Two types of list management

Email Marketing software (Email marketing) list management is essentially divided into two phases. The first stage is to obtain a high quality list of recipients; the second stage is to manage and optimize this list. We have already discussed why the deal null and void and unsubscribe e-mail address to optimize our recipient list. Here, we talk about how to improve e-mail list segmentation marketing ROI.


What is the list broken down?
In short, the list is to a large segment of the recipient list into several smaller lists, but there are many ways divided. For example, now you have the recipient list 1000 individuals, of which 500 had before you bought a purple pillow, while another 500 were not bought. In this case, if you give people who bought the purple pillow send an email, telling them to buy the same series, such as blankets, enjoy discounts, but has not bought the purple pillow to the people who send a different message, telling them such as pillows and blankets can also purchase discount, then the effect than to send a similar message to all is much better.


List segmentation actually pick from your list are most likely interested in information on a certain part of people, and then send this information to these people


What reference list segmentation?
To be honest, the best way to segment the list is already vary, but there are still some basis for reference.


User status: whether the customers in the last week, last month or last year bought your product or have had exchanges with you, you will have a direct impact on the content of messages sent. In general, in order to shock caused by inactive customer interest, to give them preferential treatment will be more, and for active customers, benefits will be relatively small.


Purchase History: By understanding what the customer previously purchased the product, you can probably know what kind they are more interested in information or e-mail. Segments based on the purchase history list, you can make your mail more targeted, more effective would also produce better.


Customer value: the customer's total purchases in the past, the average amount of orders or that they bring you much profit, but also used a sub-list basis. For the larger value (you can bring you more profitable) customers, you do not give them more benefits, but your e-mail so that they feel that they have received sufficient attention.


Geographic area: This is a list of the most common basis for one of the segments. The list by cities or larger geographic area separated, you could use some dialect or even create a rich picture of local characteristics of the recipient's e-mail causing resonance.


Of course, since business is different, different information on the list, there are many other possible sub-way.


How I split the list?
Unless you have established a high-quality user database, or list segments that can not simple. However, spending time and energy in it is definitely worth it, because the effect of precision marketing has always been very good. If you're just starting to build your user database, be sure to join in the query tool in the future you might use when broken down list of fields. If you already have an existing database, and any good developer can help you to export the information you want, of course, provided that you do to save this information.


What should I do next?
If you have never done before the list of segments, PHPKode suggest you do the following steps to get started.

    Called the whole team, conduct a brainstorming, listing all the possible customer base;
    And then analyze how different groups of customers to communicate with each customers find the most relevant information or content;
    Choose one of the most simple sub-way, from your customer list or database to export the customer base, sending its small-scale test.


Remember to compare the list of messages before and after the breakdown of open rates and click-through rate. If the segmentation of the effect is no better, it shows you the breakdown of this content or by e-mail question.


Mail Marketing (Email Marketing Software) in the final analysis is a numbers game, take advantage of your recipient list to ask you to send highly targeted as much as possible the mail. Today, people's inbox is always piling up, and with the popularity of social networking media, people spend time on the mailbox is greatly reduced, to send targeted e-mail was critical. To ensure that your message is sent to its customers tailor-made, so they will have the urge to open the message. If you have mastered the mass mailing of know-how, the list is broken down next to success.

The rise of social networking media
Before the rise of social media networks, to communicate with users or customers the way is very simple, basically by e-mail communication. Most customers will go to view the message, and is frequently view. However, now widely acknowledged that the time spent on e-mail on a lot less than before, but spend more time on social networking media. This makes a lot of market participants at the expense of e-mail marketing (Email marketing) at the cost of turning their attention to social networking media. In this article, PHPKode Why will you resolve the social network media can not replace e-mail marketing, and you should not change your e-mail marketing strategy

Data
Boston real-time communications company to a new study shows that social networking media, particularly Facebook, is gradually replacing the mail, keep in touch with friends to become one of the most popular way. In all respondents, 96% of people usually contact with friends through Facebook, through text messaging accounted for 93%, while the contact by mail only 91%.

