Text / Philip-Cote
Companies send advertisements through email face a long-awaited but dangerous road, any error (such as sending emails to an unwanted customer) may destroy the company's reputation overnight. However, if the company is just right for email, it can not only build contact with customers, but also get excess profits, and the costs they spend are only a small part of the cost of direct mail.
More and more companies have begun to adopt Email marketing models, because email marketing can bring many benefits that can be seen - the Internet allows marketers to get in touch with thousands of potential and existing customers. Studies have shown that 80% of Internet users respond to received emails within 36 hours, and the average response rate is only 2% in direct mailing (referred to as direct mail) activity. At the same time, email is an unpleasable winner compared to other ways of online marketing, and it can be fully reflected by "Clicking through the rate". Whenever the user connects to the company's homepage or sales site, a clicks pass - no matter where they are watching a site window, or send an email. The "Click rate" of the banner advertisement has dropped below 1%, and the "click rate" of the email reached 80%; one is cost, paper, print, mailing costs are very expensive, and one year More expensive for more than a year (Microsoft has spent 70 million US dollars for direct mail every year), now, Microsoft should send 20 million emails every month, but the cost of spend is much less.
However, sending emails requires some factors. In order to achieve a higher "click" rate, or in order to make an email response to respond as soon as possible, the marketing staff must follow a basic rule of email marketing: consumer the consumer consent. For example, as a pioneer who performs direct marketing on the network, YOYODYNE (YOYODYNE) (already acquired by Yahoo), President Seth Godin, even proposed marketing based on customer permission PERISSION-based marketing. Golden believes that consumers are bored with marketing advertisements they don't want. Through the use of the Internet's human-machine dialogue, let consumers determine what kind of email they need to get, and the marketing that consumes consumers allowing it will make it benefit. Goldo puts the "marketing of consumer licenses" than the appointment: If the company is very good in contact with consumers, this will increase the trust of consumers and prompted them. Accept the various services provided later.
Iomega has successfully utilized marketing methods based on "consumer licensing" in its email marketing, which mainly sells computer peripheral storage devices (such as ZIP drivers). Amyga has carried out multiple email marketing activities, and each time is starting with registered customers. From its choice list, Amyga only sends an email to those customers who allow Emyga to send emails. By focusing on the targets that are willing to receive these emails, the company avoids rejection on the Internet and increases its probability of receiving reply or increase its sales.
Given that consumers are angry with a lot of spam, they always delete them into the trash. These angry consumers may even fight online, they only need to send an email to his friends, give everyone on the company's service list, or users on other Web sites, or It is to establish their own Web site to oppose the company, such an angry consumer can immediately let the company's reputation of the company. For this reason, companies that effectively use e-mail marketing not only let users "come in", and every time they want to "go out", let them "go out".
The following is some other important guidelines followed by the pioneers in the email marketing staff.
1. Give customers a reason to make a reply.
Yang Yang Deni makes online surfers have a strong desire to read these email advertising and online advertising. Innovative direct marketing company uses small games on email, Qing Daofu search clearance and instantly know that the event will be attracted to customers. The purpose of the user is to compete for the product, such as a trip to the Caribbean sea or a bag of gold. 2, make your email content personalized.
The network enables the company to personalize the content of the email sent by the customer according to the customer's past purchase or cooperation. At the same time, customers are also more happy to accept personalized information. The Site of Amazon.com Amazon (Amazon.com) has sent an email to those who are willing to accept the proposed customers through the customer's shopping history, and have won many loyal customers; IBM's "focus on your news abstract" The site will be sent directly to the customer's email mailbox ... those who agree to receive news letters can select all of them from a list of interest.
3. Provide customers with some things that he can't get from direct mail mail.
Direct mailing activities need to spend a lot of time to prepare, implement. Because the implementation of email marketing is much faster, they can provide some information sensitive to time. For example, a tourist site on the Internet is like a tourist city, which has continuously transmits an email called a ticket watch (FARE WATCHERS), which provides a cheap ticket for the last minute.
If marketing staff engage in their marketing activities in accordance with all these rules, they are likely to make emails one of the most popular new marketing carriers.
Philip Côtejet:
It is recognized as the father of modern marketing, has created a complete marketing theory and cultivated an entrepreneur of a generation of large companies. In the growth of the ultra-large multinational enterprises in the United States, Côteustebiz made a huge contribution.
At present, Kotle is an outstanding professor of the Kellogg Management Graduate School of Northwestern University. He won a Ph.D. in the University of Chicago and a Ph.D. in Economics, Massachusetts Institute of Science, and a Ph.D. in Harvard University and a Ph.D. in Chicago.
