9、数字营销(定稿).pptVIP

?1998-2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 32 Permission Email Marketing: De?nition ? 授权式电子邮件营销定义 Permission email marketing requires the company or organization to get the customer’s permission to send email messages. 授权式电子邮件营销要求公司或组织要事先获得顾客 的授权，才能向他们发送电子邮件信息。 Direct Marketing Association 33 Why Is Permission Important To Email? 为何授权对于电子邮件很重要？ Permission = Recognition = Trust 授权=认可=信任 ?? Consumers say privacy is their main concern with the Internet 消费者认为在互联网世界，隐私是他们最关心的 ?? Spam has created suspicion, caused harm, and made consumers defensive 垃圾邮件引起了消费者的疑虑，带来了伤害，使消费者变得 草木皆兵 Permission Example ? 授权案例 1.? Clear Benefits Statement 明确的说明好处 2.? Not asking for too much information 不要求填写过多信息 3.? Allows consumer to choose 允许消费者选择 4.? Consumer must check boxes to indicate they agree 消费者需打钩表示他们同意接收邮件 ?2010 Smith Browning Direct, Inc. All Rights Reserved. ?1998-2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 35 Email Guidelines 电子邮件营销指南 ?? Keys to effective email 决定有效电子邮件有效性的关键因素 –? Segmentation of audience 细分受众 –? Targeting of offer to appropriate audiences 诱因要针对合适的受众 –? Personalization of message to individual interests and needs 提供针对个人兴趣和需求的个性化信息 Direct Marketing Association 36 1 ?? Acquisition 客户获取 2 3 4 ?? New Customer Thank You 感谢新客户 ?? Relationship Growth Cross-sell and Upsell 增进关系（即实现交 叉销售和向上销售） ?? Retention Loyalty - Reward or Defection Prevention Communications （客户保留和客户忠诚度培养（奖励或与之沟 通、防止客户流失） Think ?1to1?Personal, not?Mass ? 考虑一对一，而非大众 Create appropriate email programs for different audience member lifecycle stage ?? 为不同受众生命周期阶段设计合适的电邮活动 ?1998-2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 37 Than