E-mail Marketing Its Strategy Research

E-MAIL marketing, which remarkable result has already been verified by the practice, is one of the important methods of the Internet marketing, but the domestic application of E-MAIL marketing is still in very low-grade level and there are still a lot of mistaken ideas in practice.The certain achievement on the study of E-MAIL marketing has been made at present but it has already been centralized in the organization and sending technology of E-MAIL. And the E-MAIL was studied in isolated methods as a kind of tools for communication lacking for knowing the theoretical and practical value of E-MAIL marketing in the whole marketing and function of the enterprises. This makes the E-MAIL marketing not be integrated with the marketing's strategy of the enterprises and the means and skills of marketing not be improved too, moreover this makes E-MAIL marketing not be fined and summed up systematically. In addition , which the present research can't offer valuable support of the understanding and assessment in result of E-MAIL marketing restricts the full play of its value to a great extent and causes the certain misunderstand indeed.Aimed at the problems existing in the research of E-MAIL marketing, the concept, meaning and characteristic of E-MAIL marketing are analyzed and studied starting with the enterprise how to obtain advantage of competition analysis based on the functions of E-MAIL technology and WEB technology. Otherwise, the main pattern, characteristic and implemented tactic of E-MAIL marketing on the basis of the analyzed demonstration are investigated. Based on this, advertising characteristic of E-MAIL is studied .The appraisement in advertising effect of E-MAIL is investigated with several-designed quantitative model and its variational rule is discussed. Moreover the optimally control in advertising effect of E-MAIL is probed further.The innovation of this text is in three respects mainly: first, the intension, characteristic, function and value of E-MAIL marketing are studied from the visualangle of the integrated marketing innovatively. On this basis, systematic, overall study and discussion to the concrete pattern and tactics that enterprises use E-MAIL marketing are carried through and the comparatively systematic concept system of E-MAIL marketing is established. Second, the E-MAIL marketing is integrated into the whole marketing activity of enterprises innovatively and four kinds of pattern that enterprises develop the activity of E-MAIL marketing—expanding type of E-MAIL marketing, alliance type of E-MAIL marketing and leading type of E-MAILmarketing-----are established and combined with the successful case in the practice ofenterprise's marketing are analyzed. Third, the quantitative model in the assessment and control of E-MAIL advertising effect has been constructed and discussed. The model and pertinence tactics about the effect of E-MAIL marketing, which is reasonable in theory and is valuable to the practice of enterprise's E-MAIL marketing, are put forward utilizing the basic principle in the assessment and measure of the traditional advertising effect and combining advanced technological terms that the network offers.The research meaning and value of this text is: There is both innovative research of theory and further real analyses. On one hand this makes the thesis have a greater meaning of theory and offers the foundation and prerequisite for the theoretical research and development of E-MAIL marketing in the future; On the other hand, there is stronger practice value and it will provide the concrete tactics to guide the E-MAIL marketing of enterprises in the future.