This does not mean that people no longer see inbox. Associated with the work and office communication, the message remains the main communication tool. In online shopping, e-mail is that people purchase to receive confirmation of payment receipt and an important tool. View your Inbox every day people to deal with some non-personal transactions. Therefore, people can still receive and see your mail. The following is about why you should pay attention to your e-mail marketing campaigns for several reasons

VS Mail social networking media, which can bring more benefits?
Maintain the e-mail marketing (Email Marketing Software) project is an important reason for running is through the mail, customers can make to your direct response marketing, the network of social media is difficult to achieve this. Customers in the performance of these two circumstances is different. In the message, assuming the customer to open your e-mail, e-mail that he was completely surrounded, there is no other interference. He / she can read (what we call the "Browse"), your e-mail, and can click the link in the message or take other action. In addition to being your customer information to attract and make the appropriate response, but on no other activity.

However, in the media environment, social networks, direct response to customers or purchases made much harder, although not impossible. Although Dell's marketing through Twitter achieved great success, but most other companies, especially small and medium enterprises in order to get through the direct benefits of social networking media is facing a huge challenge. This is evidence-based. Media in social networks, the customer has not been forced to take appropriate action.
They want to obtain information through the network, more importantly, interaction with other clients. To convince a social media network where customers become your buyers, not by reading your message, and then give him a media and other social networking opportunities for customer interaction, which is quite challenging and very time-consuming and need to constantly strive to achieve.

Transfer of social networking media: keep your mailing list important reasons why
Remember a few years ago we all believe that Myspace will last forever in it? Today, Myspace is also struggling to make ends meet edge, Myspace and many customers have shifted to other social networking media. Your personal data from one media to another social network social networking media is not difficult, as long as his friends and associates began to shift, customers will follow them. Just because we do not think anyone would give up Facebook or Twitter and all the attention turned to social networking media, which is very unrealistic. Because we can not determine the next high-tech oriented better choice would not come. So naive to this, you must re-establish your social network media customer base, then everything from scratch.

On the contrary, although some people will change the e-mail address, but after all, only a small part. Most people will not change, and will use the same e-mail address, and a use for years. In some cases, even if you change email address, they will from time to time to view the previous e-mail address. So, once you have a mailing list database, even though these e-mail address is used, then you have a more reliable and can maintain long-term contact with customers means.

At the same time, you collect e-mail list to become the company's property. Finally, if you want to sell the company, then your e-mail list of all registered email addresses will affect your company's entire value.

Practice has proved that social networking media to maintain the ten years of use, but many mail providers can! So, please do not discard your mailing list, unless you are willing to risk your social media strategy by the growing network of high negative impact.

Good email marketing is the key
While customers spent time on the message a lot less than before, but please do not let this affect your email marketing campaigns. You need to pay attention to the following four points, even in the hot social networking media, the era of positive, you can still make your e-mail marketing worked well.

Related offers: Once the inbox filled with e-mail, customers will quickly flush all mail. You do not need to send a lot of attractive offers no information to the user, just to get a small response. Take the time segment your mailing list, look at what offers our customers will respond, and then send them to the customer only the most interesting offers.

Good Subject: same as e-mail inbox filled with people spent time on the message also reduced. E-mail deleted without reading directly the phenomenon of more and more common. Make sure you spend time and energy on the subject in the mail. E-mail that you are competing with a lot of that dwindling resources. Now the title in the process plays the most important role.

High delivery rate: this is self-evident. In the past, even if your message is not sent to the inbox, it will from time to time to see the trash. Today, people rarely see the trash, so you must make sure your e-mail service provider's reputation is good. Can enter your e-mail inbox has become more important.

Long-term benefits of information and content to be effective: because people see the message getting longer and longer intervals, sometimes every few days, sometimes every few weeks. The mail as a real-time marketing and communication strategy has disappeared. If you need to send an email client to respond within 24 hours, you see the response rate is very small. Offers and other things mentioned in the message must have at least a three-day period, so the customer to act.

There is no alternative media and social networking messages, but they are changing the way people use e-mail habits. Make sure your e-mail strategies to make the appropriate changes. To send high-quality, highly relevant, targeted messages to customers. You will find e-mail to obtain a high return on investment is still the best way, and it will bring you many unexpected benefits you.

Recommendation: Remember to send HTML e-mail at the same time, with a plain text message.

