Cross-border e-commerce email marketing: a comprehensive guide from font color to time targeting

In the field of cross-border e-commerce, email marketing is a very effective tool. It can help companies establish connections with target customers, deliver valuable information, and promote sales. In order to ensure the success of email marketing activities, this article will comprehensively introduce all aspects of email marketing, including the choice of font color, application of attachments, signature design, email subject design, marketing process, licensing principles, three major principles, and goals Definition of crowds, lead pages and campaigns, and common marketing strategies.

Font color and attachment application

When creating an email, it is important to pay attention to the email font, color and other styles. Avoid using Chinese fonts such as Song, Fake Song, Helvetica, etc. to prevent garbled characters; English emails should be encoded in UTF-8, and fonts such as Verdana, Arial, Helvetica, sans-serif, etc. are recommended. Foreigners prefer simplicity, cool colors such as black, blue, or cyan, and use warm colors such as red, yellow, and purple to highlight important content. The font size should be between 8 and 14 points. Important content can be marked in bold or capital letters, but do not use capital letters throughout. There should be a blank line between two paragraphs to make it easier to read. If the text contains a lot of content, you can use serial numbers to list it in sections.

Try not to use attachments, but if the file is too large (such as contract text, proforma invoice, product photos, etc.), it can be placed in the attachment. Word, Excel, and PDF format documents are often used in foreign trade. Be careful not to use too high a version. When contacting a customer for the first time, unless the customer requests it, it is best not to actively attach pictures to avoid being deleted or blocked.

Use signatures correctly

The signature document is like the letterhead of the letterhead, indicating the identity and contact information of the sender, and is also an important brand marketing resource. The signature should be concise and clear, and the content should be kept within five lines, including contact person, department, company name, contact information, one-sentence slogan, etc. Different versions of signatures can be formulated according to specific circumstances and used flexibly. The signature should be on the left rather than on the center or right to avoid clutter. Keep an appropriate distance between the signature document and the text, usually three lines. Avoid mixing Chinese and English in foreign trade email signatures.

Pay attention to timeliness

Replying to customer emails promptly is crucial. Try to contact foreign customers as soon as possible, especially arrange email sending time according to the time difference in different regions. Developing a habit of responding promptly, even simply to acknowledge receipt of an email, can enhance communication. When complex issues require time to be resolved, a brief reply should be given first to explain the situation. If you really don’t have time, you can use the auto-reply feature.

Email theme design

A great subject will entice recipients to open the email. You can try question-based, humorous and dramatic, command-based, list-based or announcement-based themes. The question type is like: “Are you looking for the perfect gift?” The humorous and dramatic type is like: “Special gifts are coming!” The command type is like: “Act now and enjoy the discount.” The list type is like: “5 reasons to participate in the event .” Announcement such as: “The upcoming festival”

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The process of email marketing

Determine the goal, obtain the address, design the content, choose the sending method, and implement the feedback statistics system. After the goal is clear, obtain email addresses through various channels, such as consulting databases, website registration, seminars, rental purchase addresses, or search software. The email title must be eye-catching and the content concise and to the point, no more than 200 words. Use a consistent font and supplement it with pictures when necessary. Address recipients accurately when sending emails, choose appropriate email formats, use links rather than attachments, and send at an appropriate frequency.

Principles of licensing

Permission email marketing refers to sending product or service information with prior consent from customers. Enterprises can provide valuable information to users through mailing lists, newsletters, etc., accompanied by commercial advertisements. Not only does spam violate ethical laws, it can also damage customer relationships.

Three principles

The email subject should attract the customer’s attention in a short period of time and convey WIIFM information. Segment your mailing list to test the effectiveness of different elements. Time targeting adjusts marketing strategies according to different time periods, such as peak hours or specific seasons.

Define target audience

Understand the culture, customs, festivals, etc. of the target market, and customize email content and marketing strategies accordingly. Choose the more cost-effective way to reach your target audience by purchasing or renting an email list.

Leading pages and marketing campaigns

Leading pages are used to reinforce the message in the email and ensure that its content is consistent with the call to action in the promotional material. A marketing campaign involves sending promotional materials to potential customers, possibly multiple times until the customer chooses not to subscribe.

Common Strategies

Build emotional bonds, take care of customers’ feelings, and give out special gifts. Build connections through visuals, personalize emails to show care, and give gifts to drive loyalty.

Three basic conditions

The technical foundation ensures that users join and exit, obtain enough voluntary email addresses, and design valuable content.

To sum up, cross-border e-commerce email marketing involves many aspects and requires careful planning and execution to achieve the best results.