What is the principle of licensed email
Source: Shangpin China |
Type: website encyclopedia |
Date: September 3, 2012
Beijing Website Design The company promoted products in China: The first e-mail in the world was born at the end of 1971. Ray Tomlinson sent information from one computer to another adjacent computer, but at that time he did not fully realize that his invention could record information or data, not to mention the connection between e-mail and marketing. Now? E-mail has become one of the most commonly used services on the Internet. E-mail is not only a communication tool, but also increasingly inseparable from business activities. From the birth of E-mail to its application in the field of marketing, it has experienced a relatively long period. Before E-mail and the World Wide Web were widely used, newsgroup was one of the main ways for people to communicate with each other. Newsgroup was also the main place for early online marketing, and was the cradle of the birth of the permissive E-mail strategy. On April 12, 1994, Laurence Canter and Martha Siegel, two lawyers engaged in immigration visa consulting services in Arizona, USA, sent an advertisement letter of "Green Card Lucky Draw" to each news group they could find. As a result, they attracted 25000 customers and earned 100000 dollars for only 20 dollars of online communication expenses. In 1996, the two lawyers also co wrote a book - How to Make a Fortune on the Internet Superhighway. The book introduced their brilliant experience and believed that licensing e-mail strategy through the Internet was an unprecedented marketing method without any cost. Also in 1994, Robert Raisch, an American, wrote a paper entitled "Unauthorized E-mail". In this paper, the method of two lawyers in Arizona "successfully transmitting information to tens of millions of consumers at a low cost" is called "user paid promotion", because the information sender uses the Internet as a direct promotion channel to transmit information to users, but does not consider the user's acceptance and the cost paid for it. This is different from the way advertisers bear all information transmission costs in the real world, which is unfair to users. Now it is generally believed that the licensing e-mail strategy was born in 1994, not only because of the first attempt of two lawyers, but also because of Robert Raisch's initial rational thinking on "licensing based", and thus started the construction of the licensing e-mail strategy system from practice to theory. License E-mail Policy Definition E-mail is not produced for marketing, but its marketing value is gradually revealed when E-mail becomes a tool of information dissemination for the public. However, this is not simply to transmit advertising information through e-mail, because if the sender sends a large number of commercial mails at will, even if it can achieve its own goal, the losses caused to others and social interests will not be generally recognized, and may also lead to legal sanctions. At present, all states in the United States have anti spam laws. A court in Virginia sentenced the country's first "spammer guilty of felony" in 2008. In March 2008, Jeremy Jenis of Raleigh, North Carolina, was charged in Virginia, and sentenced to nine years in prison by the court because he was found guilty of sending a large number of spam. Systematic research on the marketing value of E-mail started from the research on "unauthorized e-mail", but it was not until the concept of "licensed marketing" was put forward that the marketing value of E-mail began to be widely recognized. The theory of "license marketing" was first proposed by marketing expert Seth Godin in the book "License Marketing" in 1999. Once the concept was proposed, it was widely concerned and applied. Its effectiveness has also been confirmed by the practice of many enterprises. According to Seth Godin, licensed marketing means that enterprises obtain the "permission" of customers in advance when promoting their products or services. After obtaining the permission of the potential customer, send the product and service information to the customer by E-mail. Therefore, license marketing is also a license e-mail strategy. The main method of licensing marketing is to provide users with valuable information and a certain number of commercial advertisements in the form of enterprise e-mail, news mail and electronic publications. For example. When customers register as members or apply for a certain network service, some companies will ask "whether they want to receive the latest product information sent by our company from time to time", or provide a list for customers to select the information they want to receive. In traditional marketing methods, license marketing is difficult to work because of the inconvenience of information communication or the high cost, but the interactivity of the Internet makes it possible. Based on relevant research results at home and abroad, this book defines the licensed e-mail strategy as follows: the licensed e-mail strategy is an online marketing strategy that uses e-mail as a communication medium to transmit information to target users, so as to achieve the enterprise's marketing goals, on the premise of obtaining the user's permission in advance. To accurately grasp the theoretical connotation of the licensing e-mail strategy, the following three important factors need to be emphasized: (1) Based on the permission of the recipient Article 3 of the Anti Spam Specification of the Internet Society of China (2003) clearly stipulates that advertising, electronic publications, promotional materials in various forms and other promotional emails that the recipient has not made a request or agreed to receive in advance are spam. Therefore, the essential difference between a permissive e-mail policy and spam is whether to obtain the permission of the recipient before sending e-mail. The enterprise must obtain the permission of the recipient before sending any e-mail, otherwise it will be regarded as illegal spam. (2) E-mail as the media Compared with other online marketing strategies, the biggest feature of the licensed e-mail strategy is that the medium to contact users is e-mail. Therefore, enterprises can rely on E-mail's low cost, fast feedback and other characteristics, coordinate and complement with other network marketing strategies, and implement unique licensing e-mail strategies to achieve the best results. (3) Take the realization of enterprise marketing objectives as the standard When implementing the licensed e-mail strategy, enterprises must always make it clear that the strategy is not only a part of the enterprise's network marketing activities, but also an organic component of the enterprise's overall marketing strategy. Therefore, the criteria for judging the effectiveness of the licensed e-mail strategy should be based on the overall situation and whether it can help to achieve the overall marketing strategic objectives of the enterprise, rather than judging from its own. This article was published on SEO website optimization Company Shangpin China //ihucc.com/
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