Most recent posts
哪些影片适合您的营销邮件?
Video is one of the most effective ways to use email. Although we have short attention spans these days, this medium continues to prove that it is capable of captivating...
July 21, 2011
利用电子邮件营销来改善瞄准目标市场的准度
Targeting is crucial no matter the marketing method or business, but it looks as if some industries are getting it all wrong. A tandem research effort headed up by Thunderhead...
July 20, 2011
KeyBank 的直接信函广告范本能让你对邮件范本有所启发
范本带来了数不尽的益处,假如你是电子邮件营销人员,可藉由套用模板减少许多重复设计〈及费用〉,帮你省下宝贵时间,使得建立电子报的整体样貌与展现想传达的意念来的简单多了,邮件范本也能增加读者回复,接下来我将会以银行业的直接广告信函为例,来解释以上各点。 在去年,KeyBank〈一家总部位于克里夫兰的金融机构其中一分支〉发现自己陷入进退两难的困境,如同许多其它部门,银行利用直接信函广告作为营销工具,来与客户及小型企业客户沟通,加上营销服务供货商Purple@Epsilon 的协助,最终银行花了不少预算及宝贵时间在这项直接信函广告的提议上,显然这与银行每年寄出超过一千万封直接信函广告有关。 先撇开损失时间与金钱不谈,KeyBank 的数据库营销与分析主管 Ken Chipman 表示,这种老方法只会负面地影响讯息的一致性与连贯性,除此之外,回复率的持续下降,也已像瘟疫般横扫整个现今的金融业,当时KeyBank 急需新方法,并找到了用信件范本来让直接信函广告营销变得更有效率。 老套却有效的范本营销策略 透过利用模板,KeyBank 发现了一套有效方法来标准化信件建立流程,银行集中了六种模板,确认每一种的内文都是可弹性更换讯息的,他们预先印出,并依照个别宣传内容补足需要的内文,而结果大幅节省了金钱。 KeyBank 因预先印出模板而省下时间,不论何时新的广宣内容要发出,唯一需要的就是利用激光打印机补上最后一笔就行了,银行也能省下花费,每封邮件的费用减少了 17.5%,而且因为信件内容所针对的目标已更为精确,银行于 2010 年寄出的直接信函广告数量较 2009 年减少许多。采取这项以范本为基础的营销策略,在构想范本的时间就省下了美金 10 万元,若是将构想与产出邮件范本都包含在内,就省下超过一百万美金。在所有的这改变中,KeyBank...
June 16, 2011
雅虎推出的广告定向软件让用户拥有掌控权
If you need more proof of how competitors are constantly watching one another, you have it right here. In what...
June 15, 2011
电子邮件营销应该使用多个 IP 地址吗?
Every device connected to the internet has an Internet Protocol or IP address, including the server that sends your email...
June 8, 2011
自行设计 HTML 邮件的可能性与缺点
HTML is a flexible programming language capable of working its magic both on the web and in the inbox. When...
May 26, 2011
企业电子邮件营销:鼓励自动取消订阅,而非垃圾邮件投诉
Some subscribers are such a pleasure to work with, you’d do whatever it takes to keep them around for as...
May 19, 2011
企业电子邮件营销技巧:让广告文案撰稿人保持心情愉快
If you have one or a team of copywriters who handle the textual aspects of your email marketing campaigns, understand...
May 5, 2011
免费电子邮件营销:什么是让免费试用会员付费的关键?
The success a marketer enjoys is largely dependent on the company they choose to provide them with the necessary email...
May 3, 2011