Email marketing software promotion is the site used to promote in a way, once used as one of the most effective way to promote, but in recent years, the message seems to have no way of promotion for the majority of owners are respected, it has also been a way to promote the message gradually withdraw from the trend of promoting big wave. In fact, e-mail promotion as long as they master the essentials to promote the rational use of, or will highlight the character's. Here the author combines the promotion of information and e-mail talked about how we effectively promote the use of the mails.

E-mail to promote the pros and cons

Lee:

1 low cost high return on investment.

(2) a rapid increase in site traffic. Although it may sometimes be unintentionally user clicks on the link in the message content, but it does bring to the initial site visits.

3 discovery and development of potential customers. E-mail to promote the early stage is to remove a large network, but in the hundreds of thousands of messages sent in there will always be a small part of potential customers, as also the message reply is even more target customers, and can track a return visit. And, mass-mailing circle lock on the online activities of each site can be registered by mail for users and potential users of information.

Disadvantages: (with personal settlement proposals)

1. Many sites in the promotion, almost always used e-mail to promote. Spreading mass-mailing itself is a big net to find a way to fish, with which many companies do not have the weight of heavy attitude, therefore, appear a large number of people e-mail "spam." The meaning is clear, many users do not pay attention to such e-mail or directly deleted.

(Suggested Solutions: ① focus on the quality of message content: According to the characteristics of this site, we send the initial e-mail to tell you that there is such a platform, which is what to do. Late mail is generally held to inform the current site promotions so long-winded message content is inappropriate, it should be more like a real-life advertising alone, is simple and intuitive, so users will not be lengthy read on to know what the meaning is conveyed.

② focus on the message header. All use of the Internet mail users know, open the e-mail inbox, the first show in front of the mailing list, the list shows the message about the title + content as shown:

Intuitive full title to attract the best and increase the likelihood of user clicks, of course, not inconsistent with random problems in fabrication. Do not use cut like this, in addition to currently need or intend to buy a battery car users will pay attention, opening the view, the general needs of the user will not directly deleted.

2, because the promotion is through the collection of online e-mail user's mailbox address, mandatory mail, so most of the user consent is not the message will be sent in the past, if long-term bombardment of mass may be as early as the user Web brands shadow, causing the opposite effect.

(Suggested Solutions: the number of bulk mail for some control, pay attention to steady delivery of content should also be of practical significance.)

E-mail promotion steps

1 to collect email addresses.

Talking about ways to collect e-mail address, we must first know what our website is aimed at user groups, so that it will promote more effective. If the site is positioned as an intermediary trading platform software, so our potential customers is certainly the Internet, and B2B, B2C trading platform such understanding; then as a software trading platform, software vendors or fans of course, is the target customer, but we are a product of complex software, general software and the industry is very much variety, when we promote is to find buyers for the business, our very informative, many of our target customers.

Thus, our target audience should be age 20-35 years old Internet users, they are distributed in all walks of life, in different positions, they are as a result, individuals, small games or other computer-related as long as software requirements, can be found on our website.

E-mail addresses collected through the following ways:

● to the client's website to find.

● use Search function on the target and the e-mail forum @ keyword search can find many users of e-mail, and this leaves the user's own mailbox activity are generally quite good.

● QQ mailbox. Some software can be added to groups, interest groups (in the QQ group, issue hot news, the introduction of traffic, is also a good way to promote)

● E-mail address harvesting software in use, can go directly to the target forum search out the e-mail address, I heard very good results.

● number of supply and demand information to the site search.

● to have to do very sophisticated B2B, B2C sites, many users will stay in contact or mail.

● find e-mail marketing company, they will mail address database. This way, address high accuracy, sent quickly, but the cost is also high points.

2 Edit the message, to send.

① edit e-mail

● e-mail content should be relatively straightforward, clear layout, it is best to add a few more to attract users to click a link.

● traditional text message format is now very popular format and html format, html with pictures would be more beautiful, but because the html format email account a larger space, and some users still prefer text format. For the best format allows users to choose.

● Remember not to use the attachment content. If the user is interested in great for mail attachments are not downloaded.

② send the message.

● manually send the message. Speed ​​will slow down.

● the use of mass mailing software. Is a mass mailing it takes time and patience to do. The current mainstream mail server, whether it is charged or free, have limited the maximum daily delivery volume

● In addition, send e-mail need to consider an important issue is that many mailboxes are on the spam filtering functionality, so to avoid their messages being filtered out. This dimension relates to the very professional way to deal with e-mail filtering, please refer to specific information.

