails to, what emails to send, and how to send these emails.
Here, these three basic issues are further summarized as the three basics of Email marketing, namely:
1. The technical foundation of Email marketing: technically ensure that users join and exit the mailing list, and realize the management of user information, as well as the functions of mail sending and effect tracking;
2. The user's email address resources: on the premise that the user voluntarily joins the mailing list, obtaining enough user email address resources is a necessary condition for Email marketing to function;
3. Email marketing content: Marketing information is sent to users through emails. Only when the content of emails is valuable to users can it attract users' attention. Effective content design is the basic premise for email marketing to function.
Only when these basic conditions are met, can we carry out email marketing in the true sense and the effect of email marketing can be gradually expressed.
It is necessary to point out that email marketing is a broad concept, which includes both the email marketing activities carried out by enterprises themselves to establish mailing lists, and also includes the placement of email advertisements through professional service providers. In order to further explain the differences in email marketing under different circumstances, it can be divided into internal email marketing and external email marketing according to the ownership of the email address, or called internal list and external list. The internal list is an email marketing carried out by a company/website using the information of registered users, while the external list refers to the email marketing services provided by professional service providers or other organizations that can provide professional services. The company that puts email advertisements does not own it. The user’s email address information does not need to be managed and maintained. External lists are online ads a form. There are obvious differences between internal list email marketing and external list email marketing in terms of operation methods, but both must meet the three basic factors of email marketing: based on user permission, transmitting information through e-mail, and information is valuable to users. The internal list and the external list have their own advantages. The two are not contradictory. If necessary, they can sometimes be used at the same time.
For external lists, the technology platform is provided by professional service providers. Therefore, the basis of email marketing is correspondingly only two, namely, the selection of the email address resources of potential users and the content design of email marketing.
Using internal lists to carry out email marketing is the mainstream way of email marketing, and it is also the focus of discussion. The importance of a high-quality mailing list for corporate network marketing has been confirmed by the practical experience of many companies and has become one of the important means for companies to enhance their competitive advantages. Therefore, it is very necessary to establish a mailing list of your own. Many websites attach great importance to the establishment of internal lists. However, establishing and operating a mailing list is not a simple matter, and involves many aspects.
First of all, the establishment of the mailing list usually needs to be combined with other functions of the website. It is not a work that can be done independently by one person or department. It will involve technical development, web design, content editing, etc., and may also involve marketing and sales. The responsibilities of departments such as, technology, etc., if it is an outsourcing service, also need to communicate with professional service providers on functional requirements.
Secondly, the mailing list must be voluntarily joined by the user. Whether it can be recognized by the user is itself a very complicated matter. To be able to maintain a steady increase in users for a long time, the content of the mailing list must be valuable to the user, and the content of the mail must also be professional. Make.
Third, the number of users of the mailing list needs to be accumulated over a long period of time. In order to obtain more users, it is necessary to promote the mailing list itself, and also need to invest considerable marketing resources.
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How to Correct E-mail Marketing
The notoriety of spam seems to make E-mail marketing a tasteless one. Mehta Group said that as long as it is used properly, sending e-mail is still a simple, effective and low-cost marketing tool. Therefore, following some basic principles in business activities, systematic planning, and using e-mail to develop marketing can also achieve the desired results.
1. The black sheep in the Internet-spam.
I believe that most netizens are troubled by spam. Spam fills everyone’s e-mail boxes like snowflakes, forcing consumers to be helpless. All letters that look like spam are deleted, which greatly affects the lives and lives of netizens. Work, occupying network resources.
Spam is (Spam), also known as "unsolicited commercial e-mail", no one does not hate it. Sending spam via the Internet is not an effective marketing tool. In most cases, such behaviour is offensive to consumers. Not only does it fail to achieve the marketing goal, but it damages the company's image.
Responsible and honest companies rarely use spam for marketing. This will not only not bring potential consumers, on the contrary, but they will also shut out potential consumers and greatly damage the company's image and brand. Personality.
2. The status quo of E-mail marketing in China.
At present, E-mail marketing in China is at an early stage. Everyone has a preliminary understanding of E-mail marketing. E-mail marketing is gradually applied in daily business. However, due to the lack of sufficient understanding of E-mail marketing, So it has universal blindness, no systematization, and lack of science.
3. How to properly conduct E-mail marketing.
The existence of spam does not mean that email-based marketing methods cannot be used. Mehta Group said that as long as it is used properly, sending e-mail can still be a simple, effective, and low-cost marketing tool. Therefore, following some basic principles in business activities, systematic planning, and using e-mail to carry out marketing can achieve the desired results.
