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建立客户忠诚度的电子邮件活动

建立客户忠诚度的电子邮件活动插图

Anyone who has ever been involved in digital marketing campaigns probably has a solid understanding of just how simple – but also how tricky – the whole process can be. And the truth is that, no matter how much you practice, things are going to keep changing!

任何曾经参与过数字营销活动的人都可能对整个过程是多么的简单和复杂有着深刻的理解。事实是,无论你练习多少次,事情都会不断变化!

To add to the inherent challenges of any internet marketing plan – think key performance indicators (KPIs), segmentation, and call to action (CTA) development, to name just a few – there’s so much content out there that it can be hard to get people to even open your emails at all.    

为了给任何网络营销计划增加内在的挑战——想想关键绩效指标(kpi)、细分,以及呼吁行动(CTA)开发等等——网络上有太多的内容,甚至很难让人们打开你的电子邮件。

Rest assured that email remains one of the most straightforward and effective marketing strategies out there. According to WordStream, for business to consumer (B2C) audiences, welcome emails can lead to some 320% greater revenue. And for business to business (B2B) audiences, email is one of the most important information sources.

请放心,电子邮件仍然是最直接和有效的营销策略之一。根据 WordStream,对于企业对消费者(B2C)用户来说,欢迎邮件可以带来320% 的额外收入。对于企业对企业(B2B)的受众来说,电子邮件是最重要的信息来源之一。

But there’s always someone doing something to stand out from the crowd. So how can you achieve this? The key is demonstrating a little ingenuity.

但是总有人在做一些事情来从人群中脱颖而出。那么,如何才能做到这一点呢?关键在于展示一点独创性。

Some ideas for building campaigns that really resonate with your customers and keep them coming back can be found on the WordStream website

你可以在 WordStream 网站上找到一些建立广告活动的方法,这些方法可以让你的客户产生共鸣,并且让他们不断回来

Email Campaign Overview

电子邮件活动概述

Effective email marketing campaigns share a number of basic components:  

有效的电子邮件营销活动有以下几个基本组成部分:

  • Choose an automation tool such as MailChimp or Marketo, and have a clear understanding of how to use it and how it will integrate with your platform 选择一个自动化工具,比如 MailChimp 或 Marketo,并清楚地了解如何使用它以及它将如何与您的平台集成
  • Create a timeline according to your campaign or event   根据你的活动或事件创建一个时间表
  • Develop quality content that fits with your offer and aligns with the sales funnel 开发与你的提议相符的高质量内容,并与销售漏斗保持一致
  • Understand delivery (timing and segmentation) 理解交付(时间和细分)
  • Understand what metrics you will use to measure success 了解你将使用什么指标来衡量成功
  • Follow up appropriately with each segment (nurturing and re-engagement)     适当地跟进每个部分(培养和重新参与)

Common Mistakes

常见错误

Whenever you begin an email campaign or whenever someone signs up to your list, you want to avoid your email looking like spam, at all costs! The recipient must have a clear idea of who you are and what you are doing before they see anything else from you in their inbox.

无论何时你开始一个电子邮件活动或任何时候有人注册你的名单,你要避免你的电子邮件看起来像垃圾邮件,不惜一切代价!收件人必须清楚地知道你是谁,你在做什么,然后才能在他们的收件箱里看到你的其他信息。

To this end, bear these tips in mind in your email campaigns:

为此,在你的电子邮件活动中记住以下建议:

  • Don’t use random or vague subject lines that appear to have nothing to do with your product. 不要使用任意或模糊的主题,这些主题似乎与你的产品毫无关系
  • Don’t use your personal name in connection with the emails unless it is already an established part of your brand 不要在电子邮件中使用你的个人名字,除非它已经成为你品牌的一部分
  • Go into your automation sequence with a clear idea of how you are segmenting. Every so often an email lands in a customer’s inbox and they’re not sure where it came from. It’s clear that they deliberately gave out their email address, but can’t remember where, when, or why. 进入你的自动化程序,清楚地知道你是如何分割的。每隔一段时间,客户的收件箱就会收到一封电子邮件,但他们不确定这封邮件是从哪里发出的。很明显,他们故意泄露了自己的电子邮件地址,但却不记得是在哪里,什么时候,为什么

Characteristics of a Great Email

优秀电子邮件的特点

Have you ever read an article or post that you reacted to and then shared on Facebook? What was it that made you want to share? Probably there was something that triggered an emotional response inside of you.

你有没有读过一篇文章或者帖子,你对它们做出了反应,然后在 Facebook 上分享?是什么让你想要分享?可能有什么东西触发了你内心的情感反应。

建立客户忠诚度的电子邮件活动插图1

Be Human

做人

Emails are no different than other forms of content – you need to make them clever, and they should be personalized and emotion-centered. They should inspire a person to take action, and whatever action that they take shouldn’t involve much extra work.   

电子邮件与其他形式的内容没有什么不同——你需要让它们更聪明,它们应该是个性化的,以情感为中心的。他们应该激励一个人采取行动,无论他们采取什么行动都不应该涉及太多额外的工作。

Less Clutter, More Value

更少的杂乱,更多的价值

The best marketing techniques in any format are deceptively simple and succinct. One way that they prove their value is by respecting a customer’s needs, time, and, in this day and age, attention span! And you always need to be explicit about the unique value that you’re offering to your customers.