3. Collection, response, follow-up

● For advice user response should be to the sales department for follow-up.

● e-mail is best with a tracking code, view open rates, to sum up deficiencies. (So ​​a bit worried about the message being filtered)

● After a few mass-mailing, the evaluation of the effectiveness, and tap to do a few key industries to promote, and gradually establish a large and effective mailing lists.

Other recommendations for the promotion of e-mail

1) The distinction between permission-based e-mail address and the non-permission-based e-mail address

We do mass mailing, you must do one job is to collect e-mail address, or that some companies are ready to e-mail address database. Many extension staff edited the message content, sending out direct use of the software get away. Mass-mailing to get better results, it should be a conscious distinction between permission-based e-mail address and the non-permission e-mail address (for our web site is concerned, that is the difference between the existing registered users and unregistered users). For permission-based e-mail address and the non-permission-based e-mail address, our e-mail subject, message content, not the same as the best of introductions, it will be more targeted, will be better.

2) computer and the speed will affect the arrival rate of bulk mail

This proposed, because there is information made use of bulk mail software tested several computers and found the same number of e-mail address and message content, the more computers configured, the more rapid speed, the arrival rate of messages sent higher.

3) the time to send e-mail open rates will affect

Easy to overlook this problem, many people often content just finished editing software just finished the test, then begin, no matter the next day is Sunday or Monday. So in the end day of the week is the best bulk mail? According to our target group of ages considered, I think the best time in the bulk mail every Thursday, Friday and of course this time is my own guess, accurate and reliable The time can be obtained at a later mass-track view.

4) The patient insisted repeatedly improved

E-mail promotion is not a very deep knowledge, but certainly not easy to do, plus careful patience perseverance.

email marketing software is not just send a message to your users. It is you and build a bridge for communication between users. Track user behavior to see if they browse your information is clicked on a link, whether to purchase the final product, therefore, to intend to hit the vital network marketing, it might be outsourced to an experienced company.

From banner ads for a specific object (which recognizes the user will automatically pop up), to personalized e-mail and news lists, and then to online advertising targeted direct mail, the Internet allows you to create real-time between users and ties.

Such as FIFA, it is not to engage in a mailing list to sell more products, but there is a better way to communicate with fans. FIFA to use a professional e-mail marketing services e-Dialog, the system generates and sends each team each week's news list. If the recipient is a Broncos fan, there is news list Broncos logo and website link information leading to the team. The service recipient must click-through rate for each analysis, and results of the analysis of the contents after correction.

FIFA News from the 1999 run, and now subscriptions has increased four-fold, close to 100 million. "You can sit in an office thinks about people's needs, but in fact different can not truly understand their communication," FIFA's new media business development director Evan • Cam said, "Now, we have obtained 90 million users of personal information. "

1, save time and money

As FIFA can see, network marketing in a new way to communicate directly with consumers, business development it will spend less time and money. Think of the traditional direct mail in materials, labor and postage will be spent on tens of thousands of dollars, and all sent out would take months. Using e-mail, news lists and other forms of online marketing may only need a few days or weeks to complete. Thus, the network marketing can save time and money. According to the Software Support Professionals Association's survey, customer service department a call to the user average cost is 53 dollars, and e-mail to answer the same question only $ 3.

Although large-scale network marketing could easily spend a month more than $ 10,000, but some small business need only $ 500 on it. Just buy their own services and software to handle some chores inside, or they can all be outsourced. Why use instead of outsourcing their marketing team? There are two reasons. First, set up their own dedicated servers, communication lines and technical support team will spend at least tens of thousands to hundreds of thousands of dollars. Second, the experience is also very important. The company has a wealth of professional experience, can help you at the right time, the right to object to send the right message.

Online jewelry retailer Blue Nile expects to reduce its customer support costs, and better online sales. For this purpose, with a professional customer relationship management company Talisma has cooperated.

Now the user if there are any problems, you can chat via email or text contact with the Blue Nile, and the company through the service to alert users to specific services or goods. This is a business outsourcing best thing is it? That is the whole system just five days to complete, which also includes an internal customer service staff training. If the company does not have its own customer service team, Talisma also agent for the job. Talisma is usually charged in the 30,000 to 150,000 U.S dollars between.

