[China Glass Network] The irony is that spammers are often more intelligent and even more "dedicated" than marketers in delivering information to potential customers.
Search marketing, blog marketing and SNS marketing are emerging in an emerging way, but it is difficult to shake the status of the original mail marketing, as is China.
According to data from third-party survey agencies, the number of personal mailboxes in China will reach 500 million in 2010, and the number of global corporate mailboxes will reach 570 million. According to the estimated 338 million Chinese netizens released by CNNIC, the average netizen has more than one mailbox.
E-mail marketing, this old-fashioned chair is sitting firmly in the field of online marketing. Zhang Wei, vice president of Epsilon China, a US-based professional email marketing provider, said that although there are many new interactive marketing media, such as SNS websites and microblogs, they do not affect the value of e-marketing. “Companies that generally value Internet marketing generally use email marketing as an important means of promotion.â€
Spam VS license mail
In Zhang Jian's view, in a broad sense, many people have a misunderstanding of e-mail, that is, e-mail marketing is spam. In fact, there is a difference in e-mail marketing. One is the e-mail marketing of legitimate commercial licenses. It is the e-mail we send. The recipients are all paid by the customers. Before the e-mail is sent, they need to be approved by the other party and agreed to send and send. of. And spam is that they simply don't ask for permission from the other party to send it. So Epsilon's mail and spam are essentially different.
There are three basic factors in email marketing: based on user permissions, passing information via email, and information is valuable to users. The lack of one of the three factors cannot be called effective email marketing.
Zhang Wei reminded that although the user gave me permission, I can send you an email, but what kind of email is sent to the user? The enterprise does not consider such a problem very well, it will send some irrelevant content to the user, and the content that is irrelevant to the user is equivalent to spam. Enterprises use email to communicate with users, which is a strong measure to improve the user experience. If the company does not pay attention to what the user really needs, it will be counterproductive, and the user will not make a bad impression on the brand.
How do companies know this? It is based on some subsequent data feedback given to him after sending the mail. Includes data on our usual open rate, clickthrough rate, and tracking clicks. Through this data, he knows how much user engagement is. By this means, he can know whether he has sent some users' favorite content to the user.
Zhang Wei particularly emphasized that many license mail senders are now sending more and more like spammers, but spammers are more and more like license senders. If the license sender sent a lot of things that the user didn't want to see, are you developing spam?
Learn from spammers?
Dong Jiawen, vice president of customer service at Epsilon Asia Pacific, points out that spammers are often more marketing-minded and even more “dedicated†than marketers in delivering information to potential customers.
Marketers can learn a lot from spammers. But the value of one thing is much higher than the value of the click-through rate, which is beyond the reach of spammers, and what marketers (at least marketers) can always create – with customers. A lasting relationship.
Real spammers are much smarter. They play with numbers - stealing your email address from a website, randomly generating other addresses, hijacking your PC to send their emails, and planning a series of swift steals, then disappearing and reappearing elsewhere in another identity .
For example, they always make emails look closely related to you personally. They are good at pretending to be someone you think you know. The sender's address and name look familiar, make you restless, don't want to throw away the email, play with your curiosity, and trigger you to open it right away. However, they don't have such a big skill. They don't know you. It's just a digital game: send enough emails to enough people, some of them must hit the target and be tricked into opening the mail. But remember: they are not designed to retain customers, so it is difficult to reuse them on the same person!
Dong Jiawen analyzes that as a professional and socially responsible marketer, you are expecting to establish a dialogue with your customers, expecting him to have the same interest in this relationship with you, and you have the advantage for any It is unreachable for spammers. However, before spammers can't get far behind, you must carefully study the basic rules they follow and ask yourself if you are as smart, focused, and persistent as they are. If the answer is no, then you cannot surpass them. Even in the new media field, it is very applicable to understand your strong enemies and interpret their success. It can still be a rule that is not old.
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