The Highest Performing Digital Channel Isn’t New, Often Overlooked
收益好的線上推廣渠道并不是新渠道，只是經(jīng)常被忽視而已浓利。
Continually emerging digital channels present exciting opportunities for marketers. However, despite the array of new channels, the highest performing avenue is often overlooked and not taken into account when you consider how to allocate marketing spend. Of course, I'm talking about email marketing.
線上渠道持續(xù)涌現(xiàn)讓許多營(yíng)銷(xiāo)者頗為激動(dòng)宫仗，盡管有一些列的線上推廣渠道够挂，收益最好的卻往往被忽視，并且當(dāng)你在考慮如何分配你的營(yíng)銷(xiāo)費(fèi)用的時(shí)候藕夫，經(jīng)常也不會(huì)考慮到這個(gè)渠道孽糖，沒(méi)錯(cuò)，我說(shuō)的就是郵件營(yíng)銷(xiāo)毅贮。
In a successfully executed digital strategy, marketers must include this channel or they risk losing a huge potential for conversions. According toeMarketer, 81 percent of online shoppers who receive emails based on previous shopping habits were more likely to make a purchase as a result of targeted email.
成功的線上營(yíng)銷(xiāo)策略办悟，必須涵蓋郵件營(yíng)銷(xiāo)在策略?xún)?nèi)，否則就很有可能會(huì)失去一批高轉(zhuǎn)化用戶(hù)的風(fēng)險(xiǎn)滩褥。根據(jù)eMarketer的研究病蛉，有81的線上購(gòu)物者會(huì)根據(jù)之前的購(gòu)物習(xí)慣來(lái)訂閱郵件，并且愿意瀏覽這些訂閱郵件來(lái)進(jìn)行購(gòu)物瑰煎。
Marketers shouldn’t ignore new digital marketing channels, but the most impactful outcomes derive from simply aligning email and other channels together. That being said, how can brands best connect these channels to make the most of their ad spend?
營(yíng)銷(xiāo)者不應(yīng)該忽視新興的線上營(yíng)銷(xiāo)渠道铺然，但是最有分量的盈利其實(shí)將簡(jiǎn)單的郵件營(yíng)銷(xiāo)跟其他營(yíng)銷(xiāo)方式結(jié)合起來(lái)。這時(shí)候問(wèn)題來(lái)了酒甸，如何更好的進(jìn)行品牌推廣魄健，更多是在于如何將這些渠道推廣方式結(jié)合起來(lái)讓營(yíng)銷(xiāo)費(fèi)用的效益最大化。
Mobile and Tablets are Key
移動(dòng)端是關(guān)鍵點(diǎn)
According to Google Analyticsdata, 50 percent of all online traffic is now coming from smartphones and tablets. Subscribers actively check their email, giving marketers access to their inboxes. At the same time, people are increasingly less tolerant of brands that don’t offer the value they’re looking for, in a personalized way.
根據(jù)谷歌分析數(shù)據(jù)中心表明烘挫，線上的流量50%是來(lái)來(lái)自于手機(jī)和平板電腦（怎么感覺(jué)不像17年的數(shù)據(jù)诀艰，中國(guó)的流量比例可不這樣~）柬甥。訂閱了郵件的用戶(hù)一般都會(huì)經(jīng)常翻看郵箱饮六，這無(wú)形是給了營(yíng)銷(xiāo)者巨大的機(jī)會(huì)。與此同時(shí)苛蒲，消費(fèi)者對(duì)那些無(wú)法進(jìn)行個(gè)性化服務(wù)的品牌也越來(lái)越?jīng)]有耐心卤橄。
It’s no longer enough to make emails responsive and mobile optimized; the entire purchase experience has to be seamless, as consumers move from one device to another, given the majority of consumers immediately delete emails that render incorrectly on their device. A consumer won’t always go through with a purchase on a responsive email campaign, but certainly continually reinforcing security and creating a good user experience will impact those purchase decisions.
僅僅是讓郵件能給消費(fèi)者反饋和能在手機(jī)端查看已經(jīng)是不足夠滿(mǎn)足他們的，整個(gè)瀏覽到購(gòu)買(mǎi)的過(guò)程需要是無(wú)縫對(duì)接的臂外，特別是消費(fèi)者在用一個(gè)端口瀏覽轉(zhuǎn)去另外一個(gè)端口的時(shí)候窟扑，大部分的用戶(hù)可能會(huì)因?yàn)轫?yè)面無(wú)法正確在他們手機(jī)緩沖過(guò)來(lái)就立馬刪除信息了。雖然消費(fèi)者不會(huì)經(jīng)常瀏覽商家的郵件營(yíng)銷(xiāo)活動(dòng)并能產(chǎn)生下單結(jié)果漏健，但是持續(xù)不斷的優(yōu)化用戶(hù)體驗(yàn)和強(qiáng)調(diào)有安全購(gòu)物的環(huán)境嚎货，是能影響消費(fèi)者作出購(gòu)買(mǎi)決定的。
Email Subscribers Are Social
郵件訂閱的用戶(hù)也是社交群體
Email subscribers want special deals and most social followers engage because they want to save money, but email shouldn’t be used purely as a promotional channel. According toQuickSprout, marketers that activelypromote social interaction in emails, and showcase the value of following a brand, trigger deep levels of engagement from consumers. Brand advocacy on social media is a result of email marketers sending relevant content, making the consumers much more likely to share the resonating messages on social.
