Ten Deficiencies In E-Mail Marketing Of Small And Medium Sized Foreign Trade Enterprises

With the development of network marketing, small and medium-sized enterprises have gradually invested in the network marketing force, but at present, few enterprises can really do well in network marketing.

At present, small and medium-sized enterprises simply apply some basic techniques of network marketing, though they are effective, but the effect is not very good.

Today, I would like to talk briefly about the common deficiencies or mistakes encountered by small and medium-sized enterprises in the application of e-mail marketing.

1. SME's understanding of e-mail marketing is simply buying e-mail group software for mass production.

At present, most of the small and medium-sized enterprises pay more attention to the e-mail group when they implement e-mail marketing. This is the enterprise application e-mail.

The first is the understanding of e-mail marketing by small and medium-sized enterprises, or the subconscious thought is mass mail. This is the result of the widespread lack of professional network marketing talents in small and medium-sized enterprises.

At present, our country is relatively lacking in profession.

Secondly, SMEs have insufficient investment in e-mail marketing, so they are reluctant to invest in e-mail marketing services.

This is one of the important reasons for the low efficiency of e-mail marketing in small and medium-sized enterprises.

As the saying goes, "unwilling to give up children without a wolf", since companies are willing to invest in Internet marketing, then do not be stingy in e-mail marketing. E-mail marketing is relatively less investment, very effective network marketing means.

2. SME licensing email marketing and unauthorized e-mail marketing mixed up.

Email marketing should pay special attention to users' feelings. If users think of spam that you send, it is useless for you to send more emails. Instead, it increases your users' aversion to enterprises, especially the big brand enterprises. This is especially important for large and medium-sized enterprises to ignore the important point when they implement e-mail marketing. This is undoubtedly a blasphemy for corporate marketing.

One of the most important points in licensing e-mail marketing is the "permission" two words. Licensing e-mail marketing emphasizes that the e-mail sent by the enterprise is acceptable to the customers or passes the user's permission.

But if the email marketing of the enterprise does not have a bit, then you can say that you are sending SPAM.

It is obvious that the effect of spam is believed to have been received by people who have mailboxes. Would you like to say that you are willing to pay attention to the contents of those spam?

3. SMEs do not know enough about the time and frequency of email delivery in email marketing.

Once a small and medium-sized enterprise decides to implement e-mail marketing, it must make a clear plan first. Don't always feel that you send e-mail to your new customers and old customers when you have time, and you don't send them when you are busy. This kind of e-mail marketing effect is also very difficult to satisfy.

The average time of sending is from Monday to Friday. The time is more important than the afternoon. This effect will be better.

The frequency of sending can be determined according to the sales plan, festival, promotion plan, new product launch, visiting old customers and so on.

The importance of user experience and humanized marketing should be emphasized in the implementation of e-mail marketing in small and medium-sized enterprises. Why is it emphasized that e-mail marketing is a network marketing method that pays great attention to user experience.

Based on this point, it is a good way for an enterprise to implement e-mail marketing while giving users something of interest according to their interests and hobbies.

4. SMEs

The analysis of target customers in e-mail marketing is very important.

First, the implementation of e-mail marketing is to analyze the situation of their own enterprises, according to the actual situation and needs of enterprises, the characteristics of enterprise products and services, targeted e-mail marketing.

This is "confidant" and "know the other". When implementing e-mail marketing, SMEs must analyze the characteristics of target customers and potential target customers to decide whether to implement e-mail marketing and how to implement e-mail marketing.

Simply speaking, it is to implement the enterprise's e-mail marketing activities in accordance with local conditions according to the actual situation of enterprises.

5. the level of domestic e-mail marketing service is uneven, which affects the implementation of e-mail marketing.

With the continuous development of network marketing in China, more and more enterprises realize the importance of network marketing, and gradually invest funds into the network marketing of enterprises. At this time, many enterprises see that the development prospects of Internet marketing have been diverted into the network marketing service. Some enterprises originally built websites, some were engaged in marketing planning, and some of them were newly established network marketing companies.

Their level is uneven, and there is no difference in understanding Internet marketing.

As far as e-mail marketing service agencies are concerned, there are only a few professional e-mail marketing agencies in China, and other e-mail marketing service providers are not competent.

