Facing the 11,11 Shopping Festival master 7 EDM marketing skills to help double e-commerce performance

Welcome To Bulk SMS Master Titel: Facing the 11.11 Shopping Festival, master 7 EDM marketing skills to help double e-commerce performance As the end of the year approaches, it has become a key marketing battle for e-commerce companies. From anniversary celebrations, Halloween, Double Eleven, Black Friday, Christmas to New Year s Eve, a series of holiday activities between major merchants and brands compete fiercely, creating revenue peaks. important moment. As the Facebook bonus subsides, brand membership operations are on the rise, and the proportion of merchants sending email marketing activities to promote festival revenue is increasing year by year. This article will share the integrated application of festivals and e-newsletter marketing activities, and teach you how to boost revenue! 1. The multiplier effect of email paired with "holidays": the effectiveness of marketing activities is doubled The report shows that due to the purchasing motivation and disposable income at the end of the year, there is a continuous improvement trend. The following highlights are

summarized. In the fourth quarter, 20% of e-commerce revenue (17.8 billion) was contributed by email newsletters. Therefore, brands with accumulated memberships will choose to invest a certain proportion of their budget in email marketing to manage old and potential customers. The e-newsletter delivery Bulk SMS Service volume of the top 1,000 online retailers peaked in November and December. As can be seen from this report, in the second half of the year, it increased from the lowest in August to December at the end of the year. In the last November and December, shipping volume increased by 50% compared to the average. If the same trends continue, we can also expect e-newsletter shipments to continue to increase year on year. The e-commerce industry's email mail volume reached its peak in November and December at the end of the year, which was 50% more than the average monthly mail volume. Usage rate of discounts and promotions email-marketing-3-minute-increase-open-click-rate-and-grow-revenue Compared with the average monthly letter volume, the number of letters sent in November and December increased by approximately 50% When "discounts, promotions" appear in an email, nearly 60% of brands will directly tell customers in the

subject line of the email, "I'm going to have a promotion." The basic principle is: assuming that the promotion is attractive to customers, if you have already planned to do so, then write it clearly in the subject of the email so that customers have more opportunities to know about it. email-marketing-3-minute-increase-open-click-rate-and-grow-revenue 59% of merchants will put "promotions and discounts" in the subject of the e-newsletter In terms of discount performance, discounts (for example: 50% off, 20% off) are the main means, but it can be seen that when approaching the peak period, the usage rate of "free shipping, buy one, get one free" has increased significantly. Percent Off: Percent discount (for example: 50% off the second item) Dollar Off: cash discount (for example: get one hundred for every one thousand) Free Shipping: Free shipping Buy One, Get One Off Buy one, get one free email-marketing-3-minute-increase-open-click-rate-and-grow-revenue The "free shipping, buy one, get one free" marketing strategy has a gradually increasing trend in merchant usage 2. Master the key to "Email subject": the main reasons why recipients evaluate whether to open an email or click on it. A research survey shows that 35% of recipients decide whether to open an email based on the subject of the email. The subject of the email represents the first impression. A concise and concise subject allows subscribers to quickly grasp the key information. A good email subject has There are two elements. First, subscribers can know the content of the letter through the subject; second, the subject must be able to induce subscribers to click on your email. which represents the first impression! In addition to the content of the email subject, the length of the subject is also a factor that marketers can control. For the subject field of Gmail web version, it has a maximum length of about 50 full-width characters. The length of the email subject field will be

compressed to the text preview at the end, so when your subject is longer, the preview can be displayed later. The less text there is. If you are having trouble deciding on the subject of the email and don t know which version to send to increase your open rate, it is recommended that you conduct an experimental test (A/B test) on the subject field of the email and send different emails for the same marketing campaign. The main content, length, emoji, etc. of the version are used to find out the main theme writing method that best impresses subscribers to click on the EDM. Extended reading: 7 tips for subject optimization + A/B testing to teach you how to improve your email open rate There are 2 key elements to a good theme 3. Email marketing grasps "consumer psychology": FOMO factors that marketers must learn FOMO (The Fear of Missing out) means that in the era of information explosion, people are always worried about missing "something". Consumers are often unable to resist the words exclusivity, mystery, promise of value and urgency! Smart marketers are good at taking advantage of this kind of consumer psychology to launch promotional activities, and e-newsletter marketers are no exception. They use restrictive and unique words such as "only" and "limited" in e-newsletters to highlight this promotional letter. It is so special that subscribers not only have the idea of buying, but also have the desire to "must buy".

