谷歌数字营销课程：e-mail营销该怎么做（4）
<span style="color: black;"><span style="color: black;">根据</span>用户心理的<span style="color: black;">区别</span>，<span style="color: black;">咱们</span><span style="color: black;">能够</span>把电子邮件分为：</span><span style="color: black;"><strong style="color: blue;">❤acquisition emails（获取用户）</strong>；（<span style="color: black;">能够</span>结合用户运营的模型，拉新-促活-留存-转化-复购，跟下面的邮件方式是有一一对应的）。</span><span style="color: black;"><strong style="color: blue;">❤welcome （欢迎用户）emails</strong></span><span style="color: black;"><strong style="color: blue;">❤<span style="color: black;">平常</span>发布的邮件：</strong><span style="color: black;">思虑</span>用户、转化用户、<span style="color: black;">复购用户都会<span style="color: black;">触及</span></span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">❤促销邮件：</span></strong><span style="color: black;">转化</span></span><span style="color: black;"><strong style="color: blue;">❤<span style="color: black;">Retention e-mail ：</span></strong><span style="color: black;">留存</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1、acquisition emails</span></strong></span><span style="color: black;">用户是不<span style="color: black;">晓得</span>自己品牌的，<span style="color: black;">因此</span>需要吸引用户的<span style="color: black;">重视</span>力</span><span style="color: black;"><span style="color: black;">供给</span>教程或指南：例如，一家社交媒<span style="color: black;">身体</span>容编辑<span style="color: black;">机构</span><span style="color: black;">经过</span><span style="color: black;">供给</span><span style="color: black;">怎样</span>制作吸引人的社交<span style="color: black;">媒介</span>视频的教程，立即给予潜在客户新的价值。</span><span style="color: black;"><span style="color: black;">运用</span>季节性和<span style="color: black;">心情</span>化的主题：<span style="color: black;">经过</span><span style="color: black;">详细</span>细节展示<span style="color: black;">怎样</span>利用这些元素来创建更具吸引力的内容。</span><span style="color: black;">双关语和活泼的语言：如<span style="color: black;">运用</span>“Spring into action with video”<span style="color: black;">这般</span>的双关语，既指季节的更新，<span style="color: black;">亦</span>鼓励快速行动。</span><span style="color: black;">互动性：一家<span style="color: black;">打扮</span>品<span style="color: black;">机构</span><span style="color: black;">经过</span>互动电子邮件邀请客户<span style="color: black;">按照</span>自己的护肤<span style="color: black;">需要</span>匹配<span style="color: black;">制品</span>，<span style="color: black;">供给</span>个性化的体验。</span><span style="color: black;">清晰的号召性用语：在邮件中<span style="color: black;">运用</span>清晰的CTA（Call To Action），如页面顶部的折扣横幅和<span style="color: black;">每一个</span><span style="color: black;">制品</span>下方的“立即购买”按钮。</span><span style="color: black;">主题行的创意：“<span style="color: black;">咱们</span>被问到的最多的问题”<span style="color: black;">做为</span>主题行，激发好奇心，<span style="color: black;">促进</span>收件人打开邮件。</span><span style="color: black;"><strong style="color: blue;">2、welcome emails</strong></span><span style="color: black;"><span style="color: black;">欢迎电子邮件是您与新客户或订阅者的初次接触。就像您在家中迎接客人或在工作场所主持会议<span style="color: black;">同样</span>，您<span style="color: black;">期盼</span>给<span style="color: black;">她们</span>留下良好的<span style="color: black;">第1</span>印象。在电子邮件营销中，这<span style="color: black;">一样</span>重要。</span><span style="color: black;">（客人来了，让<span style="color: black;">她们</span>在舒服的沙发上坐着，并且拿出<span style="color: black;">果蔬</span>和饮料请客人喝）</span><span style="color: black;">。</span></span><span style="color: black;">营销漏斗中的<span style="color: black;">思虑</span><span style="color: black;">周期</span></span><span style="color: black;">欢迎电子邮件<span style="color: black;">位置于</span>营销漏斗的<span style="color: black;">思虑</span><span style="color: black;">周期</span>。此时，用户<span style="color: black;">已然</span><span style="color: black;">选取</span>订阅您的营销邮件，<span style="color: black;">显示</span><span style="color: black;">她们</span>对您的业务感兴趣并<span style="color: black;">期盼</span><span style="color: black;">认识</span><span style="color: black;">更加多</span>信息。