7個電郵推廣(EDM)的小技巧 7 tips for email marketing (EDM)

Q: 在Facebook / IG / Carousell 都能銷售的年代，電郵行銷還重要嗎？When Facebook / IG / Carousell can sales directly, is email marketing still important?

根據外國行銷網頁 Hubspot 針對電郵行銷的統計數字，以下是一些值得你留意的數據：

According to the statistics of Hubspot, a foreign marketing website for email marketing, the following are some data worthy of your attention:

99% 消費者每天都會檢查電郵

59% 消費者認為行銷電郵會影響他們的購買意慾

80% B2C 商家認為電郵行銷有助提升客戶回購

93% B2B 行銷人原會透過電郵發送內容

超過 59% 行銷人員表示電郵是他們最大的 ROI (投資回報率) 來源

99% of consumers check email every day

59% of consumers believe that marketing emails will affect their purchase intentions

80% of B2C merchants believe that email marketing helps increase customer buybacks

93% of B2B marketers would send content via email

Over 59% of marketers say that email is their biggest source of ROI

A: 所以答案是: 還有一定的宣傳價值

A: So the answer is: There is a certain amount of Promotional Value

為何EDM會有這麼大影響力？簡單來說，是因為EDM能與消費者建立聯繫

Why is EDM so influential? In short, EDM can connect with consumers

以下是7個電郵推廣(EDM)的小技巧

Here are 7 tips for email marketing (EDM)

1. 加強個人化 Strengthen Personalization

在這個事事講求個人化的年代，消費者都希望被視為具有個性的獨立個體，而不願被當作面目糢糊的普羅大眾。因此，沒有針對特定客戶群的推廣郵件效用不大。現在的EDM都會鎖定目標受眾(TA)，市場推廣策劃者利用更精細的消費者數據追蹤技術，因應個別客戶的喜好和品味來設定電郵內容。

In this era when everything is personal, consumers want to be treated as independent individuals, rather than being treated as a general public. Therefore, promotional emails aimed at a specific customer group are important. The current EDM will set the target audience (TA). Marketing planners use more sophisticated consumer data tracking technology to set the email content according to the preferences and tastes of individual customers.

2. 增強相關性 Increase Relevance

有些EDM專門針對客戶在網站上的活動而設，例如向長期客戶發出的電郵、針對未完成的網上交易而發出的提醒電郵，以及感謝客戶最近購物的電郵，這些都是根據客戶的興趣和行為而設定EDM的內容。由此可見，EDM正在以數碼形式重現了隨著互聯網的興起而沒落的個人化客戶服務，並受到消費者所喜愛。

Some EDMs are specifically designed for customers’ activities on the website, such as emails sent to long-term customers, reminder emails for uncompleted online transactions, and emails thanking customers for their recent purchases. These are based on customer interests and The content of EDM is set by behavior. It can be seen that EDM is recreating the personalized customer service that has declined with the rise of the Internet in digital form, and is loved by consumers.

3. 讓人留下深刻印象的內容 Impressive content

以前，EDM通常都是直接將印刷速銷郵件複製出來，內容都是一些陳腔濫調的宣傳語句。現在的EDM已擺脫以往公式化的設計和語調，發展出一套獨有的品牌內容，就像向個人而非向消費者進行對話。

In the past, EDM usually copied printed fast-selling emails directly, and the content was clichéd propaganda statements. Now EDM has got rid of the formulaic design and tone of the past, and has developed a set of unique brand content, which is like a dialogue with individuals rather than consumers.

4. 適用於手機的電郵 Email title for mobile

你知道51％的電子郵件都是在手機上打開的嗎？

想要吸引受眾打開你的EDM，請盡量使用簡潔易明的電郵主題，令讀者想了解更多。以下是一些建議： Did you know that 51% of emails are opened on mobile? To attract the audience to open your EDM, please try to use a simple and easy-to-understand email subject to make readers want to know more. Here are some suggestions:

1. 使用數字或表情符號 Use numbers or emojis e.g smiley emoji 😃

2. 個性化 Personalized e.g 🎄 for Pinata Ecard

3. 有創意 Creative

Pinata 的 edm 可以簡潔的在手機上查閱 Pinata's edm can be viewed concisely on mobile

5. 掌握發送電郵的頻率 Master the frequency of sending emails

我們都知道，不停發送EDM可能會激怒受眾，令他們對你的品牌感到煩厭。數據顯示，46％的訂戶將一些推廣電子郵件標記為垃圾郵件甚至取消訂閱。若發送的電子郵件太少，您的目標受眾怕逐漸忘記你的品牌。所以，要好好掌握發送電郵的頻率。

We all know that sending EDM constantly can irritate the audience and make them annoyed by your brand. Data shows that 46% of subscribers mark some promotional emails as spam or even unsubscribe. If you send too few emails, your target audience is afraid of gradually forgetting your brand. Therefore, we must master the frequency of sending emails.

怕客戶對過量的電郵感到煩厭，選擇節日發送輕輕一個問候就最適合不過了=)

說不定讓過份忙錄的客戶想起節日的溫暖

Afraid customers bored with excessive e-mails. It is best to choose a holiday to send a greeting =)

Maybe it reminds overly busy customers of the warmth of the holiday

6. 內容盡量簡短 Keep the content as short as possible

太冗長的電郵可能會減低受眾的閱讀意欲，你可能會認為，太短就不能把信息詳細地傳達給受眾，所以，要好好控制內容的長度。當然，如果您想知道電子郵件長短的表現，你可以進行A / B測試。 Emails that are too long may reduce the audience’s desire to read. You may think that too short an email will not convey the information to the audience in detail. Therefore, you must control the length of the content. Of course, if you want to know the performance of email length, you can perform A/B test.

7. 設計A / B測試電子郵件 Design A/B test email

定期採用A/B測試是改善電子郵件成效的方法之一。測試的次數越多，就會發現其實有特定的模式，就能夠可以有效地改善EDM策略。但是，在進行A / B測試時，請不要投放太多個人主觀因素，因為對於電子郵件營銷中的成效，往往不是你預期中的結果。因此，應該要分析數據而不是靠猜測或直覺。

Regular use of A/B testing is one way to improve email effectiveness. The more tests you have, the more you will discover that there are actually specific patterns that can effectively improve the EDM strategy. However, when conducting A/B testing, please do not put too many personal subjective factors, because the effectiveness of email marketing is often not what you expected. Therefore, data should be analyzed rather than guessing or intuition.

本文取材及改篇自網路文章，如原作者認為部份侵權請來信告知，定必修改或刪除 This article is brainstorm and modified from an online articles. If the original authors believe part of that is infringing, please email us and it will be re-edit or deleted

PS: 23 Nov 2020

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