2014年6月25日 星期三

我應該何時發送電郵才能取得最高的參與率?


很多電郵推廣員並不確定他們應該何時及多久發送一次電郵推廣,什麼時候是最佳傳送時間呢﹖星期一早上﹖星期五傍晚? 24% 的電郵都在發送後首個小時被開啟,而電郵開啟率在電郵發送後的第 2 個小時已經會大跌 14%,並持續下降,你絕不會想錯過首個黃金時段。但是,何時是讀者會打開電郵的黃金時段﹖以下是 2 個有關發送電郵時間的貼士:

When should I send eDM to drive highest engagement rate?


Many eMarketers are not sure when they should send out eDM and how often they should send. What’s the best time to send? Monday morning? Or Friday evening? 24% of eDM is opened in the first hour after delivery. The open rate will drop dramatically by 14% in the second hour and keep dropping if the eDM is not opened in the first hour. You won’t want to miss the golden first hour. But, when is the golden hour that users will open the eDM? Here are 2 tips about the timing of eDM.

2014年6月20日 星期五

我應該多久發送一次推廣電郵?


要達到成功的電郵推廣,決定發送電郵的頻率是十分困難的。如果電郵太頻繁,讀者會感到煩擾,甚至取消訂閱 (54% 電郵用戶由於過份頻繁的電郵取消訂閱)。另一方面,如果電郵太疏,讀者或會忘記你。根據 HongKong Post Comparative Media Study,大部份電郵用戶選擇每個月收取一次推廣電郵。但是,這在每個個案中都是不同的,以下是 2 個優化電郵發送頻率的方法:

How often should I send out eDM?


It’s difficult to decide the frequency of eDM campaign in order to achieve successful email marketing. If the eDM is too frequent, readers may get annoyed and unsubscribe (54% of email users unsubscribe due to frequency). On the other hand, if you send eDM too few, readers may even forget you. According to HongKong Post Comparative Media Study, most of the email users prefer to receive eDM once a month. However, it varies in every case. To optimize the frequency of eDM’s blasting, here are two solutions.

2014年6月18日 星期三

如何應對 Gmail 的取消訂閱連結?


在 2014 的首半年,Gmail 新設置了一個取消訂閱按鈕於寄件者名稱及寄件者電郵旁,這表示收件人能隨時以一「按」取消訂閱,你亦會在三天內收到取消訂閱的要求,並協助 Gmail 處理。不要擔心,這不會減少你的潛在商機,反而減少了讀者投訴,改善電郵傳遞率。

How to cope with the Unsubscribe link added by Gmail?


Gmail_unsubscribeAt the beginning of 2014, Gmail added an unsubscribe link next to the sender name and sender’s email address. This means that recipients can unsubscribe whenever they want by just clicking the unsubscribe button. Within 3 days, you will receive the unsubscription request and the request will be processed. Don’t worry. This will not lead to decrease in your potential leads, but to reduce complaints and help improve deliverability.


2014年6月13日 星期五

挽留現有客戶並獲得新客源

挽留現有客戶並獲得新客源
你知道獲得一個新客戶的成本是多少嗎﹖你一定知道的是︰十分昂貴,十分困難。讓我告訴你一個事實:獲得新客戶的成本是挽留現有客戶的成本的 10 。但是,63% 的推廣員仍然以獲得新客戶為市場推廣的目標,忽略了培養與現有顧客的關係。當挽留現有客戶的成本低 10 ,花費預算取得新客戶並不化算。再者,只要提高現有客戶的忠誠度,你將會獲得免費,而且十分有說服力的代言人:你忠誠的客戶。

根據 the White House Office of Consumer Affairs,一個客戶會把負面的經歷傳遞給 9-15 。但是,如果你提供極好的服務經歷給顧客,他們的推薦比傳統市場推廣工具更能推動高 3-5 倍的轉換率。如果你只集中在提高銷售額,你會損失現有客戶所帶來的潛在商機 (而每個現有客戶價值高達美元 243)。取而代之,你應該了解你的客戶,找出你的產品或服務如何滿足他們的需要,甚至改善他們的生活。

Retain existing customers to acquire new customers

Acquire_new_customers_thru_existing_customers
Do you know how much the cost of customer acquisition is? You definitely know: it’s expensive and not easy. Let me tell you one truth: the cost of customer acquisition is 10 times of the cost of customer retention. Yet, 63% marketers still regard new customer acquisition as their marketing goal and they may overlook the relationship with customers after consumption. This is not cost-effective while the cost of customer retention is 10 times lower. Moreover, by boosting the customers’ loyalty of existing customers, you will gain free and the most powerful, persuasive spokesperson: your loyal customers.

As per the White House Office of Consumer Affairs, a customer will spread their bad experience to 9-15 people. However, if you provide a customer with great experience, conversion rate will be driven 3-5 times higher by their recommendations, compared with traditional marketing tools. If you just focus on boosting sales amount, you will lose the potential leads which can be generated by current customers (and the value of existing customers is USD243 each). Instead, you need to understand your customers and find out how your products or services can fit their needs and even improve their lives.

2014年6月4日 星期三

4 步建立許可式電郵名單


許可式電郵名單是成功的電郵推廣所必須的,發放電郵前必先取得電郵用戶的許可,要不然你就不能從電郵推廣取得成果,甚至要為不正當的電郵推廣付出代價。永遠不要從第三者購買或租賃電郵名單,然後在沒有電郵用戶的授權下發放電郵給他們。沒有授權的電郵名單,只能產生低於 0.1% 的交易完成率,所以投放在沒有授權的電郵名單,只會浪費你的資源。立即以 4 步建立許可式電郵名單。

4 steps to build up Permission Based Email List


Permission Based Email List is a must of successful email marketing. Permission is necessary to be obtained before sending eDM or you will get no return back and even pay for the cost of improper email marketing. Never purchase or rent email list from third party and just spam email users without their permission. Lower than 0.1% of deals can be closed from unauthorized email list. Hence, investing in unauthorized email list is definitely wasting your budget. Let’s build up permission based email list in 4 steps.