Since I have often used mass emails in my past work to increase user stickiness and increase the company's revenue, if I have time, I will write a series of mass email promotion experiences: the production of mass emails, the accumulation of mailing list databases, and how to reduce mass emails. Emails are treated as spam...Today’s topic is how to improve the click-through rate and open rate of mass emails, which include the group for sending mass emails, the title of mass emails, the content of mass emails, the processing of pictures in mass emails, and the sending of reminder emails. , send bulk emails.
The following is an analysis using Tingzhe.com’s mass email marketing
Case:
Email title: [Tingzhe.com—Chinese Music Community] faofao invites you to join Tingzhe.com—Chinese Music Community and become his friend
Email content:
Listener.com—Chinese music community
Dear friend:
faofao invites you to join the listener network - Chinese music community and become his friend faofao Hi, I am faofao. I have established a personal homepage on the listener network - the Chinese music community. I invite you to join and become my friend. Please join. By going to my friends, you can learn about my current situation through my personal homepage, share my photos, and keep in touch with me at any time.
Invitation PS:
Please click the link below to accept the friend invitation:
http://www.tingzhe.com/invite.php?u=2&c=646247a08ff545f5
If you have an account on Tingzhe.com - Chinese Music Community, please click the following link to view my personal homepage:
http://www.tingzhe.com/space.php?uid=2
Listener.com—Chinese music community
http://www.tingzhe.com/
2009-04-23 00:01
This email is automatically sent by the system, please do not reply directly.
1. Sending group emails
That is, the selection of mailing lists, which involves the completeness of your mailing list database (I will write a special article on how to better build a mailing list database in the future). The opening rate of mass mailings largely depends on the objects you send them to. For example, if you send a "2009 Automobile Industry Report" to a post-90s generation who only knows "non-mainstream", you can think about the results.
2. Mass email title
1. Clear title: The subject of the mass email must accurately describe the content of the current mass email. Users can clearly know the content of the mass email from the title, so as to attract a specific user group to read; for example, in the above case: [Listener Net—Chinese Music Community] faofao invites you to join Listener Net—Chinese Music Community and become his friend. The title is very clear and also plays a role in attracting the user's curiosity. He wants to see who faofao is. What kind of network does Listener Network have?
2. When the title of a mass email is displayed, it usually displays one paragraph instead of the entire title, so the most influential information is placed in the first part of the title;
3. The title of the mass email should be close to the current industry hot topics, popular technologies and popular products, and provide answers to the questions that users are most concerned about. Only in this way can the content attract readers for in-depth reading.
For example: Now send to your group of mothers of infants and young children: "How beautiful the child is" "Stone Gate", the click-through rate will definitely be super high!
3. Contents of mass emails:
1. The length of the mass email should not be too long and should not exceed three screens. Many users have the habit of printing and reading mass mails. When making mass mail pages and third-level pages, this habit of users should be taken into consideration so that readers can print out the required content within one page.
2. Select the content of the mass email article based on the interests of the group you are sending it to. It would be better if it can be customized as a mass email. Users can get real benefits from mass emails. It is recommended to use less customer promotion articles.
3. For the content of mass emails, editors still need to increase the "charm" of the content. For the clicks of articles in mass emails, it is recommended to use a reward mechanism to encourage editors to provide popular articles. For example, if an article has more than 50 clicks, The reward is 10 yuan or more. The purpose of this is to allow editors to fully understand the hot spots in the industry, cultivate their professional sensitivity, grasp the pulse of the industry, and take the initiative to capture user psychology.
4. Based on the articles with more than 10 clicks in the past five weeks, create a click distribution chart and summarize the "popular" click positions for mass mailings. Based on this summary, editors can be guided to place the right article in the right place.
5. Content that interacts with users and requires user response, such as online surveys, should be placed at the top of the email. Tell users what you want them to do in the article title.
6. Analyze user habits, use technology to analyze users’ habits of clicking on articles each time, understand users’ points of interest, and push personalized mass emails. In this case, the key point of the email is actually two connections. It also comes with a picture of a beautiful woman. Whether female or male users see the invitation link of Tingzhe.com, they will click to enter. Of course, men click more actively.
4. Image processing in mass emails:
1. Currently, about 60% of mailboxes can block image downloads. You can use the "above-the-fold" design to reduce the impact of blocking images. In this area, important information such as company name, date, etc. should be included.
2. Change the header image of the mass email to a GIF format image to increase the dynamic effect of the mass email.
3. Use pictures appropriately in mass emails. The proportion of pictures and text should be balanced. Add "Alt" tags to pictures. You can also add a text link next to the image to prevent the image from being downloaded.
4. Exquisite pictures or charts can effectively attract users’ attention and click on the pictures. Appropriately adding pictures to the mass email template will make the mass email more lively.
5. Selection of advertising pictures. Large advertisements can have a certain visual appeal.
6. Add the editor's words and the editor's cartoon avatar to the mass email to make the mass email more "approachable".
In this case, the picture of the email is made small and sent in the form of a beautiful woman, which is attractive. .
5. Sending reminder emails
1. After a user subscribes to a group email or downloads a book, a reminder email can be sent immediately to remind the user what services they have subscribed to. In the reminder email, introduce content related to the products they subscribe to, tell users more services they can enjoy, and strengthen user loyalty.
2. If the user unsubscribes from the mass mailing, you can send a targeted advertisement for other services to re-stimulate the user's interest in reading.
6. Modification of the bottom of the mass email page
1. At the bottom of the mass email page, add a "Subscribe" mass email button and a "Print" button to this page to remind users to register at any time.
2. Add an "unsubscribe" button at the bottom of the mass email page. On the one hand, it can increase the user experience and make it more humane; on the other hand, it can filter out some non-potential user groups. Of course, if they want to unsubscribe, they must submit an unsubscribe survey. table to analyze the real needs of users
7. Others
1. Applying for a dedicated domain name for sending bulk emails can effectively improve the success rate of sending bulk emails and reduce the chance of being treated as spam.
2. Before sending mass emails, fully consider the user’s reading time. The best time to send mass emails is Tuesday to Thursday.
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