How to do mass mailing?

Mass mailing is generally divided into several steps: email data collection, email content design, email marketing platform selection, mass mailing and effect evaluation.

I) mailbox data collection.

The quality of mailbox data directly affects the marketing effect; Sending a letter with bad email data is not only ineffective in marketing, but also easy to attract complaints from others, which is not worth the candle. Here are some ways to collect e-mail addresses.

1) self-operated platform registration email address

Self-operated platform users can add email registration when registering, and the authenticity of the email can be verified by activating the link. Registered users are generally high-intention customers, so the quality of mailboxes obtained is the best. It is naturally the best to use such a mailbox for mass email marketing.

2) Other commercial customers

Cooperate with other non-competitive enterprises to add their products to each other's marketing emails on the principle of mutual benefit, so as to guide consumers to join their mailing lists.

3) Suggestions

When sending emails to customers, you can add a "recommendation" function to the email. Users can recommend this email to their friends. In the recommendation email, you can write: "You were recommended by your friend (give your name), and your friend asked to send you a free report." To make sure they don't mind adding it to the mailing list, you can add a message at the end of the email: "Please reply to this email to confirm that it has been sent to the recipient. And write' thank you' in the subject line to ensure that this report has been sent to the correct address and we have fulfilled our commitment to (friend's name). " If the recipient doesn't reply to this report, then, in order not to arouse disgust, if they are not interested in your information in the future, don't continue to send them emails.

4) advertising

Use advertisements to collect email data, for example, leave your email address on the company's business cards, stationery, invoices, faxes, printed materials and other offline resources, and encourage people to contact you by email. In addition, you can also use some network resources, such as forums, paid advertisements, television, newspapers and other ways to deliver your email to customers.

5) Member organizations such as trade associations and clubs.

Member organizations are generally composed of people with the same hobbies and related businesses. Promote your own offers, products and other information in the announcements, news and information of these organizations, and encourage members of these organizations to contact you by email.

2) Design of e-mail content

When designing email content, you should pay attention to the following points:

1, ignoring the importance of mobile devices.

With the development of mobile Internet and the popularity of mobile devices, mobile devices have become an important part of mail marketing. But in fact, only 265,438+0% of the respondents said that they had considered mobile devices in their email marketing plan. This means that they ignore the display and interactive effect of e-mail on mobile devices. In recent years, the e-mail usage of mobile users has increased several times. According to a Google survey, 6 1% users will refuse to visit a website that is not optimized for mobile devices again, and 40% users will choose a competitor's website for this reason. Obviously, if your email or homepage doesn't display well on the mobile device, it is equivalent to losing money.

2. The subscriber list is not grouped.

The data shows that by grouping the mailing list, the data such as opening rate, click rate and return rate can be significantly improved. Try to group and customize more personalized and close-to-demand email content for the contacts in each group, which can win the favor of users. There are many ways of grouping. It can be grouped in the following ways: geographical location, merge field, subscription date, shopping history, user behavior data, etc.

3. The typesetting of email content is not attractive enough.

Some marketers still think that simple, even plain text emails work best. Why? Because this kind of email seems to be closest to the user, it is like receiving a letter from a friend, not an advertiser. But this is not an absolute fact. You'd better personally test the effect of each style of email, and find out the most suitable content typesetting by comparing the opening rate, click rate and conversion rate. A good email must have a specific layout and style.

4. The email is old and has no personality.

If the content of your email is boring, readers naturally don't want to read it, but despite this, there are still many marketers who write the email as boring as the company handbook of the last century. For most people, their mailboxes are always filled with boring emails, such as bills to be paid, tax bills and the like. If you can insert some exciting and interesting content into these things, your email will naturally be opened and people will expect you to send the next email.

5. Not paying enough attention to the email title.

MailBrid e-mail marketing platform provides an A/B test option, which allows users to send e-mails with two different titles to your contact list. Some people get this title, others get another title. Through a small-scale test, we can determine which title is more suitable.

Third, the choice of mail marketing platform

MailBrid e-mail marketing platform is a comprehensive service platform integrating the functions of contact uploading, e-mail content editing, e-mail mass sending and statistical analysis. The platform has the characteristics of safety, stability and high push arrival rate. The platform has served more than 3,500 enterprises with customers in foreign trade, Internet, exhibition, education and other industries, and accumulated rich experience in mail marketing.

Fourthly, the evaluation of email effect.

MailBrid mail marketing platform provides complete statistical reports and supports statistical methods such as opening, clicking, region and domain name. , help users master the effect of email marketing and lock in accurate customers.