Licensed Marketing Of E-Mail

Subscribe to mail and mail in the mailbox. Advertising mail "Appearance" reflects normal. business Mail is far away from the shadow of spam and highlights its marketing value.

"With the efforts of global co governance of spam, the value of licensed commercial mail is beginning to emerge." Zhang Xiubin, general manager of Huanyi Huanyu, said in an interview with reporters. In 2006, NetEase, the mail carrier, first added the "Mail Mail" folder to 163, 126 and other mailboxes in the country for the first time, and began to distinguish commercial advertising from spam. In 2010, this division was further refined to subscribe. mail Advertising mail and junk mail. This division reflects the recognition of the value of commercial mail by operators and users, and this has also become a major background for speeding up the domestic email marketing.

　　 From EDM to EBM

Email marketing usually involves four roles: advertisers, software providers, users and mail carriers. One of the traditional functions of software providers is to successfully send mail to the user mailbox designated by advertisers through mail operators. This process includes helping advertisers conduct spam testing and controlling the quantity of mail delivered per unit time to reduce the risk of mail being identified as spam by operators, and to help customers optimize mail formats to achieve the best opening rate and conversion rate.

Now, this role will become more complex. With the development of customer behavior data tracking technology, e-mail marketing is no longer just a way for advertisers to promote products to old customers, but also gradually becomes a new channel to dig out old customers' data and develop new customers' data: "what behaviors do customers have after receiving mail, the system will track and record, for example, 10 thousand mail, 3000 people open, 500 people click, click on boots or clothing, and finally 50 people order, these data systems can be automatically classified. In addition, customers can share mail and friends through Email or social networking sites by forwarding them in the mail. The success of mail delivery is not the end of mail marketing, but the beginning of new data collection and marketing behavior. This software system is called Zhang Xiubin by EBM (Email-BasedMarketing).

Nowadays, most websites are registered through simple mailbox registration. How to make use of the large number of "gross embryo" customers' information obtained from the early member accumulation stage, improve the content relevance through data deep tillage and subdivision, and stimulate customers to click interest, is a matter that they must consider after the membership reaches a certain scale.

　 The east wind of e-commerce

According to the experience of service customers, Zhang Xiubin put forward the four elements of advertisers' successful email marketing: 1. data accuracy, in order to ensure that the content is relevant to customers; 2., user segmentation, classification management; 3., arrange the sending cycle carefully; 4., confirm the content and ensure the content freshness.

The domestic B2C diamond channel diamond is one of the customers who will be easy. In many customers, the business of Kelan diamond is not a big one. However, its marketing effect is very outstanding, and it can keep the opening rate of 30% to 40%. "Kelan's email marketing is very detailed. They will divide their customers into several categories, and divide them into high, medium and low end customers according to their economic income, and further subdivide them according to the different cities they live in." The advantage of subdivision is that the content, time and frequency of mail delivery can be determined according to the characteristics of different customer groups. "Compared to sending millions of businesses at a time, we even prefer customers to streamline and subdivide the database, because this marketing effect will be much improved."

Zhang Xiubin first founded Huyi Huanyu, a Internet Co that provides website technical support for the exhibition. In order to solve the problem of the invitation letter from customers and viewers during the exhibition preparation, Zhang led the team to set foot in the mail platform, and in his view, this step will lead to the "blue ocean". "The development of e-commerce in the future will drive e-mail marketing to grow at a rate of 30% to 40% per year." Zhang Xiubin predicted so.

Now, on many shopping websites, e-mail marketing can occupy 60% to 70% of its marketing budget, and only 80% of the customers who can easily get e-commerce will account for 80% of the total.

　　 Case sharing

Marketing background:

According to the statistics of China Automobile Industry Association, in 2010, China's automobile production and sales exceeded 18 million vehicles, not only winning the world's first place, but also creating a new global record. At the end of last year, Beijing issued a vehicle purchase order, which reflected from another aspect: the saturation of automobile load in China's large and medium-sized cities has reached its peak. With the introduction of the restriction order, the Chinese auto market has entered the mature stage ahead of time. For marketers, it not only improves the marketing complexity of the first or two car buyers, but also accelerates the integration and diversification of marketing channels and the accurate evaluation of marketing effectiveness.

　　 Marketing challenges:

Behind astonishing data and huge market, Chinese auto manufacturers and distributors often fall into a dilemma: how to accurately lock their target customers among many customers, and accurately and effectively convey their product information to them. This has become an urgent problem for automobile marketers.

　 Marketing main body: China Post Group Anke Cheng

Solution:

China Post Group and American Anke Cheng jointly launched a direct mail marketing solution for the automotive industry. The direct mail marketing scheme tailored to China's auto market includes four aspects:

　 Best customer mining service

With the help of the massive data resources of the postal group, and using the data integration, matching and analysis technology of Anke Cheng, through the multi-channel marketing method, we can systematically provide the best customer list which is interested in the products and services of the automobile manufacturers, and has the intention to purchase. It supports the channel and sales team of the auto manufacturers to get more potential customers with high value.

　 Test drive invitation service

Through data screening, combined with direct mail, telephone, SMS and other multi pronged marketing methods, to help car manufacturers find potential customers who are consistent with the characteristics of the target vehicle, and have the intention and budget for buying the car, and accurately invite the latest test drive activities to them. The test drive invitation based on precise demand can successfully combine the new car listing and sales promotion activities launched by automobile manufacturers and distributors to successfully enhance the marketing effect and help achieve the desired goals.

　 Customer data management and optimization solutions

All of China Post's large real-time dynamic updating address database, combined with products of CDI-X data quality analysis and data cleaning and integration, provides services for automobile enterprises with large stock data including depth data validity evaluation, data cleaning, establishment and maintenance of the sole customer perspective, data quality improvement and optimization.

Customer retention solutions

Through the analysis of the customer's after sale behavior, the models of customer segmentation and loss warning are established. Combined with the results of the model application, a scientific customer retention strategy and execution plan are formed to retain the most valuable customers and improve the after-sales profits of the manufacturers.

The diversification of automobile industry, the uncertainty of consumer demand and market changes, and the marketing strategies and combinations that need to be formulated are ever-changing. Taking customer data management and optimization solutions as an example, the key to its success lies in accurately predicting the needs and types of customers in the whole life cycle, and formulating corresponding direct mail strategy accordingly. By managing and analyzing the data information of the existing vehicle owners in the automotive industry, with the help of direct mail and SMS and telephone, it helps automobile manufacturers communicate with their target customers more effectively, such as sending annual inspection reminders to owners, giving owners birthday or holiday blessings, providing various promotional information based on the actual needs of each vehicle owner or regular car owners' return visits.

Obviously, the advantage of direct mail is obvious in maintaining customer loyalty. Its continuity is conducive to deepening communication with customers, enhancing the feelings between enterprises and customers, thereby effectively enhancing customer loyalty to brands and enterprises, and continuing the steady growth of the performance of automobile manufacturers or dealers.

China Post, with its massive physical transmission network and its accurate direct mail service, combines with the technology and experience of the customer service information management optimization of Anke Cheng, providing an efficient and comprehensive shortcut for domestic direct mail marketing. Through screening consumer data, finding target consumers, using professional channels to transmit information accurately and carrying out "one to one" personalized marketing, this system and accurate direct mail marketing scheme can really meet the urgent needs of the current automobile consumption market in marketing.