How to use e-mail marketing

Although this means browsing thousands of email addresses, this laborious work is really necessary, because: first, you will know which email addresses your users will choose, so as to take some measures to avoid being directly deleted as spam, or to be more eye-catching according to the different characteristics of each email. Secondly, if someone uses the company mailbox, then you can get a general understanding of their industry and provide more targeted services. Third, it can correct some obvious spelling mistakes. Fourth, if competitors are mixed in, they can be deleted.

Recommend one product or multiple products?

Only one product may be highlighted and introduced in depth, but it may not be liked by some users, but introducing multiple products at the same time will also take great risks, such as making people feel that there are too many introductions. Perhaps the best suggestion is to promote all kinds of goods on an interesting theme, such as 10 goods that are most worth wearing when vacationing at the seaside. What works best? Because people and things need careful analysis. In addition, it is best to introduce the products according to their different characteristics and themes.

Give feedback to new users in time.

Enterprises must have a specific e-mail address to receive all feedback from users. This requires someone to be responsible. Even unregistered users should get a reply if they ask questions, because they are potential users and have great value. Maybe the feedback received every week is just a few simple numbers, but it can't be taken lightly, because it shows that they have become interested in products to ask questions or give feedback, and it is very likely that some of them are the most valuable users. Generally speaking, users registered within 30-60 days before the end of large-scale marketing activities are the most active or effective users. Once registered, they need to send an email to express their gratitude immediately, so as to establish a good relationship. Then, according to users' interests, provide more relevant content in the email, so that they will select the information you sent out from dozens or even hundreds of emails received every day and reply. It is usually effective to give some small gifts, such as giving 10% discount to encourage the first purchase, which is effective in 60% cases, which is conducive to maintaining a good and healthy relationship with users and attracting them to pay attention to the following preferential information.

Optimize e-mail content according to mailbox characteristics

What is the mailbox that users use the most? Gmail, Yahoo, or company email? It needs to be clearly distinguished and adjusted according to the order.

If it's a Gmail mailbox, don't blindly click Send, but learn as much as possible about some features of Gmail mailbox so as to adjust the title, color, font, size and so on. If it is a company email, it is also very valuable, which will determine the nature of your email, whether it is B2B or B2C.

User segmentation

There is no one-size-fits-all marketing method now. You need to segment the users who want to deliver information. At present, there are some mature market segmentation technologies or software (many mail providers allow mail to carry relevant analysis codes), which may be worth trying, but the most important thing is innovation.

You can track the customer information that has been opened or not opened at all in the product information email; It can also track users who have paid for the order, or users who have not paid yet; Or read the mail but haven't bought it yet, it is worth studying.

There is also a market segmentation method of "front-end" analysis, which is to ask some questions appropriately after users register and log in. Generally speaking, as long as multiple-choice questions are not difficult to answer, users are generally willing to answer at least four questions, including giving their mobile phone number or email address.

At this time, you can subdivide according to the user's intention, such as why do users want your product information or corporate news? Or how he or she handles your information? You can even further carry out mobile phone marketing or SMS marketing. Various tools make it possible to provide personalized e-mail to customers, and at the same time, 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.

Provide more discounts for big customers.

Big customers are the most valuable group among all registered users, so they will be given more discounts, generally 20% off the next shopping, or directly 100 dollars. Of course, you will find that occasionally a few users may only buy goods of 10 1 USD (on average, these big customers will buy goods of $350), but it doesn't matter. First of all, many big customers don't often use these discounts. If they enjoy these discounts, they usually buy goods of $65,438+$0,000 on average, so everyone is very happy.

In addition, according to the characteristics of this kind of customers, combined with the convenient and fast characteristics of e-mail marketing, some time-sensitive information can be provided. For example, Travelocity, a travel company, keeps sending customers emails called "Online Booking", which can give real-time updated ticket information when customers need it.

Constantly looking for new registered users

The more interested registered users, the more sales will be generated. Isn't this the most obvious truth? However, you may not realize that you may not need to spend a lot of marketing budget to find new registered users.

For example, establish a good relationship with well-known bloggers in the industry, or sponsor a special event, such as a sports competition or a business competition, or set up an online marketing library. You can choose the authors of books or works. Experience shows that these activities cost little, but the effect is good. Someone once spent $500 to sponsor the activities of a mainstream online magazine and gained 3000 new registered users. When you have established a reputation in the industry, you will find that no matter whether it is a blog or a magazine, when they need a business promotion partner, they will think of you first. At this time, the success rate of email marketing will be greatly improved.

Provide more value

Nowadays, users have higher and higher expectations for e-mail communication, and they hope to get more value. Therefore, the first principle is to find new ideas and provide more value than competitors. One of the most important points is to strengthen the education of customers, rather than simply selling and persuading customers to buy products. According to the characteristics of why the product is worth buying, introduce the specific background and even introduce the related supporting products. Although some products may not be the company's flagship products, it will attract more users to register, click on relevant emails, browse online stores and view relevant information, thus creating great commercial value.

Statistics show that users can only tolerate 15 business information emails at most, including credit card instructions and the latest information of children's schools. Therefore, this is a zero-sum game. If you want to seize one of the 15 seats, you must deliver more value.

Calculate the revenue generated by each email.

Once we know the economic benefits of each email, we can judge whether the email marketing is successful or not. After all, income comes first. For example, for every 100 e-mail, a new registered user is usually generated. If it is lower than this figure, we must find out the problem. This also helps us find out how many registered users who don't subscribe are mixed in our mailing list, so that we can eliminate them and return to the expected income.

Try to simplify the content and form.

If you haven't specified special services for the end users of BlackBerry or other mobile devices, you should do so now. For this part of users, you should use as concise a language as possible to clearly explain your intentions and your products. To a great extent, you need to rethink some or all email marketing strategies.