How to do a good job in mail marketing

Step 1: Define the purpose of implementing EDM marketing. First of all, what is the purpose of EDM marketing, and it should conform to the marketing strategy of the enterprise. Is it to promote brand image, specific products and services, maintain customer relationship, or expand new customers? Clear and pure purpose will provide a strong guarantee for later planning.

Step 2: Establish the enterprise mailing list database. There are three main ways to establish an enterprise mailing list database. The first is the customer information accumulated by the company, including registration through the company website, mailing list subscription and offline business dealings. The second type: database leasing, there are many data leasing companies that carry out this business in the market, and they can also cooperate with related websites to select several information websites with high overlap with target customers and certain popularity in the industry. They often have a large number of user data resources. The third method: using a specific program to capture the email address on the network, this method has almost no cost investment, but the effect is also the worst, because it is impossible to define the validity and authenticity of the captured data. As can be seen from the above, enterprises should establish the concept of building enterprise user database and strive to increase the proportion of data resources from the first source in the mailing list. Because the mailing list database has strong pertinence and loyalty, it is decided that the mailing list is one of the most valuable intangible assets of enterprises. Only with the mailboxes of these loyal customers can the website be rebuilt and the products be found again. As long as you send an email to the mailing list, you can conduct effective marketing again.

The third step: the choice of EDM marketing platform. There are three types of mail sending platforms. First, a professional mail platform (data marketing) company has a professional mail sending platform with fast sending speed, which can reach the sending speed of thousands to hundreds of thousands of emails per hour. At the same time, they signed agreements with major mail service providers (ISP) to publish mail from this platform, so the arrival rate of mail sent through this platform can maintain a high level. At the same time, the information of e-mail users is recorded in the marketing database, including demographic data, behaviors and preferences. Through these data mining settings, we can send each customer a unique promotional email and an email that is consistent with what we know about customer preferences, behaviors and lifestyles. Relatively speaking, the sending cost of this kind of mail is also the highest. The second type is a small mail sending company, mainly based on local EDM service providers. They often have several servers, several IP addresses and several people, and rely on these servers to send a lot of mail. The cost of sending emails in this company is very low. A few hundred dollars can often send millions of emails, which can easily lead to your domain name and IP being blacklisted and affect the normal operation of the company's business. Third, some group software circulating on the Internet. The basic principle is to send emails in batches regularly through software. If you send emails too frequently, it will easily lead to blacklisting of domain names and IP, and third-party mail servers may also limit your sending frequency. It should be noted that the latter two EDM marketing platforms can not realize personalized customization of emails, and the marketing effect is difficult to monitor and analyze.

Step 4: Creative design of email marketing. Including the design of email page, the planning and design of the landing page where the email link points to the website. The web code of e-mail pages should follow certain design standards. The conception and planning of email body and title, a good title, will help to arouse the interest of the recipient. Click to open your email. Inappropriate titles may cause the recipient to delete the message directly. When the mail arrives at the user's mailbox, the title directly determines the opening rate of the mail. In the arrangement of content, we should consider the customer experience. With the unsubscribe function, in fact, not many people will unsubscribe, but it conforms to the rules of licensed mail marketing. In addition, marketing emails should be interactive. Are they integrated with social media platforms? They enable customers not only to read e-mails, but also to apply them deeply. They can use social networking buttons to recommend to their friends and complete the purchase in email. These personalized, triggered and interactive marketing emails can produce amazing results in improving retention and sales.

Step 5: Send and post-data analysis. After using EDM platform to send mail, we should track the customer's reaction and check the marketing effect of EDM. By analyzing the tracking results, we can monitor the registration conversion rate, unsubscribe rate, mail arrival rate, opening rate, reading rate and link click rate of the mailing list. Through these monitoring methods, we can improve our skills in selecting audiences and sending emails. In addition, you can also use the A/B test method to test the contents of different email titles and link addresses to understand the marketing effect and optimize the marketing effect. Generally speaking, EDM platform will have the function of cleaning up the address data of fuel tank, sorting out the mail data table with considerable activity and putting it into the next round of operation. In addition, mature EDM marketing should determine the frequency of sending emails and establish the psychological expectation of receiving emails within a fixed time, which is very important for retaining subscribers and building trust.

Basic indicators for evaluating the marketing effect of e-mail. For the analysis of e-mail marketing effect, we can start with the analysis of four basic indicators, namely, arrival rate, opening rate, ctr and cvr. For marketing questions, please visit ().

Arrival rate Arrival rate shows the proportion of mail that has entered the user's mailbox, which is the first step to successfully complete the final transformation and a fundamental indicator. The formula of the arrival rate is: actually arrived in the user's inbox/sent quantity × 100%. There are two reasons for invalid arrival:-the user's mailbox is full, the acceptance of mail is limited, and the mail of two users is invalid.

Opening price Opening price is the key to transformation. After seeing the email, the recipient will judge whether to open it immediately, open it later, not open it or delete it in 5 seconds or less. The sender's name, sender's email address, title and the last email received by the sender are the main influencing factors. The subtle situation happens here, when brand value and awareness will play a decisive role. A well-recognized brand will help advertisers improve the opening rate. Similarly, clear, inflammatory, reliable and attractive headlines also help to prompt users to open emails. According to American research, 70% of users who place orders buy immediately within 3 hours after opening the mail.

By tracking users' click behavior, click rate statistics can be realized. The click rate depends on the overall design style, user needs, and of course, the promotion or theme content, as well as whether the call element plays a role. Email click-through rate is a more accurate indicator to measure the marketing effect of EDM.

Conversion rate Conversion rate is the ultimate goal of mail sending. The transformation goal of online retail websites is to order, the transformation goal of companies selling software is to download and the transformation goal of training institutions is to submit forms. Of course, you can also customize other specific goals, such as browsing specific pages-announcement of holiday activities or uploading photos, voting, leaving messages and other specific behaviors.