spread email+marketing+tips+sc+2011 mar-tc
DESCRIPTION
TRANSCRIPT
Email Marketing Tips電郵推廣教程
1Why email marketing為何需要電郵推廣2How to comply with anti-spam law如何應對反垃圾郵件法例3Why Outlook failed as email marketing tool為何 Outlook不可作為電郵推廣工具4How to get your emails to inbox如何使您的郵件傳遞至收件箱5How to grow your email list如何發展您的電郵名單6How to increase open rate如何提高開啟率7How to increase sales amp conversions如何增加銷售及成交
ReasonableSpreadcom
About Reasonable Software 思齊軟件 The founder authored and published the first Reasonable software NoClone in 2003 2003年創始人編寫併發布了第一款思齊軟件mdashmdash無雙
2006 Jan Spread was released Up till 2010 14 Hong Kong people received emails sent by Spread
2006年 1月 Spread 面市直至 2010 13的香港人收到過來自 Spread的電郵
2
About Reasonable Software 思齊軟件
3
About Reasonable Software 思齊軟件 Achievements業績
Until now more than 32700000 email addresses worldwide is managed by Spread users 至今全球有超過 32700000的電郵地址由 Spread的用戶管理操作 Up till 2010 13 Hong Kong people received emails sent by Spread 直至 2010年 13的香港人收到過來自 Spread的電郵 Hong Kong Science amp Technology Parks ldquoIncuTech Programmerdquo graduate company ldquo rdquo香港科技園 科技培育計划 畢業公司 Microsoft Certified Partner since 2006 自 2006年開始成為微軟認證伙伴 Co-operated with City University of Hong Kong for Reasonable Anti-phishing Software 與香港城市大學合作開發思齊防釣魚軟件
4
0 Email usage 2010 USHK
5
HKUS
Soruce Hitwise
0 Email usage 2010 China China
6Soruce Hitwise
1 Why email marketing 為何需要電郵推廣
Email Marketing Is Cost-Effective 電郵推廣具有成本效益 Low budget fit SME 平均成本 低預算 適合中小型企業
7
网上搜索 电邮 黄页 横幅广告 直接邮寄广告
Advantages of Email Marketing電郵推廣的好處
Cost Comparison between Mail Print amp Email 印刷電郵的成本比較 Comparison of Costs for 12 newsletters per year for 10000
members 成本比較 10000個會員每年 12封電子報
Direct ldquoSnailrdquo Mail
1048707
Design (設計費用 )
$40000
Postage (郵費 )
$168000
Printing (印刷費 )
$140000
Handling (手續費 )
$28000
Total (共計 ) $376000
In HK$
以港幣 $計
Direct Email
1048707Reasonable Spread
思齊 Spread
Annual fee (年費 )
$5760
Design (設計費 )
$8000
Total (共計 ) $13760
In HK$
以港幣 $計
8
直接傳統信件 直接電郵
Advantages of Email Marketing電郵推廣的好處 適合任何類型的生意 idealfor all types of businesses
多過一半互聯網使用者每天寄發郵件 Over half of Internet users check or send e-mail on a typical day
針對性高 well targeted
高投資回報 high ROI
實時發 送 send in real time (generate sales in 48 hours) 主動推廣 mdashmdash向受眾主動推廣而非被動等待客戶瀏覽網絡廣告 push the message to its audience vs website-based advertising which relies on a customer to visit that website
可追蹤 mdashmdash可量度 通過自動回復系統網絡爬蟲彈回信息取消訂閱要求已讀回執點擊鏈接等追蹤用戶計算開啟率肯定或否定回答并使市場營銷與業務相輔相成 track users viaauto respondersweb bugsbounce messages unsubscribe requestsread receiptsclick-throughs etc measureopen rates positive or negative responses and to correlate sales with marketing
重復業務mdashmdash低成本自動重復業務 repeat business affordably and automatically
9
Advantages of Email Marketing电邮推广的好处 mdashmdash订阅 接触到海量电邮用户且他们已同意接收他们有兴趣的主题邮件
Subscribe -- reach substantial numbers of e-mail subscribers who have opted in (ie consented) to receive e-mail communications on subjects of interest to them
mdashmdash互动 特定的信息互动能带动( 1)其它信息的自动传递或( 2)其它事件的发生如收件人的个人档案更新意味着其对某种产品类别的兴趣
Interaction -- Specific types of interaction with messages can trigger (1) other messages to be delivered automatically or (2) other events such as updating the profile of the recipient to indicate a specific interest category
无纸环保 paper-free (ie green)
10
New Customers Vs Old Customers新老顾客对比
11
Acquisition cost 购买成本
Intermarket GroupBarnesandnoblecom spends $42 to sign up a new customer compared to Amazoncoms $2760Pricelines $3230 and Beyondcoms $2930
Intermarket Group為使一名新會員注冊 Amazoncom花費了 $2760 Priceline和Beyondcom分別為$3230和 $2930而Bamesandnoblecom則花費了 $42
httpwwwentrepreneurcomtradejournalsarticle56068802html
Low profit margin in eBay and search engines ndash Google Yahoo due to competition
競爭因素導致 eBay和 Google Yahoo等搜索引擎上的低利潤率
Advertising cost廣告成本bullMagazine ads HK$3K-8K Full Pagebull雜志廣告港幣 $3-8千 版bullSearch marketing US$001 ndash 31bull搜索引擎營銷美元 $001-31bullEmail list rental HK$1-2emailbull電郵地址租賃港幣 $1-2封
Max CPC Avg CPC Top Paying Keywords
9687
3110adverse credit remortgage
5431 2934 att call conference
6086 2851 angeles drug los rehab
10130 2823 att go
6147
2803accident car florida lawyer
9048 2711 at t wireless
4018 2619 anti spam appliance
9312 2617 adverse remortgage
5370 2598 att conference
10126 2584 at and t
14100 2329 american singles
10269 2303 att prepaid wireless
6909 2274 at and t cell phones
5388 2224 anti spam lotus notes
3925
2180anti spam exchange server
13302 2120 att wireless com
7076
2080angeles criminal defense los
4131 2064 action class lawsuit vioxx
4761 2028 attorney law lemon
3222 1997 auto insurance quotes
6152
1968administration lease software
5256 1903 accident lawyer michigan
10772 1885 acid reflux disease diet
5100 1843 affiliate per click
11073 1819 att prepaid
Sign up free trial httpReasonableSpreadhk
搜尋器結果多比較電郵里可控制價格信息 搜尋器結果多比較產品服務價錢受壓
12
搜尋器結果多比較電郵里可控制價格信息 在你的電郵不容比較或是你可控制價格信息
13
14
2 How to comply with anti-spam law
如何應對反垃圾郵件法例
2 遵從《非應邀電子訊息條例》 Compliance with the UEMO
《非應邀電子訊息條 例》 2007年 12月 22日生效 The Unsolicited Electronic Messages Ordinance (ldquothe UEMOrdquo)
came into force as of December 22 2007 郵件內需要有清晰及准確的發件人資料 Provide clear and accurate sender information in the message 取消訂閱及拒收電郵登記冊 Provide an unsubscribe facility and an unsubscribe facility statement in the message 不可用軟件在互聯網搜集電子地址 Prohibited using of unscrupulous techniques to expand the reach of commercial electronic messages 使用 Spread發件人數據會自動加載在電郵里 With Spread Sender information added automatically in email campaigns
15
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
About Reasonable Software 思齊軟件 The founder authored and published the first Reasonable software NoClone in 2003 2003年創始人編寫併發布了第一款思齊軟件mdashmdash無雙
2006 Jan Spread was released Up till 2010 14 Hong Kong people received emails sent by Spread
2006年 1月 Spread 面市直至 2010 13的香港人收到過來自 Spread的電郵
2
About Reasonable Software 思齊軟件
3
About Reasonable Software 思齊軟件 Achievements業績
Until now more than 32700000 email addresses worldwide is managed by Spread users 至今全球有超過 32700000的電郵地址由 Spread的用戶管理操作 Up till 2010 13 Hong Kong people received emails sent by Spread 直至 2010年 13的香港人收到過來自 Spread的電郵 Hong Kong Science amp Technology Parks ldquoIncuTech Programmerdquo graduate company ldquo rdquo香港科技園 科技培育計划 畢業公司 Microsoft Certified Partner since 2006 自 2006年開始成為微軟認證伙伴 Co-operated with City University of Hong Kong for Reasonable Anti-phishing Software 與香港城市大學合作開發思齊防釣魚軟件
4
0 Email usage 2010 USHK
5
HKUS
Soruce Hitwise
0 Email usage 2010 China China
6Soruce Hitwise
1 Why email marketing 為何需要電郵推廣
Email Marketing Is Cost-Effective 電郵推廣具有成本效益 Low budget fit SME 平均成本 低預算 適合中小型企業
7
网上搜索 电邮 黄页 横幅广告 直接邮寄广告
Advantages of Email Marketing電郵推廣的好處
