E-Mail Marketing Strategy Of Foreign Trade E-Commerce

< p > < strong > the difference between overseas ISP and domestic ISP is less than /strong > /p >

< p > because many overseas ISP (overseas mail service providers, mainly referring to Hotmail, Gmail, Yahoo) will intercept the mail sent by the server without fixed IP, and the overseas platform has a significant advantage over the domestic platform in sending speed and sending effect, so at present, the B2C traders of the foreign trade have chosen the mail marketing service providers with fixed overseas IP addresses.

Webpower China provides a fixed overseas server IP address, which helps enterprises reduce the spam interception rate and reduce the damage to the reputation of the mail brand.

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< p > in addition, because overseas ISP is more stringent in spam, blacklist, complaint reporting rules, and sending data requirements, if there are too many complaints, it will be closed to the platform. Therefore, improving the mail delivery rate is a very concerned issue of B2C foreign trade providers.

To deliver the mail smoothly to overseas users, webpower China offers 3 suggestions.

The first is to ensure the validity of user data. This is the key, and whether data is active subscription data will directly affect the quality of subsequent mail delivery. Second, it is to record and handle overseas ISP. Third, in mail design, we should avoid spam keywords and words that are easy to send foreign spam filters.

To achieve the above three points, enterprises will send mail to overseas users more smoothly.

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< p > webpower China takes Hotmail mailbox as an example. If the volume of complaints increases suddenly or accumulatively, there may be a risk warning. Hotmail's risk hint is not appealing at present. If the sender's address score is poor, it will be shielded.

If this is the case, it is suggested to change the address of the sender to try, and to reduce the possibility of shielding the mail by adding the connection of the company address and privacy statement at the bottom of the mail to improve the delivery effect.

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< p > < strong > foreign trade B2C, the importance of e-mail marketing data management, < /strong > /p >

< p > at present, most of the foreign trade B2C electric providers who do well in China mostly enter the industry earlier. After building their own brand websites, they began to carry out email marketing initially by accumulating the existing user data from eBay. However, with the increasing number of new user data, these foreign trade B2C providers began to appear short boards in data management.

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< p > foreign trade B2C business data management problems are mainly reflected in 3 aspects: 1) the overall data quality is not high, resulting in sending overseas mail hard bullet, soft bomb and low opening rate.

2) not updating the data in time, affecting the delivery rate of the mail.

3) there is no subdivision of data. Blind mail delivery not only increases the cost of sending, but also fails to achieve the best mail marketing results.

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< p > How do overseas B2C providers manage the user data? There are 3 steps: first, cleaning the existing user data.

Clear erroneous data, duplicate data, and blacklist data.

Second, update and sort out the data.

For example, we can update the data through the data management plug-in and trigger of webpower's mail marketing platform dmdelivery in China.

Then, we divide the data into management.

If data is classified according to user's natural attributes, activity level and maturity, it is necessary to establish a unified user eID data identity. EID digital identity helps enterprises to understand the overall picture of users, and makes targeted a href= "http://pop.sjfzxm.com/popimg/xm/index.aspx" > precision marketing < /a >.

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< p > < strong > foreign trade B2C's "power" mail marketing strategy < /strong > /p >

P B2C mail marketing opportunities and challenges coexist. On the one hand, overseas users have basically formed a habit of reading mail in a fixed way, which helps brands to establish contacts with users.

On the other hand, the differences between overseas users in cultural customs and aesthetic preferences also raise higher requirements for B2C mail marketing of foreign trade.

So, what strategies should specific foreign trade B2C suppliers pay attention to in email marketing? Here's an example of Dealextreme, lightinthebox, everybuying, Chinavasion and other famous foreign trade B2C business operators.

< p > < strong > 1. licensed mail marketing: mail subscription entry and subscription form design < /strong > < /p >

< p > overseas users are generally more likely to accept the way of licensed mail marketing. Therefore, for foreign trade B2C providers, it is very important to provide overseas users with eye-catching mail subscriptions and to design convenient and fast registration and mail subscription pages for users.

In particular, we should pay attention to the value of subscribing to subscribers before and after subscribing to mail, and provide mail subscription drivers (discounts, concessions, gifts, etc.).

In addition, the user preferences should be provided in the mail subscription page, such as the products concerned, the type of mail to be received, the frequency of sending, etc., from the beginning of the user registration, they have the awareness of collecting user preferences information.

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< p > generally speaking, the optimization of mail subscription page is mainly divided into two parts.

First, in the design of mail subscription page, the design of subscription form should be concise and fit the actual website style.

Second, the content of subscription pages should not be more than 7.

In addition, it is best to add the "last mailing" function in the subscription form so that users can access all the previous mail.

However, the specific best practices still need foreign trade B2C to conduct tests and questionnaires on location, color and other mail subscriptions form.

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< p > < strong > 2. entry ceremony for new users: preferential promotion and shopping guidance < /strong > < /p >

< p > foreign trade B2C electric providers usually send confirmation subscriptions, welcome mail and other types of mail after successful subscriptions.

From the perspective of user experience, it is a good practice to provide new users with website shopping and operation guides and guides.

At the same time, don't forget that in the confirmation email, it is a good choice to introduce the popular products, Coupon and other promotional elements appropriately.

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< p > < strong > 3. mail delivery time: the best time in the morning is < /strong > < /p >.

< p > generally speaking, the time for mail to arrive overseas is best before the morning of the morning. According to the analysis of overseas users, overseas users usually have higher probability of opening mail in the morning hours, which is related to their working habits.

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< p > < strong > 4. mail content design: attaching importance to added value and user sharing < /strong > < /p >

The keywords appearing in < p > mail headlines can trigger users' interests or hobbies. For foreign trade B2C providers, we should combine user preferences, discount promotions, hot products, hot events, and mail history behavior records to make comprehensive analysis, or to group users and send personalized mail headers to different groups of users.

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< p > in the content of the mail, most of them are < a href= "http://www.91se91.com/news/index_c.asp" > trade B2C < /a > the electricity supplier follows the traditional marketing mail planning idea.

But there are also some changes in content.

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< p > < strong > 1) provide additional value information < /strong > /p >

< p > Chinavasion provides 50 other websites that can be sold for goods except eBay.

Is it very beautiful for users to sell products purchased from Chinavasion on these websites? Or to provide some news and application knowledge that is closely related to products and users, which is increasing the knowledge and usefulness of marketing mail from time to time.

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< p > < strong > 2) mail exclusive specials, customer reviews and pleasure shopping experience sharing < /strong > /p >

< p > lightinthebox has recently added small scale Gif design to mail frequently. However, the biggest bright spot of its mail is email only (mail user exclusive price / product), customers' drying list and shopping pleasure comments, limited time Coupon (Manli minus). In addition, the addition of these elements effectively improves users' enthusiasm for clicking mail and browsing products.

In addition, everbuying calls on users to "share their favorite products, have the opportunity to get free" activities, or increase user interaction and conversion rate.

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< p > because of the wide range of overseas countries, there are differences between the different regions of the "a href=" http://www.91se91.com/news/index_cj.asp "mail marketing" /a "environment, so there is no general best practice method. In general, it is only possible to get the user's geographic segmentation, natural attributes, historical behavior, preferences and other information, establish the complete eID digital identity of the users, analyze and grasp the user's panorama, and cooperate with the test and questionnaire survey to get the real intention of the users, so as to truly find the most suitable personalized email marketing strategy for your overseas users.

We must not neglect the small increase in mail opening rate and click rate. A small promotion may bring about a substantial increase in ROI.

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