"This system greatly simplifies the way we communicate with the user," Blue Nile's COO and CIO Bob • Pakun said, "We can spend less to do more work, before the Electronics Mail to spend a day, and now only need an hour. "

2 vary

If your company is relatively large, want to have a creative means to connect with consumers, then with full-service marketing companies is the best way possible. It can provide a variety of ways to unite the online and offline marketing solutions. • Omaha Steak's Gina Sobel will be very interested to find a new way, but did not have enough in-house talent and time. Although her company has 50 retail stores and $ 200 million mail-order business, but the site has only five employees.

So they @ tomic Response Media companies have reached a cooperation agreement. The company issued a pamphlet called eVguide to guide users to online shopping, it is all retailers can buy from the network catalog. To print the entire volume of 100 million copies of the booklet published to advertise their goods, according to the layout size and location, costs 45,000 to 70,000 U.S dollars between, even if only 50 million copies on advertising, price cheaper by half, but there are tens of thousands of dollars. If the business is very small, just a month in network marketing a few hundred dollars, then how should we do?

Mike • Ku Weier is high-end clothing store Culwell & Son company owner, he wanted to find a way to focus its marketing by direct mail to e-transformation. e2 e2 e-mail communications through its central service system to do it all. Ku Weier can now easily generate and send email advertisements and links on the site by e2 secure login to manage their own internal e-mail.

For the first time send e-mail messages to the user enterprise, and is entrusted to professional email marketing service providers to send e-mail, corporate branding task is significantly heavier, if the user does not know what this message is sent to the company, and in order to What is the purpose of sending will obviously reduce the interest in reading, then you need a reasonable use of the message subject of the marketing function to reduce this disadvantage. 1. E-mail subject reflects the essence of the message content 

This can increase the confidence of users, via e-mail subject message content to let him feel the value, quickly open the message read the decision. 

Email marketing software Topic to reflect the value of the customer 

In addition to displaying the sender name and Email address of the sender in addition, it is difficult to accommodate more detailed information on the sender's trust also need to further strengthen the message subject, so e-mail subject must express to customers may bring value, especially for enterprise customers trust the brand is not high in the case even more important. 

3. E-mail Topic to reflect the brand or the product information 

Has a unique value products, information or impressive brand to appear in the message subject, as important e-mail marketing messages will be displayed, even if users do not read the message content will leave a certain impression, which can be monitored Email results obtained outside of the unexpected effect. 

4. E-mail subject is rich in keywords 

Set keywords in the message subject, in addition to increasing the user's impression, it is also to allow users to retrieve e-mail inbox was found when the opportunity to increase because some users are not necessarily received the message in the mail soon information to respond, and some may even one month after the sudden thought of having received a message containing the information they need. 

5. E-mail subject should not be too simple or too complex 

Although there is no strict criteria to limit the number of words in the message subject, but to maintain a certain reasonable range, reflecting both the more important information, but not so in the email subject line can not see the default width of valuable information. In general, e-mail subject to keep characters in the range of 8-20 is more appropriate. 

In order to achieve the best results the message subject, message subject line as much as possible to ensure that the premise of the basic principles, but also some of the email subject tests, especially for important messages, the more necessary to further confirmation by testing whether the subject optimal. If possible, develop several different e-mail subject, respectively, to seek the views of some users, choose the best. 

If the mailing list users have a clear breakdown of features, the best potential for different user groups, were designed and targeted message content and message subject. 

The email subject design principles are not fixed, in practical applications require flexibility. Whether you are a first time or are designed to optimize the existing mail template mail template, the first step in starting e-mail marketing program is to choose a quality supplier of secure e-mail. 

Business Network EDM provides this tutorial, but also provides a free, fully managed email marketing platform and e-mail marketing software. Whether you are a long-term plan, or short-term plan, no matter what your mailing list is the type of business network EDM to carry out your e-mail marketing programs are right-hand man.

For the first time send e-mail messages to the user enterprise, and is entrusted to professional email marketing service providers to send e-mail, corporate branding task is significantly heavier, if the user does not know what this message is sent to the company, and in order to What is the purpose of sending will obviously reduce the interest in reading, then you need a reasonable use of the message subject of the marketing function to reduce this disadvantage. 1. E-mail subject reflects the essence of the message content 

This can increase the confidence of users, via e-mail subject message content to let him feel the value, quickly open the message read the decision. 