Cost Comparison between Mail Print amp Email 印刷電郵的成本比較 Comparison of Costs for 12 newsletters per year for 10000
members 成本比較 10000個會員每年 12封電子報
Direct ldquoSnailrdquo Mail
1048707
Design (設計費用 )
$40000
Postage (郵費 )
$168000
Printing (印刷費 )
$140000
Handling (手續費 )
$28000
Total (共計 ) $376000
In HK$
以港幣 $計
Direct Email
1048707Reasonable Spread
思齊 Spread
Annual fee (年費 )
$5760
Design (設計費 )
$8000
Total (共計 ) $13760
In HK$
以港幣 $計
8
直接傳統信件 直接電郵
Advantages of Email Marketing電郵推廣的好處 適合任何類型的生意 idealfor all types of businesses
多過一半互聯網使用者每天寄發郵件 Over half of Internet users check or send e-mail on a typical day
針對性高 well targeted
高投資回報 high ROI
實時發 送 send in real time (generate sales in 48 hours) 主動推廣 mdashmdash向受眾主動推廣而非被動等待客戶瀏覽網絡廣告 push the message to its audience vs website-based advertising which relies on a customer to visit that website
可追蹤 mdashmdash可量度 通過自動回復系統網絡爬蟲彈回信息取消訂閱要求已讀回執點擊鏈接等追蹤用戶計算開啟率肯定或否定回答并使市場營銷與業務相輔相成 track users viaauto respondersweb bugsbounce messages unsubscribe requestsread receiptsclick-throughs etc measureopen rates positive or negative responses and to correlate sales with marketing
重復業務mdashmdash低成本自動重復業務 repeat business affordably and automatically
9
Advantages of Email Marketing电邮推广的好处 mdashmdash订阅 接触到海量电邮用户且他们已同意接收他们有兴趣的主题邮件
Subscribe -- reach substantial numbers of e-mail subscribers who have opted in (ie consented) to receive e-mail communications on subjects of interest to them
mdashmdash互动 特定的信息互动能带动( 1)其它信息的自动传递或( 2)其它事件的发生如收件人的个人档案更新意味着其对某种产品类别的兴趣
Interaction -- Specific types of interaction with messages can trigger (1) other messages to be delivered automatically or (2) other events such as updating the profile of the recipient to indicate a specific interest category
无纸环保 paper-free (ie green)
10
New Customers Vs Old Customers新老顾客对比
11
Acquisition cost 购买成本
Intermarket GroupBarnesandnoblecom spends $42 to sign up a new customer compared to Amazoncoms $2760Pricelines $3230 and Beyondcoms $2930
Intermarket Group為使一名新會員注冊 Amazoncom花費了 $2760 Priceline和Beyondcom分別為$3230和 $2930而Bamesandnoblecom則花費了 $42
httpwwwentrepreneurcomtradejournalsarticle56068802html
Low profit margin in eBay and search engines ndash Google Yahoo due to competition
競爭因素導致 eBay和 Google Yahoo等搜索引擎上的低利潤率
Advertising cost廣告成本bullMagazine ads HK$3K-8K Full Pagebull雜志廣告港幣 $3-8千 版bullSearch marketing US$001 ndash 31bull搜索引擎營銷美元 $001-31bullEmail list rental HK$1-2emailbull電郵地址租賃港幣 $1-2封
Max CPC Avg CPC Top Paying Keywords
9687
3110adverse credit remortgage
5431 2934 att call conference
6086 2851 angeles drug los rehab
10130 2823 att go
6147
2803accident car florida lawyer
9048 2711 at t wireless
4018 2619 anti spam appliance
9312 2617 adverse remortgage
5370 2598 att conference
10126 2584 at and t
14100 2329 american singles
10269 2303 att prepaid wireless
6909 2274 at and t cell phones
5388 2224 anti spam lotus notes
3925
2180anti spam exchange server
13302 2120 att wireless com
7076
2080angeles criminal defense los
4131 2064 action class lawsuit vioxx
4761 2028 attorney law lemon
3222 1997 auto insurance quotes
6152
1968administration lease software
5256 1903 accident lawyer michigan
10772 1885 acid reflux disease diet
5100 1843 affiliate per click
11073 1819 att prepaid
Sign up free trial httpReasonableSpreadhk
搜尋器結果多比較電郵里可控制價格信息 搜尋器結果多比較產品服務價錢受壓
12
搜尋器結果多比較電郵里可控制價格信息 在你的電郵不容比較或是你可控制價格信息
13
14
2 How to comply with anti-spam law
如何應對反垃圾郵件法例
2 遵從《非應邀電子訊息條例》 Compliance with the UEMO
《非應邀電子訊息條 例》 2007年 12月 22日生效 The Unsolicited Electronic Messages Ordinance (ldquothe UEMOrdquo)
came into force as of December 22 2007 郵件內需要有清晰及准確的發件人資料 Provide clear and accurate sender information in the message 取消訂閱及拒收電郵登記冊 Provide an unsubscribe facility and an unsubscribe facility statement in the message 不可用軟件在互聯網搜集電子地址 Prohibited using of unscrupulous techniques to expand the reach of commercial electronic messages 使用 Spread發件人數據會自動加載在電郵里 With Spread Sender information added automatically in email campaigns
15
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
About Reasonable Software 思齊軟件
3
About Reasonable Software 思齊軟件 Achievements業績
Until now more than 32700000 email addresses worldwide is managed by Spread users 至今全球有超過 32700000的電郵地址由 Spread的用戶管理操作 Up till 2010 13 Hong Kong people received emails sent by Spread 直至 2010年 13的香港人收到過來自 Spread的電郵 Hong Kong Science amp Technology Parks ldquoIncuTech Programmerdquo graduate company ldquo rdquo香港科技園 科技培育計划 畢業公司 Microsoft Certified Partner since 2006 自 2006年開始成為微軟認證伙伴 Co-operated with City University of Hong Kong for Reasonable Anti-phishing Software 與香港城市大學合作開發思齊防釣魚軟件
4
0 Email usage 2010 USHK
5
HKUS
Soruce Hitwise
0 Email usage 2010 China China
6Soruce Hitwise
1 Why email marketing 為何需要電郵推廣
Email Marketing Is Cost-Effective 電郵推廣具有成本效益 Low budget fit SME 平均成本 低預算 適合中小型企業
7
网上搜索 电邮 黄页 横幅广告 直接邮寄广告
Advantages of Email Marketing電郵推廣的好處
Cost Comparison between Mail Print amp Email 印刷電郵的成本比較 Comparison of Costs for 12 newsletters per year for 10000
members 成本比較 10000個會員每年 12封電子報
Direct ldquoSnailrdquo Mail
1048707
Design (設計費用 )
$40000
Postage (郵費 )
$168000
Printing (印刷費 )
$140000
Handling (手續費 )
$28000
Total (共計 ) $376000
In HK$
以港幣 $計
Direct Email
1048707Reasonable Spread
思齊 Spread
Annual fee (年費 )
$5760
Design (設計費 )
$8000
Total (共計 ) $13760
In HK$
以港幣 $計
8
直接傳統信件 直接電郵
Advantages of Email Marketing電郵推廣的好處 適合任何類型的生意 idealfor all types of businesses
多過一半互聯網使用者每天寄發郵件 Over half of Internet users check or send e-mail on a typical day
針對性高 well targeted
高投資回報 high ROI
實時發 送 send in real time (generate sales in 48 hours) 主動推廣 mdashmdash向受眾主動推廣而非被動等待客戶瀏覽網絡廣告 push the message to its audience vs website-based advertising which relies on a customer to visit that website
可追蹤 mdashmdash可量度 通過自動回復系統網絡爬蟲彈回信息取消訂閱要求已讀回執點擊鏈接等追蹤用戶計算開啟率肯定或否定回答并使市場營銷與業務相輔相成 track users viaauto respondersweb bugsbounce messages unsubscribe requestsread receiptsclick-throughs etc measureopen rates positive or negative responses and to correlate sales with marketing
重復業務mdashmdash低成本自動重復業務 repeat business affordably and automatically
9
Advantages of Email Marketing电邮推广的好处 mdashmdash订阅 接触到海量电邮用户且他们已同意接收他们有兴趣的主题邮件
Subscribe -- reach substantial numbers of e-mail subscribers who have opted in (ie consented) to receive e-mail communications on subjects of interest to them
mdashmdash互动 特定的信息互动能带动( 1)其它信息的自动传递或( 2)其它事件的发生如收件人的个人档案更新意味着其对某种产品类别的兴趣
Interaction -- Specific types of interaction with messages can trigger (1) other messages to be delivered automatically or (2) other events such as updating the profile of the recipient to indicate a specific interest category
无纸环保 paper-free (ie green)
10
New Customers Vs Old Customers新老顾客对比
11
Acquisition cost 购买成本
Intermarket GroupBarnesandnoblecom spends $42 to sign up a new customer compared to Amazoncoms $2760Pricelines $3230 and Beyondcoms $2930
