The interactive, fast, low-cost and one-to-one characteristics of email make it one of the important choices for low-cost communication for enterprises during the economic crisis. I believe that every friend will receive a lot of advertising emails in their mailbox, but the fate of most of the emails is to be deleted, and some are deleted without being opened at all. This means that the vast majority of companies do not achieve good results when conducting email marketing. Wrong methods, too much haste, insufficient persistence, and insufficient understanding are important reasons for the lack of good results.
The essence of email marketing is one-to-one, which is more precise than traditional marketing. Before sending an email, companies can often know the details of target customers and develop more targeted marketing strategies by studying the details of target customers. But in fact, most companies violate this essence and do the same thing as traditional marketing. The most important problem is that in order to save time, companies often use mass messaging, which is absolutely unacceptable. Mass messaging loses its pertinence and is no different from traditional marketing. In theory, a mass post can be seen by many people, but this often makes potential customers lose interest and lose the feeling of respect. The possibility of opening is very low, and even if they open, they will quickly leave or delete it.
There are three concepts here that companies need to understand: arrival rate, open rate and reply rate. Mass mailing often has a high arrival rate (everyone knows how to set the title of the email to avoid entering the spam box), but after arrival, it does not represent potential customers. Will open it and read it, but even if it opens it, it does not mean that it is interested or will take further actions - reply to you. Now that we have the arrival rate, what we need now is the open rate. What should companies do to get target customers to open emails? The author thinks that two things need to be done: First, having his name in the title will make him appear friendly and motivated to open the email. Second, the title must be attractive. The title must tell potential customers the most important selling points in the email. Therefore, before sending the email, be sure to research the potential customers and refine the selling points that they are interested in. This article was published in Boraid Management Online, www.boraid.com.
The opening rate does not mean the response rate. This requires companies to research potential customers, and the content in the email must be able to solve the problems they are currently encountering or provide a solution. The more detailed the understanding, the more targeted the strategy will be. Companies must realize that customers are not opposed to advertising, but to spam and mass advertising. If advertising helps customers, why should customers object. Of course, there are also some points to pay attention to in the email, such as not having too much content, not too small the font size, using special fonts or bolding or using other colors for important words, grabbing the attention of potential customers from the beginning of the letter, writing style Be smooth and natural, and the content should have a sense of humor. Add short testimonials from others, use customer testimonials, etc.
In order to ensure a high open rate and a certain response rate to achieve the results the company wants, the company must also do the following:
First, before sending an email, you must have an in-depth understanding of the customer, pay attention to the customer's life cycle, and be able to provide different products or services according to the different stages of the customer.
Second, it is best to obtain the customer's permission before sending emails, and do not send random emails. Facts have proven that hair out of place is worse than no hair at all, which not only has a low success rate but also affects potential customers' favorability towards you.
Third, it takes a certain amount of time for customers to make a final purchase from being exposed to a piece of information. So when the customer doesn’t reply after sending the email, don’t worry. At the same time, we should also pay attention to the frequency. The higher the frequency, the better. What frequency is appropriate depends on the specific product. Different products require different frequencies.
Fourth, email marketing is only one method and must be combined with other methods to achieve better results, such as text messages, direct mail, phone calls, etc.
Fifth, the title must be consistent with the content in the email. Do not make the title unique in order to increase the open rate, but the content is completely different from the title. Such an open rate has no meaning and will only be counterproductive.
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