-调查报告Email营销战略(doc32).docVIP

调查报告：Email营销战略通过对电子邮件营销的重要性、有效性、使用方式等方面进行调查，得出了一些非常有价值的结论： ·邮件列表仍然是最常用的手段；·邮件列表的规模通常很小，70%的邮件列表少于1000人；·邮件列表的主要目的是促销产品和服务、建立社区和沟通；·新闻邮件在建立顾客关系方面非常重要； 本文对网上营销战略研究具有重要的参考价值。 附录：调查报告原文（MarketingMan 编辑） Email Marketing Strategy （1999-11-28） 1.Objectives Email is not only a useful tool for communication on the Internet but also a very important marketing tool on the Internet. · How do web marketers use emails to market their businesses on the Internet? ·How important is such email marketing to web businesses? ·How effective is email marketing in branding, building relationship and selling products or services? · What are the effective email marketing strategies? How to develop your own email marketing strategies? These are the questions currently with no answers. But web marketers are waiting for the answers. This Email Marketing Strategy survey was designed to answer these questions. 2.Survey process As a research project in the web marketing research series: Exploring the Web Business Markets, LinkExchange Daily Digest and WebCMO conducted a survey about email marketing strategy between April and June of 1999. The survey announcement was posted on LinkExchange Daily Digest and WebCMO Journal of Web Marketing Research. There were total of 372 responses to the survey. After removing the duplicates and unqualified observations, there were 346 left in the analysis. 3. Major findings The analysis has generated many interesting results: a. Email mailing lists are popular among web businesses. More than 68% surveyed said their web businesses have at least one email mailing list; b.Most mailing lists are small in numbers. About 70% web marketers said their email mailing lists have less than 1000 subscribers; c. Generating revenue (7%) and branding (7%) are not the primary purposes of maintaining an email mailing list. The top three primary purposes are: promoting products/services (32%), building community (23%) and communication (21%); d.89% of the email mailing lists h