Experts Teach You To Improve The Value Of Email Marketing.

< p > why is it effective?

Because 91% of American consumers still use e-mail every day.

Similarly, in the report released by eMarketer, the proportion of mail in promoting sales is not only 3 times that of social media, but the value of mail is 17% higher than that of social media.

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< p > of course, we do not mean that marketers should blindly use "spam" to "bomb" consumers.

Because consumer behavior is changing: according to the McKinsey iConsumer survey, between 2008 and 2012, the percentage of users using mail dropped by 20%, lower than that of social networking, instant messaging, and mobile information < a href= "http://www.91se91.com/news/ index_f.asp" > APP < /a >.

Investment in these new channels requires marketers to interact more frequently with social networks and other channels to facilitate sales pformation.

However, marketers should not rush to shift or withdraw the budget of e-mail, but only take some steps to make full use of the powerful power of inboxes.

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< p > < strong > 1. focus on the life cycle of consumers rather than click rate < /strong > /p >

< p > marketers are often caught up in the complicated details of each email's theme line, visual effects and copywriting.

They should also remember that e-mail is the first step in the decision-making process of consumers.

E-mail is part of a series of brand interaction. Marketers should be concerned about where e-mail should be sent to users.

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< p > why invest so much time in an e-mail, just to attract users to a generic home page, and bring users directly to the custom landing page with the products listed in the mail, it can increase the conversion rate of more than 25%.

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< p > in addition, don't forget to move.

According to the eMarketer report, nearly 45% of the marketing mail has been opened on mobile devices. In the first half of 2013, China's mail marketing industry data report released by webpower China shows that the proportion in China is about 30%~40%, and this trend continues to rise.

However, many marketers failed in optimizing mobile logon pages.

If you think it's no big deal, you won't think about Google's data. Google says that 61% of users are unlikely to return to a mobile website that has access to trouble.

And, worse still, 40% of the visitors will instead use your competitor's website instead.

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< p > < strong > 2. sharing experience < /strong > < /p >

< p > the best marketing agency regards every e-mail as an opportunity to learn more about their consumers.

They define clear learning objectives for each activity, data capture, etc., and share these experiences with other members of marketing team and organization.

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< p > take a company a target= "_blank" href= "http://www.91se91.com/" > clothing /a > for example, its multi-channel marketing has recently implemented a summary of monthly email marketing activities, and marketers share three "hits" and three "Miss (misses)" together.

These concluding remarks will be attended by marketing personnel, retailers and brand teams, and will be pmitted to other related organizations through various channels.

"We want our team to share every lesson."

"If we are not doing things right, we should be glad to find it," said the head of the company's direct marketing.

Due to continuous learning and experience, the proportion of e-commerce revenues to total sales has doubled, without increasing the number of e-mail activities.

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< p > < strong > 3. becomes personalization < /strong > /p >

"P" has become more difficult to stand out.

Despite the decline in e-mail usage, mail traffic continues to rise: according to Forrester, the number of marketing e-mails is expected to reach a record 838 billion in the US in 2013.

No wonder that every salesperson regards optimization relevance as the top priority.

The best e-mails not only make people feel individualized, but also personalize.

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There are more than 3000 versions of the daily e-mail messages sent by flash Groupe website Gilt Groupe, for example, customize each email according to past user clicks, browsing history and purchase records.

Of course, the establishment of real customization and positioning needs a process of change, which requires specific capabilities and infrastructure.

Customer information usually exists in different departments of the organization, so it must be brought together to create a unified view of each consumer.

In addition, the precise positioning mechanism must also be established to guide the right information to the right people.

And operations also need to be prepared for change, because creating and sending 3000 personalized e-mails daily is very different from past email groups.

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< p > although this is a huge amount of project, it drives the actual revenue generation: the world's leading a href= "http://www.91se91.com/news/index_c.asp" > mail marketing < /a > webpower of service organizations, using data sharing of various channel data, establishing a unified eID identity file of consumers, and then combining BI prediction model to automatically and intelligently realize e-mail and multi-channel personalized customer response without the need for too many business inputs.

A financial institution triggers personalized e-mails to existing customers by using life cycle events, resulting in a 20% increase in revenue from target subdivision.

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