Today, more and more businesses are beginning to adopt email marketing. If used properly, marketers can immediately establish contact with thousands of potential and existing customers, and the cost is much lower than advertising marketing. However, blindly promoting email marketing has huge risks. Users will be disgusted or even angry with the large number of emails with marketing purposes they receive. They will delete those emails directly, and may even complain to the email service provider, making the merchants’ efforts in email marketing go to waste.
If emails are directly deleted as spam, they lose the opportunity to be delivered to customers. Therefore, it is very necessary to master the skills of email marketing.
1. Email marketing should be based on transactions
Email marketing should be permission-based, mainly targeting old customers of the company, and only promoting products to customers who have consumed in the merchant’s store and are interested in the product. If you do email marketing to users who have no relationship with the merchant before, it is likely to be counterproductive, and your email will be listed as spam and put into the cold palace.
2. Collect permission-based email address data
At present, data is one of the shortcomings of cross-border e-commerce. Since the target customers are overseas, it is difficult to obtain the customer’s email address and personal information. Without professional guidance, some cross-border e-commerce companies are desperate to buy and collect customer data from outside. There are two consequences of this.
(1) Sending marketing content to unknown people is like looking for a needle in a haystack. If the contact is not interested in the content sent, the complaint rate and the probability of being blacklisted will increase. Most importantly, the first impression is destroyed and it is difficult to market to the other party again.
(2) For major cross-border e-commerce target markets such as Europe and the United States, users generally have a strong sense of permission. For emails sent to mailboxes without permission, they will only attract a large number of complaints and blacklists, resulting in the sending channel being blocked by the email service provider.
3. Update the email list immediately
If the email list is not updated in time, the overall customer data quality will be low and the opening rate of emails sent overseas will be extremely low. However, cross-border e-commerce can adopt corresponding solutions: ① For customer data, segment and manage them according to natural attributes such as age and identity or dimensions such as high activity and high frequency of purchase; ② Perform basic data update work such as deduplication of email addresses and deletion of wrong addresses. Because sending a large number of invalid email addresses will increase the sending cost and fail to achieve good results.
4. Pay attention to overseas channels and rules
As mentioned earlier, many overseas mailbox service providers have corresponding email receiving rules, and emails sent without a fixed PP server will often be intercepted. In addition, overseas ISPs are more stringent in spam, blacklists, complaint reporting rules, and sending data requirements. In response to these situations, you can consider changing a sender address and try again. At the same time, by adding a link to the company address and privacy statement at the bottom of the email, you can reduce the possibility of email being blocked and improve the delivery effect.