如何通过规范的电子邮件营销为企业创造价值.pptVIP

Generate lucrative (high ROI) email marketing programs The big part of the equation is subject to the value to email recipients in their eyes, not the presumptions by email marketers. By applying the best practices, the right email technology, data analytics and relevant marketing campaigns to the engaging customers relationship your business has, will bring you the desirable ROI * Value of emails to recipients Y-axis: Value to Recipient X-axis: Message Relevancy Bottom circle: Spam 1-above: Permission Acquisition 2-above: Permission Retention Top: Relationship Messages (e.g. statements, confirmations, reminders, highly targeted and relevant messaging) Orange message: Where do your mailing fall on the value chain? * To avoid being mistaken as a spammer, stop acting like one Strong opt-in process - only interested parties would be subscribed. Effective and efficient opt-out process Do not mail to users who have not opened their message or have not clicked on URLs in the last 12 months. Remove records that have not been mailed to for 12 months. Control the frequency of your mailing. Emails sent to subscribers should be *relevant* to their interests and should be personalized. Ask subscribers to add you to their address book. The address book is a strong whitelist and is definitely an indication of subscriber interest for the ISP. Remind your subscribers why they are receiving your messages. Re-confirm your emailing list regularly. * Feedback Loop FBL - Feedback Loop is a close loop process between an ISP and a sender designed to report spam complaints back to the original sending source. Forces behind the development of FBL Started only a few years ago in the US initiated by leading ISPs such as AOL, Microsoft, Yahoo. Essentially set off by the rise of the email channel and email marketing. It is in response to a huge surge of commercial inbound email traffic and large-volume legitimate senders whereby also crowded by an unprecedented volume of genuin