The complete process of an email marketing promotion

6 steps:

1. Planning

Purpose - Is it to verify the business model, obtain seed users, communicate with users to obtain feedback, recall user active websites (such as Zhihu roundtable) or push new content (suitable for long conversion cycles to make users feel that you are reliable)

Promotion topic —What content should be promoted? Note that it must be vertical, single, precise, and professional, and can be expanded appropriately.

Target group —college students or white-collar workers?

What effect is achieved - what are the target reach, open rate, click rate, and purchase rate?

2. Content production (how to write copy, email content, how to make a landing page, what template to use, how to set conversion points)

3. Collect email addresses (you can exchange content for email addresses, register for subscriptions for email addresses, and check for leaks)

4. Send email (do the test and set the push time)

5. Recover data (open rate, click rate, GA can be used to monitor the link of the landing page to obtain the session duration, number of pages browsed, customer distribution area, etc. of this EDM promotion)

6. Analysis and optimization - Using the idea of ​​A/B testing, modify the title, email content (change pictures, change order, modify promotion intensity), conversion points, etc. Note that only one variable is modified each time, and the rest of the content remains unchanged.

Core elements:

The content, users and positioning must be accurate.

Scattered points:

1. How to write a title

Content (who you are) + Results (what you are good at)

As a result, we should pay attention to different usage scenarios, use greed and fear, and use data to speak.

For example: Zhihu seed users summarized their practical experience and used Zhihu promotion to obtain a total of 10w+ effective traffic

2. How to write the content:

Closely follow the title, vertically professional, and appropriately expand to allow customers to leave the web page as soon as possible, leading to the conversion page

Take the above title as an example:

You are talking about Zhihu, so WeChat cannot appear in the content, but it can be expanded appropriately (you can expand the content related to Zhihu promotion and eventually circle back to the Zhihu promotion theme), and finally set a conversion point to lure customers to leave your webpage instead of staying on your website and doing too many actions

3. Setting of conversion points

Prominent and in line with user habits (blue underline means clickable)

Get users into the conversion path as quickly as possible (click to see more offers)

The conversion point should be clear and have predictable results (the customer will be very angry if they click to view the offer and the registration page pops up)

4. Optimization techniques

A. Any business model can utilize A/B testing. We are not artists, and promotion is not an artistic job. There may be artistic elements, but it is more of a science. The core of science is experiment, and experiments lead to scientific results.
B. It is meaningful to optimize on the basis of maintaining accuracy (it must be accurate at the beginning)
Pay attention to the cost-effectiveness of optimization (if optimizing the title can only improve it by 0.5% after one day, then optimize other goals) and keep optimizing.
5. Promotion strategies in three development stages <br /> Initial promotion/verification of new products: manual delivery (collecting seed users, verifying business model), subscription emails Mid- to long-term promotion: use email subscriptions in conjunction with WeChat. Emails carry more content than WeChat public accounts, and the form and content are freer and can complement each other. (audio, video, games.)
Post-promotion: Use the email server to recall users and activate the website

6. Monitoring methods and tools

A. Backend provided by email providers (only rough open rate and click rate) - mailchilp-

B. If it is a Tencent company list, you can put the GA monitoring code in the website (set up the campaign, generate the code and mix it into the email, and only monitor the click rate)
C. Third party + GA (can monitor click rate and open rate).

Author: moving keep

Source: Zhihu