任何形式的最好的营销技巧都是看似简单的。他们证明自己价值的方式之一就是尊重顾客的需求、时间,以及在当今时代的注意力广度!而且你总是需要明确你提供给客户的独特价值。

Subject Lines Matter

主题事项

Sometimes we receive something in our inbox that we actually want to open. Do you remember the last time this happened, and why? What was it about the email that really made you want to go to the message and click?

有时候我们会收到一些我们真正想打开的邮件。你还记得上次发生这种事是什么时候,为什么?到底是什么让你想要点击这封邮件呢?

Subject lines in emails function like headlines in blogs – they’re the first clue that people see. So you need to make your point stand out in just a few words!

电子邮件的标题就像博客的标题——它们是人们看到的第一条线索。所以你需要让你的观点在短短的几句话中脱颖而出!

What can you say to get them to open the email? You must speak to something that they need, get them curious, or offer them something unique.

你能说什么让他们打开电子邮件?你必须说出他们需要的东西,让他们好奇,或者给他们一些独特的东西。

Here are some ideas for great subject lines:

这里有一些关于主题的想法:

  • Customize them based on a buyer avatar 根据买家头像定制它们
  • Speak to their expertise   谈谈他们的专业知识
  • Highlight urgency (for example, “Sale ends this Friday!”) 强调紧迫性(例如,“本周五销售结束!”)
  • Ask a question (for example, “Want to increase your sales?”) 问一个问题(例如,“想要增加你的销售吗?”)
  • Make them an offer they can’t refuse (for example, “Want to learn how to earn an easy $200 tomorrow?”) 给他们一个他们无法拒绝的提议(例如,“想学习如何轻松赚到200美元吗?”)

Your Welcome Message

欢迎辞

You’re going to be essentially invading a person’s private space – their inbox. To this end, your initial aim is to spark curiosity, and not annoy the reader.

你实际上是在侵犯一个人的私人空间——他们的收件箱。为此,你最初的目标是激发好奇心,而不是惹恼读者。

You’ll have to demonstrate value or arouse emotions using just the header and description. This isn’t that easy to do – but it’s easier to engage with your audience if you get to know them first. In addition, offering them something free that is of genuine value is a great opportunity to not only get sign-ups but also improve your click-through rates (CTRs).

你必须仅仅使用标题和描述来展示价值或激发情绪。这并不容易做到,但是如果你首先了解你的听众,那么你就更容易与他们交流。此外,向他们提供一些真正有价值的免费服务,不仅可以获得注册,还可以提高点击率。

At the outset, you should let your audience know that you’re not going to be spamming them. Your welcome message should give them an idea of what to expect – that is, how often you will be sending emails and the types of things you will be offering.  

首先,你应该让你的读者知道你不会给他们发垃圾邮件。你的欢迎信息应该让他们知道你期待什么——也就是说,你发送电子邮件的频率和你将提供的东西的类型。

建立客户忠诚度的电子邮件活动插图2

Nail Your CTA

指定你的 CTA

Part of your subject line, email body and CTA should really be directed towards the kind of conversation that your audience is already having, or wants to have (even though they may not know it). Being able to anticipate their exact needs at a given moment is the key challenge in any marketing strategy.

你的部分主题、电子邮件主体和 CTA 应该针对你的听众已经进行或者想要进行的那种对话(即使他们可能不知道)。能够预测他们在特定时刻的确切需求是任何营销策略的关键挑战。

With email, there’s a little more room than with social media, to the extent that your target readers are likely to open one window and be expecting to “read” something rather than just have it pass through their Facebook feed.

电子邮件比社交媒体有更多的空间,以至于你的目标读者可能会打开一个窗口,期望“阅读”某些东西,而不是仅仅通过他们的 Facebook feed。

Your email and CTA should be conversational and as personal as possible, and lead to a clear and direct goal. You want your audience to open the email and get intrigued or excited about something that genuinely adds value to their lives, and then continue on with that conversation on your website or via an offer.  

您的电子邮件和 CTA 应该是对话式的,尽可能的私人化,并导致一个明确和直接的目标。你希望你的读者打开邮件,对那些能真正为他们的生活增添价值的东西产生好奇或兴奋,然后在你的网站上或通过提供继续进行这种对话。

Autoresponders

自动应答器

Autoresponders (or automatic email responses) are gold in terms of time-saving, and can be used to understand segmentation. As you break down the different groups that you are emailing to, you can offer them different types of information and services at different times of the week or month.

自动回复(或自动电子邮件回复)在节省时间方面非常重要,可以用来理解细分。你可以在一周或一个月的不同时间向他们提供不同类型的信息和服务。

They are great for creating a sense of urgency when you’re building a launch sequence to sell a course or other service that is time-sensitive. You can even increase the frequency and highlight discounted prices as you get closer to the date. However, ensure you don’t spam people too much if they’re not used to hearing from you often.

