Source of outsourcing objects of licensed e-mail strategy
Source: Shangpin China |
Type: website encyclopedia |
Date: September 4, 2012
If the enterprise lacks the hardware platform, customer resources and technical means necessary for carrying out the licensed e-mail self support strategy, it can entrust all work of the licensed e-mail strategy to the professional licensed e-mail strategy service provider through outsourcing, and carry out the licensed e-mail strategy activities at a flexible cost.
Professional licensing e-mail policy Website production The service provider has a large number of user resources, can select user groups with high degree of positioning according to requirements, and has professional sending and tracking technology; With rich operating experience and high credibility, the marketing effect also has its uniqueness. From the perspective of the current domestic situation, the main outsourcing objects of the licensed e-mail strategy are: free e-mail providers, electronic publications and news mail service providers, professional licensed e-mail strategy service providers, etc. Enterprises can choose according to their specific needs.
1. Free email service provider
E-mail is one of the most commonly used network services for Internet users. According to the 2007 survey of iResearch, 38.9% of Internet users often use two e-mail addresses, and 24% of Internet users use three e-mail addresses. In 2007, there were about 200 million active free e-mail accounts and about 8 million personal charging e-mail accounts in China. It can be seen that the free mailbox still occupies a dominant position among Chinese Internet users. Free email service providers have attracted a large number of users. As free email providers, of course, the purpose of free email is not for public welfare, but to gain business opportunities from free email. In addition to promoting their own products and services to free email users, providing email advertising services for other enterprises is also one of the main revenue models. Although up to now, there are few successful free mail advertising operations, the marketing value of this model is still very obvious. Having a large number of user email addresses is an important marketing resource, and is also the basis for income. The failure to obtain the expected income for the time being is related to the service provider's operating level, market maturity and other factors.
According to the survey conducted by Beijing Yipai Market Consulting Co., Ltd. in 2007, NetEase is the leader in terms of email brands used by Internet users. About 85 million Internet users over the age of 18 use the company's email, and about 59 million users use the company's email monthly: @ 163, with a penetration rate of 63.8%, ranking first among all website email boxes; And @ 126 also has about 26 million users, with a penetration rate of 27.9%, ranking third among all website mailboxes. As a mainstream free email service provider, NetEase regards sending email group ads as an important online advertising service@ In addition to sending email advertisements to registered users' mailboxes, users who send and receive emails via the Web can also make full use of users' characteristics to simultaneously publish advertisements in other forms, such as text, BANNER, or other forms of advertisements on email login pages and email reading pages, which is one of the advantages of free email service providers. E-mail can also attach certain advertising information at the end of the letter when the user sends an e-mail.
(1) Advantages of free e-mail service providers in implementing licensed e-mail policy
① The effectiveness of user mailboxes is high
As a licensed e-mail strategy service provider, the free e-mail service provider can easily distinguish active users from inactive users because users use the internal e-mail of the system, which is convenient to identify users' usage habits, such as the number of times to log in to the e-mail every month, the utilization rate of e-mail space, etc., and can timely clean up e-mail accounts that have not been used for a long time, This is of great significance for maintaining the quality of enterprise e-mail users. Other forms of enterprise e-mail usually produce some invalid mailboxes due to users changing mailboxes, mailbox service providers terminating services and other reasons, making the number of nominal list users larger than the actual number of effective users, reducing the final marketing effect.
② High mail delivery rate
For e-mail service providers, since the information transmission is carried out on the internal e-mail server, theoretically the delivery rate can reach 10%, which is unmatched by any other form of enterprise e-mail. For various reasons, such as the user's mailbox is cancelled due to long-term disuse, or the space is too large, the receiving mail server fails, the service providers shield each other, or it is used as spam filtering, etc., the return rate of enterprise e-mail is generally high, usually more than 1%, sometimes even more than 50%, due to the low delivery rate of e-mail, This has greatly reduced the effect of enterprise e-mail, and has brought great difficulty to manage the e-mail address in the list, which has become a major problem puzzling enterprise e-mail.
③ The effect tracking is convenient.
It is obviously much more convenient to track and analyze the user's reading rate, click rate and other indicators within an email system, which is not only timely, but also highly accurate.
(2) Shortcomings of free email service providers
Although choosing a free email service provider has obvious benefits, it also has certain shortcomings, and sometimes even has a greater impact on the marketing effect, mainly in two aspects.
① Uncertainty of user positioning degree
The general free mailbox service does not require high authenticity of the registered user's data, so many users may fill in untrue data, which will change over time, and users may not necessarily change the data in time, such as targeted sending according to age, occupation, geographical region and other information, and the degree of user positioning is not necessarily high, Further subdivision is difficult.
