電子簡訊帶來豐厚回報(一)

Writing an E-Newsletter that Gets Results
電子簡訊帶來豐厚回報
Here’s a newsflash: sending regular e-newsletters can be a cost-effective way to build relationships with customers and prospects. Just make sure you do not bore or annoy them in the process.
簡報：定期發送行業電子時訊是同顧客和潛在顧客建立關系的經濟有效地方法，但前提是你得確保在這個過程中不會打擾到顧客，或者使他們厭煩。
By Inc Staff |  Jul 30, 2010

E-newsletters allow a business to stay in touch with its customers on a regular basis. They give you the opportunity to establish yourself as a "thought leader" in your area of expertise, be that in designing toys for rare parrots or providing software to keep your personal finances straight. They are also a great way to create viral marketing, because if your customers find the information useful they may forward your e-newsletter to others, thereby helping you grow your customer base.行業電子時訊能幫助你定期地與顧客聯系。在你的專業領域，它能使你有機會成為一個“有見地的領導者"，無論是設計鸚鵡玩具或提供個人理財，樣樣精通。它也可以是病毒式營銷的有效方式，因為假如你的信息對顧客有用，他們會發送給其他人，從而幫助你擴大你的客戶群。

"Done right, they will give you a return far better than any other marketing strategy," says Tamara Gielen, an independent e-mail marketing consultant who has worked for such companies as Cognos, eBay, and OgilvyOne. "But success largely depends on two things: relevance and permission. Sending irrelevant messages to recipients who didn't give you permission to e-mail them will not only hurt your brand, it is also the fastest way to get blacklisted with the major ISPs. The last thing you want is to be perceived as a spammer."塔瑪拉，一個曾為Cognos，易趣，奧美等公司服務過的獨立電子郵件營銷顧問，他認為“只要使用好了，行業電子時訊給你的回報遠比其它任何營銷策略更多�！比欢�其是否成功取決于兩個:關聯性和允許性。假如在沒獲得顧客允許的前提下，還把不相
關的電子郵件發送給他們，那么，你的品牌不但會極大地貶值，甚至會被列入主要互聯網服務供應商的黑名單中。最后你成了一個垃圾郵件發送者。"

So, how do you get permission, and how do you create relevant e-newsletters?
那么該如何獲得顧客許可，如何創建切題的電子簡訊?
The following guide will cover how to get permission by building an opt-in e-mail list, how to create compelling content and attract readers, and how to choose an e-mail newsletter provider
以下的指引將包含如何創建一個許可性電子郵件地址表，如何書寫有誘惑性的內容來吸引讀者，如何選擇電子郵件通訊提供商。

Dig Deeper: E-Mail Marketing Solutions
Get Permission: Build an Opt-In E-mail List
獲得許可：創建許可性電子郵件地址表
The first order of business is to build a quality list of customers -- customers who have given you permission to send them e-mail newsletters. "Collect this information wherever and whenever you are making a connection with a prospective customer," advises Eric Groves, senior vice president of global market development for Constant Contact, an e-mail and online marketing tool provider. If you have a store front, for example, have a sign-up book by the register and ask people to fill it out and include their e-mail address so that you can send them your e-newsletter. "There's been research done that if a local business asks a customer for their contact information, over 60 percent of the time they will give it to you," Groves says.首先要做建造一個顧客質量列表--哪些顧客允許你寄給他電子郵件。Eric Groves是電子郵件和網上營銷工具提供商Constant Contact的全球市場開發的高級副總裁，他建議“無論何時何地，當你在接觸一個潛在客戶時，都必須收集此信息�！迸e個例子，如果你有一個網上商店，就建立一個注冊表格，顧客可在此填入電子郵件地址，這樣你就能與他們電子通訊�！罢{查結果顯示，如果一個本地商家向顧客索要聯系信息，百分之六十以上的顧客會同意。

Collect e-mail addresses from your prospects and customers at a variety occasions, such as the following.
在不同場合向你的顧客或潛在顧客收集電子郵件地址，具體如下。
Promote your e-newsletter prominently on every page of your website and in each transactional or customer-support e-mail, Gielen says.
Gielen認為，在網站頁面上，創立自己的電子簡訊和進入每一個交易網站或者是customer-support電子郵件
Use paid search to drive prospects to your e-newsletter sign-up page.
利用付費搜索來把潛在客戶導向至行業電子時訊注冊頁面。
At trade shows, events, or meetings, ask your customers and prospects to sign up for your e-newsletters.
在展覽，項目，或會議時，說服顧客或潛在顧客報名參加你的行業電子時訊。
Use your business's Facebook page to collect contact information for people who want to sign up, Groves suggests.
利用Facebook收集有行業電子時訊需求的客戶的聯系資料。Groves建議。
Identify third party e-newsletters that target your prospects and customers and investigate how you can work with them to promote your own e-newsletter, says. "Work with third parties to drive their audience to a page where they can sign up to your e-newsletter either by having them send a dedicated message on your behalf (this is often referred to as 'list rental') or you could include a banner in their e-newsletters (often referred to as 'e-mail advertising')."
確定第三方電子簡訊，它和你有同樣的目標客戶和潛在客戶，與它們一起工作你能怎樣審和提升屬于你自己的電子簡訊，Gielen說。“與第三方電子簡訊一起工作來驅動他們的讀者能在一個頁面跟你簽訂合同，他們也可以用你的名義發送一個專門用的信息（這個通常被稱為“出租表”）或者你可以在他們的電子通訊里面包含一條標語（通常被稱為‘電子郵件廣告’）�！�

