谷歌数字营销课程：怎么样获取用户并运营（6）
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">邮件营销列表构建策略</span></strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">邮件营销的成功很大程度上取决于接收者——<span style="color: black;">无</span>邮件列表，你的邮件无处<span style="color: black;">达到</span>。以下是<span style="color: black;">创立</span>邮件列表的有效策略：</span></p><span style="color: black;">潜在客户<span style="color: black;">研发</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">收集潜在客户的电子邮件<span style="color: black;">位置</span>是邮件营销的核心。每当你获取一个邮件<span style="color: black;">位置</span>，你就在创造一个可能转化为<span style="color: black;">营销</span>的机会。</span></p><span style="color: black;">策略概览</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">网站提示</span>：在网站上设置提示，鼓励<span style="color: black;">拜访</span>者<span style="color: black;">供给</span><span style="color: black;">她们</span>的电子邮件<span style="color: black;">位置</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">展示<span style="color: black;">宣传</span></span>：利用谷歌展示网络或其他平台如Creatio、SEMrush、Taboola展示图形<span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">社交<span style="color: black;">媒介</span><span style="color: black;">宣传</span></span>：例如Facebook的潜在客户<span style="color: black;">宣传</span>，<span style="color: black;">经过</span>社交<span style="color: black;">媒介</span>平台推广。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">举荐</span>和直接邮件营销</span>：鼓励现有客户<span style="color: black;">举荐</span>新订阅者。</span></p><span style="color: black;">无成本策略</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在网站上创建提示是一种无需额外成本的策略。<span style="color: black;">供给</span><span style="color: black;">报答</span>，如折扣码或免费内容，<span style="color: black;">能够</span><span style="color: black;">增多</span>用户的参与度。</span></p><span style="color: black;">展示<span style="color: black;">宣传</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">展示<span style="color: black;">宣传</span><span style="color: black;">经过</span>视觉吸引用户，并引导<span style="color: black;">她们</span>填写电子邮件<span style="color: black;">位置</span>。虽然这需要成本，但<span style="color: black;">能够</span>有效地<span style="color: black;">创立</span>邮件列表。</span></p><span style="color: black;">社交<span style="color: black;">媒介</span><span style="color: black;">宣传</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">社交<span style="color: black;">媒介</span><span style="color: black;">宣传</span><span style="color: black;">经过</span>特定平台的<span style="color: black;">宣传</span>格式，如Facebook的潜在客户<span style="color: black;">宣传</span>，直接在社交<span style="color: black;">媒介</span>上收集用户信息。</span></p><span style="color: black;">搜索引擎营销（SEM）</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">利用SEM<span style="color: black;">加强</span>网站在搜索引擎中的可见性，并<span style="color: black;">经过</span><span style="color: black;">宣传</span>中的激励<span style="color: black;">办法</span>吸引用户订阅。</span></p><span style="color: black;"><span style="color: black;">举荐</span>和转发</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">依靠客户<span style="color: black;">举荐</span>和转发来<span style="color: black;">增多</span>邮件列表，<span style="color: black;">同期</span><span style="color: black;">供给</span>激励<span style="color: black;">办法</span>以<span style="color: black;">增多</span>参与度。</span></p><span style="color: black;">处理个人身份信息（PII）</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在处理PII时，<span style="color: black;">保证</span>以<span style="color: black;">创立</span>信任的方式<span style="color: black;">运用</span>信息，并遵守<span style="color: black;">关联</span>法律和立法。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">用户细分</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我觉得细分<span style="color: black;">亦</span>是要<span style="color: black;">按照</span><span style="color: black;">机构</span>的<span style="color: black;">状况</span>来看的，这个细分的指标有<span style="color: black;">无</span><span style="color: black;">道理</span>。当然，有能力的<span style="color: black;">状况</span>下，细分越细，后续的工作越方便开展。但<span style="color: black;">倘若</span><span style="color: black;">要求</span>不<span style="color: black;">准许</span>，那就抓取最需要的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在邮件营销中，细分邮件列表是<span style="color: black;">提高</span>效果的关键。