Intermarket Group為使一名新會員注冊 Amazoncom花費了 $2760 Priceline和Beyondcom分別為$3230和 $2930而Bamesandnoblecom則花費了 $42
httpwwwentrepreneurcomtradejournalsarticle56068802html
Low profit margin in eBay and search engines ndash Google Yahoo due to competition
競爭因素導致 eBay和 Google Yahoo等搜索引擎上的低利潤率
Advertising cost廣告成本bullMagazine ads HK$3K-8K Full Pagebull雜志廣告港幣 $3-8千 版bullSearch marketing US$001 ndash 31bull搜索引擎營銷美元 $001-31bullEmail list rental HK$1-2emailbull電郵地址租賃港幣 $1-2封
Max CPC Avg CPC Top Paying Keywords
9687
3110adverse credit remortgage
5431 2934 att call conference
6086 2851 angeles drug los rehab
10130 2823 att go
6147
2803accident car florida lawyer
9048 2711 at t wireless
4018 2619 anti spam appliance
9312 2617 adverse remortgage
5370 2598 att conference
10126 2584 at and t
14100 2329 american singles
10269 2303 att prepaid wireless
6909 2274 at and t cell phones
5388 2224 anti spam lotus notes
3925
2180anti spam exchange server
13302 2120 att wireless com
7076
2080angeles criminal defense los
4131 2064 action class lawsuit vioxx
4761 2028 attorney law lemon
3222 1997 auto insurance quotes
6152
1968administration lease software
5256 1903 accident lawyer michigan
10772 1885 acid reflux disease diet
5100 1843 affiliate per click
11073 1819 att prepaid
Sign up free trial httpReasonableSpreadhk
搜尋器結果多比較電郵里可控制價格信息 搜尋器結果多比較產品服務價錢受壓
12
搜尋器結果多比較電郵里可控制價格信息 在你的電郵不容比較或是你可控制價格信息
13
14
2 How to comply with anti-spam law
如何應對反垃圾郵件法例
2 遵從《非應邀電子訊息條例》 Compliance with the UEMO
《非應邀電子訊息條 例》 2007年 12月 22日生效 The Unsolicited Electronic Messages Ordinance (ldquothe UEMOrdquo)
came into force as of December 22 2007 郵件內需要有清晰及准確的發件人資料 Provide clear and accurate sender information in the message 取消訂閱及拒收電郵登記冊 Provide an unsubscribe facility and an unsubscribe facility statement in the message 不可用軟件在互聯網搜集電子地址 Prohibited using of unscrupulous techniques to expand the reach of commercial electronic messages 使用 Spread發件人數據會自動加載在電郵里 With Spread Sender information added automatically in email campaigns
15
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
About Reasonable Software 思齊軟件 Achievements業績
Until now more than 32700000 email addresses worldwide is managed by Spread users 至今全球有超過 32700000的電郵地址由 Spread的用戶管理操作 Up till 2010 13 Hong Kong people received emails sent by Spread 直至 2010年 13的香港人收到過來自 Spread的電郵 Hong Kong Science amp Technology Parks ldquoIncuTech Programmerdquo graduate company ldquo rdquo香港科技園 科技培育計划 畢業公司 Microsoft Certified Partner since 2006 自 2006年開始成為微軟認證伙伴 Co-operated with City University of Hong Kong for Reasonable Anti-phishing Software 與香港城市大學合作開發思齊防釣魚軟件
4
0 Email usage 2010 USHK
5
HKUS
Soruce Hitwise
0 Email usage 2010 China China
6Soruce Hitwise
1 Why email marketing 為何需要電郵推廣
Email Marketing Is Cost-Effective 電郵推廣具有成本效益 Low budget fit SME 平均成本 低預算 適合中小型企業
7
网上搜索 电邮 黄页 横幅广告 直接邮寄广告
Advantages of Email Marketing電郵推廣的好處
Cost Comparison between Mail Print amp Email 印刷電郵的成本比較 Comparison of Costs for 12 newsletters per year for 10000
members 成本比較 10000個會員每年 12封電子報
Direct ldquoSnailrdquo Mail
1048707
Design (設計費用 )
$40000
Postage (郵費 )
$168000
Printing (印刷費 )
$140000
Handling (手續費 )
$28000
Total (共計 ) $376000
In HK$
以港幣 $計
Direct Email
1048707Reasonable Spread
思齊 Spread
Annual fee (年費 )
$5760
Design (設計費 )
$8000
Total (共計 ) $13760
In HK$
以港幣 $計
8
直接傳統信件 直接電郵
Advantages of Email Marketing電郵推廣的好處 適合任何類型的生意 idealfor all types of businesses
多過一半互聯網使用者每天寄發郵件 Over half of Internet users check or send e-mail on a typical day
針對性高 well targeted
高投資回報 high ROI
實時發 送 send in real time (generate sales in 48 hours) 主動推廣 mdashmdash向受眾主動推廣而非被動等待客戶瀏覽網絡廣告 push the message to its audience vs website-based advertising which relies on a customer to visit that website
可追蹤 mdashmdash可量度 通過自動回復系統網絡爬蟲彈回信息取消訂閱要求已讀回執點擊鏈接等追蹤用戶計算開啟率肯定或否定回答并使市場營銷與業務相輔相成 track users viaauto respondersweb bugsbounce messages unsubscribe requestsread receiptsclick-throughs etc measureopen rates positive or negative responses and to correlate sales with marketing
重復業務mdashmdash低成本自動重復業務 repeat business affordably and automatically
9
Advantages of Email Marketing电邮推广的好处 mdashmdash订阅 接触到海量电邮用户且他们已同意接收他们有兴趣的主题邮件
Subscribe -- reach substantial numbers of e-mail subscribers who have opted in (ie consented) to receive e-mail communications on subjects of interest to them
mdashmdash互动 特定的信息互动能带动( 1)其它信息的自动传递或( 2)其它事件的发生如收件人的个人档案更新意味着其对某种产品类别的兴趣
Interaction -- Specific types of interaction with messages can trigger (1) other messages to be delivered automatically or (2) other events such as updating the profile of the recipient to indicate a specific interest category
无纸环保 paper-free (ie green)
10
New Customers Vs Old Customers新老顾客对比
11
Acquisition cost 购买成本
Intermarket GroupBarnesandnoblecom spends $42 to sign up a new customer compared to Amazoncoms $2760Pricelines $3230 and Beyondcoms $2930
Intermarket Group為使一名新會員注冊 Amazoncom花費了 $2760 Priceline和Beyondcom分別為$3230和 $2930而Bamesandnoblecom則花費了 $42
httpwwwentrepreneurcomtradejournalsarticle56068802html
Low profit margin in eBay and search engines ndash Google Yahoo due to competition
競爭因素導致 eBay和 Google Yahoo等搜索引擎上的低利潤率
Advertising cost廣告成本bullMagazine ads HK$3K-8K Full Pagebull雜志廣告港幣 $3-8千 版bullSearch marketing US$001 ndash 31bull搜索引擎營銷美元 $001-31bullEmail list rental HK$1-2emailbull電郵地址租賃港幣 $1-2封
Max CPC Avg CPC Top Paying Keywords
9687
3110adverse credit remortgage
5431 2934 att call conference
6086 2851 angeles drug los rehab
10130 2823 att go
6147
2803accident car florida lawyer
9048 2711 at t wireless
4018 2619 anti spam appliance
9312 2617 adverse remortgage
5370 2598 att conference
10126 2584 at and t
14100 2329 american singles
10269 2303 att prepaid wireless
6909 2274 at and t cell phones
5388 2224 anti spam lotus notes
3925
2180anti spam exchange server
13302 2120 att wireless com
7076
2080angeles criminal defense los
4131 2064 action class lawsuit vioxx
4761 2028 attorney law lemon
3222 1997 auto insurance quotes
6152
1968administration lease software
5256 1903 accident lawyer michigan
10772 1885 acid reflux disease diet
5100 1843 affiliate per click
11073 1819 att prepaid
Sign up free trial httpReasonableSpreadhk
搜尋器結果多比較電郵里可控制價格信息 搜尋器結果多比較產品服務價錢受壓
12
搜尋器結果多比較電郵里可控制價格信息 在你的電郵不容比較或是你可控制價格信息
13
14
2 How to comply with anti-spam law
如何應對反垃圾郵件法例
2 遵從《非應邀電子訊息條例》 Compliance with the UEMO
《非應邀電子訊息條 例》 2007年 12月 22日生效 The Unsolicited Electronic Messages Ordinance (ldquothe UEMOrdquo)
came into force as of December 22 2007 郵件內需要有清晰及准確的發件人資料 Provide clear and accurate sender information in the message 取消訂閱及拒收電郵登記冊 Provide an unsubscribe facility and an unsubscribe facility statement in the message 不可用軟件在互聯網搜集電子地址 Prohibited using of unscrupulous techniques to expand the reach of commercial electronic messages 使用 Spread發件人數據會自動加載在電郵里 With Spread Sender information added automatically in email campaigns