The effect of "limited time limit" is extremely strong An interesting experiment was conducted abroad . The 85,000 email list they owned was divided into a control group and an experimental group. The content of the emails received by the two groups was almost the same. The only difference was that "the experimental group There is an extra line in the email "Only available to the first 1,000 participants". It is this line of text that makes the recipients of the experimental group more willing to click on the link to learn more, and the email click rate is 15.4% higher than that of the control group. ! As a result of the experiment, adding the text "Only available to the first 1,000 participants" in the email subject increased the click-through rate of the email by 15.4%. So, if you want to increase sales, just send a "limited time offer" email? Of course not! If the recipient's inbox is flooded with offers such as "Last sale, 25% off for a limited time, and free shipping today", it is easy for the recipient to become indifferent to such messages. If you want to achieve the 15% effect, you must carefully manage your e-newsletter and establish a trust mechanism with your subscribers! 4. Highlight the special " Email similarity but seek differences": stand out from the crowd and show differences in homogeneous letters The theme of the email is very important. It should be interesting but not out of focus, so that the recipient can find and open your email in the vast sea of letters. Secondly, the discount content should be clearly presented. Discounts, limited editions, limited time, etc. are all indispensable information. You can also add special symbols such as a large PS or emoji at the end of the email to tell the recipient, "Don't hesitate! This There are really only 500 pieces of spring clothes, and they will not be restocked." For example: At this point in time, consumers budgets are relatively abundant Extended reading: If the main theme of the e-newsletter is not eye-catching enough, then you must try emoji! Effectively increase your letter opening rate! 5. Email provides exclusive and irresistible "extra benefits": e-newsletter member-only discounts Most of the discounts are not subject to qualifications, and you can enjoy the discounts even if you are not a member. But if you set that only members who click on the email link can enjoy special offers and strengthen exclusivity, you can greatly increase their

purchase rate and develop a good habit of regularly watching your newsletter. After reading so much, open your calendar now, look for important holidays that are suitable for email marketing to promote discounts, and plan and manage the most special "limited time batch of discounts"! However, consumers will keep their eyes open at this point in comparison. What special service do you have that stands out? What about free shipping, 50% discounts, or other ideas that consumers can t resist? Providing "exclusive e-newsletter member discounts" limited products, personal discount codes, and countdown time-limited elements to accelerate consumers' purchasing motivation (Photo source: citiessocial 6. Email notifications build "brand trust": the goods will arrive within the promised period, and the logistics time can be expected If you are selling goods through the Internet This will be a theme that can be used. If you can deliver the goods within 24 hours, don't forget to remind them via email. It's a simple concept, but your subscribers will appreciate the thoughtful reminder. Although currently most logistics in Taiwan can meet the conditions of delivery within two days, from a consumer's perspective, if you are

willing to guarantee that the goods they purchase can be delivered within that time, they will be more willing to trust you and open a letter. If your shipping time is relatively long, you can also remind them in the email of the last shipping date before the holiday to avoid consumers suffering a negative experience due to the gap in expectations. In addition, it is also a good idea to inform the logistics tracking method in the letter. For example, most purchases before Christmas are usually for gifts, and they are particularly sensitive to shipping and delivery times. Let them know the shipping time after completing checkout and what to do if they don't receive it immediately. 7. Keep emails fresh : To make users read your emails in exploratory mode for a long time, you need to keep changing If you keep sending short subject lines, next time send long subject lines, and vice versa. If your keynote or newsletter content always mentions a promotional offer, such as: 10% OFF, try not to repeat it next time. If your topic always uses the same sentence copy, don t use it again next time. For example, the following two email subject designs have completely different tones: Email-marketing-3-minute-increase-open-click-rate-and-grow-revenue The theme uses words such as "limited edition, sold out" to recall the customer's tone and increase consumption motivation. email-marketing-3-minute-increase-open-click-rate-and-grow-revenue The main theme uses a fairy tale-like "humorous and interesting" tone, which may have different reactions to the effectiveness of the letter opening. Remember: if you want to stand out among the many EDMs, your theme design must be different from your competitors and your own previous style, so as to bring visual freshness. During festivals or seasons, try to make some content breakthroughs that you have never done before. You will find that the results are more effective than expected. Extended reading: 4 ways to increase click-through rates and sales. Small businesses can also win the festival marketing war!

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