Nowadays, more and more businesses are adopting email marketing. In doing so, if used correctly, marketers can instantly connect with thousands of potential and existing customers at a much lower cost than mailing. marketing.
However, there is a huge risk in blindly promoting email marketing. Users will be disgusted or even angry at the large number of emails with marketing purposes they receive. They always delete those emails directly, and may even complain to their mailboxes. Service providers, making a lot of business efforts in email marketing go to waste.
If an email is deleted directly as spam, it loses the opportunity to be delivered to customers. Therefore, how to improve the effectiveness of email marketing has become crucial. The following are the top ten effective tips summarized by the pioneers of email marketing.
1. Provide more value
Nowadays, users have higher and higher expectations for email communication. They want to get more value, so the first principle is: find new ideas and provide more value than the competition. One of the important ones is not to just carry out simple sales and persuade customers to buy products, but to strengthen the education of customers. Based on the characteristics of why the product is worth buying, introduce the relevant specific background, and even the introduction of supporting products related to it. Although some products may not be the company's main products, this will attract more users to register and click related Email, browse online stores, and view relevant information, thereby creating huge business value.
Statistics show that users generally can only tolerate up to 15 commercial information emails, including credit card instructions and the latest information about their children's schools. So it's a zero-sum game, and if you want to grab one of those 15 seats, you have to deliver more value.
2. Provide timely feedback to new users
Businesses must have a specific email address to receive all feedback from users. This requires a dedicated person to be responsible. Even an inquiry from an unregistered user should be answered, because they are potential users and have great value. Maybe the feedback received every week is just a few numbers, but it should not be taken lightly, because it means that they have become interested in the product and come to ask questions or give feedback. It is very likely that some of them are the most valuable. user.
Generally speaking, users who register within 30 to 60 days before the end of a large marketing campaign are the most active or effective users. Once they sign up, send a thank you email right away to build a good relationship. From there, provide more relevant content in your email based on the user's interests so they can pick out and respond to your message among the dozens or even hundreds of emails they receive every day. Giving some small gifts is usually very effective, such as giving a 10% discount to encourage the first purchase, which is effective in 60% of the cases, and is conducive to maintaining a good and healthy relationship with users, and Attract their attention to the next offer.
3. Know your registered users
Although this means browsing thousands of email addresses, this laborious work is necessary because: 1) you will know which emails your users will choose, so you can take some steps to avoid It will be deleted directly as spam, or it will appear more eye-catching based on the different characteristics of each mailbox. 2) If some people use company email, then you can have a general understanding of the industry they are engaged in, so as to provide more targeted services. 3) Ability to correct some obvious spelling errors. 4) If there are competitors mixed in, you can delete them.
4. Optimize email content based on email characteristics
Which email address is used most by users? Gmail, Yahoo, or company email address? It needs to be distinguished clearly and adjusted accordingly in order.
If it is a Gmail mailbox, you should not blindly click send, but try to understand some of the features of the Gmail mailbox so as to adjust the title of the email, the color, font, size, etc. of the content; if it is a company mailbox, it is also very useful. Value, this will determine the nature of your email, such as B2B or B2C.
5. Segment users
Nowadays, there is no one-size-fits-all marketing method anymore. You need to segment the users you want to deliver information to. There are already some relatively sophisticated market segmentation technologies or software (many email providers allow emails to contain relevant analysis codes), which may be worth trying, but the most important thing is to innovate.
You can track those who have opened product information emails, or those who have not opened them at all; you can also track those who have paid for an order, or have not yet paid; or those who have read the email but have not made a purchase. Yes, they are all worthy of your careful study.
There is another market segmentation method of "front-end" analysis, which is to ask some questions appropriately after the user registers and logs in. Generally speaking, as long as the 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 segment according to the user's intention, such as why the user wants your product information or corporate news? Or what does he or she use your information for? You can even further conduct mobile phone marketing or SMS marketing. A variety of tools make it possible to provide customers with personalized emails, and at the same time, customers are more receptive to such information. The online bookstore Amazon.com has won many loyal customers by sending e-mails and making suggestions to those customers who are willing to accept suggestions through their shopping history.
6. Provide more discounts to big customers
Large customers are the most valuable group of all registered users, so they will be given more discounts, usually a 20% discount or a direct discount of $100 on their next purchase. Of course you will find that occasionally a few users may only purchase $101 of goods (on average these large customers will purchase $350 of goods), but this does not matter, first of all, there are many large customers who do not often use these offers. , and if they take advantage of a deal, they usually buy an average of $1,000, and everyone is happy.
In addition, according to the characteristics of this type of customers and combined with the convenience and speed of email marketing, some time-sensitive information can be provided. For example, the travel company Travelocity continuously sends emails called "online ticket booking" to customers, which can provide real-time updated air ticket information when customers need it.
7. Calculate the revenue generated by each email
Once you know the financial benefit generated by each email, you can determine the success of your email marketing. After all, profit comes first. For example, every 100 emails sent out should generally generate a new registered user. If the number is lower than this number, you need to figure out what went wrong. This also helps us figure out how many registered users are intermingled with our email list who are not subscribing, so we can weed them out and get back to the desired revenue.
8. Should you recommend one product or multiple products?
Recommending only one product may highlight the focus and introduce it in more depth, but it may not be liked by some users. However, promoting multiple products at the same time also takes a big risk, for example, it may make people feel that there is too much introduction. Perhaps the best idea is to promote multiple products around an interesting theme, such as the top 10 items to wear on a beach vacation. What is the best effect needs to be carefully analyzed based on people and circumstances. In addition, it is best to introduce it based on the different characteristics of the product and the theme.
9. Simplify the content and form as much as possible
If you haven't already targeted special services for BlackBerry or other mobile device end users, you need to start now. For this group of users, use as concise language as possible to clearly explain your intentions and your product. To a large extent you need to rethink some or all of your email marketing strategy.
10. Constantly looking for new registered users
The more interested registered users you have, the more sales you will generate. This seems like the most obvious thing, doesn’t it? However, what you may not realize is that you may not need to spend a large amount of your marketing budget on finding new registered users.
For example, establish a good relationship with well-known bloggers in the industry, or sponsor certain types of special activities, such as a certain sports competition or business competition, or set up an Internet marketing library in which the authors of books or treatises are It's your choice. Experience shows that these activities cost little, but the results are very good. Someone once spent $500 to sponsor an event for a major online magazine and gained 3,000 new registered users. And when you establish a reputation in the industry, you will find that whether it is a blog or a magazine, when they need a partner for business promotion, they will think of you first. At this time, the success rate of email marketing will also be greatly improved. (This article is contributed by the webmaster of www.5188ptc.cn)