就像你不会邀请不愿参加派对的人<span style="color: black;">同样</span>，你<span style="color: black;">亦</span>应该只向对你的邮件内容感兴趣的人发送邮件。</span></p><span style="color: black;">细分的好处</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">细分邮件列表<span style="color: black;">寓意</span>着<span style="color: black;">按照</span>兴趣、地点或购买历史等标准，将订阅者分为更小的群体。<span style="color: black;">这般</span>做<span style="color: black;">能够</span>让<span style="color: black;">机构</span>向订阅者<span style="color: black;">供给</span>最<span style="color: black;">关联</span>的内容，从而<span style="color: black;">加强</span>邮件的吸引力和<span style="color: black;">营销</span>转化率。</span></p><span style="color: black;">细分的标准</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">地理细分</span>：<span style="color: black;">按照</span>地点、气候、语言等<span style="color: black;">理学</span>位置信息来划分。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">心理特征</span>：基于客户的生活方式、价值观和兴趣。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">人口统计数据</span>：<span style="color: black;">包含</span>年龄、性别、收入和家庭<span style="color: black;">情况</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">行径</span>数据</span>：<span style="color: black;">触及</span>客户的购买习惯、网站互动等。</span></p><span style="color: black;">细分实践</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">地理细分</span>：例如，为特定国家<span style="color: black;">供给</span>本地化的促销信息。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">心理特征细分</span>：如<span style="color: black;">按照</span><span style="color: black;">膳食</span>偏好向<span style="color: black;">区别</span>生活方式的订阅者发送定制内容。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">人口统计数据细分</span>：<span style="color: black;">例如</span>针对特定年龄段的订阅者推广<span style="color: black;">关联</span>活动。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">行径</span>数据细分</span>：<span style="color: black;">按照</span>客户的网站<span style="color: black;">行径</span>和购买历史来定制邮件内容。</span></p><span style="color: black;">细分的实例</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你在亚洲的服装<span style="color: black;">机构</span>工作，可能会<span style="color: black;">按照</span>气候<span style="color: black;">要求</span>细分邮件，以适应<span style="color: black;">区别</span>地区的<span style="color: black;">需要</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在健康保健<span style="color: black;">机构</span>，你可能会<span style="color: black;">按照</span>订阅者的运动偏好（如骑<span style="color: black;">自动</span>车或跑步）来发送<span style="color: black;">关联</span>内容。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">旅行<span style="color: black;">机构</span>可能会<span style="color: black;">按照</span>家庭<span style="color: black;">情况</span>或年龄段来推广特定的度假套餐。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在工具上，谷歌<span style="color: black;">举荐</span>了<span style="color: black;">Constant Contact，且为上这门课的人<span style="color: black;">供给</span>了60天免费试用。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Watch this video from Constant Contact to learn more:<span style="color: black;"> Tutorial: Differences Between Lists, Tags, and Segments</span>. Once you understand how lists, segments, and tags work in Constant Contact, you can start segmenting.</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Next, create an account. You can sign up for the <strong style="color: blue;">free trial using </strong><span style="color: black;"><strong style="color: blue;">this link</strong></span>. Or if you already know you’re going to use Constant Contact over a long period of time, you can sign up as a paid customer.</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其他电邮营销自动化工具：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">HubSpot、Mailchimp和Salesforce</span></p><span style="color: black;">工具特点</span><span style="color: black;"><span style="color: black;">HubSpot</span>：以其功能强大的免费版本和个性化功能而广受欢迎，支持A/B测试，<span style="color: black;">帮忙</span><span style="color: black;">认识</span>客户的电子邮件偏好。</span><span style="color: black;"><span style="color: black;">Mailchimp</span>：用户友好的界面和丰富的电子邮件模板，<span style="color: black;">供给</span>预构建的自动化旅程，简化营销流程。