電子簡訊帶來豐厚回報(二)

本論文在工商管理論文欄目，由論文格式網整理,轉載請注明來源www.donglienglish.cn,更多論文,請點論文格式范文查看
A restaurateur might have the chef send out tips on cooking, such as "What to do if you put too much salt in a recipe," Groves suggests. During the holidays, they might send out a newsletter item on what great wine goes with turkey for Thanksgiving. Meanwhile, a landscaper might write an article about plants that deer won't eat. "That's something people can use," Groves says. "They're going to take that and forward it to their friends and say, 'Check this out.' You're sharing knowledge and getting engagement. They already know what you sell."
一個飯店的廚師會發出一些小貼士，例如“你在菜里放入了太多鹽時，你會做什么，”Groves建議。放假期間，他們可能發出一條通訊項目是很大的酒和火雞過感恩節。同時，一個風景畫可能寫出一個關于鹿不去吃那些植物的。“人們可以利用這些，”Groves說。他們把這個發送給他的朋友們說‘看看這個。’你共享他們的知識和獲得約定。他們早己知道你在銷售什么了。”
How can you figure out what your target audience considers to be relevant content? "One way is by asking them on the sign-up form or via surveys and polls," Gielen says. "Another way is by analyzing their behavior. Which links do they typically click on? What kind of subject lines typically trigger them to open your e-mails?
你是怎樣找出你的讀者瞄準什么樣的切題內容呢？Gielen說“第一種是通過問他們的登錄表格，或者通過調查和民意調查，”二是通過分析他們的行為。他們通常會點擊哪些鏈接？又通常是哪些類型的題目來觸發他們去打開你的電子郵件？

shouldn't be 42 different items. "A simple one-article newsletter is a fantastic tool," he says. In addition to articles, you might add a calendar of events that might interest readers and, perhaps a link to a promotional offer at the bottom. "If you're writing about California Chardonnays, you might say, 'Here is a real special Chardonnay that we just got in.' That's fine if it's all tied together."
他說“一個簡單的one-article電子通訊是一個很奇妙的工具，”不應該有42種不同的名目。除文章之外，你可以添加讀者感興趣的日程表事件，或者可以有一個連接到一個最低的優惠底價。“如果你寫的關于美國加州Chardonnays，你可能說，‘這里的白葡萄酒真的是很特別的，我們剛進來，’如果這是相連的，那很好。”
Design for the Preview Pane
設計預覽窗
Once you have built your list and determined what kind of content your readers value, it's time to develop an effective template for your e-newsletter. The first thing to keep in mind is that most e-mail clients do not display images by default, Gielen says. "The top right two to three inches of your template is what people see in their preview panes, so if your template has mainly images in that area, most readers will not see anything in their preview pane," she says. "Make sure you design your template with this in mind." Think of the preview pane area as a teaser area, and use this area to grab the reader's attention. The information in this area should be compelling enough to make the reader open the e-mail, download the images, and scroll down for more information.
一旦你已建立了你的清單并決定什么樣的內容你的讀者會重視，是時候為你的電子簡訊研發一個有效的模板。要記住的第一件事是大多數的客戶不會通過不顯示的電子郵件展示圖像，Gielen說。“前右二到三英寸的你的模板是人們在他們的預覽窗里能看到什么，當然假如你的模板主要圖像在那個區域，那么大多數的讀者將不會在他們的預覽窗里看任何東西，”她說。“確信你在設計你的模板的時候有牢記著這一點。”認為預覽窗區域作為一個玩笑話的區域，并使用這個區域來抓住讀者的注意力。這個地區的信息應該是引人注目的，足以讓讀者打開電子郵件,下載圖片,向下滾動,以獲取更多信息。

Keep Design Professional
保持專業的設計
Pick a layout that is going to look professional and render well. Groves says that Constant Contact has 400 different e-newsletter templates alone. You don't have to worry about how to create HTML, but you do need to look at the colors, create images, and think about layout so that it renders well. Most e-mail clients have images turned off as a default, so it's not necessarily a good idea to put a big company logo on the top of the image in the preview pane because it won't load, Groves says. Instead, have that logo lower on the page and just write the company name in regular text at the top of the screen. Choose colors that look weak and reflect your brand. Groves recommends two online tools, Color Cop and Color Schemer, which can help you choose colors. "You don't have to be a graphic artist," Groves says. Lastly, leave some white space for your readers so the e-newsletter doesn't look too dense and is easy on the eye.
選擇一個布局，那是要尋找專業和渲染。Groves說那種持續單獨接觸有400各式各樣的電子簡訊模板。你不用太擔心他如何創建HTML，但是你必須去學習審視顏料，創建圖像，和考慮版面設計，以便它渲染得令人滿意。大部分的電子郵件客戶把關掉圖像作為棄權，因此它他一個大公司的專用標志圖像放在預覽窗的最上方不一定是個好的主意，因為它不會裝載，Groves說。相反的，削減這一頁的商標，而是用正規的文字把公司的名稱寫在屏幕的頂端。選擇一個看起來顏色較弱的，可以表達出你們的品牌。Groves在這里推薦兩種聯機的工具，顏色管線和顏色方案，可以幫助你去選擇色彩。“你不必是一位繪畫的能手，”Groves說。在最后，要留下一些空白處給你的讀者，那樣的電子簡訊看起來才不會太密集，也能給人一種很舒服的感覺。