</span><span style="color: black;"><span style="color: black;">机构</span><span style="color: black;">一般</span>会发送欢迎电子邮件来：</span><span style="color: black;">感谢首次订阅者或购买<span style="color: black;">制品</span>的客户。</span><span style="color: black;">鼓励下载应用程序后首次<span style="color: black;">运用</span>。</span><span style="color: black;"><span style="color: black;">经过</span><span style="color: black;">包括</span>折扣码来鼓励购买。</span><span style="color: black;"><span style="color: black;"><strong style="color: blue;">3、<span style="color: black;">平常</span>发布的邮件</strong></span></span><span style="color: black;">您<span style="color: black;">机构</span><span style="color: black;">是不是</span>有重大<span style="color: black;">资讯</span>。您<span style="color: black;">是不是</span>推出了新的<span style="color: black;">制品</span>或服务？您<span style="color: black;">机构</span><span style="color: black;">是不是</span>有新的更新，您的订阅者会想<span style="color: black;">晓得</span>？</span><span style="color: black;">这些事情，客户关心的是什么？用什么样的方式呈现<span style="color: black;">显现</span>才好？</span><h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">ubject line</span></h3><span style="color: black;">A <strong style="color: blue;">subject line</strong>is the first text recipients see after your name when an email reaches their inbox.The subject line is your subscribers’ first impression of the email, so it’s important to make it compelling.</span><span style="color: black;">When you write your subject line:</span><span style="color: black;"><strong style="color: blue;">Keep it brief.</strong>Your subject line should be about 6-10 words total. If it’s too long, it may be cut off from being viewed entirely by your subscribers.</span><span style="color: black;"><strong style="color: blue;">Pique readers’ curiosity. </strong>Write a subject line that makes readers interested in the content of your email. If you’re sending emails to a list of people who added items to their cart but abandoned it at some point during the checkout process, you might include a subject line like: “These items are too good to leave in your cart.”</span><span style="color: black;"><strong style="color: blue;">If you’re offering something, be clear about it. </strong>Whether it’s an experience, a new piece of information, a discount, or something else, make sure subscribers know there is a benefit to opening your email.</span><span style="color: black;"><strong style="color: blue;">Consider personalizing it</strong>. If you use an email marketing tool, you will have the capability to personalize emails by using first names. This is a great way for subscribers to feel like you’re talking to them specifically. Depending on which tool you use, the way you do this will be a little bit different, so read up on your specific tool.</span><span style="color: black;">When writing your body:</span><span style="color: black;"><strong style="color: blue;">Maintain a second person perspective. </strong>This means you will always want to write your emails as though you are speaking to your subscribers. You want the email to seem personal and specifically crafted for your readers. Second person—also referred to as “you” language—helps create a sense that the writer is talking directly to you, the reader. This makes readers feel engaged and involved. A phrase like “Here’s a discount for you,” is more powerful than “Here’s a discount for our readers.”</span><span style="color: black;"><strong style="color: blue;">When possible, break up blocks of text with white space.</strong>You don’t want your email to seem overwhelming to the reader, so be brief and include visual breaks in between your text.</span><span style="color: black;"><strong style="color: blue;">Include a compelling call to action.