15
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
0 Email usage 2010 USHK
5
HKUS
Soruce Hitwise
0 Email usage 2010 China China
6Soruce Hitwise
1 Why email marketing 為何需要電郵推廣
Email Marketing Is Cost-Effective 電郵推廣具有成本效益 Low budget fit SME 平均成本 低預算 適合中小型企業
7
网上搜索 电邮 黄页 横幅广告 直接邮寄广告
Advantages of Email Marketing電郵推廣的好處
Cost Comparison between Mail Print amp Email 印刷電郵的成本比較 Comparison of Costs for 12 newsletters per year for 10000
members 成本比較 10000個會員每年 12封電子報
Direct ldquoSnailrdquo Mail
1048707
Design (設計費用 )
$40000
Postage (郵費 )
$168000
Printing (印刷費 )
$140000
Handling (手續費 )
$28000
Total (共計 ) $376000
In HK$
以港幣 $計
Direct Email
1048707Reasonable Spread
思齊 Spread
Annual fee (年費 )
$5760
Design (設計費 )
$8000
Total (共計 ) $13760
In HK$
以港幣 $計
8
直接傳統信件 直接電郵
Advantages of Email Marketing電郵推廣的好處 適合任何類型的生意 idealfor all types of businesses
多過一半互聯網使用者每天寄發郵件 Over half of Internet users check or send e-mail on a typical day
針對性高 well targeted
高投資回報 high ROI
實時發 送 send in real time (generate sales in 48 hours) 主動推廣 mdashmdash向受眾主動推廣而非被動等待客戶瀏覽網絡廣告 push the message to its audience vs website-based advertising which relies on a customer to visit that website
可追蹤 mdashmdash可量度 通過自動回復系統網絡爬蟲彈回信息取消訂閱要求已讀回執點擊鏈接等追蹤用戶計算開啟率肯定或否定回答并使市場營銷與業務相輔相成 track users viaauto respondersweb bugsbounce messages unsubscribe requestsread receiptsclick-throughs etc measureopen rates positive or negative responses and to correlate sales with marketing
重復業務mdashmdash低成本自動重復業務 repeat business affordably and automatically
9
Advantages of Email Marketing电邮推广的好处 mdashmdash订阅 接触到海量电邮用户且他们已同意接收他们有兴趣的主题邮件
Subscribe -- reach substantial numbers of e-mail subscribers who have opted in (ie consented) to receive e-mail communications on subjects of interest to them
mdashmdash互动 特定的信息互动能带动( 1)其它信息的自动传递或( 2)其它事件的发生如收件人的个人档案更新意味着其对某种产品类别的兴趣
Interaction -- Specific types of interaction with messages can trigger (1) other messages to be delivered automatically or (2) other events such as updating the profile of the recipient to indicate a specific interest category
无纸环保 paper-free (ie green)
10
New Customers Vs Old Customers新老顾客对比
11
Acquisition cost 购买成本
Intermarket GroupBarnesandnoblecom spends $42 to sign up a new customer compared to Amazoncoms $2760Pricelines $3230 and Beyondcoms $2930
Intermarket Group為使一名新會員注冊 Amazoncom花費了 $2760 Priceline和Beyondcom分別為$3230和 $2930而Bamesandnoblecom則花費了 $42
httpwwwentrepreneurcomtradejournalsarticle56068802html
Low profit margin in eBay and search engines ndash Google Yahoo due to competition
競爭因素導致 eBay和 Google Yahoo等搜索引擎上的低利潤率
Advertising cost廣告成本bullMagazine ads HK$3K-8K Full Pagebull雜志廣告港幣 $3-8千 版bullSearch marketing US$001 ndash 31bull搜索引擎營銷美元 $001-31bullEmail list rental HK$1-2emailbull電郵地址租賃港幣 $1-2封
Max CPC Avg CPC Top Paying Keywords
9687
3110adverse credit remortgage
5431 2934 att call conference
6086 2851 angeles drug los rehab
10130 2823 att go
6147
2803accident car florida lawyer
9048 2711 at t wireless
4018 2619 anti spam appliance
9312 2617 adverse remortgage
5370 2598 att conference
10126 2584 at and t
14100 2329 american singles
10269 2303 att prepaid wireless
6909 2274 at and t cell phones
5388 2224 anti spam lotus notes
3925
2180anti spam exchange server
13302 2120 att wireless com
7076
2080angeles criminal defense los
4131 2064 action class lawsuit vioxx
4761 2028 attorney law lemon
3222 1997 auto insurance quotes
6152
1968administration lease software
5256 1903 accident lawyer michigan
10772 1885 acid reflux disease diet
5100 1843 affiliate per click
11073 1819 att prepaid
Sign up free trial httpReasonableSpreadhk
搜尋器結果多比較電郵里可控制價格信息 搜尋器結果多比較產品服務價錢受壓
12
搜尋器結果多比較電郵里可控制價格信息 在你的電郵不容比較或是你可控制價格信息
13
14
2 How to comply with anti-spam law
如何應對反垃圾郵件法例
2 遵從《非應邀電子訊息條例》 Compliance with the UEMO
《非應邀電子訊息條 例》 2007年 12月 22日生效 The Unsolicited Electronic Messages Ordinance (ldquothe UEMOrdquo)
came into force as of December 22 2007 郵件內需要有清晰及准確的發件人資料 Provide clear and accurate sender information in the message 取消訂閱及拒收電郵登記冊 Provide an unsubscribe facility and an unsubscribe facility statement in the message 不可用軟件在互聯網搜集電子地址 Prohibited using of unscrupulous techniques to expand the reach of commercial electronic messages 使用 Spread發件人數據會自動加載在電郵里 With Spread Sender information added automatically in email campaigns
15
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
0 Email usage 2010 China China
6Soruce Hitwise
1 Why email marketing 為何需要電郵推廣
Email Marketing Is Cost-Effective 電郵推廣具有成本效益 Low budget fit SME 平均成本 低預算 適合中小型企業
7
网上搜索 电邮 黄页 横幅广告 直接邮寄广告
Advantages of Email Marketing電郵推廣的好處
Cost Comparison between Mail Print amp Email 印刷電郵的成本比較 Comparison of Costs for 12 newsletters per year for 10000
members 成本比較 10000個會員每年 12封電子報
Direct ldquoSnailrdquo Mail
1048707
Design (設計費用 )
$40000
Postage (郵費 )
$168000
Printing (印刷費 )
$140000
Handling (手續費 )
$28000
Total (共計 ) $376000
In HK$
以港幣 $計
Direct Email
1048707Reasonable Spread
思齊 Spread
Annual fee (年費 )
$5760
Design (設計費 )
$8000
Total (共計 ) $13760
In HK$
以港幣 $計
8
直接傳統信件 直接電郵
Advantages of Email Marketing電郵推廣的好處 適合任何類型的生意 idealfor all types of businesses
多過一半互聯網使用者每天寄發郵件 Over half of Internet users check or send e-mail on a typical day
針對性高 well targeted
高投資回報 high ROI
實時發 送 send in real time (generate sales in 48 hours) 主動推廣 mdashmdash向受眾主動推廣而非被動等待客戶瀏覽網絡廣告 push the message to its audience vs website-based advertising which relies on a customer to visit that website
可追蹤 mdashmdash可量度 通過自動回復系統網絡爬蟲彈回信息取消訂閱要求已讀回執點擊鏈接等追蹤用戶計算開啟率肯定或否定回答并使市場營銷與業務相輔相成 track users viaauto respondersweb bugsbounce messages unsubscribe requestsread receiptsclick-throughs etc measureopen rates positive or negative responses and to correlate sales with marketing
重復業務mdashmdash低成本自動重復業務 repeat business affordably and automatically
9
Advantages of Email Marketing电邮推广的好处 mdashmdash订阅 接触到海量电邮用户且他们已同意接收他们有兴趣的主题邮件
Subscribe -- reach substantial numbers of e-mail subscribers who have opted in (ie consented) to receive e-mail communications on subjects of interest to them
mdashmdash互动 特定的信息互动能带动( 1)其它信息的自动传递或( 2)其它事件的发生如收件人的个人档案更新意味着其对某种产品类别的兴趣
Interaction -- Specific types of interaction with messages can trigger (1) other messages to be delivered automatically or (2) other events such as updating the profile of the recipient to indicate a specific interest category
无纸环保 paper-free (ie green)
10
New Customers Vs Old Customers新老顾客对比
11
Acquisition cost 购买成本
Intermarket GroupBarnesandnoblecom spends $42 to sign up a new customer compared to Amazoncoms $2760Pricelines $3230 and Beyondcoms $2930