Write a Compelling Subject Line
寫一個激發興趣的主題欄
The subject line (and your sender name) is what convinces someone to open your e-mail, Gielen says. You can ask a question, state a benefit, or add urgency, as long as you don't try to deceive your readers. "You should keep your subject line short," she says. "Most readers see only five to seven words, or 50 to 60 characters, of your subject line, so your most important words should be right in the beginning." Also, make your subject line dynamic. Don't use the same subject line over and over again. Finally, tell, don't sell, what's inside. A subject line that tries to sell something is often perceived by readers as spam, and the chance they will delete your e-mail without opening it is much higher.主題欄（還有你的發送人名字）是確保有些人去打開你的電子郵件，Gielen說。你可以提個問題，陳述一個好處，或者增加緊急事件，只要你不試圖蒙騙你的讀者。她說“你必須令你的題目欄很簡短，”她說。“大部分讀者只看到5到7字，或50到60字符，你的主題欄，所以你應該把最重要的文字正確地放在開始處。”同時使你的題目欄是動態的。不要重復地使用相同的題目欄。最后，告訴，不要賣，里面的東西。一個標題欄設法去出售一些東西，經常覺得被讀者理解為垃圾，他們會刪除你的電子郵件而沒有打開它的機會將會高得多

Choose an E-Mail Service Provider
挑選電子郵件的供應商
Don't use Outlook to send out your e-newsletter. Apart from some very nasty deliverability problems you risk running into, you will not have any reporting for your e-newsletter whatsoever, Gielen says. Without the necessary reporting, how will you know how your e-newsletter performs?
不要把你的電子簡訊用狀態發送出去。除了會遇到一些非常惡劣的問題外，你將不會有任何關于你的電子簡訊的報告，Gielen說。沒有了必要的報告，你又怎么知道你的電子簡訊執行得怎樣呢？
There are a number of very good and affordable e-mail service providers out there, like Aweber, Campaign Monitor, Constant Contact, MailChimp, eROI, iContact and others. "By using an e-mail service provider, you won't have to worry about any of the logistics, you'll know exactly who opened and clicked and even creating a professional looking template will be a piece of cake," Gielen says.
那里有很多的很好的和不太昂貴的電子郵件在提供服務，像Aweber，Campaign Monitor, Constant Contact MailChimp，eROI，iContact還有其他的。“通過使用供應商提供的電子郵件服務，你不必去擔心任何的物流問題，你就會知道，到底誰打開了和點擊甚至建立一個專業模板的樣子將是一個輕松的事。”
Manage Your List
管理好你的名單
Each time you send out your e-newsletter, you'll find e-mail addresses that no longer exist or people that have unsubscribed from your list. It is of the utmost importance that you remove these e-mail addresses from your list before you send out your next e-newsletter, Gielen says. "If you don't, you risk running into legal problems, as well as being blacklisted." Remember the two rules of sending e-mail newsletters: relevance and permission. If a customer revokes their permission, you need to respect that. But, Groves says, next time the customer comes in to your store or makes a purchase, follow up and ask to make sure they didn't unsubscribe from the e-newsletter by accident.
每次當你發出你的電子簡訊后，你會發現電子郵件地址不再存在或者名單從列表上注銷。在你發送出下一個電子簡訊之前，你要從你的名單中移除掉這些電子郵件的地址，這是至關重要的Gielen說。“如果你不這樣做，除了會遇到法律問題外，還會被列入黑名單。”記得發送電子郵件通訊的兩條法規：關聯和許可。如果客戶取消了他們的許可，你必須尊重他們的選擇。但是，Groves說，下次客戶進來貴店購買，要跟蹤和詢問設法確保他們不會偶然地注銷你的電子簡訊。
Additional Resources
附加資源
How to Write Effective E-Mail Newsletters
怎樣撰寫有效的電子郵件通訊
Tips from Web Market Central, a portal for interactive marketing professionals.
網絡市場信息中心,市場營銷專業人士的交流窗口
E-mail Marketer's Club
電子郵件是市場營銷俱樂部
Discuss e-mail marketing trends, issues and tactics with other e-mail marketers.
討論電子郵件的銷售趨向，債券和策略同其他電子郵件的行銷。

首頁上一頁 1 2 下一頁尾頁 2/2/2

相關論文

上一篇：如何有效地建立人際關系網

下一篇：同時發生是一種信號

Tags：電子簡訊帶來豐厚回報

【收藏】【返回頂部】