② Psychological expectations of sender and receiver
Since users don't know how many advertisements they will receive and what kind of advertisements they will receive in advance when applying for free e-mail service, they pay more attention to the application of e-mail. At the same time, because there is no fixed delivery cycle for advertisements, advertising users are not fixed, and they are usually pure advertising content, which may reduce the reading rate, Too many advertisements will make users lose confidence in using the email address, and some users may even filter out the advertisement email.
2. E-magazine service provider
In addition to the above free e-mail service providers with a large number of resources, more licensed e-mail strategy resources are represented in various forms of professional e-mail service providers. Due to the active addition of users, these e-mail contents have become common licensed e-mail advertising media, and are also the resources with the largest number and the widest range of choices.
E-magazine is a network publication in the form of e-mail, which is regularly and continuously sent to the e-mail addresses of specific subscribers. Its key feature is that it is similar to the delivery of traditional newspapers and periodicals to households, and it has the advantages of offline reading, easy storage, saving Internet time, etc. With the network boom at the end of 1990s, electronic magazines once flourished: professional platform providers include HiChina (www.cn99. com), Broad (www.bodachina. com), etc., providing software and hardware platforms for ordinary Internet users to establish electronic magazines; Professional content providers include Suoyi (www.soim. com) and Hotage (www.hotage. com). They produced and distributed exquisite electronic magazines through their own platforms. At the peak of Suoyi, there were 500000 magazines. Ordinary Internet users created countless personal electronic magazines through free platforms. The famous China Report Weekly and E Communication Weekly had more than 50000 subscribers.
Advertisements can be placed in electronic publications in flexible forms. Plain text content can use text advertisements or text plus links. HTML and Rich Media content can publish almost all types of online advertisements. Compared with free email service providers and professional licensed email strategy service providers, there are The following two advantages.
(1) Users pay high attention to the mail content
The content of electronic magazines is read voluntarily by users, and usually has a high degree of attention. At the same time, it can be flexibly arranged according to needs. For example, serial publishing can attract users' long-term attention, and it can also fully communicate with users, so that readers have a sense of participation and increase relations, which will make users trust and give continuous attention.
(2) Recommended advertising has high credibility
In electronic journals, the evaluation and promotion of products and services that some users care about through editors or third parties is actually a good means of publicity for enterprises. As long as it is fair, it is believed that it will be recognized by most users, which is difficult for other forms of publicity to do.
3. News mail
Most information service websites have news mails of various types, such as Caijing. com, Wall Street Journal, Reuters, etc. News mail has the same function as electronic publications, but because people usually have more access to news, if news mail is not sent in time or users do not read it in time, the news effect will be reduced, and the degree of attention will also be reduced, so the reading rate of mail will be reduced, and the business information will naturally be ignored, This will affect the overall effect of the licensing e-mail policy.
4. Professional licensed e-mail policy service provider
Strictly speaking, websites that provide network services and information services such as free e-mail, enterprise e-mail distribution, electronic publications, newsletters, etc. are not professional e-mail service providers. The real professional licensed e-mail policy service provider mainly provides e-mail advertising, which can not only own its own user e-mail resources, but also act as an agent for other e-mail asset owners.
The important advantage of professional service providers is that they have licensed e-mail strategy experts and specialized e-mail strategy plans. Professionals can provide advertising users with a complete set of suggestions from marketing strategy formulation, user list selection, e-mail content design, to e-mail sending and tracking evaluation. For example, DARTmail technology, a licensed e-mail policy solution owned by Double Click, a professional online advertising service provider, can help users achieve a full range of licensed e-mail policy activities, user screening, e-mail open rate statistics, and real-time viewing of effect analysis reports.
In addition, if a website only provides a professional electronic publication, when advertising users need to place e-mail advertisements in multiple fields, they need to contact multiple websites, which greatly increases the complexity of businesses placing e-mail advertisements. At this time, the advantages of professional service providers are obvious, and they can cooperate with many e-mail resource providers, So as to provide choices for advertisers in a wider range. The licensed e-mail policy resources owned by Post Master Direct, one of the largest e-mail marketing service providers in the world, include not only its own user resources, but also electronic publications and newsletters owned by more than 500 partners, such as ClickZ CNET,EarthWeh .com,FreeTechMail,MSNBC . Com and other famous content service websites. As a professional licensing e-mail policy service, Post MasterDirect gathers many enterprise e-mail resources and provides professional services, with incomparable resource advantages.
This article was published in UEO Marketing website construction Company Shangpin China //ihucc.com/
Source Statement: This article is original or edited by Shangpin China's editors. If it needs to be reproduced, please indicate that it is from Shangpin China. The above contents (including pictures and words) are from the Internet. If there is any infringement, please contact us in time (010-60259772).