Email marketing software Topic to reflect the value of the customer 

In addition to displaying the sender name and Email address of the sender in addition, it is difficult to accommodate more detailed information on the sender's trust also need to further strengthen the message subject, so e-mail subject must express to customers may bring value, especially for enterprise customers trust the brand is not high in the case even more important. 

3. E-mail Topic to reflect the brand or the product information 

Has a unique value products, information or impressive brand to appear in the message subject, as important e-mail marketing messages will be displayed, even if users do not read the message content will leave a certain impression, which can be monitored Email results obtained outside of the unexpected effect. 

4. E-mail subject is rich in keywords 

Set keywords in the message subject, in addition to increasing the user's impression, it is also to allow users to retrieve e-mail inbox was found when the opportunity to increase because some users are not necessarily received the message in the mail soon information to respond, and some may even one month after the sudden thought of having received a message containing the information they need. 

5. E-mail subject should not be too simple or too complex 

Although there is no strict criteria to limit the number of words in the message subject, but to maintain a certain reasonable range, reflecting both the more important information, but not so in the email subject line can not see the default width of valuable information. In general, e-mail subject to keep characters in the range of 8-20 is more appropriate. 

In order to achieve the best results the message subject, message subject line as much as possible to ensure that the premise of the basic principles, but also some of the email subject tests, especially for important messages, the more necessary to further confirmation by testing whether the subject optimal. If possible, develop several different e-mail subject, respectively, to seek the views of some users, choose the best. 

If the mailing list users have a clear breakdown of features, the best potential for different user groups, were designed and targeted message content and message subject. 

The email subject design principles are not fixed, in practical applications require flexibility. Whether you are a first time or are designed to optimize the existing mail template mail template, the first step in starting e-mail marketing program is to choose a quality supplier of secure e-mail. 

Business Network EDM provides this tutorial, but also provides a free, fully managed email marketing platform and e-mail marketing software. Whether you are a long-term plan, or short-term plan, no matter what your mailing list is the type of business network EDM to carry out your e-mail marketing programs are right-hand man.

Today, everywhere a way to promote, for example: QQ groups, forums, soft paper, and links. Which promote the most effective on the degree of non-mail marketing must go. Email marketing software, often gives the first impression is spam. But, in fact not the case. In Western countries, e-mail marketing has become a very important marketing tool, and in the country, e-mail marketing is far not been effectively exploited. Today, IDC network will share with you comments to improve the efficiency of email marketing tips.

1 to efficiently collect e-mail address

Collect e-mail address, e-mail marketing is the first step. E-mail address to collect many ways: first, the most common way is through the purchase, but its effect can not comment; second, through the accumulation of normal, such as the collection of business cards, Jobs superior; third, by crawler that the search engines, website collection.

2 Select the appropriate mailbox

Commonly used in the 126,163-mail Netease, Sina, Sohu, select an appropriate mailbox is very important. In these vast amounts of free e-mail, you may limit the amount of bulk mail, too much of even closed accounts. Recommended support for SMTP mail, via third-party mail software to send.

3 e-mail content editing skills to send messages directly to the content and interface of high and low reading rate problem. Note from the following: First, the clear positioning of the message content, and select a theme; Second, simplicity of the message content; third, the appropriate use of high contrast colors; fourth, the use of pictures; fifth, accompanied by links; first six, enough is enough.

4 provides a wealth of product / service description information

Most sites in the product / service description information is not under the foot of the article, which led to the user's interest no. A survey shows that online retailers to improve customer conversion rate used in a variety of measures, it provides rich information about significant products introduced to enhance the online store will help the customer conversion rate. The same is true for the corporate Web site, the more detailed features of the product description, products images more clear, the higher the user's interest. But we know that the information presented must be simple and not cumbersome.

5 Send the message of the four basic principles

First, each mail address as a "real person" rather than a data; second, before sending the message must be the user's permission; Third, the unsubscribe process design is simpler than the subscription process; fourth to stop the user to unsubscribe send a message.

