Permissive Marketing Of E-Mail

"Subscribe to Mail" and“ Advertising mail ”The appearance of refracts normal business E-mail is far away from the shadow of spam, highlighting its marketing value.

"With the global efforts to jointly control spam, the value of licensed commercial mail has gradually become prominent." Zhang Xiubin, general manager of Huiyi Huanyu, said in an interview with reporters. In 2006, the mail operator NetEase added "advertising mail" folders to 163, 126 and other mailboxes in China for the first time, and began to distinguish commercial promotional mail from spam. In 2010, this division was further refined into subscriptions mail , advertising mail, and spam. This division reflects the recognition of operators and users on the value of commercial email, which has also become a major background for the acceleration of domestic email marketing.

　　 From EDM to EBM

Email marketing usually involves four roles: advertiser, software provider, user and email operator. Among them, the traditional function of software providers is to successfully send emails to the user mailbox designated by the advertiser through the email operator. This process includes helping the advertiser to conduct spam testing, controlling the number of emails sent per unit time, etc. to reduce the risk of email being judged as spam by the operator, And help customers optimize the e-mail format to achieve the best open rate and conversion rate.

Now, this role will become more complex. With the development of customer behavior data tracking technology, e-mail marketing is no longer just a means for advertisers to promote products to regular customers, but also gradually becomes a way to dig into the data of regular customers, Develop a new channel for new customer data: "The system will track and record the behavior of customers after receiving emails. For example, 3000 of 10000 emails were opened, 500 clicked, specifically clicked boots or clothing, and 50 placed orders. These data systems can automatically classify. In addition, customers can also forward emails to friends through Email or social networking sites. ”Successful email delivery is not the end of email marketing, but the beginning of new data collection and marketing activities. This software system is called "EBM" (Email Based Marketing) by Zhang Xiubin.

Nowadays, most websites can be registered through simple email registration. How enterprises use the large amount of "rough" customer information obtained in the early membership accumulation stage to improve content relevance and stimulate customer click interest through data deep cultivation and segmentation is something they must think about when the number of members reaches a certain scale.

　 The East Wind of E-commerce

Based on the experience of serving customers, Zhang Xiubin proposed four elements for advertisers to successfully conduct e-mail marketing: 1. Accurate data to ensure that the content sent is relevant to customers; 2. User segmentation and classification management; 3. Carefully arrange the transmission cycle; 4. Carefully prepare the content to ensure its freshness.

Kelan Diamond, a domestic B2C diamond channel, is one of Huiyi's customers. Among many customers, Kelan Diamond's business is not a "big deal", but its marketing effect is very prominent, and it can always maintain an opening rate of 30% to 40%. "Kelan's email marketing work is very detailed. They will divide their customers into several categories, including high, medium and low-end customers according to their economic income, and further subdivide them according to the different cities they live in." The advantage of segmentation is that the content, time and frequency of email can be determined according to the characteristics of different customer groups. "Compared with sending millions of businesses at a time, we even prefer customers to simplify and subdivide the database in this way, because this kind of marketing effect will improve a lot."

Huiyi Huanyu, initially founded by Zhang Xiubin, is an Internet company that provides website technical support for exhibitions. In order to solve the problem of sending invitations to customers and visitors during the preparation of the exhibition, Zhang led his team to set foot in the mail platform. In his opinion, this step will easily lead to the "blue ocean". "The development of e-commerce in the future will drive e-mail marketing to grow at a rate of 30% to 40% every year," Zhang Xiubin predicted.

At present, in many shopping websites, e-mail marketing can account for 60%~70% of their marketing budget. Among Huiyi's customers alone, e-commerce enterprises account for 80% of the market. "In today's increasingly prosperous e-commerce, e-mail marketing must be rising."

　　 Case sharing

Marketing background:

According to the statistics of the China Association of Automobile Manufacturers, China's automobile production and sales in 2010 both exceeded 18 million, not only ranking first in the world, but also hitting a new global historical high. At the end of last year, Beijing issued a purchase restriction order for automobiles, which reflects from another aspect that the saturation of automobile carrying capacity in China's large and medium-sized cities has reached a peak. The introduction of the purchase restriction order has brought the Chinese automobile market into a mature stage ahead of time. For marketers, it not only improves the marketing complexity of motivating first or second time buyers, but also accelerates the integration and diversification of marketing channels and the accurate evaluation of marketing effects.

　　 Marketing challenges:

Behind the amazing data and huge market, Chinese automobile manufacturers and dealers often fall into a dilemma: how to accurately target their target customer groups among many customers and accurately and effectively convey their product information to them. This has become an urgent problem for auto marketers to solve.

　 Marketing subject: China Post Group Acxiom

Solution:

China Post Group and Acxiom jointly launched direct mail marketing solutions for the automotive industry. This direct mail marketing program specially tailored for the Chinese automobile market includes four aspects:

　 Best customer discovery service

With the help of the massive data resources of the Post Group, the data integration matching and analysis technology of Acxiom, and through multi-channel marketing methods, we systematically provide the best customer list who are interested in the products and services of automobile manufacturers and have purchase intentions, and support the channels and sales teams of automobile manufacturers to obtain more high-value potential customers.

　 Test drive invitation service

Through data screening, combined with direct mail, telephone, SMS and other multi pronged marketing methods, we can help automobile manufacturers find potential customers who not only meet the characteristics of the target owners, but also have an intention and budget to purchase cars. At the same time, we can accurately send them the latest test drive invitation. The invitation for test drive based on precise demand can be combined with the launch of new cars and sales promotion activities carried out by automobile manufacturers and dealers to successfully improve the marketing effect and help achieve the expected goals.

　 Customer data management and optimization solutions

All of China Post's huge domestic real-time dynamic update address databases, combined with Acxiom's CDI-X data quality analysis, data cleaning and integration products, provide automobile enterprises with large stock of data with services including in-depth data effectiveness evaluation, data cleaning, establishment and maintenance of unique customer perspective, data quality improvement and optimization.

After sales customer retention solution

Through the analysis of existing customers' after-sales behavior, establish customer segmentation, loss warning and other models, and combine the results of model application to form a scientific customer retention strategy and implementation plan, retain the most valuable customers, and improve the manufacturer's after-sales profit with a targeted goal.

The diversification of the automobile industry, the uncertainty of consumer demand and market changes, and the marketing strategies and combinations that need to be formulated are ever-changing. Taking customer data management and optimization solutions as an example, the key to its success is to accurately predict the needs and types of customers throughout their life cycle, and formulate corresponding direct mail strategies. By managing and analyzing the data information of existing car owners of customers in the automotive industry, we can help automobile manufacturers communicate more effectively with target customers by means of direct mail, SMS and telephone, such as sending annual inspection reminders, birthday or holiday greetings to car owners, providing various promotional information based on the actual needs of each car owner or regular car owner return visits.

Obviously, direct mail has obvious advantages in maintaining customer loyalty. Its stage continuity is convenient for deepening communication with customers, enhancing the feelings between enterprises and customers, thus effectively enhancing customers' loyalty to brands and enterprises, and continuing the stable growth of automobile manufacturers or dealers' performance.

With its huge physical delivery network and accurate coverage of direct mail services, China Post, combined with Acxiom's technology and experience in customer information management optimization, has opened up an efficient and comprehensive shortcut for domestic direct mail marketing. Through screening consumer data, we can find target consumers, use professional channels to accurately deliver information, and carry out "one-to-one" personalized marketing. This systematic and accurate direct mail marketing program can really meet the urgent needs of the current automobile consumer market in marketing.