Ask for mail marketing skills

First, provide more valuable information.

In today's e-commerce companies, you are not the only one who receives promotional emails. Because of this, users pay more and more attention to the value information that can be conveyed by mail. If your email can provide more valuable information than other competitors, users will have a higher probability of choosing you and paying close attention to you. For example, have you ever thought about giving customers some product guidance and maintenance knowledge in the product email you pushed? In this way, even if he doesn't need your product now, the incidental knowledge you gave him can benefit him. Don't waste him opening your mailbox, he has a good impression on your push. In fact, there are many such examples. Just like in Weibo, are there many Weibo fans sharing knowledge, jokes and skills, and are they highly forwarded?

Statistics show that customers can tolerate 15 business emails at most. How to show your uniqueness in 15 emails and convey more valuable information has become the primary task of your email marketing.

Second, know your registered users.

Many people think it is difficult to take the time to get to know registered users. In fact, e-commerce should pay more attention to it now. More and more e-commerce companies are beginning to pay attention to the behavior of registered users and then push what they like. So, do you think it's important to know your users? The same is true of email marketing.

Why do I need to know my registered email marketing users?

1. Through analysis, we can clearly know which mailboxes customers choose at most. In this way, we can test the sending rules of such mailboxes. For example, in QQ mailboxes, pictures are generally not displayed by default. It's better in Netease mailbox. After fully understanding, we can make emails that are friendly to all kinds of recipients.

2. Some customers want to register with the company email, so that you can roughly analyze what company the customer is and then analyze the work the user is engaged in. If there are relatively many registered users of the same kind, your success rate will definitely increase if you push their favorite information to them. This is also a benefit of the popular personalized mail.

Third, optimize the content according to the mailbox.

Through the analysis of registered users in the previous step, what is the mailbox that users use the most? gmail？ Netease mailbox? Tencent mailbox? Distinguish clearly, and then adjust the content according to the priority.

If it's a gmail mailbox, you shouldn't send emails casually. You should know as much as possible about the characteristics of gmail mailbox. So as to adjust the color of the content, the size of the font and the like.

If it is a Netease mailbox, you should pay attention to the title of your email, because at present Netease mailbox is classified, and it will put your email into subscription email, advertising email or spam, basically by judging your title. So test more before sending it.

If it is a corporate mailbox, you need to pay more attention, which is completely related to the nature of your email. Is it B2B or B2C?

Fourth, subdivide users according to attributes.

There is no marketing method suitable for some users now! You just need to subdivide your users and fully understand your users. At present, most e-commerce backstage has an analysis module of member data. Divide data through corresponding detection, and then push information effectively.

If you don't have a back-end system for user behavior analysis, your third-party mail service provider may also provide you with analysis services, and then suggest you use personalized optimization services. It is precisely because of the concept of user behavior analysis that various tools make it possible to provide personalized emails to customers, and customers are more willing to accept such information. Amazon, an online bookstore, has won many loyal customers by sending emails to customers who are willing to accept suggestions and making suggestions through their shopping history.

Five, enough mail test

Mail testing is a very important link in mail marketing. As for why the mail test should be conducted, I think everyone is very clear. How to conduct email testing is also a very important issue.

The general email test is to send 1-2 emails to different clients, such as 163, gmail, QQ, Hotmail, Sina mailbox, etc. , and then adjust the content according to different acceptance results.

1, sensitive word test

Every ISP and mail client will set up an automatic filtering mechanism for sensitive words according to national laws and regulations. If more sensitive words appear in the sent mail, the mail will be rejected or put into the spam box.

2. Picture test

See if there is any distortion after the picture is sent. There are too many pictures, the loading speed is slow, and users don't have enough patience to wait for the pictures in the mail to download. At the same time, too many pictures will make the email too large, and there is a risk of being rejected or misjudged as spam.

3. Content testing

In addition to the typesetting style test of the copy, adding Alt tags to the pictures of the email is also a part of the content test to ensure that users can clearly understand the contents of the email when the pictures are blocked by the mailbox.

4, mail link test

Make sure that all links in the message are ready to link to the target page. If you can't jump accurately, it will seriously affect the user's email marketing experience.