Intermarket Group為使一名新會員注冊 Amazoncom花費了 $2760 Priceline和Beyondcom分別為$3230和 $2930而Bamesandnoblecom則花費了 $42
httpwwwentrepreneurcomtradejournalsarticle56068802html
Low profit margin in eBay and search engines ndash Google Yahoo due to competition
競爭因素導致 eBay和 Google Yahoo等搜索引擎上的低利潤率
Advertising cost廣告成本bullMagazine ads HK$3K-8K Full Pagebull雜志廣告港幣 $3-8千 版bullSearch marketing US$001 ndash 31bull搜索引擎營銷美元 $001-31bullEmail list rental HK$1-2emailbull電郵地址租賃港幣 $1-2封
Max CPC Avg CPC Top Paying Keywords
9687
3110adverse credit remortgage
5431 2934 att call conference
6086 2851 angeles drug los rehab
10130 2823 att go
6147
2803accident car florida lawyer
9048 2711 at t wireless
4018 2619 anti spam appliance
9312 2617 adverse remortgage
5370 2598 att conference
10126 2584 at and t
14100 2329 american singles
10269 2303 att prepaid wireless
6909 2274 at and t cell phones
5388 2224 anti spam lotus notes
3925
2180anti spam exchange server
13302 2120 att wireless com
7076
2080angeles criminal defense los
4131 2064 action class lawsuit vioxx
4761 2028 attorney law lemon
3222 1997 auto insurance quotes
6152
1968administration lease software
5256 1903 accident lawyer michigan
10772 1885 acid reflux disease diet
5100 1843 affiliate per click
11073 1819 att prepaid
Sign up free trial httpReasonableSpreadhk
搜尋器結果多比較電郵里可控制價格信息 搜尋器結果多比較產品服務價錢受壓
12
搜尋器結果多比較電郵里可控制價格信息 在你的電郵不容比較或是你可控制價格信息
13
14
2 How to comply with anti-spam law
如何應對反垃圾郵件法例
2 遵從《非應邀電子訊息條例》 Compliance with the UEMO
《非應邀電子訊息條 例》 2007年 12月 22日生效 The Unsolicited Electronic Messages Ordinance (ldquothe UEMOrdquo)
came into force as of December 22 2007 郵件內需要有清晰及准確的發件人資料 Provide clear and accurate sender information in the message 取消訂閱及拒收電郵登記冊 Provide an unsubscribe facility and an unsubscribe facility statement in the message 不可用軟件在互聯網搜集電子地址 Prohibited using of unscrupulous techniques to expand the reach of commercial electronic messages 使用 Spread發件人數據會自動加載在電郵里 With Spread Sender information added automatically in email campaigns
15
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
1 Why email marketing 為何需要電郵推廣
Email Marketing Is Cost-Effective 電郵推廣具有成本效益 Low budget fit SME 平均成本 低預算 適合中小型企業
7
网上搜索 电邮 黄页 横幅广告 直接邮寄广告
Advantages of Email Marketing電郵推廣的好處
Cost Comparison between Mail Print amp Email 印刷電郵的成本比較 Comparison of Costs for 12 newsletters per year for 10000
members 成本比較 10000個會員每年 12封電子報
Direct ldquoSnailrdquo Mail
1048707
Design (設計費用 )
$40000
Postage (郵費 )
$168000
Printing (印刷費 )
$140000
Handling (手續費 )
$28000
Total (共計 ) $376000
In HK$
以港幣 $計
Direct Email
1048707Reasonable Spread
思齊 Spread
Annual fee (年費 )
$5760
Design (設計費 )
$8000
Total (共計 ) $13760
In HK$
以港幣 $計
8
直接傳統信件 直接電郵
Advantages of Email Marketing電郵推廣的好處 適合任何類型的生意 idealfor all types of businesses
多過一半互聯網使用者每天寄發郵件 Over half of Internet users check or send e-mail on a typical day
針對性高 well targeted
高投資回報 high ROI
實時發 送 send in real time (generate sales in 48 hours) 主動推廣 mdashmdash向受眾主動推廣而非被動等待客戶瀏覽網絡廣告 push the message to its audience vs website-based advertising which relies on a customer to visit that website
可追蹤 mdashmdash可量度 通過自動回復系統網絡爬蟲彈回信息取消訂閱要求已讀回執點擊鏈接等追蹤用戶計算開啟率肯定或否定回答并使市場營銷與業務相輔相成 track users viaauto respondersweb bugsbounce messages unsubscribe requestsread receiptsclick-throughs etc measureopen rates positive or negative responses and to correlate sales with marketing
重復業務mdashmdash低成本自動重復業務 repeat business affordably and automatically
9
Advantages of Email Marketing电邮推广的好处 mdashmdash订阅 接触到海量电邮用户且他们已同意接收他们有兴趣的主题邮件
Subscribe -- reach substantial numbers of e-mail subscribers who have opted in (ie consented) to receive e-mail communications on subjects of interest to them
mdashmdash互动 特定的信息互动能带动( 1)其它信息的自动传递或( 2)其它事件的发生如收件人的个人档案更新意味着其对某种产品类别的兴趣
Interaction -- Specific types of interaction with messages can trigger (1) other messages to be delivered automatically or (2) other events such as updating the profile of the recipient to indicate a specific interest category
无纸环保 paper-free (ie green)
10
New Customers Vs Old Customers新老顾客对比
11
Acquisition cost 购买成本
Intermarket GroupBarnesandnoblecom spends $42 to sign up a new customer compared to Amazoncoms $2760Pricelines $3230 and Beyondcoms $2930
Intermarket Group為使一名新會員注冊 Amazoncom花費了 $2760 Priceline和Beyondcom分別為$3230和 $2930而Bamesandnoblecom則花費了 $42
httpwwwentrepreneurcomtradejournalsarticle56068802html
Low profit margin in eBay and search engines ndash Google Yahoo due to competition
競爭因素導致 eBay和 Google Yahoo等搜索引擎上的低利潤率
Advertising cost廣告成本bullMagazine ads HK$3K-8K Full Pagebull雜志廣告港幣 $3-8千 版bullSearch marketing US$001 ndash 31bull搜索引擎營銷美元 $001-31bullEmail list rental HK$1-2emailbull電郵地址租賃港幣 $1-2封
Max CPC Avg CPC Top Paying Keywords
9687
3110adverse credit remortgage
5431 2934 att call conference
6086 2851 angeles drug los rehab
10130 2823 att go
6147
2803accident car florida lawyer
9048 2711 at t wireless
4018 2619 anti spam appliance
9312 2617 adverse remortgage
5370 2598 att conference
10126 2584 at and t
14100 2329 american singles
10269 2303 att prepaid wireless
6909 2274 at and t cell phones
5388 2224 anti spam lotus notes
3925
2180anti spam exchange server
13302 2120 att wireless com
7076
2080angeles criminal defense los
4131 2064 action class lawsuit vioxx
4761 2028 attorney law lemon
3222 1997 auto insurance quotes
6152
1968administration lease software
5256 1903 accident lawyer michigan
10772 1885 acid reflux disease diet
5100 1843 affiliate per click
11073 1819 att prepaid
Sign up free trial httpReasonableSpreadhk
搜尋器結果多比較電郵里可控制價格信息 搜尋器結果多比較產品服務價錢受壓
12
搜尋器結果多比較電郵里可控制價格信息 在你的電郵不容比較或是你可控制價格信息
13
14
2 How to comply with anti-spam law
如何應對反垃圾郵件法例
2 遵從《非應邀電子訊息條例》 Compliance with the UEMO
《非應邀電子訊息條 例》 2007年 12月 22日生效 The Unsolicited Electronic Messages Ordinance (ldquothe UEMOrdquo)
came into force as of December 22 2007 郵件內需要有清晰及准確的發件人資料 Provide clear and accurate sender information in the message 取消訂閱及拒收電郵登記冊 Provide an unsubscribe facility and an unsubscribe facility statement in the message 不可用軟件在互聯網搜集電子地址 Prohibited using of unscrupulous techniques to expand the reach of commercial electronic messages 使用 Spread發件人數據會自動加載在電郵里 With Spread Sender information added automatically in email campaigns
15
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
Advantages of Email Marketing電郵推廣的好處
Cost Comparison between Mail Print amp Email 印刷電郵的成本比較 Comparison of Costs for 12 newsletters per year for 10000
members 成本比較 10000個會員每年 12封電子報
Direct ldquoSnailrdquo Mail
1048707
Design (設計費用 )
$40000
Postage (郵費 )
$168000
Printing (印刷費 )
$140000
Handling (手續費 )
$28000
Total (共計 ) $376000
In HK$
以港幣 $計
Direct Email
1048707Reasonable Spread
思齊 Spread
Annual fee (年費 )
$5760
Design (設計費 )
$8000
Total (共計 ) $13760
In HK$
以港幣 $計
8
直接傳統信件 直接電郵