</strong>Your readers are more likely to do what you ask of them if you ask them clearly. If you want them to buy an item, encourage them to do exactly that. Sometimes, emails will have several calls to action—especially in newsletters, where several products, services, or links are likely being shared.</span><span style="color: black;">4<span style="color: black;"><strong style="color: blue;">、促销邮件</strong></span></span><span style="color: black;">应该集中在促销本身，而不是<span style="color: black;">制品</span>特性或细节。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">5、留存邮件</span></strong></span><span style="color: black;">留存电子邮件是维系客户关系的关键。它们应该<span style="color: black;">包括</span>以下要素：</span><span style="color: black;"><span style="color: black;">个性化</span>：<span style="color: black;">认识</span>并<span style="color: black;">按照</span>客户的特性定制邮件内容。</span><span style="color: black;"><span style="color: black;"><span style="color: black;">知道</span>的行动号召</span>：直接告诉客户你<span style="color: black;">期盼</span><span style="color: black;">她们</span>采取的下一步行动。</span><span style="color: black;"><span style="color: black;">富有同情心和邀请性的语言</span>：让客户感到被<span style="color: black;">注重</span>和欢迎。</span>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">个性化的实践</span></h3><span style="color: black;">个性化<span style="color: black;">寓意</span>着利用客户信息来定制邮件内容。电子邮件营销工具<span style="color: black;">一般</span><span style="color: black;">准许</span>您：</span><span style="color: black;"><span style="color: black;">细分邮件列表</span>：<span style="color: black;">按照</span>客户的特定标识符，如兴趣或购买历史，来<span style="color: black;">归类</span>您的订阅者。</span><span style="color: black;"><span style="color: black;"><span style="color: black;">运用</span>客户的名字</span>：在邮件和主题行中个性化<span style="color: black;">叫作</span>呼，让邮件更亲切。</span><span style="color: black;"><span style="color: black;">发送跟进邮件</span>：<span style="color: black;">供给</span><span style="color: black;">运用</span><span style="color: black;">制品</span>提示，展现您对客户<span style="color: black;">需要</span>的关注。</span>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><span style="color: black;">知道</span>的行动号召</span></h3><span style="color: black;">在邮件中<span style="color: black;">知道</span>您的<span style="color: black;">需求</span>，无论是：</span><span style="color: black;">提供折扣码以鼓励再次购买。</span><span style="color: black;"><span style="color: black;">通告</span>客户新推出的忠诚度计划并邀请<span style="color: black;">她们</span>注册。</span><span style="color: black;"><span style="color: black;">经过</span>询问<span style="color: black;">她们</span>的体验来展示您对反馈的<span style="color: black;">注重</span>。</span>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">同情心和邀请性的语言</span></h3><span style="color: black;"><span style="color: black;">运用</span>体贴的语言，如“<span style="color: black;">咱们</span>做得怎么样，你的体验<span style="color: black;">怎样</span>？”来<span style="color: black;">显示</span>您<span style="color: black;">注重</span>客户的意见。<span style="color: black;">同期</span>，<span style="color: black;">保证</span>：</span><span style="color: black;">收集反馈：<span style="color: black;">例如</span>询问客户对购物体验的评分。</span><span style="color: black;">表达感激：<span style="color: black;">运用</span>“<span style="color: black;">咱们</span>感激不尽”等短语来展示您对客户的感激之情。</span>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">留存电子邮件的实例</span></h3><span style="color: black;">一个优秀的留存电子邮件案例来自一家度假租赁网站：</span><span style="color: black;"><span style="color: black;">个性化</span>：为每位客户创建个性化的亮点，并引导<span style="color: black;">她们</span>点击查看。</span><span style="color: black;"><span style="color: black;">行动号召</span>：<span style="color: black;">经过</span>“获取你的主人亮点”按钮，鼓励客户参与。</span><span style="color: black;"><span style="color: black;">邀请性语言</span>：<span style="color: black;">运用</span>感激和邀请性的语言，展示企业对客户的珍视。</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/UWwNUneFFSO8r3728Q0k0dw2Bd1CcgzjaaETfWr7ZT9aT0NtYyCSMVtfqOiaHgb25w7Via397Fa9k1qPiafXRoYkw/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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