First, determine the purpose and goal of e-mail marketing.
E-mail marketing is not simply sending ordinary mail, but starting a long-term, continuous, personalized one-on-one marketing campaign based on licensed mail for your target customers. The first step to develop e-mail marketing is to determine clear goals and objectives, formulate a reasonable target and task decomposition plan and budget, choose appropriate methods and strategies, and establish corresponding supporting organizations and service systems.
2. Collect customer information and establish a database.
Obtain user data, subdivide users step by step, calculate the interest content and hobby content of each user by using the analysis results of user behavior, and provide database support for one-to-one marketing, including user data acquisition methods and processes, database updating and maintenance standards and processes, user classification standards and processes, and user behavior modeling and analysis standards and processes.
It is very easy to establish customer database in some industries, such as banking, insurance, aviation, media publishing, education and training, websites and so on. Because customers in these industries must provide their own names and contact information. However, it is relatively difficult for enterprises such as specialty stores, supermarket chains or wholesalers in the retail industry to collect customer data, and some skills and methods must be used to successfully establish customer databases.
For example, an effective way to establish a licensed e-mail library is to establish an entrance on the enterprise's own website so that potential consumers can easily fill in their e-mail addresses to subscribe to the information they need. Also, even if you have sincerely vowed not to disclose the email address of the potential consumer to others, you need to inform the potential consumer in a clear and obvious way. Unless they agree, you will not disclose his email address to a third party in any way. Not only that, you should also provide a convenient "unsubscribe" means to let those people see that they can really delete their email from you easily, and they will also provide you with their email with confidence.
3. Make personalized one-to-one rich content
According to the data support, the WYSIWYG editor is used to automatically generate friendly content for different types of users, providing content support for one-to-one marketing, including user content friendly standards and user content management processes. This is a personalized era. The title of the email users want to receive is "Hello Zhang Sanfeng, Haike Film Club invites you to the" Mysterious Visitors "party this Saturday?" Instead of "mysterious visitor theme party", if users can see their names at the beginning of the email and the language of the whole email is plain and close, they will not delete the email after reading the title, which will greatly improve the email opening rate.
4. Choose a strong delivery method
These conventional email tools, such as Foxmail outlook, are more suitable for sending one or more emails. Using these commonly used email software as email marketing tools will have many disadvantages, such as easily revealing the email address and the same content of the copied person. Therefore, we must choose to be able to multi-task, multi-batch, multi-thread, fast and large-scale and simulate sending mail separately.
Verb (abbreviation of verb) real-time feedback statistical system and service response support system
Statistical analysis measures the marketing implementation effect, eliminates invalid mailboxes according to the report data, and adjusts the content, method and user segmentation, including sending statistical analysis including sending success rate, arrival rate, opening rate and click rate, comprehensive statistical analysis report management, user behavior model analysis and so on.
After the implementation of email marketing, the relationship with customers has been established. Therefore, enterprises need to be prepared in all aspects, such as how to deal with customer consultation, purchase, service and complaints, just like other marketing activities or using other marketing tools.
6. Accurately measure the marketing input-output ratio.
The evaluation index of mail marketing effect takes the ratio of comprehensive cost to comprehensive income of thousands of mails as the main index. The comprehensive cost can include the construction and use cost of the network environment, the cost of collecting and establishing a licensed email library, the cost of making copies and templates of licensed emails, the cost of external services generated in the marketing process, the cost of providing preferential treatment for network marketing and other related costs, while the comprehensive income should uniformly calculate the advertising effect of emails and the income brought by direct purchase behavior, and should not only focus on direct sales income.
It is not difficult to see from the above implementation process that if a worker wants to do a good job, he must sharpen his tools first. Choosing a good authorized email marketing platform is an important guarantee for successful implementation, including data collection, collection, database construction, email sending, sending report statistics and so on. The mail marketing platform supports the whole process operation.