1. Properly use licensed E-mail marketing.
E-mail marketing has many modes, among which the effectiveness of permitted E-mail marketing has been proven by practice.
The model "permitted E-mail marketing" analyzed in this article can help to give full play to the marketing effect of permitted E-mail in actual marketing activities and avoid the misunderstanding of spam.
(1) According to the existing customer information, sort out customer mail information, formulate personalized information according to their specific consumption habits, and communicate regularly.
(2) Every e-mail address has hidden business opportunities. Grasp various opportunities for obtaining e-mail addresses. For example, some retailers will use discounts as a condition for exchanging customer e-mail addresses. Set up as a potential customer group, send special messages, and maintain communication.
(3) Correctly use the approved mailing list and make good use of the regular mailing method: regular mailing to customers to keep in touch, the mail can take the opportunity to promote sales, such as the latest event notifications, new product information, etc. It can be in the form of "Internal Journal", "Information Briefing", etc.
(4) Let the customer be the master: fully communicate with the customer, and the customer determines the frequency of receiving letters and the type of letters, which belong to the VIP management mode.
(5) Congratulations mail (human feeling mail): similar to customer birthday or wedding anniversary, company celebration party, etc., write congratulations. Implicit promotional information can also be cleverly attached, but in this case, use it with caution to prevent backfire.
(7) Reward outstanding customers: Good customers deserve special courtesies, such as gifts or discounts for them.
2. Some basic principles to be followed for licensing E-mail marketing
· Respond promptly: When you receive a mail, you should develop the habit of replying easily. Even if it is "Thank you, the letter has been received", it will have a good communication effect. Usually, the mail should reply to the customer within one working day. When encountering a more complicated problem, it will take some time to accurately answer the customer, and we should also reply briefly to explain the situation. There is really no time to reply, you can use the automatic reply mail method.
· Avoid untargeted delivery: Do not use mass mailing to deliver advertisements to a large number of unfamiliar mail addresses, not only has little effect but also becomes spam, which damages the company's image.
· Respect customers: Do not send multiple letters with the same content to the same mail address. When the other party directly or indirectly refuses to accept the mail, you must never send advertising letters to the other party. Respect the other party, otherwise, it is Spamming
· The content should be concise and concise: customer time is precious, and most of them are sloppy when reading mail. Therefore, the letter should be concise and concise to fully attract the interest of customers. Long text will make customers give up reading your mail. Be sure to check the contents of the mail carefully before sending, the sentences are fluent and there are no typos.
· Attach contact information: The letter must have a signature and a phone number so that consumers do not know how to contact when they need help.
· The content of the email can be displayed in the body, and the attachment form is not adopted.
· Respect the right to privacy: Before obtaining the customer's approval, the sender list and customer background are not allowed to be forwarded or sold.
· Avoid crashes: In promotional activities, the promotional channels include media, e-mail, traditional DM, telephone, etc., must be coordinated in advance to prevent the same customer from receiving the same promotional letter repeatedly.
· Admit the mistake: If you fail to respond to the customer's inquiry or send the wrong letter immediately, take the initiative to confess the mistake and be humble. Don’t use the fact that you haven’t received the mail as an excuse. Not only will you fail to attract customers to your door, but you will be turned away.
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Email marketing golden rule
Companies that send advertisements via e-mail face a promising but dangerous path, and any mistake (such as sending an e-mail to an unwanted customer) could ruin the company’s reputation overnight. However, if the company's use of e-mail is just right, it will not only be able to establish contact with customers, but also can obtain excess profits and the cost is only a small part of the cost of direct mail.
More and more companies are beginning to adopt the email marketing model because email marketing can bring many visible benefits-the Internet enables marketers to get in touch with thousands of potential and existing customers immediately.
Studies have shown that 80% of Internet users will respond to emails received within 36 hours, while in direct mail (referred to as direct mail) activities, the average response rate is only 2%. At the same time, compared with other methods of online marketing, email is an undisputed winner, which can be fully reflected by the "click-through rate" indicator. However, there are some factors to be aware of when sending emails. In order to achieve a high "click-through" rate, or in order to allow email recipients to respond as quickly as possible, marketers must follow a basic rule of email marketing: obtain consumer consent.
1. Give the customer a reason for answering.
2. Personalize the content of your email.
3. Provide customers with things that cannot be obtained from direct mail.
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