E-mail marketing (E-mail Direct Marketing) is an online marketing method that delivers valuable information to target users through e-mails, with the user’s prior permission. Enterprises can establish communication channels with target customers through EDM and directly convey relevant information to them to promote sales. EDM has many uses, including sending electronic advertisements, product information, sales information, market surveys, marketing promotion information, etc.
E-mail is a recognized cost-effective online marketing tool, but there is a big difference between cross-border e-commerce email marketing and domestic e-commerce email marketing. If it is not used correctly, the effect will be counterproductive. When invalid e-mails bring a large number of customer complaints, they will be blocked by Internet service providers, which will affect the brand reputation.
The value of e-mail marketing is mainly reflected in the following aspects: making users aware of a brand; making users form an interest or preference for a product or service; enabling users to contact advertisers to obtain information or purchase products and services; managing customer relationships or achieving other related marketing goals. Compared with traditional marketing methods, e-mail promotion, a one-to-one communication method, has obvious advantages.
1. Provide information to customers who are willing to accept it
Cross-border e-commerce companies can send information about products and services directly to customers who are interested in and willing to accept the information through e-mail.
2. Establish a closer online relationship with customers
Cross-border e-commerce companies can collect customer demand information and then “cater to their needs” to send customized emails to customers to introduce the company’s products and services. This targeted and proactive marketing caters to customer needs, and the relationship between the company and its customers can also be improved imperceptibly.
3. Low cost
Email marketing is a low-cost marketing method. All expenses are Internet access fees, which is much lower than traditional advertising. It is almost free for cross-border e-commerce companies to send emails to their customers, and the cost of using third-party platforms for email promotion is not too high.
4. Easy to test, track and evaluate
Email marketing activities can also track their effects in real time, such as testing different list sources, audience selection, offers, creative approaches, timing, product appeal, etc.