In the last article, I briefly introduced the definition of email marketing, the origin of email marketing and the value of email marketing. Having said that, some friends may say that email marketing in China is ineffective and customer acceptance is not high. For this reason, I would like to briefly introduce the current status of email marketing in China and the future of email marketing in the future. development trend.
Today launched the second episode of the open-book beneficial series, "On the Current Situation and Future Development Trend of Email Marketing in China".
ps. In fact, this article has already been published. For the convenience of everyone to read, let’s publish it again.
At this year's China Online Retail Annual Conference, e-commerce companies invariably regarded 2013 as the "brand year", and email marketing, as a powerful tool to improve corporate brand image, really needs to be taken seriously by the majority of enterprises. Please broaden your mind and bring some inspiration.
Status of email marketing
1. The number of mailboxes continues to grow.
According to reports, the number of NetEase mailboxes has exceeded 500 million on August 8, 2012, and the number of Tencent mailboxes will also reach 400 million. So many mailbox users have laid a solid foundation for business emails. user base.
2. Compared with other marketing methods, email marketing is more acceptable
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(Data from NetEase User Behavior Report)
As can be seen from the above figure, nearly 20% of the respondents said they like or very much like email marketing for promotion. Compared with Weibo marketing, blog marketing, chat tools, SMS marketing and telemarketing, email marketing is more acceptable.
3. Spam still accounts for a large proportion
According to statistics from Sophos, between August and September, 21.6% of the world's spam was sent from servers in the United States, and China ranked second, accounting for 13.4%. The primary stage, that is, mass mailing, resulting in a large number of spam.
Development Trend Forecast
With the emergence and development of social media, smart phones, HTML5, SMS and email and other things, the author predicts that the following development trends will appear in domestic email marketing in the future:
1. More and more integration with social media
Social media refers to the process in which a large number of netizens use social tools, such as Weibo, blog, SNS, personal space, etc., to spontaneously contribute, extract, create news consultation, and then disseminate it. According to the 30th Statistical Report on Internet Development in China released by the China Internet Network Information Center (CNNIC), there are 538 million netizens in China, of which more than 400 million users have social media accounts. Tencent Weibo has more than 400 million users and Sina Weibo has more than 300 million users. Such a large user base makes the power of social media inevitable. Under this trend, email marketing needs to be considered more closely integrated with social media. As a leader in domestic email marketing, Comm100 recommends that you add social media such as Weibo sharing to the email content, so that customers can easily share the information they are interested in and find valuable to more netizens while reading the email; Add a subscription box in social media to collect email addresses. For example, a subscription box can be added to the blog. When the visitor subscribes, the blogger will also collect the mailbox information of the potential customer group in a targeted manner.
2. The proportion of reading emails through telemarketing list mobile phones has gradually increased.
According to a report by China Internet Network Information Center (CNNIC), the number of Internet users accessing the Internet through mobile phones has reached 388 million, compared with 380 million on desktop computers. Mobile phones have become the number one Internet user in China. A large Internet terminal. Coupled with the high popularity of smart phones, the improvement of the mobile version of mobile emails, and the portability and ease of use of mobile phones, the number of mobile phones and mailboxes will be further increased, and the proportion of people using mobile phones to read emails will also increase. gradually rise. Therefore, Comm100 suggests that companies really need to design corresponding emails for mobile platforms when doing email marketing.