大部分訂閱郵件的客戶(hù)或者是社交網(wǎng)絡(luò)的追隨者都是希望能通過(guò)這個(gè)渠道來(lái)省錢(qián)蔫浆，但是郵件營(yíng)銷(xiāo)不應(yīng)該僅僅是個(gè)做促銷(xiāo)的傳播渠道殖属。根據(jù)QuickSprout, 部分營(yíng)銷(xiāo)者積極的利用郵件來(lái)進(jìn)行社交互動(dòng)，通過(guò)商品展示品牌價(jià)值瓦盛，能引起消費(fèi)者更深入的參與洗显。在社交媒體上的品牌倡導(dǎo)其實(shí)是郵件營(yíng)銷(xiāo)者傳播相關(guān)營(yíng)銷(xiāo)內(nèi)容的結(jié)果外潜，只有能引起消費(fèi)者共鳴的內(nèi)容才能讓他們?cè)谏缃蝗镞M(jìn)行傳播。
Email Drives Consumer Purchase Behavior -- The Initial Purchase isn’t the End
郵件能促進(jìn)消費(fèi)者的購(gòu)買(mǎi)行為--最開(kāi)始的下單并不是結(jié)束
Consumers subscribe to email offers for various reasons, whether they want discounts or to know when items are on sale. However, according to astudyby MyBuys and the e-tailing group, 41% of consumers say that they buy more from retailers that send them personalized emails. It’s tempting to believe the buyer’s journey ends when a prospect becomes a customer, but the reality is brands need to continue delivering value after consumers purchase -- helping turn customers into brand loyalists.
消費(fèi)者訂閱郵件其實(shí)出于很多原因挠唆，如他們是想獲得折扣处窥，或者是知道目前熱賣(mài)商品是哪些。盡管如此玄组，根據(jù)My Buys和e-tailing的研究表明滔驾，消費(fèi)者會(huì)從那些發(fā)個(gè)性化營(yíng)銷(xiāo)郵件的商家中購(gòu)買(mǎi)更多的產(chǎn)品。非常有理由相信俄讹，下單的買(mǎi)家購(gòu)物路徑就在讓觀望的用戶(hù)最后變成下單的消費(fèi)者就戛然而止了嵌灰，但事實(shí)上一個(gè)品牌需要不斷為消費(fèi)者提供有價(jià)值的內(nèi)容來(lái)刺激下一輪消費(fèi)，從而讓用戶(hù)成為品牌忠實(shí)者颅悉。
Brands need to understand the reach and effectiveness of email is contingent on marketers’ ability to increase relevance and personalization for each consumer segment. While demographic differences affect many preferences, all consumers expect a personalized, integrated, cross-channel experience, and have high expectations for how their data is used in emails. Marketers must continue to collect and organize data, generate holistic customer and segment views, implement automation and personalize where possible in order to drive continued response.
品牌的負(fù)責(zé)人需要明白的是沽瞭，郵件營(yíng)銷(xiāo)能通過(guò)根據(jù)不同消費(fèi)者群體特性，增加關(guān)聯(lián)和個(gè)性化服務(wù)從而有效接觸消費(fèi)者剩瓶。雖然人們之間差異較大會(huì)影響他們對(duì)很多事物的偏好驹溃，但是所有的消費(fèi)者對(duì)個(gè)性化，綜合性的交叉渠道體驗(yàn)有非常高的要求延曙，并且對(duì)他們的信息將如何在郵件營(yíng)銷(xiāo)中進(jìn)行運(yùn)用有非常大的期待豌鹤。營(yíng)銷(xiāo)者需要不斷收集和優(yōu)化信息來(lái)獲取得消費(fèi)者更全面的用戶(hù)畫(huà)像，從而才能將自動(dòng)化和個(gè)性化的內(nèi)容信息推送給消費(fèi)者枝缔，并以此實(shí)現(xiàn)不斷刺激用戶(hù)反饋布疙。
Despite the recent explosion of marketing techniques that leverage newer channels, studies continue to suggest email remains king. Email marketing is growing to be even more accepted by consumers, therefore updating and improving email marketing strategy needs to be a focus for all forward-looking digital marketers. Millennials and Gen Y are desirable and strong audiences for email marketing, but now more than ever, the experience needs to cater to what they want, how they want it, and where they want it.
盡管目前營(yíng)銷(xiāo)渠道不斷涌現(xiàn)，如何運(yùn)用好這些新渠道愿卸，并持續(xù)研究郵件營(yíng)銷(xiāo)則是關(guān)鍵灵临。消費(fèi)者逐漸接受郵件營(yíng)銷(xiāo)，因此所有的線上營(yíng)銷(xiāo)者都應(yīng)該專(zhuān)注于趴荸，不斷更新改進(jìn)郵件營(yíng)銷(xiāo)的策略跟手段儒溉。90后甚至00后是郵件營(yíng)銷(xiāo)的理想用戶(hù)，堅(jiān)實(shí)粉絲发钝，盡管如此顿涣，整個(gè)體驗(yàn)還是需要不斷改進(jìn)來(lái)迎合他們的需求，去了解他們想要什么酝豪，如何獲取并且在什么場(chǎng)合涛碑。
