Companies that advertise by email face a promising but dangerous road, and any mistakes (such as sending an email to a customer who doesn't need it) can ruin the company's reputation overnight. However, if the company is just right for the use of e-mail, it can not only establish contact with customers, but also get excess profits, and the cost is only a small part of the cost of direct mailing.
More and more companies are adopting the email marketing model because email marketing can bring many tangible benefits – the Internet allows marketers to instantly connect with thousands of potential and existing customers. Studies have shown that 80% of Internet users respond to incoming e-mails within 36 hours, while in direct mail (referred to as direct mail) activities, the average response rate is only 2%. At the same time, compared to other ways of online marketing, e-mail is “an unbeatable winner. It can be fully reflected by the “click-through rate†indicator. Every time a user connects to the company’s homepage or sales site, it happens. One click through - whether they are viewing a site's window ad or sending an email. The "click-through rate" of banner ads has dropped below 1%, and the "click-through rate" of emails has reached 80%; one more is the cost, the cost of paper, printing, and mailing is very expensive, and one year is more than More expensive a year (Microsoft spends an average of $70 million a year on direct mail), and now Microsoft sends 20 million emails a month, but it costs far less than direct mail.
However, there are a few factors to be aware of when sending an email. In order to achieve a higher "click through" rate, or in order for email recipients to respond as quickly as possible, marketers must follow a basic rule of email marketing: obtaining consumer consent. For example, as a pioneer in direct marketing on the web, Seth Godin, the president of Yoyodyne (acquired by Yahoo!), even proposed a marketing model based on customer permission. (Permission-basedMarketing). Godin believes that consumers are tired of marketing ads they don't want. By using the human-machine dialogue function of the Internet, consumers are allowed to decide what kind of e-mail they need, and using marketing based on consumer permission will benefit it. Godin compares "marketing based on consumer licenses" to a date: if the company performs well in the first contact with the consumer, it will increase consumer trust in the company and motivate them Accept the various services provided by the company in the future. In its email marketing, Iomega has successfully leveraged a marketing approach based on “consumer licensing,†which sells computer peripheral storage devices such as Zip drives. Amyga has launched several email marketing campaigns, each starting on a registered customer basis. From its selection list, Emiga only sends emails to customers who are allowed to send emails to Amyga. By focusing on those customers who are willing to receive these emails, companies can avoid being rejected on the Internet and increase their chances of receiving responses or increasing their sales.
Since consumers are angry at receiving a lot of spam, they always delete them into the trash. These angry consumers may even counterattack online, they simply send an email to his friends, give the company a list of everyone, or give users on other Web sites, or It’s to build their own Web site to oppose the company, so an angry consumer can almost immediately discredit the offending company. For this reason, companies that use e-mail for marketing not only let users who are willing to "come in" "go in", but also let them "go out" each time they want to "go out."
Here are some other important guidelines that pioneers in email marketers follow.
1. Give the customer a reason to reply.
Yang Dini Company has made it possible for online surfers to have a strong desire to read these email advertisements and online advertisements. Innovative direct marketing companies use small games in the form of e-mail, scavenger search to clear and instantly know about winning or losing activities to attract customers. The purpose of the user is to compete for products, such as a trip to the Caribbean or a bag of gold.
2. Personalize the content of your email.
The network enables companies to personalize the content of emails they send based on their past purchases or partnerships. At the same time, customers are more willing to accept personalized information. Amazon.com's site wins many loyal customers by sending customers emails and making suggestions to customers who are willing to accept suggestions; IBM's "focus on your news digests" The site sends the selected information directly to the customer's email address... Those who agree to receive the newsletter can select all of their content from a list of interested topic profiles.
3. Provide customers with something they can't get from direct mailings.
Direct mailing activities take a lot of time to prepare and implement. Because email marketing is much faster, they can provide some time-sensitive information. For example, a travel site on the network, such as Travelocity, constantly sends customers an email called FareWatchers, which offers cheaper tickets for the next minute.
If marketers engage in their marketing activities based on all of these rules, they are likely to make email one of the more popular new marketing vehicles.
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