Application and optimization strategies of email marketing in cross-border e-commerce

Email Direct Marketing (EDM) is one of the commonly used marketing methods for cross-border e-commerce companies. It establishes communication channels with target customers through email and directly conveys relevant information to promote sales. In order to distinguish it from spam, email marketing is usually based on the target customer’s “permission”, that is, permission email marketing.

Features and advantages of email marketing

Features

• Precise direct effect: You can accurately filter the recipients and deliver specific promotional information to specific target communities.
• Personalized customization: Develop personalized content based on differences in the community, allowing customers to provide the most valuable information based on user needs.
• Rich and comprehensive information: text, pictures, animations, audio, video, and hyperlinks can all be reflected in EDM.
• Have tracking and analysis capabilities: Analyze the number of opened emails and clicks based on user behavior and statistics to obtain sales leads.

Advantages

• Low cost: Compared with traditional advertising forms, the cost of email marketing is extremely low, even as low as 0.01~0.03 yuan/email.
• High efficiency and short marketing cycle: Sending emails can be completed within minutes to hours, and undeliverable emails can be quickly returned.
• Rich and comprehensive marketing information: Not limited to text, but can also include multimedia elements to improve the effectiveness of information transmission.
• Highly targeted marketing: Able to send emails to potential customers in a targeted manner to achieve precision marketing.
• Easy to monitor marketing effects: You can monitor delivery rate, click rate, response rate and other data.

The process of conducting email marketing

1. Determine marketing goals and target groups: Set goals based on your own needs, such as selling products, providing services, or increasing website traffic, and research the characteristics of the target groups.
2. Analyze feasibility: Evaluate whether necessary technical and human resource support is available.
3. Obtain a list of email addresses and design email content: You can obtain the email addresses of the target group through collection, organization or purchase, and design the email content according to the characteristics of the target group.
4. Send emails and analyze performance: Send emails on a schedule and analyze campaign performance.

Issues that should be noted

• Avoid junk words: Make sure the email subject and content do not contain words that may be filtered.
• Personalization: Customize personalized information based on customers’ consumption habits.
• Control the frequency of sending: Overly frequent emails may cause resentment. It is recommended to send them every half to three months.
• Use less CC and BCC: these two methods can easily be mistaken as spam.
• Test email performance: Test the email in different environments to ensure the format is correct and the links are valid.

Classification of email marketing

• Classified by user permission: Permission Email Marketing (PEM) and Unpermitted Email Marketing (UCE).
• Classification by address resource ownership: internal list and external list.
• By marketing plan: temporary email marketing and long-term email marketing.
• Classified by marketing function: customer relations, customer service, online surveys, product promotions, etc.
• Classified by application: operational and non-operational.

Marketing skills

• Build intimacy based on user location: Send personalized emails relevant to the user’s location.
• In the name of kindness, emotional connection: Strengthen emotional connections with customers through charity activities and other forms.
• Exquisite conversion timing: Choose the right moment to make requests such as creating an account.
• Fresh Christmas greetings: Beautifully designed holiday greeting emails.
• Attractive comic email design: Use interesting designs to entice users to return to your service.

Summary

As an ancient and effective online marketing method, email marketing plays an important role in cross-border e-commerce. Through reasonable planning and implementation, companies can not only reduce costs and improve efficiency, but also stand out in the fierce market competition and achieve increased brand exposure and customer engagement.