Email marketing is a highly sophisticated job, so generally when doing email marketing, it will be implemented in stages. To do email marketing well, you need to carefully plan each stage.
Before doing email marketing, you must plan email activities, analyze the target customer group, consider how to write content, etc. If it is your first time to do email marketing, never use the method of collecting or purchasing email addresses, and then use mass emails to send them aimlessly, which will not achieve the expected effect. You must analyze the target customer group of your products or services, and then use subscription forms, website registration and other methods to collect data from the target customer group, preferably based on the email address that the customer allows to subscribe.
The following is a detailed analysis of the specific steps of email marketing.
1. Determine the promotion plan
First, based on the market positioning of the product, the characteristics of the target customer group, the value of the product or service, etc., determine the target customer email address collection plan, delivery tool evaluation plan, email content design principles, email sending plan, tracking plan, and optimization plan.
2. Collect the email addresses of target customers
3. Evaluate the sending tools
4. Develop a sending plan
Cross-border e-commerce should work with professionals to determine the target market, identify potential customers, and determine the sending frequency. The frequency of sending emails should be combined with the expectations and needs of customers. This frequency expectation varies from time to time and from product to product, ranging from hourly updates to quarterly promotional inducements. Never think that the higher the sending frequency, the deeper the impression of the recipient. Frequent email bombing will make people bored. Studies have shown that the same content of emails should be sent at most 2 to 3 times a month.
5. Collect feedback information and reply in time
When sending emails, you can choose to send mass emails or send them individually to certain customers. Marketing activities should obtain the overall response rate of a specific plan, such as click-through rate and conversion rate, and track customer responses, so that customers’ past response behaviors can be used as the basis for future segmentation. When you receive a business inquiry, you should respond in a timely manner, preferably within 24 hours. Otherwise, the longer you delay, the greater the damage to your image.
In addition, you should pay attention to developing the habit of checking your mail several times a day and responding promptly. Doing so not only shows that you value the other party’s inquiries, but also shows that you are efficient at work and that you value customer service. After you respond to the potential customer’s inquiry in a timely manner, you should follow up with the inquiry 2 to 3 times within two or three days. You should know that many people receive a large number of emails a day, and your reply is likely to be ignored or accidentally deleted. Follow-up contact is intended to confirm that the other party has indeed received your reply, while also giving the other party a sense of being valued and conveying your sincerity in wanting to win the business.
6. Update the mailing list
Regularly organize the information received from customers, update the mailing list, create a customer database related to products and services, increase the response rate, and understand the level of permission. The level of customer permission has a certain continuity. Each email sent should contain information that allows customers to join or exit the marketing relationship. There is no need to restrict customers from exiting the marketing relationship with certain conditions. Through this information, you can deepen personalized services and enhance customer loyalty.