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Comm100是全球领先的客户沟通软件供应商,总部位于加拿大温哥华。2010年,Comm100正式进驻中国。我们的产品包括:邮件营销解决方案,客户服务解决方案,客户智能解决方案。目前公司在全球已有19万的注册企业用户,包括英特尔、大众、网易印象派、比亚迪、 CCTV电视购物和窝窝团等。2011年,Comm100荣获年度中国行业电子商务“最佳应用软件奖”。 为帮助淘宝天猫商家在日益激烈的竞争环境中保持并增加优势,Comm100为其量身打造了淘宝天猫邮件营销方案。目前,我们的淘宝天猫客户有七格格、优之良品等。

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Determining the Email Goals of Your Template  

2012-09-05 14:51:10|  分类: 邮件营销电子书 |  标签: |举报 |字号 订阅

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本篇文章是《邮件营销电子书》系列文章之一。《邮件营销电子书》由Comm100出品,为了方便您阅读,在接下来的日子里,我们会将其翻译成中文。
  

Perhaps you’ve read about what makes an email marketing template successful, and you said, “Really, I don’t need to worry about all of those metrics because my email template doesn’t need to do a lot of those things.” That may be true. In fact, before you incorporate the design elements discussed in the previous article, you should take a moment to determine what your email goals are and which design elements are most important to your success.

Is Brand Awareness One of Your Email Goals?

Email Goals

It’s entirely possible that your email doesn’t have any user-activity related elements to it at all. If you’re sending newsletters or marketing emails that are only designed to give value to your subscribers in the form of useful or entertaining content that then develops their relationship with your brand, then you don’t need to worry about metrics and success factors such as click through rates or end-revenue. However, you do need to worry about the following:

Open Rate: Which ensures that both your content and subject line are engaging as well as ensures that your email is delivered to the inbox instead of the junk or spam folder.

Unsubscribe Requests and Spam Complaints: Which is related to content, content positioning, and frequency of send.

You don’t need to worry as much about visibility of links, number of links, or even over-using images. If the purpose of your email is simply as a branding activity, then your email template can take a great deal more freedom with the elements that it incorporates.

Is Driving Traffic and Impressions to Your Website One of Your Email Goals?

It’s possible that your business model isn’t based on sales or revenue transactions but is instead based on the number of impressions that your website gets. For example, if you sell click-based or impression-based online advertising deals, your revenue is generated by the raw number of views that each page on your website gets. That would mean that the goal of your email or newsletter is to drive as many click-through actions as possible from the email to your website.

If the goal of your email is to drive impressions and views to your website, then the most important design element and metric that you need to worry about is click-through from the email to the website. Of course, open rate, unsubscribe requests, and spam complaints are still important to developing the health of your email program. However, the metric that you need to be most concerned about is click-through rate.

You’ll want to pay extra attention to the design, placement, and number of links in email. You’ll want to make sure that they are prominent, text-based, and have strong calls-to-action around them. You’ll also want to make sure that you have a high number of links appearing above-the-fold of the email.

Is Driving a Revenue Generating Event One of Your Email Goals?

However, if you’re like most businesses, then the goal of your email marketing or newsletter program is ultimately to drive a revenue generating event. If that’s the case, then you’ll need to be concerned with all of the elements discussed in the previous article. After all, you need to get people to open an email in order to get them to click-through an email. And you need to get people to click-through an email in order to get them onto your website where they can enact your revenue generating event. And, of course, you also need to be sure that people stay on your email list so that you continue to have people to market to! Yes, making the end goal of your newsletter or email marketing program a revenue generating event means that you’ll need to take a great deal more into account when designing your email template.

The remainder of this chapter will walk you through all of the key points that you’ll need to know to create an email template that delivers results from the time that you send it until the time that you generate a receipt for your revenue generating transaction!

No matter what email marketing strategy you are taking, the first step to ensure a successful email campaign is to choose a reliable email sending partner. Comm100, who provides this comprehensive email marketing ebook, offers you powerful Email Marketing Software, which is both a great long-term and short-term solution to improving your email marketing program to a new level.

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