| Accompanied by the rise of the Internet and the prosperity of e-commerce andonline shopping in China, the importance of E-mail marketing in Internet marketinghas become increasingly prominent. E-mail marketing has reached the state of largeruser scale, professional marketing service providers and improved consumerawareness. E-mail marketing has become a popular and normal marketing strategy inChina e-commerce.Multiple problems are found in E-mail marketing process through the analysis ofE-mail marketing applications. User experience in E-mail marketing should beimproved, especially in B2C e-commerce. Email marketing effect is greatly reducedbecause of neglecting customer relationship maintenance, high frequency of E-mailsending, poor-correlated E-mail subjects, and lack of interaction.In order to make E-mail marketing to play its due performance, E-mailmarketing process must be optimized. First of all, E-mail marketers should thoroughlyunderstand user information, and then perform deep user segmentation. Uponunderstanding users, marketers make E-mail sending plan with high correlation.Frequency of E-mails should be determined scientifically, sending appropriate numberof mails according to different user groups. A/B Test can be used to meet theindividualized needs of users. Triggering E-mail use and enhancing customerrelationship maintenance are ways to maximize the satisfaction of the user, and toachieve "high efficiency, low cost" marketing goals.In the long run, mining the domestic E-mail marketing potentials and exploringnew forms of E-mail marketing conformed to the consumption habits of ChineseInternet users will play a decisive role on the long-term development of Chinaelectronic commerce industry. The use of these methods to solve problems willgreatly improve the efficiency and effect of E-mail marketing. Problem solution inB2C E-mail marketing will promote the development of E-mail marketing in all typesof electronic commerce. |
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