To implement email promotion, you first need to master the promotion method.
1. Determine the target customer group
The target address of email promotion is the customer’s email address. Enterprises can build their own address library or purchase mailing list services provided by a third party. There are many ways to build an address library, such as reward surveys, website registration and network collection. The target customer information collected in this way is more accurate and has strong pertinence, but it takes a long time. Although a large amount of information can be quickly obtained through the email address provided by a third party, the purchase cost is high, and it is difficult to understand the detailed information of the customer, which is not convenient for locating the customer’s identity and potential needs.
2. Formulate a sending plan
After determining the target market and finding potential customers, you also need to formulate a mail sending plan. Generally speaking, the frequency of sending emails should not be too high. It should be based on actual needs and combined with product characteristics and customer expectations. Emails cannot be sent to the same customer for a long time, nor can the same email be used for frequent sending. Studies have shown that emails with the same content should generally be sent 2 to 3 times a month.
3. Make the subject of the email clear
The subject of the email is the first email information that the recipient sees. Whether the recipient opens the email to read it or throws it into the “trash can” without even reading it directly depends on the quality of the email subject. Like the titles of other copywriting, the email subject is mainly used to attract the attention of the recipient and arouse their interest in reading. Therefore, the email subject should be concise, simple, clear and eye-catching. For example, “People born after 1990 are reading these” is a good email subject.
4. Write concise content
The body of the email should try to express the appeal through the simplest content, and use easy-to-understand language to show the benefits that the product can bring to customers in the clearest way, and the advantages of the product in terms of functions or services compared with competitors. If you need to show detailed content to the recipient, you can use hyperlinks or attachments to attract
real interested customers, let customers feel your caring service to them, and improve the effect and success rate of promotion.
5. Ensure that the information is complete and the email format is clear
Although there is no unified format for emails, the information such as the sender, recipient, email body and sender’s signature must be complete during the writing process. This not only allows you to clearly view the information of both the sender and the receiver, but also makes it convenient for customers to read and provide customers with a good reading experience.
6. Collect feedback information in a timely manner
Collect customer feedback information, analyze and track the results of the promotion in a timely manner, conduct comparative analysis of customers’ past response behaviors, view the effectiveness of this marketing, and improve the marketing plan based on the analysis results.
7. Update the mailing list
Update customer information regularly, remove customers who do not meet the conditions, and continue to develop more potential customers. It is best to create a customer database related to services and products, match customer information with their needs one by one, conduct in-depth analysis and summary, and ensure the effectiveness of contacts.