Direktlänk till inlägg 9 juni 2011

The green operation in the email marketing

Av Luo Chen - 9 juni 2011 11:15

Technically, the email marketing software, now can achieve a high message arrival rate and the rate of non-spam messages. But on the e-mail open rates and conversion values ​​for the message, but also women in business, after all, email marketing platform is only a platform, and e-mail marketing requires businesses to take great efforts to carry out the




With the rapid development of Internet, Internet business applications more and more people welcome to meet market needs, using a variety of services network platform also enshrines the students, e-mail marketing is one of them. For email marketing, while a household name in the United States, but China is in the initial stage. Because people hate spam, permission email marketing, delays in making the situation can not be opened.
At present, China has more than 200 million unique users, 3 million e-mail; By 2010, China's e-mail users will be the world's fastest growth rate (21.5%) reached 300 million and 6 million (source: iResearch) . With such a large market space, and how reasonable the use, development, eliminate barriers to spam, and guide the direction of the new e-mail marketing, e-mail become the industry to carry out the most important issue to consider.
In the Internet, the rapid development of modern means of communication today, shaping the clean, healthy, honest network environment has become a global issue, as a measure of a country's ability to sign Internet governance. 2007 China Internet Conference held in Green network construction of China's Internet forum, at which experts on the status of the entire Internet, and proposes a new construct called the green network environment, specifically to further strengthen the control of spam and email marketing that must go green specifications to find a new way, based on the network market, full e-mail marketing advantage.
So how do you e-mail marketing for green? First of all, we know that spam usually presents without the user's permission, regardless of the recipient's age, gender, industry, if you send them a huge, high-frequency, content, uncontrolled e-mail, it is easy to obtain the user's objectionable. The following is a set of data elements of a user opens an e-mail survey, the authors are familiar with and trust is the recipient opens the e-mail the first factor, the other in accordance with the order of importance: the message subject, the message can be properly opened, have read over and valuable mail.


Survey shows that if the recipient opens the message subject of the message is important, but the message subject is not the only determining factor, after all, not even the most important factor, if the sender obtained the recipient's trust is the most important factor. Therefore, to obtain the recipient trust, based on the difference between spam-user license is the first step in the implementation of green specifications.
Second, e-mail marketing campaigns focus on ROI. Every email they will have a different purpose, the target customers for sex, age, and other property to divide, but also can follow the purchase, and even Internet browsing and transaction behavior to distinguish the treatment. Issued at different points in time, will be referred to a particular customer's website visit the website, and further activities were recorded and analyzed the results of these emails, the implementation of precise point of the marketing, email marketing is the task of the stage, but also with the blind mass e-mail, the implementation of the main criteria for the green email marketing. And the content of messages on the user's value, also with the further breakdown of target customers, the design of specific message content increased.
In short, to standardize e-mail market, in addition to the legislative restrictions and take the necessary technical means, the e-mail marketers need to adhere to three basic premise of the green standard: user-based licensing; using e-mail delivery; message content to the user value . Regular e-mail marketing, publicity, allowing more companies to understand the basic principles of marketing messages and methods to guide the industry to the green, healthy, normative direction, thereby increasing the market share of email marketing.

 
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Kommentar

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