Conclusion: email marketing, I believe many people have used, but the results may be different opinions on how the. Now, e-mail marketing are more and more attention. Its drawbacks are gradually emerging, marketers will need to be careful of. Remember, e-mail marketing division is allowed, but spamming is prohibited.

From a marketing point of view, e-mail database, a bit like a clip containing bullets, gun, first-class striker (marketers) will not waste the opportunity for each hair and hand gun bullets, accurate play good target number; but Once nearsighted, belligerent guy holding a gun, the situation is unfavorable. Been fired, the bullet, pull the hair board, after a hail of bullets, only to see their target dished holes on the hole. Gun shooters tend to overestimate the number of hair about the ability of the target number, on the contrary, deliberate intention to avoid between the control target is the subject of technology, fearlessly consume hard to collect ammunition. If most of the shooter to follow suit, but also make bystanders misunderstood this art is a highly accurate whatever the activity.

This situation is reflected in recent years, we are e-mail marketing industry in China witnessed a roll by Paid For Performance (PRP)? That is the vicious cycle of performance pay in the name of culture.

For PRP e-mail marketing, has been standing in the forefront of performance camp Epsilon, our basic view is supported; After all, as the brand with customers to achieve a rational relationship between the e-mail, there is nothing to worry about it? However, we are talking about performance is by the name of misinterpretation of the intent behind many e-mail service provider (ESP) ensures that the response rate of introduction of wild trading, short-term response rate to ensure low-cost transactions.

Rather, for a specific email marketing software, no matter how many times sent, or sent to many people, can ensure the message hits the response rate, which means the industry of marketing to bring a very serious problem. Imagine repeating the message sent is not relevant, ranging from customer back inertia to ignore the brand message, while in lead customers to unsubscribe from services, customer lists and customer atrophy due to unbearable harassment and the furious, announced their social networking site anger, which derived from the loss of long-term brand equity is more alarming.

Why not be guaranteed to the customer response rate, so that everyone would make money?

Ensure that the response rate is not new stuff. As early as the beginning of network marketing, you have to ensure that there are different forms of response marketing services. At that time, businesses realized that sending 10 million e-mail costs less than mailing 10,000 ordinary letters, with the increasing cost of printing and mailing and e-mail application's popularity, was to protect the interests of the lack of e-mail users, for with the same message, send the object as long as we continue to increase, or repeatedly send the same e-mail address - to achieve the agreed goal of a reply, what is difficult? such means should be popular not it?

Seeds out here, because doing so will not only undermine the company's reputation and customer value hidden in e-mail database, and ultimately is likely to hurt their business. This is precisely why the early e-mail marketers in the late 1990s when the Internet bubble burst to reflect on the profound damage this practice.

Permission-based email marketing in today's era of excessive email, but can not underestimate the cost of misuse of the database. We all know that, although repeated to the customer email, forcing customers to reply, did have the opportunity to make one-shot deal. Performance targets in the sector under the weight of this approach is very attractive. Do not know it would cause customers to unsubscribe, but my mind was always hoping to find others to fill.

However, enterprises have to face the loss of customers can not only simple to unsubscribe. Other losses, although difficult to calculate, but real, can not avoid: the state of active clients no longer active, inactive state of the customer is no longer active, or client-activated time becomes the foreseeable future.

No matter how we design a simple unsubscribe method, for example not related to e-mail spam, the customer's first reaction was not unsubscribe, but directly deleted. Subscribe to a large number of address database maintained long-term non-active state, only occasionally open about the message.

Now look at the replacement cost of the customer database. There is evidence that well-known brand's social network penetration ability. However, if the user started on the message content providers are unhappy, the core values ​​of social networks "reputation and credibility" will turn away potential users. Hard to establish the credibility of the damage, loss of confidence. This will be the marketer's nightmare.

Subscribers via e-mail to the repeated bombing, with predictable results, and can not be avoided: the user loudly complaining, and then a straight line is the company's brand value falling. In addition, spam complaints, ISP blocking and blacklisting are inevitable.

We all support the performance marketing. Any well-known e-mail marketing solution providers and industry organizations should adopt a tolerant attitude, to help develop an e-mail marketers to establish a value-oriented, focusing on long-term effects of marketing programs. However, any reputable companies can not guarantee response rates, because even if the customer no matter how high interest, it is impossible for each message received for reply. I'm afraid the only way to ensure that the only response is rejected.