Advantages of Email Marketing電郵推廣的好處 適合任何類型的生意 idealfor all types of businesses
多過一半互聯網使用者每天寄發郵件 Over half of Internet users check or send e-mail on a typical day
針對性高 well targeted
高投資回報 high ROI
實時發 送 send in real time (generate sales in 48 hours) 主動推廣 mdashmdash向受眾主動推廣而非被動等待客戶瀏覽網絡廣告 push the message to its audience vs website-based advertising which relies on a customer to visit that website
可追蹤 mdashmdash可量度 通過自動回復系統網絡爬蟲彈回信息取消訂閱要求已讀回執點擊鏈接等追蹤用戶計算開啟率肯定或否定回答并使市場營銷與業務相輔相成 track users viaauto respondersweb bugsbounce messages unsubscribe requestsread receiptsclick-throughs etc measureopen rates positive or negative responses and to correlate sales with marketing
重復業務mdashmdash低成本自動重復業務 repeat business affordably and automatically
9
Advantages of Email Marketing电邮推广的好处 mdashmdash订阅 接触到海量电邮用户且他们已同意接收他们有兴趣的主题邮件
Subscribe -- reach substantial numbers of e-mail subscribers who have opted in (ie consented) to receive e-mail communications on subjects of interest to them
mdashmdash互动 特定的信息互动能带动( 1)其它信息的自动传递或( 2)其它事件的发生如收件人的个人档案更新意味着其对某种产品类别的兴趣
Interaction -- Specific types of interaction with messages can trigger (1) other messages to be delivered automatically or (2) other events such as updating the profile of the recipient to indicate a specific interest category
无纸环保 paper-free (ie green)
10
New Customers Vs Old Customers新老顾客对比
11
Acquisition cost 购买成本
Intermarket GroupBarnesandnoblecom spends $42 to sign up a new customer compared to Amazoncoms $2760Pricelines $3230 and Beyondcoms $2930
Intermarket Group為使一名新會員注冊 Amazoncom花費了 $2760 Priceline和Beyondcom分別為$3230和 $2930而Bamesandnoblecom則花費了 $42
httpwwwentrepreneurcomtradejournalsarticle56068802html
Low profit margin in eBay and search engines ndash Google Yahoo due to competition
競爭因素導致 eBay和 Google Yahoo等搜索引擎上的低利潤率
Advertising cost廣告成本bullMagazine ads HK$3K-8K Full Pagebull雜志廣告港幣 $3-8千 版bullSearch marketing US$001 ndash 31bull搜索引擎營銷美元 $001-31bullEmail list rental HK$1-2emailbull電郵地址租賃港幣 $1-2封
Max CPC Avg CPC Top Paying Keywords
9687
3110adverse credit remortgage
5431 2934 att call conference
6086 2851 angeles drug los rehab
10130 2823 att go
6147
2803accident car florida lawyer
9048 2711 at t wireless
4018 2619 anti spam appliance
9312 2617 adverse remortgage
5370 2598 att conference
10126 2584 at and t
14100 2329 american singles
10269 2303 att prepaid wireless
6909 2274 at and t cell phones
5388 2224 anti spam lotus notes
3925
2180anti spam exchange server
13302 2120 att wireless com
7076
2080angeles criminal defense los
4131 2064 action class lawsuit vioxx
4761 2028 attorney law lemon
3222 1997 auto insurance quotes
6152
1968administration lease software
5256 1903 accident lawyer michigan
10772 1885 acid reflux disease diet
5100 1843 affiliate per click
11073 1819 att prepaid
Sign up free trial httpReasonableSpreadhk
搜尋器結果多比較電郵里可控制價格信息 搜尋器結果多比較產品服務價錢受壓
12
搜尋器結果多比較電郵里可控制價格信息 在你的電郵不容比較或是你可控制價格信息
13
14
2 How to comply with anti-spam law
如何應對反垃圾郵件法例
2 遵從《非應邀電子訊息條例》 Compliance with the UEMO
《非應邀電子訊息條 例》 2007年 12月 22日生效 The Unsolicited Electronic Messages Ordinance (ldquothe UEMOrdquo)
came into force as of December 22 2007 郵件內需要有清晰及准確的發件人資料 Provide clear and accurate sender information in the message 取消訂閱及拒收電郵登記冊 Provide an unsubscribe facility and an unsubscribe facility statement in the message 不可用軟件在互聯網搜集電子地址 Prohibited using of unscrupulous techniques to expand the reach of commercial electronic messages 使用 Spread發件人數據會自動加載在電郵里 With Spread Sender information added automatically in email campaigns
15
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
Advantages of Email Marketing電郵推廣的好處 適合任何類型的生意 idealfor all types of businesses
多過一半互聯網使用者每天寄發郵件 Over half of Internet users check or send e-mail on a typical day
針對性高 well targeted
高投資回報 high ROI
實時發 送 send in real time (generate sales in 48 hours) 主動推廣 mdashmdash向受眾主動推廣而非被動等待客戶瀏覽網絡廣告 push the message to its audience vs website-based advertising which relies on a customer to visit that website
可追蹤 mdashmdash可量度 通過自動回復系統網絡爬蟲彈回信息取消訂閱要求已讀回執點擊鏈接等追蹤用戶計算開啟率肯定或否定回答并使市場營銷與業務相輔相成 track users viaauto respondersweb bugsbounce messages unsubscribe requestsread receiptsclick-throughs etc measureopen rates positive or negative responses and to correlate sales with marketing
重復業務mdashmdash低成本自動重復業務 repeat business affordably and automatically
9
Advantages of Email Marketing电邮推广的好处 mdashmdash订阅 接触到海量电邮用户且他们已同意接收他们有兴趣的主题邮件
Subscribe -- reach substantial numbers of e-mail subscribers who have opted in (ie consented) to receive e-mail communications on subjects of interest to them
mdashmdash互动 特定的信息互动能带动( 1)其它信息的自动传递或( 2)其它事件的发生如收件人的个人档案更新意味着其对某种产品类别的兴趣
Interaction -- Specific types of interaction with messages can trigger (1) other messages to be delivered automatically or (2) other events such as updating the profile of the recipient to indicate a specific interest category
无纸环保 paper-free (ie green)
10
New Customers Vs Old Customers新老顾客对比
11
Acquisition cost 购买成本
Intermarket GroupBarnesandnoblecom spends $42 to sign up a new customer compared to Amazoncoms $2760Pricelines $3230 and Beyondcoms $2930
Intermarket Group為使一名新會員注冊 Amazoncom花費了 $2760 Priceline和Beyondcom分別為$3230和 $2930而Bamesandnoblecom則花費了 $42
httpwwwentrepreneurcomtradejournalsarticle56068802html
Low profit margin in eBay and search engines ndash Google Yahoo due to competition
競爭因素導致 eBay和 Google Yahoo等搜索引擎上的低利潤率
Advertising cost廣告成本bullMagazine ads HK$3K-8K Full Pagebull雜志廣告港幣 $3-8千 版bullSearch marketing US$001 ndash 31bull搜索引擎營銷美元 $001-31bullEmail list rental HK$1-2emailbull電郵地址租賃港幣 $1-2封
Max CPC Avg CPC Top Paying Keywords
9687
3110adverse credit remortgage
5431 2934 att call conference
6086 2851 angeles drug los rehab
10130 2823 att go
6147
2803accident car florida lawyer
9048 2711 at t wireless
4018 2619 anti spam appliance
9312 2617 adverse remortgage
5370 2598 att conference
10126 2584 at and t
14100 2329 american singles
10269 2303 att prepaid wireless
6909 2274 at and t cell phones
5388 2224 anti spam lotus notes
3925
2180anti spam exchange server
13302 2120 att wireless com
7076
2080angeles criminal defense los
4131 2064 action class lawsuit vioxx
4761 2028 attorney law lemon
3222 1997 auto insurance quotes
6152
1968administration lease software
5256 1903 accident lawyer michigan
10772 1885 acid reflux disease diet
5100 1843 affiliate per click
11073 1819 att prepaid
Sign up free trial httpReasonableSpreadhk
搜尋器結果多比較電郵里可控制價格信息 搜尋器結果多比較產品服務價錢受壓
12
搜尋器結果多比較電郵里可控制價格信息 在你的電郵不容比較或是你可控制價格信息
13
14
2 How to comply with anti-spam law
如何應對反垃圾郵件法例
2 遵從《非應邀電子訊息條例》 Compliance with the UEMO
《非應邀電子訊息條 例》 2007年 12月 22日生效 The Unsolicited Electronic Messages Ordinance (ldquothe UEMOrdquo)
