Ever since the advent of the Internet, emails have been around us, especially in foreign countries, where emails are widely used. However, there are very few people who can correctly conduct marketing activities through emails. Generally speaking, the most commonly used email marketing method is direct advertising. However, incorrect cognition and application will cause many problems, which greatly reduce the effectiveness of email marketing. The following will introduce four misunderstandings in email marketing.
1. The more email addresses you collect, the better
There are thousands of email addresses on the Internet. We can collect them by ourselves or by paying for them. Although the number is large, what proportion of truly effective addresses is unknown.
Just like treating diseases and saving lives requires the right medicine, email marketing also requires marketing to people. First, collect email addresses effectively, and then learn to analyze who your potential customers are and where they like to gather, and then use collection software to collect them in a targeted manner.
2. The content of the email is not attractive enough or is out of touch with the subject
If the content of the email is not good, it will be difficult to attract the attention of users, and it is even likely to be treated as spam. The content of the email should not be too superficial, and the mode should not be too simple. Generally speaking, many businesses like to use the most straightforward typing or directly scanned files as the content of the email, but they don’t know that such emails are very unprofessional and can easily cause disgust among viewers. Without professional content design and relevant email design, it is difficult to get click-through rate, and it cannot bring good results for store or product promotion.
In the email subject, special symbols should be avoided as much as possible, and words with advertising nature should be avoided, such as free, invoice, promotion, etc. In order to capture the hearts of customers, the design of email content can develop in three directions: one is the content of curiosity; the second is the content with strong knowledge; the third is to create suspense and arouse the curiosity of customers.
3. Only send one email to potential customers
It is wrong to think that as long as you send an email, you can make customers trust the product and promote purchases. This idea itself is a speculative mentality. Email marketing requires a mentality of winning.
People’s understanding of products generally goes through four stages: contact → understanding → trust → purchase. This is a gradual process. Being too eager for quick success will only backfire. The most successful marketing is not to recommend products to customers, but to make customers feel that you are helping them, just like the poem says “sneak into the night with the wind, moistening things silently”, entering the lives of customers unconsciously is the most ideal effect of email marketing.
4. Blindly carry out spam marketing and mass information
Many cross-border e-commerce companies are at a loss when facing email marketing. They only send some spam or mass email to the potential customer base accumulated in the past. Although some marketing effects can be achieved in the short term, such as an increase in store visits and the ability to close some deals with customers, in the long run, the damage suffered by cross-border e-commerce companies is far greater than the results achieved.
First of all, their own image is damaged. Spam is deeply hated by buyers, and most of the spam is about the image of small sellers who lack integrity and have poor product quality. Once cross-border e-commerce is associated with spam, its image in the minds of potential buyers will definitely be greatly discounted.
Secondly, once cross-border e-commerce companies get used to this cheap and self-harming online marketing method, and blindly pursue abnormal marketing products with low input and high returns, and lack a correct understanding of the return on investment, it will be difficult for them to accept truly healthy and beneficial email marketing services.