Low cost.
Finish immediately.
It is interactive.
Mail can be sent to multiple customers at once.
You can send emails directly to customers without waiting for them to visit.
It is easy to track the following items: wrong email address (by bouncing), positive and negative responses, visiting web pages (by embedding links in emails) and increased sales.
Through e-mail marketing, it is easy to establish a regular communication plan for creating a brand and forming a business.
E-mail marketing also has its disadvantages. Due to the proliferation of e-mails, customers may filter out your e-mails from their e-mail inboxes and then delete them without looking at them at all. To make matters worse, they may mistake your email for spam, especially when they receive too many irrelevant emails. Worst of all, if the content of your email does not meet the customer's expectations, the customer may first determine that your email is spam; Then, you may delete yourself from the mailing list and think that your business is not good.
Conclusion: The correct use of e-mail marketing can strengthen the constructive communication between customers and your enterprise.
The content of this article
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Success factors of e-mail marketing
Build the trust of customers
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Success factors of e-mail marketing
What does a successful email marketing need to do?
Legal.
Make the content relevant and concise.
Put forward a clear demand for action.
Personalized information.
Maintain consistency.
Please format the mail carefully.
Test before sending mail.
Like all other marketing, the key to the success of e-mail marketing lies in: ensuring that your recipient list contains the right people; Specify what the recipient should know; Keep your promise.
Legalize e-mail marketing
In 2003, the CAN-SPAM Act (the Act to Control Unsolicited Pornography and Marketing Attacks) stipulated the requirements for senders of commercial e-mails. The bill also stipulates that spammers and companies that promote products in spam will be punished if they violate the law, and stipulates that recipients have the right to ask senders to stop sending spam to them.
The bill is aimed at e-mail whose main purpose is to publicize or promote commercial products or services (including website content). A "transaction or relationship email"-an email that can facilitate transaction negotiation or update customers in an existing business relationship-cannot contain false or misleading transmission information, but it is not bound by most provisions of the CAN-SPAM Act. For more information, click the link in the See Also section.
Make the content relevant and concise.
Considering that most customers and potential customers are only interested in spending time reading information related to them, they should get to the topic as soon as possible. The more you can target your email according to the interests of different recipients, the more interested customers will be in opening, reading and replying to your email. The e-mail merge function in Microsoft office Publisher 2007 helps to effectively send the corresponding content according to the interests of each recipient.
Applicable content types in e-mail marketing include:
Weekly specials, discounts and other promotional information
Events and meeting invitations
Product information update
Information flash
An effective email marketing email includes the following elements (most of which are also required by the CAN-SPAM Act):
Clear and concise subject line Although you want the recipient to open the email, you can't use any tricks and tricks. You can only promise the real benefits or values you can provide. CAN-SPAM requires the subject line to accurately express the content of the e-mail.
Moreover, the subject line should be less than 50 characters to avoid being truncated in the recipient's inbox, and punctuation should be avoided (except when asking questions)-otherwise valuable space will be wasted. Most importantly, you can't use exclamation marks. Exclamation marks will imply that the email has a serious promotion tendency.
Notice indicating that e-mail is an advertisement or solicitation "CAN-SPAM Act" requires this notice to be clear and eye-catching, and requires you to provide a method for the recipient to delete himself from the mailing list-a method of voluntary withdrawal.
A valid return address CAN-SPAM requires a street address. It is best to provide a phone number at the same time. After all, you want the recipient to contact you.
The CAN-SPAM Voluntary Opt-out Act requires you to provide a reply email address or other web-based reply mechanism, so that the recipient can ask you not to send emails to this email address again. You must satisfy the voluntary withdrawal request within 10 working days after receiving it and at least 30 days after sending an email. You can't help others send an email to the address of the recipient who voluntarily quits.
Put forward a clear demand for action
In the first paragraph, clearly indicate the actions that the recipient can take. Don't let the recipient browse the whole email until you find an executable action, but repeat it at the end and where the recipient decides to read the whole email before performing the action.
Options for providing a call to action include:
Click the link to learn more.
Register for special services.
Visit a web page to qualify (make the page correspond to a specific service).
Download newsletters, games, screen savers, coupons or white papers.
Make a phone call.
Personalized message
The more personalized the intonation or tone, the better. Your email should give the impression that it comes from an individual rather than an individual organization. People want to build relationships with others rather than companies.
Increase personal contact by providing a small amount of extra information, including information of interest to customers in your enterprise. For example, a restaurant can add wine reviews or recipes to its regular email communication. In this way, when customers taste imported wine at home or cook according to imported recipes, they will know the professional knowledge of this restaurant, thus enriching the relationship between customers and restaurants. Education, rational point of view, principled position or humor can make your business look more helpful and humane, but you should also recognize the risks brought by these factors. Make sure you know your recipients and their possible reactions.
Maintain consistency
When sending a series of emails, please try to be consistent in information, layout and mailing time. This consistency will make people feel that your enterprise is reliable, organized and well-run.
Send a series of emails at the same time every day, week and month. If your mail will be transferred to other businesses (or other staff), when sending these mails, try to let them read them in the working week other than Monday morning (please don't send the mail between Friday noon and Monday noon). If your email will be forwarded to customers at home, try to ensure that customers can see it when sending emails on weekends.
If e-mail is not frequent enough, customers are likely to forget your business. Test the weekly email plan, and then use it to send emails. But if you have any questions, it is better to send less emails than to send them frequently.
Please format the mail carefully.
If you create an e-mail message from a printed publication, each line may be too wide, and the recipient must scroll the scroll bar horizontally to read the contents of one line. In addition, the more times recipients need to scroll vertically, the less likely they are to read the whole message. Even if the publication you choose is specially designed for e-mail, please verify the layout and size by previewing the message so that you can make necessary changes to the text, graphics and layout before sending it.
How to change the page size?
On the File menu, click Page Setup.
Please do one of the following:
Under E-mail, click a standard page size, or click Create a custom page size.
Under Page, change the measurements of width and height.
Some fonts used in printed publications may not be easy to read online. Please consider using a specially designed Web font or font scheme to improve screen readability, especially for users who may have screens of different sizes and resolutions.
Also consider the user's ability to receive mail. If users use broadband or corporate networks, they can download files containing many graphics without waiting for a long time. However, because e-mail with many graphics and color formats requires a large file size, it may take a long time for recipients with slow connection to download or open the e-mail. These recipients may think that your mail is not worth waiting for.
Please test the mail before sending it.
Before sending an e-mail to a large number of recipients, be sure to test the e-mail, its contents and any tracking and response mechanisms set up, including hyperlinks in the body of the e-mail. Preview the mail first. Since some questions may not appear in the browser preview, please send yourself an email to verify the file size and final format. It's best to ask several other people to test the email and give feedback. If you observe the time when objective testers open, read and reply to emails, you can know what you have neglected to the greatest extent.