6. small and medium-sized enterprises do not pay attention to effective communication with users when implementing e-mail marketing, and answer questions of target users in time.

When implementing e-mail marketing, small and medium-sized enterprises send e-mail to the target customers, and the target customers have great interest in the contents of the e-mail. When they want to know more about the products and services, they find that there is no detailed contact information and data. Even if there are detailed contact information and data, but the customer service staff of the enterprise is not online at all, then the target customer may lose interest in the enterprise.

Therefore, when implementing e-mail marketing service, there must be a detailed contact between the content of the e-mail and the customer service staff of the enterprise 24 hours online, or timely communication and communication with the users.

Timely communication and communication with users is an important step in e-mail marketing. All the steps in e-mail marketing are perfect, but if they fail to answer the customer's problems in time and communicate with users, all e-mail marketing activities of the enterprise will be meaningless.

So I emphasize the important point is that when implementing e-mail marketing, enterprises must remember to answer timely user questions and communicate well with users.

7. SMEs must constantly tap new users, not relying on the original registered e-mail list and the email list purchased.

The implementation of e-mail marketing by SMEs is sure to know this. The more targeted customers' email addresses are, the more helpful it is for enterprises to implement e-mail marketing.

But how to collect the e-mail addresses of these potential customers? This is a very important problem. It is also the most important headache for many small and medium-sized enterprises to implement e-mail marketing. Mining new potential target users is undoubtedly helpful to the implementation of e-mail marketing by enterprises.

How do I find new users? I tell you an effective way to do this is to cooperate with some big economic magazines, blogs, etc., and they give sponsorship when holding a series of activities. We only need information from their users.

There are also some websites that have potential customers, so that they can provide you with information about their target customers.

It provides strong support for the correct implementation of e-mail marketing.

8. in the implementation of e-mail marketing, e-mail headlines do not have a good guiding role.

In email marketing, the headline of mail is the key to attracting the interest of the target customers. An excellent title can attract the interest of the users. Simply speaking, the title is the most basic step in the implementation of enterprise e-mail marketing.

In this step, the email marketing of enterprises is half the battle.

However, the headline can not be exaggerated without any basis, so that although the surface may attract certain users to open e-mail, the end user is very disappointed when he sees the content of the content, because the gap between the title and content is too large, which leads to the user's aversion, which forms the "Title Party Event".

The headlines of e-mail should be made according to the product and service at the same time to attract users' interest, so that users' interest can be aroused, and users will not be disgusted with the title.

Thus providing a guarantee for the correct implementation of enterprise e-mail marketing.

9. when implementing e-mail marketing, small and medium-sized enterprises design different contents and frameworks based on different mailboxes for customers. {page_break}

When implementing e-mail marketing services, small and medium-sized enterprises should carry out specific design frameworks and contents according to the mailboxes used by users. Nowadays, there are more free mailboxes and enterprise mailboxes, and specific contents can be designed according to the characteristics of the mailboxes used by users.

For example, if users use 126 mailboxes, they have to design contents according to the characteristics of 126 mailboxes, such as fonts, frames, colors, etc., according to the characteristics of 126.

Because enterprises can use different mailboxes, we can not always design the framework and content according to the format of a mailbox. This is irresponsible for users. We choose different design schemes according to different customers' mailboxes, so that we can have better user feelings and effects.

10. there is no specific quantitative index for the implementation of e-mail marketing in small and medium-sized enterprises.

There is no specific index for the effectiveness and cost of implementing e-mail marketing in small and medium-sized enterprises. How much is the cost of implementing e-mail marketing? What is the effect? This is a matter that enterprises should pay attention to when they implement e-mail. They should not only know the specific implementation but not know the cost and effect of implementation, which is also very bad.

The cost includes the cost of e-mail production, which includes content cost and template cost, and the cost of sending e-mail (by CPC or per thousand messages).

The results also include specific quantitative indicators such as e-mail opening rate, service rate, return rate, click through rate and sales conversion rate.

The implementation of e-mail needs to have a definite effect. Therefore, the implementation of e-mail marketing should pay attention to the specific quantitative indicators of e-mail marketing.

Xia Tao: the vast majority of export enterprises can not be so perfect, but the owners should at least have a concept to work hard in the right direction, otherwise it will be very inefficient to send their subordinates to mail every day.