Evaluation on the effect of licensing e-mail policy
Source: Shangpin China |
Type: website encyclopedia |
Date: September 5, 2012
One of the characteristics of the permissive e-mail policy is that its effect can be quantitatively evaluated. In the license e-mail activity, Website production Through the monitoring and analysis of some indicators, it can not only be used to evaluate the implementation effect of the licensing e-mail policy, but also find problems in the implementation process of the licensing e-mail policy through these indicators, and control the licensing e-mail policy to a certain extent. There are many evaluation indicators related to the licensing e-mail strategy, such as delivery rate, letter opening rate, response rate, conversion rate, etc., but there is no very perfect licensing e-mail strategy evaluation system or recognized child testing method at present. This book combines the existing research results in China to elaborate relevant indicators for learners' reference. User resource evaluation indicators In terms of acquiring and maintaining user resources, the indicators related to the licensed e-mail policy mainly include: number of effective users, user growth rate, user exit rate, etc. 1. Number of effective users The user's e-mail address resource is the basis of the permissive e-mail strategy, and it is an important long-term task to attract as many users as possible. Generally speaking, the marketing value of users who license the e-mail self support strategy should be gradually realized when there are more than 500 e-mail addresses. If the enterprise e-mail address resources of more than 5000 users can be maintained, the value will be more obvious. For professional licensed e-mail service providers, the number of subscribers can often reach tens of thousands, or even more. 2. User growth rate Compared with the licensed e-mail outsourcing strategy, the advantage of the licensed e-mail self support strategy is that the longer the operation time is, the more users will accumulate. The growth in the number of users also reflects users' recognition of enterprise e-mail to some extent. The growth of the number of users can be measured by the "user growth rate". The higher the growth rate, the more effective the licensing e-mail policy is. Although more and more new users are added, a certain number of users will exit the list. With the increase of the user base, the user growth rate will gradually decline, or even close to zero at a certain stage. However, if the growth rate is negative, it indicates that there are some problems with the licensing e-mail policy, and the user exit rate exceeds the growth rate. 3. User exit rate One indicator corresponding to the user growth rate is "user exit rate". Because the basic principle of the e-mail licensing policy is to allow users to voluntarily join in and quit freely, once the e-mail information is of no value to users, users can choose to quit at any time. For marketers, of course, the lower the user exit rate, the better. E-mail sending effect evaluation index The evaluation indicators of e-mail sending effect include delivery rate and return rate. The purpose of having users' e-mail resources is to deliver information to users. In fact, when sending e-mail content, it is not possible to send it to all users' mailboxes, and sometimes the proportion of information that can be effectively delivered may be very low. If the information cannot be delivered effectively, even if the number of users is large, the licensing e-mail policy cannot be effectively implemented. In the licensing e-mail policy, the indicators used to describe the actual delivery of information are "mail delivery rate" and "rejection rate". 1. Mail delivery rate E-mail delivery rate is the most important evaluation indicator of e-mail delivery effect. E-mail delivery rate directly affects the effect of licensed e-mail policy. Due to the destruction of spam on the network marketing environment, mail service providers shield the impact of mail, even with the user's permission, they also face the problem of the overall effect decline caused by the reduction of mail delivery rate. The low success rate of mail delivery has become the biggest obstacle to the licensed e-mail strategy. The calculation formula of mail delivery rate is Mail delivery rate=(total mail delivery - total mail delivery) x 100% Among them, the total number of mail delivery is provided by the automatic mail reply system, and the total number of mail delivery is provided by the mass mail delivery system. Automatic reply means that when the mailbox receives a letter, the union will automatically reply according to the preset content without intervention. Almost all mail server software has this function built in, which can be used with simple settings. It should be noted that the mail delivery rate is not equal to the mail open rate. The relationship between them is mail delivery rate>mail open rate. 2. Mail return rate Many users use free mailboxes or complimentary mailboxes, and email service providers block marketing emails for their own interests, resulting in an increasing email return rate. At the same time, many free e-mail service providers have either stopped their operations or implemented paid services, making the original e-mail address invalid, which has greatly improved the return rate of e-mail. According to statistics, the return rate of enterprise E-mail has exceeded three continents, and there is a rising trend. The calculation formula of mail return rate is mail return rate=(total number of mail return/total number of mail sent) x 100% The relationship between mail return rate and mail delivery rate is Mail return rate+mail delivery rate=100% In order to obtain the ideal marketing effect, under the premise of a certain number of users, certain skills should be used to strive for the highest delivery rate. After each email is sent, tracking and analyzing the return of the email can not only timely understand the actual delivery of the email, but also find the reason for the return of the email, and take timely measures to remedy it, thus reducing the return rate of enterprise email. E-mail click effect evaluation indicators After the e-mail is delivered to the user's mailbox, it does not mean that the user can click to read and respond. Users' click reading of information is described by such indicators as the open letter rate and the guided click rate. 1. E-mail opening rate Because many users equate marketing email with spam, the rampant spam not only makes users feel angry, but also seriously damages the reputation of the licensed e-mail strategy. To improve the opening rate, we must avoid the suspicion of "spam". It can be seen that whether the subject words of the e-mail are attractive, whether there is a suspicion of "spam", and whether the e-mail is targeted will directly affect the open rate of e-mail. In addition, some users failed to notify the enterprise in time due to the change of email address, which also resulted in invalid email due to no one using the email address, which greatly reduced the mail open rate. The calculation formula of mail opening rate is Mail opening rate=(total number of mail reading/total number of mail delivery) x 100% Among them, the total number of mail reading is provided by the click statistics system embedded in the mail service system. As long as the user clicks the email, the system will automatically record the click behavior and conduct statistical analysis. 2. Guiding click rate Embed the address link of the company's marketing site or marketing page in the E-mail, and the proportion of click into the company's marketing site or marketing page is guided by the reading of E-mail, also known as click through rate. This is an important indicator to effectively evaluate the contribution rate of e-mail to the increase of the company's marketing site or marketing page visits. The calculation formula is Guided click rate=(guided click times/total number of emails opened) x 100% Among them, guided clicks are provided by the website traffic statistics system. At the same time, the level of guided click rate is directly affected by the mail delivery rate and mail open rate. The quantitative relationship is: mail delivery rate>mail open rate>guided click rate. 3. Email feedback rate Email feedback rate refers to the feedback degree of email users after receiving emails. E-mail itself is directional, and its ease of use will also lead to higher feedback rates. The level of email feedback rate is an important indicator to measure the degree of user attention caused by email marketing. The factors that affect the feedback rate include customer positioning, whether the product and service are attractive, and the convenience of the feedback method. The calculation formula of email feedback rate is Email feedback rate=(total number of email feedback/total number of emails opened) x 100% 4. Mail forwarding rate The e-mail forwarding rate is mainly an evaluation index based on the effect of virus marketing theory. It refers to how many times the e-mail audience has implemented the forwarding behavior after receiving the e-mail. The factors affecting the forwarding rate include customer positioning, whether the product service is attractive, whether the e-mail quality is good or bad, and the convenience of the forwarding method. The calculation formula of the transfer rate is Transfer rate=(total number of transfer letters/total number of mail messages) x 100% This article was published on SEO website optimization 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).