came into force as of December 22 2007 郵件內需要有清晰及准確的發件人資料 Provide clear and accurate sender information in the message 取消訂閱及拒收電郵登記冊 Provide an unsubscribe facility and an unsubscribe facility statement in the message 不可用軟件在互聯網搜集電子地址 Prohibited using of unscrupulous techniques to expand the reach of commercial electronic messages 使用 Spread發件人數據會自動加載在電郵里 With Spread Sender information added automatically in email campaigns
15
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
Advantages of Email Marketing电邮推广的好处 mdashmdash订阅 接触到海量电邮用户且他们已同意接收他们有兴趣的主题邮件
Subscribe -- reach substantial numbers of e-mail subscribers who have opted in (ie consented) to receive e-mail communications on subjects of interest to them
mdashmdash互动 特定的信息互动能带动( 1)其它信息的自动传递或( 2)其它事件的发生如收件人的个人档案更新意味着其对某种产品类别的兴趣
Interaction -- Specific types of interaction with messages can trigger (1) other messages to be delivered automatically or (2) other events such as updating the profile of the recipient to indicate a specific interest category
无纸环保 paper-free (ie green)
10
New Customers Vs Old Customers新老顾客对比
11
Acquisition cost 购买成本
Intermarket GroupBarnesandnoblecom spends $42 to sign up a new customer compared to Amazoncoms $2760Pricelines $3230 and Beyondcoms $2930
Intermarket Group為使一名新會員注冊 Amazoncom花費了 $2760 Priceline和Beyondcom分別為$3230和 $2930而Bamesandnoblecom則花費了 $42
httpwwwentrepreneurcomtradejournalsarticle56068802html
Low profit margin in eBay and search engines ndash Google Yahoo due to competition
競爭因素導致 eBay和 Google Yahoo等搜索引擎上的低利潤率
Advertising cost廣告成本bullMagazine ads HK$3K-8K Full Pagebull雜志廣告港幣 $3-8千 版bullSearch marketing US$001 ndash 31bull搜索引擎營銷美元 $001-31bullEmail list rental HK$1-2emailbull電郵地址租賃港幣 $1-2封
Max CPC Avg CPC Top Paying Keywords
9687
3110adverse credit remortgage
5431 2934 att call conference
6086 2851 angeles drug los rehab
10130 2823 att go
6147
2803accident car florida lawyer
9048 2711 at t wireless
4018 2619 anti spam appliance
9312 2617 adverse remortgage
5370 2598 att conference
10126 2584 at and t
14100 2329 american singles
10269 2303 att prepaid wireless
6909 2274 at and t cell phones
5388 2224 anti spam lotus notes
3925
2180anti spam exchange server
13302 2120 att wireless com
7076
2080angeles criminal defense los
4131 2064 action class lawsuit vioxx
4761 2028 attorney law lemon
3222 1997 auto insurance quotes
6152
1968administration lease software
5256 1903 accident lawyer michigan
10772 1885 acid reflux disease diet
5100 1843 affiliate per click
11073 1819 att prepaid
Sign up free trial httpReasonableSpreadhk
搜尋器結果多比較電郵里可控制價格信息 搜尋器結果多比較產品服務價錢受壓
12
搜尋器結果多比較電郵里可控制價格信息 在你的電郵不容比較或是你可控制價格信息
13
14
2 How to comply with anti-spam law
如何應對反垃圾郵件法例
2 遵從《非應邀電子訊息條例》 Compliance with the UEMO
《非應邀電子訊息條 例》 2007年 12月 22日生效 The Unsolicited Electronic Messages Ordinance (ldquothe UEMOrdquo)
came into force as of December 22 2007 郵件內需要有清晰及准確的發件人資料 Provide clear and accurate sender information in the message 取消訂閱及拒收電郵登記冊 Provide an unsubscribe facility and an unsubscribe facility statement in the message 不可用軟件在互聯網搜集電子地址 Prohibited using of unscrupulous techniques to expand the reach of commercial electronic messages 使用 Spread發件人數據會自動加載在電郵里 With Spread Sender information added automatically in email campaigns
15
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
New Customers Vs Old Customers新老顾客对比
11
Acquisition cost 购买成本
Intermarket GroupBarnesandnoblecom spends $42 to sign up a new customer compared to Amazoncoms $2760Pricelines $3230 and Beyondcoms $2930
Intermarket Group為使一名新會員注冊 Amazoncom花費了 $2760 Priceline和Beyondcom分別為$3230和 $2930而Bamesandnoblecom則花費了 $42
httpwwwentrepreneurcomtradejournalsarticle56068802html
Low profit margin in eBay and search engines ndash Google Yahoo due to competition
競爭因素導致 eBay和 Google Yahoo等搜索引擎上的低利潤率
Advertising cost廣告成本bullMagazine ads HK$3K-8K Full Pagebull雜志廣告港幣 $3-8千 版bullSearch marketing US$001 ndash 31bull搜索引擎營銷美元 $001-31bullEmail list rental HK$1-2emailbull電郵地址租賃港幣 $1-2封
Max CPC Avg CPC Top Paying Keywords
9687
3110adverse credit remortgage
5431 2934 att call conference
6086 2851 angeles drug los rehab
10130 2823 att go
6147
2803accident car florida lawyer
9048 2711 at t wireless
4018 2619 anti spam appliance
9312 2617 adverse remortgage
5370 2598 att conference
10126 2584 at and t
14100 2329 american singles
10269 2303 att prepaid wireless
6909 2274 at and t cell phones
5388 2224 anti spam lotus notes
3925
2180anti spam exchange server
13302 2120 att wireless com
7076
2080angeles criminal defense los
4131 2064 action class lawsuit vioxx
4761 2028 attorney law lemon
3222 1997 auto insurance quotes
6152
1968administration lease software
5256 1903 accident lawyer michigan
10772 1885 acid reflux disease diet
5100 1843 affiliate per click
11073 1819 att prepaid
Sign up free trial httpReasonableSpreadhk
搜尋器結果多比較電郵里可控制價格信息 搜尋器結果多比較產品服務價錢受壓
12
搜尋器結果多比較電郵里可控制價格信息 在你的電郵不容比較或是你可控制價格信息
13
14
2 How to comply with anti-spam law
如何應對反垃圾郵件法例
2 遵從《非應邀電子訊息條例》 Compliance with the UEMO
《非應邀電子訊息條 例》 2007年 12月 22日生效 The Unsolicited Electronic Messages Ordinance (ldquothe UEMOrdquo)
came into force as of December 22 2007 郵件內需要有清晰及准確的發件人資料 Provide clear and accurate sender information in the message 取消訂閱及拒收電郵登記冊 Provide an unsubscribe facility and an unsubscribe facility statement in the message 不可用軟件在互聯網搜集電子地址 Prohibited using of unscrupulous techniques to expand the reach of commercial electronic messages 使用 Spread發件人數據會自動加載在電郵里 With Spread Sender information added automatically in email campaigns
15
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
搜尋器結果多比較電郵里可控制價格信息 搜尋器結果多比較產品服務價錢受壓
12
搜尋器結果多比較電郵里可控制價格信息 在你的電郵不容比較或是你可控制價格信息
13
14
2 How to comply with anti-spam law
如何應對反垃圾郵件法例
2 遵從《非應邀電子訊息條例》 Compliance with the UEMO
《非應邀電子訊息條 例》 2007年 12月 22日生效 The Unsolicited Electronic Messages Ordinance (ldquothe UEMOrdquo)
came into force as of December 22 2007 郵件內需要有清晰及准確的發件人資料 Provide clear and accurate sender information in the message 取消訂閱及拒收電郵登記冊 Provide an unsubscribe facility and an unsubscribe facility statement in the message 不可用軟件在互聯網搜集電子地址 Prohibited using of unscrupulous techniques to expand the reach of commercial electronic messages 使用 Spread發件人數據會自動加載在電郵里 With Spread Sender information added automatically in email campaigns
15
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
搜尋器結果多比較電郵里可控制價格信息 在你的電郵不容比較或是你可控制價格信息
13
14
2 How to comply with anti-spam law
如何應對反垃圾郵件法例
2 遵從《非應邀電子訊息條例》 Compliance with the UEMO
《非應邀電子訊息條 例》 2007年 12月 22日生效 The Unsolicited Electronic Messages Ordinance (ldquothe UEMOrdquo)
came into force as of December 22 2007 郵件內需要有清晰及准確的發件人資料 Provide clear and accurate sender information in the message 取消訂閱及拒收電郵登記冊 Provide an unsubscribe facility and an unsubscribe facility statement in the message 不可用軟件在互聯網搜集電子地址 Prohibited using of unscrupulous techniques to expand the reach of commercial electronic messages 使用 Spread發件人數據會自動加載在電郵里 With Spread Sender information added automatically in email campaigns