</span><span style="color: black;"><span style="color: black;">Salesforce Marketing Cloud</span>：以其高级定制能力和强大的平台功能，在行业中<span style="color: black;">处在</span>领先地位。</span><span style="color: black;">工具<span style="color: black;">优良</span></span><span style="color: black;">HubSpot的高定制性和直观的测试功能，为电子邮件营销<span style="color: black;">供给</span>了深度洞察。</span><span style="color: black;">Mailchimp的自动化工具<span style="color: black;">经过</span>可定制的工作流程，适应<span style="color: black;">各样</span>营销场景。</span><span style="color: black;">Salesforce的高级功能和界面定制，为<span style="color: black;">繁杂</span><span style="color: black;">需要</span><span style="color: black;">供给</span><span style="color: black;">处理</span><span style="color: black;">方法</span>。</span><span style="color: black;">HubSpot Email Marketing Guide</span><span style="color: black;">HubSpot: how to create an email marketing campaign</span><span style="color: black;">ailchimp: Create a regular email campaign</span><span style="color: black;">Mailchimp: Creative Assistant</span><span style="color: black;"><span style="color: black;">另外</span>，email发出后就<span style="color: black;">不可</span>更改了。<span style="color: black;">因此</span>请事先好好<span style="color: black;">检测</span>，<span style="color: black;">尽可能</span>不要<span style="color: black;">显现</span>错误。</span><span style="color: black;">当营销邮件<span style="color: black;">显现</span>失误时，一封精心撰写的后续邮件<span style="color: black;">常常</span>足以纠正问题。<span style="color: black;">意见</span>在营销自动化工具中预设道歉模板，以便快速响应。当然，<span style="color: black;">按照</span><span style="color: black;">详细</span><span style="color: black;">状况</span>进行个性化<span style="color: black;">调节</span>是必要的。</span><span style="color: black;">例如，<span style="color: black;">倘若</span>您错误地<span style="color: black;">通告</span>客户某<span style="color: black;">制品</span>打折而<span style="color: black;">实质</span>上已售罄，且促销活动早已结束，这将损害您的信誉。在这种<span style="color: black;">状况</span>下，您的道歉邮件应承认错误，向订阅者致歉，并<span style="color: black;">供给</span><span style="color: black;">赔偿</span><span style="color: black;">办法</span>。您<span style="color: black;">能够</span><span style="color: black;">这般</span>写："<span style="color: black;">咱们</span>犯了个错误，对此<span style="color: black;">咱们</span>深感抱歉。<span style="color: black;">咱们</span>错误地<span style="color: black;">通告</span>了您某<span style="color: black;">制品</span>的折扣信息，但该<span style="color: black;">制品</span>已缺货，且促销活动已结束。<span style="color: black;">做为</span><span style="color: black;">赔偿</span>，<span style="color: black;">咱们</span>今天为您<span style="color: black;">供给</span>全店10%的折扣。" 您的订阅者可能会<span style="color: black;">因此呢</span><span style="color: black;">谅解</span>您的失误，并感激您<span style="color: black;">供给</span>的<span style="color: black;">赔偿</span>。</span><span style="color: black;">避免拼写和个性化错误</span><span style="color: black;">错别字是电子邮件营销中<span style="color: black;">平常</span>的错误，尤其是在个性化标签中<span style="color: black;">显现</span>时，可能会严重损害您的信誉。例如，一个拼写错误的个性化标签，如"Malcolm"被错误地写成"括号<span style="color: black;">第1</span>，<span style="color: black;">重点</span>括号"，会大大降低邮件的专业性。为了避免这类错误，<span style="color: black;">运用</span>在线拼写<span style="color: black;">检测</span>工具，如Grammarly，进行自动化<span style="color: black;">检测</span>，并多次校对以<span style="color: black;">保证</span>邮件质量。发送测试邮件给自己，<span style="color: black;">保证</span>所有个性化标签的拼写无误。</span><span style="color: black;">避免邮件被标记为垃圾邮件</span><span style="color: black;">自动化邮件有时可能被错误地<span style="color: black;">归类</span>到垃圾邮件文件夹。这可能是<span style="color: black;">由于</span>您未遵守反垃圾邮件法规，或邮件内容看起来像是垃圾邮件。<span style="color: black;">太多</span>或过大的<span style="color: black;">照片</span>可能<span style="color: black;">引起</span>邮件被标记。<span style="color: black;">重视</span>这一点，并在发送前进行测试，<span style="color: black;">保证</span>邮件内容符合规范，避免被错误<span style="color: black;">归类</span>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/UWwNUneFFSO8r3728Q0k0dw2Bd1Ccgzj8iaDS8iaTYl69KPKYSGmRWGu0s99SOUiaRicRfv4KWibibUa4ibtT9WXrAAQw/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
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