Licensing E-mail Policy Features
Source: Shangpin China |
Type: website encyclopedia |
Date: September 3, 2012
1. The good features of the licensing e-mail policy
Since its birth in the mid-1990s, the licensed e-mail strategy has quickly become one of the commonly used methods of online marketing and is highly favored, precisely because it has the following excellent characteristics.
(1) High permeability
The most fundamental reason for the explosive growth of the licensing e-mail policy in the past few years is that e-mail, as a simple and reliable Beijing website construction Application mode, with the rapid development of the Internet in the world, has become a common means of daily communication for modern people. In particular, the rise of mobile Internet access in recent years means that E-mail can transmit all kinds of information anytime and anywhere, which makes it a reality for marketers to contact a large range of customer groups through E-mail, greatly improving the marketing value of E-mail.
(2) Convenient and fast
Compared with the traditional printing media, E-mail has a great speed advantage as a media. E-mail can span the globe in an instant through the Internet, basically realizing the immediacy of information transmission. Under certain conditions, marketing personnel can quickly formulate a permissive e-mail strategy and send it to the mailbox of the target customer, and the target customer can also quickly and conveniently feed back the information to the enterprise after reading it. Gartner reports that it takes an average of 7-10 working days to implement a successful licensing e-mail policy, while it takes 4 ^'6 weeks to conduct a traditional direct mail activity. The huge gap in time is also an important reason why the licensed e-mail strategy has developed by leaps and bounds in recent years, while direct mail marketing has become increasingly scarce.
(3) Low cost
Since the licensing e-mail policy does not require printing or mailing fees, the cost per unit of information is much less than mailing paper. According to the 2002 data of Forrester, an American research company, 430 billion e-mails used for marketing activities cost only $2 billion, and the average e-mail sent is less than half a cent, and the cost will continue to decline. The low cost is not only suitable for small and medium-sized enterprises with limited marketing budget, but also attracts many large enterprises seeking maximum benefits.
(4) Flexible expression
Due to the technical characteristics of E-mail, the licensed E-mail strategy can transmit a variety of information forms such as text, graphics, animation, etc. through E-mail, which is not only rich in content and diverse in form, but also convenient in production and low in cost, which are beyond the reach of traditional media such as paper and radio.
(5) Good communication
A survey from the US online advertising company Double Click shows that in terms of access to information and communication, there are seven categories of consumers willing to get information by e-mail, while only 17% of consumers agree with the post office mail. It is precisely because E-mail has the characteristics of rapid dissemination and easy feedback that the licensed E-mail strategy has become a powerful tool for marketers to communicate with target customers. Both parties can directly conduct virtual face-to-face dialogue, increase mutual understanding, and then maintain a good cooperative relationship.
(6) High reaction rate
E-mail is a "one-to-one" information exchange between the sender and the recipient via the Internet. Therefore, the permissive e-mail strategy can not only directly send e-mail to target customers, but also deliver some private information that is difficult to be publicly disseminated in traditional mass media and is of great concern to the public. Due to the influence of traditional concepts and culture, consumers are also more willing to communicate in this way, which will lead to higher response rate of marketing activities. According to the survey data. The click through rate of e-mail is 5% - 15% higher than that of online banner advertisements on average.
2. Problems in licensing e-mail policy
Although the licensed e-mail strategy has the above advantages and good momentum, and has received widespread praise and attention, it still faces a variety of difficulties and challenges, mainly in the following aspects:
(1) Spam interference damage
The real permissive e-mail policy is based on the user's prior permission, that is, the e-mail advertising information that the user agrees to receive is by no means spam. However, a large number of spam advertisements on the Internet have caused the public to doubt and dislike the commercial application of E-mail, which has seriously threatened the reputation and future of the licensed E-mail strategy. According to the survey results of CNNIC, netizens received an average of 6.5 e-mails (excluding spam) every week, and 6.9 spam. Internet users receive more spam than non spam every week, which to a certain extent has caused problems for Internet users and also made them lose confidence in e-mail advertising, which will undoubtedly greatly affect the development of e-mail marketing.
(2) Difficulties in effect evaluation
A survey by e-Dialog in the United States shows that 50% of the respondents who use e-mail to carry out marketing activities do not know the marketing effect, and even 51.8% believe that they cannot make any performance report on the approved e-mail strategy. The survey also shows that 64% of marketers use the total click through rate as a measure of the effect of the licensing e-mail strategy, but this is not very scientific. Because the number of hits can be divided into gross hits and net hits, gross hits are used to count the total number of hits, regardless of whether the number of hits is completed by different individuals; The net number of clicks is used to count how many different individuals have clicked, no matter how many times the same individual has clicked, so the statistical results between the two are very different. In addition, the click through rate does not indicate how much the licensing e-mail strategy can play on consumers' purchase decisions, because not all consumers who have browsed e-mail will take purchase actions. How to measure the effect of licensing e-mail strategy more scientifically is a sub problem to be solved in front of theoretical circles and professional companies. This article was published in UEO Marketing website construction Company Shangpin China //ihucc.com/
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