当你正在构建一个启动序列来销售一个时间敏感的课程或其他服务时,它们对于创建一种紧迫感非常有用。你甚至可以增加频率和突出折扣价格,因为你接近日期。然而,如果他们不习惯经常收到你的来信,那么请确保你不会给他们发太多的垃圾邮件。

Autoresponders can also help with segmentation. All this means is that you are dividing your traffic into separate groups based on their preferences and behaviors. So, for instance, you can construct different sets of messages according to those who have signed up for monthly newsletters, weekly newsletters, and product updates.   

自动回复功能也可以帮助分割。所有这些都意味着你正在根据用户的偏好和行为将他们分成不同的小组。因此,例如,您可以根据那些已经注册了每月通讯、每周通讯和产品更新的用户构建不同的消息集合。

Analytics

分析

Email is a great way not only to segment your traffic but also to monitor your analytics to get a sense of customer behavior, no matter what your industry or context. Most email service providers will offer users the opportunity to gather metrics at a range of levels. The core metrics you’ll likely be interested in are CTR, open rate, and unsubscribes. Paying attention to the number of people (and segments) that unsubscribe can give you a lot of insight into where you can improve on your campaign.

电子邮件不仅是分割流量的好方法,也是监控分析数据以了解客户行为的好方法,不管你所在的行业或背景如何。大多数电子邮件服务提供商将为用户提供收集各级指标的机会。您可能感兴趣的核心指标是点击率、打开率和取消订阅。注意退订的人数(和部分)可以让你更好地了解你的广告活动在哪些方面可以改进。

3 Examples of Effective Email Campaign Strategies

有效的电子邮件营销策略三例

Here we’ll give you an overview of what three organizations are doing to improve their CTRs and find truly next-level engagement with their audience.

在这里,我们将向您概述三个组织正在做什么来改进其点击率,并找到真正的下一级别的参与与他们的受众。

Charity: Water

慈善: 水

Charity: Water is a non-profit devoted to bringing clean water to people in need. They set up their automated email campaign to take donors step by step through the process of where their money is actually going and how it is making an impact. Once people see concrete results of what is happening with their donations, they’re more likely to have an emotional connection with the organization.

慈善: 水是一个非营利组织,致力于为有需要的人们提供清洁的水。他们设立了自动化的电子邮件活动,一步一步地带领捐赠者了解他们的资金实际流向何处以及如何产生影响。一旦人们看到他们捐款的具体结果,他们更有可能与组织建立情感联系。

Freelance to Win

自由职业者胜出

Danny Margulies of Freelance to Win makes a living from teaching people how to make money on the freelancing site Upwork. The focus of his email campaigns is clearly value-driven: he knows his audience is looking for new ways to make money independently, so he’s constantly driving home value-added propositions into people’s inboxes.

自由职业者为赢的丹尼 · 马古利斯靠在自由职业网站 Upwork 上教人们如何赚钱为生。他的电子邮件活动的重点显然是价值驱动的: 他知道他的读者正在寻找独立赚钱的新方法,所以他不断地把增值主张推送到人们的收件箱里。

He uses subject lines ranging from “How to make $10,000/hour on Upwork” to “Why we charge too little”. And he composes his content in such a way that it offers valuable information to freelancers, with an invitation to join in on a conversation at the end (but without a hard sell).

他使用的标题从“如何在 Upwork 上每小时赚1万美元”到“为什么我们收费太低”。而且他写作内容的方式能为自由职业者提供有价值的信息,最后邀请他加入谈话(但不强行推销)。

InVision

This is a digital product design platform that sends a weekly email of their best content, but also a contest opportunity to win a shirt with their latest design. They also advertise innovative campaigns and activities like crowdsourcing on their blog.

这是一个数字产品设计平台,每周发送一封电子邮件,宣传他们最好的产品内容,同时也是一个赢得最新设计 t 恤的竞赛机会。他们还在自己的博客上宣传诸如众包之类的创新活动。

They offer a great mix of different types of content, value-motivated engagement, and brand-awareness activities as well, offering readers the opportunity to easily scan the email and choose an item that they most want to engage with.  

它们提供了各种不同类型的内容、以价值为动机的参与,以及品牌意识活动,为读者提供了轻松浏览电子邮件并选择他们最想参与的项目的机会。

Final Thoughts

最后的想法

Email remains a very effective marketing strategy. This is a good thing since it’s fairly simple to implement and maintain, in general – but there’s no single cut-and-dried method that will work in every circumstance. Like with every other element of digital marketing, you’ll have to dig deep to understand what your customers want, need, and value. To this end, your email marketing will end up being a key part of your customer research process as well as a core engagement strategy.

电子邮件仍然是一种非常有效的营销策略。这是一件好事,因为总的来说,它的实现和维护相当简单——但是没有一个固定的方法可以在任何情况下都有效。就像数字营销的其他元素一样,你必须深入挖掘以了解你的客户想要什么、需要什么和价值。为此,你的电子邮件营销最终将成为你客户研究过程的一个关键部分,同时也是一个核心的参与战略。

 

原文链接:https://nownexts.com/email-campaigns-to-build-customer-loyalty.html,转载请注明出处。
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