What is EDM email marketing?

E-mail marketing is a network marketing method that delivers valuable information to target users through e-mail on the premise of users' prior permission. E-mail marketing has three basic elements: user permission, e-mail delivering information, and information being valuable to users. These three factors are indispensable, and none of them can be called effective mail marketing. Communicating with audience customers through e-mail is a direct selling method. At the same time, it is also widely used in the field of network marketing. Email marketing is one of the oldest online marketing methods, which is older than most website promotion and online marketing methods.

basis

The definition of email marketing emphasizes three basic factors: based on the user's permission, information is delivered by email, and information is valuable to users. None of these three factors can be called effective e-mail marketing.

1, based on user license

There are many expressions based on user rights, including online and offline. Online mailbox collection generally includes online registration and subscription to websites, while offline mailbox collection generally includes exhibitions, business card exchange, offline activity collection and supermarket check-out collection.

When users register online, sending a confirmation email for double-opt-in (activation confirmation) can ensure the accuracy of email address, enhance users' awareness of email and improve users' rights.

Step 2 send information by e-mail

Sending information by email is the technical basis of email marketing. First of all, we must ensure the delivery of mail before we can talk about mail marketing. To ensure the correct delivery of mass mail, it is best to choose a third-party professional EDM service provider.

3. Information is valuable to users.

Delivering valuable information to users is the core link of licensed mail marketing. Mass mailing based on user permission is not necessarily email marketing. Only good column correlation and data classification can ensure the delivery of valuable information to users and can it be called real mail marketing.

By integrating email with social networks, mobile phones, networks, etc. At the same time, using the corresponding analysis tools and professional EDM system, we can get more detailed user information and track behavior, and then send emails in a targeted manner.

superiority

1. Low cost

As long as there is a mail server for mail marketing, the cost of contacting 10 users is similar to that of contacting tens of thousands of users. However, if you want to send more than 100 emails, the situation is different, because it requires a dedicated server and a very large broadband. In particular, some free registered mailboxes have restrictions on sending emails every day. In addition, the cost of sending an email is almost zero, because as long as the user's mailbox is found, it can be sent in very little time.

Quick action

Compared with other online marketing methods, e-mail marketing is also very fast. Search engine optimization needs months, even years of efforts to give full play to the effect. Blog marketing takes time and a lot of articles. SNS marketing needs to spend time participating in community activities and establishing a wide network of relationships. However, as long as there is email information in hand, email marketing can see the effect in a few hours.

accurate

As long as the mail can be delivered accurately, the customer conversion rate is still very high, far higher than other marketing methods. With the development of RSS marketing and blog marketing. Sending information to customers in time is no longer limited to using email.

go a long way

Enterprises can formulate personalized content according to customers' needs, and actively send marketing information to customers to realize the marketing purpose of enterprises.

Disadvantaged

Look at the disadvantages of email marketing from the user's point of view;

1, which users generally call "spam", that is, the provided email content is not of interest to users.

2. Forcing users to receive emails without respecting their rights.

3, do not like the sender of the email, thus reducing your brand reputation. If your product or service leaves a good impression on users, your junk marketing will have the opposite effect.

1, application conditions.

Mail marketing is a brand-new marketing method based on network background. Due to the limitation of receiving conditions, e-mail can only be received and read by certain internet devices, unlike traditional letters, which can be viewed anytime and anywhere.

2. The market environment is immature.

Because the proportion of netizens in China is still relatively low, the audience of email marketing is still relatively small, and its influence is limited. When making marketing plans, enterprises usually don't take email marketing as the only or main marketing means.

In China, where e-commerce is not popular, many customers prefer face-to-face communication and discussion.

3. Mail transmission restrictions.

Due to the limitation of network transmission speed, user mailbox space capacity and other factors, not all information can be delivered by mail, which limits the application scope of mail marketing to some extent.

4. Limitations of marketing effect.

The effect of mail marketing is influenced by many factors, such as information credibility, advertising content, style, mail format and so on. Not all emails can achieve good marketing results. Especially in the case of low positioning, the marketing effect will be far below the normal level, and unauthorized "email marketing" is not only annoying, but may not achieve the actual effect at all.

5. Information transmission barriers.

Because of spam filtering and other reasons, some emails will be blocked by ISP, and the frequent change of user's email address will also lead to the ineffective transmission of information and the increase of rejection rate. Information transmission obstacle has become one of the main factors affecting the development of e-mail marketing.

6. Limited user information.

In many cases, the information registered by users on the Internet is often incomplete or untrue, and there is usually only one mailbox. When the user's email address or interest changes, the original information may have become invalid. Unless the user actively changes his e-mail address, it is difficult to track this change. If we can master more user information, such as company/user name, address, industry, products, etc., we can greatly improve the marketing effect.