[China Glass Network] Email marketing is older than most online marketing methods. In contrast, search engine optimization SEO is a junior. However, most companies still regard email marketing as a very important free online promotion method. This is because email marketing has the advantages of strong immediacy, high response rate, low cost and strong targeting. If it is just right, it can be immediately Thousands of potentials are linked to existing customers at a much lower cost than traditional marketing.
It is important to emphasize that the email marketing discussed here is licensed email marketing, not spam. So how does a permissive e-mail appeal to users and let users enter your "trap" with willingness?
First, give the user a reason: why should I leave an email
Be sure to give the user a reason to leave an email. This reason can be a free tutorial, can be an industry report, can be a coupon, and so on. With more and more websites, it is getting harder and harder for users to leave emails. If you can't give customers some benefits, it's hard to let users take the initiative to leave an email address.
In order to facilitate user registration, it is recommended that the registration form only ask for name and email address. Do not ask other unimportant information such as gender, work unit, phone number, etc. The simpler the easier it is to convince the customer to register and leave the email address. This registration form should be placed in a prominent place on the website, and pop-ups can be used appropriately. The subscription functions such as RSS and XML are also based on providing customers with effective information. Once the customer generates information for the content and wants to subscribe, the email address will be left. Therefore, the subscription function such as RSS and XML is a good way to “encourage†the email. .
Second, one second to attract users to click on the email marketing theme
It is because the mail marketing has been used for a long time and it is known to the public. Therefore, the probability of "rejection" of email marketing is also high, especially the large amount of "spam" has caused headaches for many users. So how do you arrange a content for a valid email?
When a user receives an email, what the front eye sees is the subject of the email, so a valid email must have an appealing and effective theme. The basic principle of email theme design is to make the email theme play its marketing role as much as possible. Specifically, there are the following:
1. The email theme reflects the essence of the email content
This can increase the user's confidence, let the user feel the value of the content of the email through the subject of the email, and quickly make a decision to open the email for detailed reading.
2. The subject of the email should reflect the value to the customer
In addition to the sender's name and email address displayed, it is difficult to accommodate more detailed information. The trust of the sender needs to be further enhanced by the subject of the email, so the subject of the email must express the customer. The value that may be brought about, especially when the customer is not trusting the corporate brand is even more important.
3. Email subject reflects brand or product information
Products with unique value, information, or impressive brands should appear in the subject of the email, and display important marketing information as much as possible. Even if the user does not read the content of the email, it will leave a certain impression. This can be monitored. Unexpected effects obtained outside of Email effects.
4. Email topics are rich in keywords
Setting keywords in the subject of the email, in addition to increasing the user's impression, is also to allow the user to increase the chance of being discovered when retrieving the mail in the inbox, because some users do not necessarily immediately belong to the email after receiving the email. The information responded, and some may even suddenly think of a message that was received after one month.
5. Email topics should not be too simple or too complicated
Although there are no strict standards to limit the number of words in the subject of the email, it is kept within a reasonable range, which not only reflects the more important information, but also does not see valuable information within the default width of the subject line of the email. In general, it is appropriate to keep the email subject in the range of 8-20 Chinese characters.
In order to make the email theme work better, it is necessary to test the subject of the email as much as possible to ensure that the subject of the email conforms to the basic principles. Especially for important emails, it is necessary to further verify whether the subject of the email is tested. Better. If possible, develop several different email themes, solicit the opinions of some users and choose a better one. If the users in the mailing list have obvious segmentation features, it is better to design targeted email content and email topics for different potential user groups.
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