Give something in return when someone signs up for your e-newsletter, such as a discount, a white paper, or a free report, Gielen says.

當一些人跟你的電子簡訊簽訂合同的時候要給予某些東西作為回報，像打折扣，一份報紙，或者一個免費報道，Gielen說。
    
Use all offline channels you currently have to drive e-newsletter subscriptions, whether they be direct mail, advertising, catalogs, flyers, or feedback forms, Gielen says.
只好利用各種線下途徑來驅動電子簡訊的訂閱，例如他們親自郵寄，廣告，目錄，傳單，或反饋表，Gielen說。

Be careful with rented lists. "Make sure the list owner sends the e-mail on your behalf. If the list provider promises to give you a list of email addresses, walk away. It's not worth the risk of getting blacklisted because the list is old, contains spam traps and lots of bad addresses," Gielen warns. Most email service providers, such as Constant Contact, won't even allow companies to import rented lists into e-mail newsletter products because it would violate terms of service, Groves says.
對租用其它電子郵件地址表要格外小心，Gielen警告說，"要確保地址表擁有者能代表你的利益來發送電子郵件。否則即使地址表提供者承諾給你一列電子郵件地址，那也寧可不要。因為過期的信息技術清單不值得去冒被獲得列入黑名單的險，包含垃圾郵件陷阱和壞地址，從而害得你被列入風險黑名單，那就得不償失了"。大多電子郵件服務提供商，例如Constant Contact，甚至不允許把租用地址表電子引進到其郵件通訊產品中，因為它違反了服務條款，Groves說。

Remember that permission is important, so don't add an e-mail address to your list unless you have the owner's explicit permission to do so.
記住許可的重要性，除非顧客同意，否則不要隨便把他的郵件地址加入到表中。
Gielen advises to use a double opt-in process when you're collecting email addresses in places other than your own website or when the email capture is part of a contest or sweepstakes. "Double opt-in means that you ask people to confirm their subscription before you add them to your list. That way, you can be sure that all the e-mail addresses that end up on your list are correct and the people on your list are truly engaged." she says. "On your own website, your Facebook page and your blog there's usually no need for a double opt-in process." Gielen says. However, she does recommend sending an email that welcomes the news subscribers, tells them what they can expect and how they can unsubscribe."
Gielen建議在你的網頁之外，或者獲取郵件地址是競爭的一部分時，采用雙向確認形式來收集郵件地址�！半p向確認意思就是在把顧客的郵件地址加到表中之前需要取得顧客同意，這樣你就能確保你表中的所有地址都是正確有效的和人們在你的清單上是真實有用的。”“當然在你自己的Facebook或博客上是不需要此動作的。但Gielen推薦還是要給顧客發郵件表示歡迎訂閱，將可獲得的服務內容，以及如何退訂�！�

Dig Deeper: Finding and Using E-Mail Newsletter Templates
Be Relevant: Create Valuable Content
獲得聯系：創建有價值的內容

A successful e-newsletter consistently provides value to the recipient by offering relevant content to the readers. "It's not about you, but sharing what you know," Groves says. "If you do it well, recipients will forward it on to others."
一個成功的電子通訊常常提供使讀者滿意的有價值的相關內容。“這不是關于你的，但分享你知道的，”Groves說。 “如果你可以處理得好這些，收件人會把它轉發給其他人�！�
Keep in mind that your customers may be solicited via e-mail with scores of offers every day. They eventually tune out the "buy from me" pitch. But they're more likely to read something that helps them become more knowledgeable about a subject that interests them. "Different content offering might include how-to guides that help readers get better at what they do, tips on how to get the most out of the product or service that you sell, background articles on topics that your readers find interesting, surveys, contests and sweepstakes, and promotions such as discounts or free shipping," Gielen says.
請記得你的顧客每天都會通過電子郵件提供大量的報價，他們會對最終的買賣不理會。但他們會喜歡讀些有助于讓他們變得更加有見識的感興趣的主題�！安煌�的內容，包括如何引導讀者可以怎樣做得更好，怎樣發揮最大的產品或服務，你的讀者在個人背景里找到感興趣的話題，調查、競賽、賭博和促銷活動，也可以搞折扣或免費送貨的服務，”Gielen說。

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