1. Tailor-made marketing strategies for overseas consumption habits
The consumption habits of users in different countries are very different. It is necessary to formulate corresponding marketing strategies according to different time zones and countries to carry out differentiated marketing. This is like shooting. You need to aim at a target before you can take the initiative. Cross-border e-commerce needs to have a clear understanding of the culture, customs and festivals, special preferences, consumption habits, etc. of the target market, and then refer to the user’s historical consumption behavior to formulate email content and marketing strategies. For example, Thanksgiving is very popular in the United States and Canada. If you do a Thanksgiving promotion for Europe, it is very likely to fail because many places in Europe do not celebrate Thanksgiving.
2. Email content design cannot be ignored
In fact, the effect of an email can be predicted before it is sent. Because the attractiveness of the email title determines the open rate of the email, the email style and design determine the contact’s awareness of the product, and the email content design determines the click rate of the email.
3. Accurate and high-quality delivery
Many cross-border e-commerce companies that are eager for quick success will make the mistake of pinning their hopes on huge amounts of data and frequent delivery, but this will only bring negligible orders and will make email marketing unsustainable. The following summarizes the solutions to improve the entry of emails into overseas mailboxes: First, ensure the validity of user data. Whether the data is actively subscribed by the user will also directly affect the quality of subsequent email delivery; second, do a good job of filing with overseas ISPs and name processing; third, the content and design of the email must comply with spam avoidance rules.
4. Follow the trend of mobile terminal drainage and make corresponding email optimization
Currently, a large part of emails are opened on smartphones. Therefore, appropriate email technology can be applied in email design and production, such as adaptive email templates on some platforms, which save HTML editing operations, and can be sent by directly “filling in the blanks” of the copy, and are adaptive to PC and mobile terminals. Doing so can help cross-border e-commerce improve user experience and increase the click-through rate of users’ email content; data mining and intelligent email marketing can also be used for personalized email marketing.
5. Pay great attention to intellectual property issues
It is necessary to pay special attention not to send emails containing counterfeit brands or three-no products to overseas users. Because compared with domestic users, foreign users and brand owners attach great importance to the protection of intellectual property rights. If Chinese cross-border e-commerce sends emails containing “irregular” products to overseas users, it is likely to receive a large number of user complaints and be blacklisted by foreign anti-spam organizations, which will affect the normal email marketing of merchants.
No matter which email server you use to send emails, when the complaint rate reaches a certain value, they will directly throw you into the blacklist. In the future, any email you send, even if it is a correct product, will go directly into the user’s trash.
6. SNS marketing and email marketing go hand in hand
Foreign users like to share very much. Connecting SNS marketing and email marketing can greatly improve marketing effects and form secondary sales. They will post messages like “I bought a very useful razor for only $3, made in China” on Facebook. This is rare in China, but it is very common in Europe and the United States.
Merchants can also embed a “Share to social network” button in emails and remind users that “If you share, you can get a discount; if your friends click on the link you shared, they will also get the discount” or “As long as your fans forward this link 100 times, you can get this product for free.”