License E-mail Policy Classification
According to the meaning of the license e-mail policy defined above, the license e-mail policy can be classified according to different elements.
1. Classification according to ownership
The e-mail address of target customers is an important resource for enterprises to implement the licensing e-mail strategy. According to the ownership of the customer's e-mail address, the licensed e-mail strategy can be divided into the licensed e-mail self operation strategy and the licensed e-mail outsourcing strategy.
The licensed e-mail self support strategy means that the enterprise has its own customer e-mail address and other relevant software and hardware resources, independently implements the licensed e-mail strategy and carries out daily maintenance. The licensed e-mail outsourcing strategy refers to that the enterprise entrusts professional service providers with customers' e-mail addresses and relevant skills to implement the licensed e-mail strategy according to the goal setting plan of the enterprise through paid outsourcing. This is the current permission for e-mail policy Beijing website construction Main classification methods. The implementation steps of these two methods will be described in detail in the subsequent content of this chapter.
2. Classification according to plan
According to the enterprise's marketing plan, it can be divided into temporary licensing e-mail strategy and long-term licensing e-mail strategy. The temporary licensing e-mail strategy is mainly aimed at a specific marketing goal of the enterprise. It has the characteristics of short-term implementation and uncertain goals, such as irregular product promotion, market research, holiday greetings and new product notifications. The long-term licensing e-mail strategy is carried out according to the long-term marketing plan of the enterprise, with the characteristics of long-term implementation and fixed goals, mainly in the form of news mail, electronic magazines, customer service, etc.
3. Classification by function
According to the specific functions of the licensed e-mail strategy, it can be divided into customer relationship type, customer service type, online survey type and product promotion type.
4. Classification according to application mode
To carry out the licensing e-mail strategy, we need a certain resource cornerstone} I. To obtain and maintain these resources, we also need to invest in the corresponding business resources. When the accumulation of resources reaches a certain level, it will have greater marketing value. It can not only be used for the marketing of the enterprise itself, but also gain benefits by selling mail advertisements and other ways. According to whether to provide services for other enterprises with licensed e-mail resources, licensed e-mail policies can be divided into two categories: operational and non operational. When the business nature is dominant, the enterprise actually belongs to the category of professional service provider licensing e-mail strategy.
Licensing E-mail Policy Process
In the book Licensing Marketing, Seth Godin believes that there are five basic steps to achieve licensing marketing. He likened customers from noticing permission to "dating" from strangers to friends, and then to lifelong users.
First, we should make potential customers interested and feel that they can obtain certain values or services, so as to deepen their impression and attention, and voluntarily join the ranks of the permit. Just like the first date, in order to leave a good impression on the other party, you may spend a lot of time to decorate your image, otherwise you may not have a second date.
Second, when the potential customers pay attention, they should take advantage of their attention. For example, a set of presentation materials or tutorials can be provided for potential customers to fully understand the company's products or services.
Third, continue to provide incentives to ensure that potential customers remain on the permit list.
Fourth, provide more incentives for customers to obtain a wider range of permits. For example, give more discounts to members, or invite members to participate in surveys and provide more personalized services.
Fifth, after a period of time, marketers can use the obtained permission to change consumer behavior, that is, let potential customers say "OK, I am willing to buy your product". Only in this way can the license be converted into profit.
Of course, the first money earned from customers does not mean the end of licensing marketing. On the contrary, this is just the beginning of turning potential customers into real customers. How to turn customers into loyal customers or even lifelong customers is still an important part of marketing staff's work. Licensing marketing will continue to play its unique role.
Seth Godin's five steps on licensing e-mail policy provide a basic idea for carrying out licensing e-mail policy. However, in practical work, only ideas are not enough, and the actual operation method is often more important than theory. The implementation process of the license e-mail policy is summarized as the steps shown in Figure 8-1. The following chapters will explain the process in detail.
This article was published in UEO Marketing website construction Company Shangpin China //ihucc.com/