15
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
14
2 How to comply with anti-spam law
如何應對反垃圾郵件法例
2 遵從《非應邀電子訊息條例》 Compliance with the UEMO
《非應邀電子訊息條 例》 2007年 12月 22日生效 The Unsolicited Electronic Messages Ordinance (ldquothe UEMOrdquo)
came into force as of December 22 2007 郵件內需要有清晰及准確的發件人資料 Provide clear and accurate sender information in the message 取消訂閱及拒收電郵登記冊 Provide an unsubscribe facility and an unsubscribe facility statement in the message 不可用軟件在互聯網搜集電子地址 Prohibited using of unscrupulous techniques to expand the reach of commercial electronic messages 使用 Spread發件人數據會自動加載在電郵里 With Spread Sender information added automatically in email campaigns
15
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
2 遵從《非應邀電子訊息條例》 Compliance with the UEMO
《非應邀電子訊息條 例》 2007年 12月 22日生效 The Unsolicited Electronic Messages Ordinance (ldquothe UEMOrdquo)
came into force as of December 22 2007 郵件內需要有清晰及准確的發件人資料 Provide clear and accurate sender information in the message 取消訂閱及拒收電郵登記冊 Provide an unsubscribe facility and an unsubscribe facility statement in the message 不可用軟件在互聯網搜集電子地址 Prohibited using of unscrupulous techniques to expand the reach of commercial electronic messages 使用 Spread發件人數據會自動加載在電郵里 With Spread Sender information added automatically in email campaigns
15
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
2遵從《非應邀電子訊息條 例》 Compliance with the UEMO
16
Automatic unsubscribe自动取消订阅
Newsletter subscription form (opt-in)電子報訂閱表格(選擇加入)
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
2電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing ndash Legal Compliance法律是否要求發件人得到收件人許 可 Is opt-in (permission-based ) required by
law
什么是許可 為何需要許可 Permission what is it and why you need it
許可分為兩類 Two types of permission 明確許可在您的網站確認許可填寫報名表或在訪客留名簿上登記
ldquo加入我們的電郵名單rdquo ldquo我想要時 rdquo常收到公司信息 Explicit Opt-in from your website a sign-upform or guest
book ldquoJoin our mailing listrdquo ldquoI would like to receive info from time-to-
timerdquo 暗示許可索要信息請求注冊表格現有客戶關系 Implicit Requests for information registration forms
existing customer relationship 注意用注冊表格或從展會上搜集信息的時候一定要記得獲得許可 Note Always make sure to ask for permission
whencollecting information from registration forms or tradeshows etc
Opt-in email list is required by Australia amp UK (B2C) 在澳大利亞和英國法律要求發件人取得許可電郵名單
17
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
18
3 Why Outlook failed as email marketing
tool為何 Outlook不可作為
電郵推廣工具
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
3為何微軟 Outlook不成 Why Outlook Fails
不是設計作大量電郵發送 Standard Email Programs (eg Outlook Hotmail) not designed for group email messaging
限制每次發送的數量 Limited no of emails sent at one time
容易被過濾成垃圾郵件 List break up more susceptible to filters
郵件被過濾成垃圾而一無所知 Message can be filtered blocked or undelivered without notice
無開啟及點擊等報告 No tracking and reporting of email results
若郵件被過濾成垃圾公司電郵服務器會被鎖 If messages perceived as spam entire corporate email server can be blocked by ISPs
他們不知道的信息會給他們帶來傷害What They Donrsquot Know CAN Hurt Them19
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
4 How to deliver your emails to inbox
如何使您的郵件傳遞至收件箱
20
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
4傳遞至收件箱 Deliverability to Inbox Email server settings amp monitoring 正確郵件服務器設定1 Static IP amp complete DNS entry使用靜態 IP地址 確認 DNS entry是完整及正確
如 reverse DNS
2 Comply with industrial standards SPFSender ID (required by Hotmail) Domain Keys (required by Yahoo mail)遵從行業標准 SPF發件人 ID(應 Hotmail要求) 網域認證鑰匙(應 Yahoo郵件要求)
3 Spam complaint feedback loop to reduce complaint rate ndash Hotmail Yahoo AOL comcast etc mdashmdash 利用垃圾郵件投訴回饋循環減低投訴率 Hotmail Yahoo AOL Comcast等等
4 Remove invalid bounce back email addresses排除無效 彈回郵件地址5 Reputation certification by Return Path (in progress) 申請電郵信譽認證 (進行
中)6 Regular monitor on deliverability(health check)觀察個別 ISP是否可寄出電郵7 Good relationship in major ISPs 與主要因特網服務提供商 (ISPs)維持良好關系
21
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
4傳遞至收件箱 Deliverability to Inbox
22
Result
结果
Example
示例
Verdict percentage
判决百分比
Green绿Spam(垃圾邮
件 ) lt 10
Yellow黄10 lt spam(垃圾邮件) lt 90
Red红Spam(垃圾邮件)
gt 90
90 emails delivered to HotmailWindows liveMSN inbox
90的郵件傳遞至 Hotmail Windows liveMSN的收件箱
Deliverability report from Hotmail 來自 Hotmail的郵件傳遞報告
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
4傳遞至收件箱 Deliverability to Inbox 管理傳遞失敗的退回郵件 Bounce back email 分類彈回的郵件 Spread classifies bounce back emails 排除無效的(不存在 不可寄達的)地址以提高傳遞至收件箱的機率 Remove invalid (non-existent undeliverable) addresses to increase deliverability to inbox
23
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
5 How to grow your email list如何發展您的電郵名單
24
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
5如何建立電郵名單 How to build your email list
Retail store sign-up form
何時何處搜集電郵 WhenWhere to collect emails
25
零售店登记表
網絡活動或會議
展會
網站登記訪客留名簿
顧客及潛在數據庫
業務電話
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
Email Ad Network
httpADtivelycom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
5如何建立電郵名單 How to build your email list
27
Sign-up (Opt-in) forms Co-marketing Highly targeted public data eDM or ldquoemail advertisingrdquo
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
5如何建立電郵名單 How to build your email list eDM network
httpADtivelycom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
29
通過訂閱電子報表格來建立電郵名單是一種常見的做法Itlsquos a common technique to build your email list by using newsletter subscription form eg httpwwwhkishopcom
Sign up free trial httpReasonableSpreadhk
多 6倍6 times more than
before
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
5如何建立電郵名單 ndash訂閱電子報How to build your Email list ndash Newsletter Subscription
30
最高當然是最好 The best placement is the top of your website因此您網頁上的登記表格的擺放位置是非常重要的Thus its important for placement of your website sign up form
Sign up free trial httpReasonableSpreadhk
技朮支持部劉先生說每天都有 10個人瀏覽完 Ice Fire的網站后在Spread上留下電郵地址用了 3個月已有約2000登記刊登于 2008年 2月FACE周刊
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
更多訂閱者More subscribers
31
如何能獲得更多訂閱者您是否考慮過在顧客下載或得到完整的產品目錄之前要求其訂閱電子報How to acquire more subscribers What if you ask for subscription before downloading or getting full product catalogue
总结 Summary
通過單向確認每天可產生 50個以上的訂閱者而通過雙向選擇性加入則為 10左右(出于保密原因資料日期并未公布)
For single opt-in it generated 50+ subscribers per day and 10+ per day for double opt-in (For privacy date of the data is not disclosed)
Sign up free trial httpReasonableSpreadhk
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
6How to increase open rate如何提高開啟率
32
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
成功案例 HKiShop ndash 開啟點擊倍增
33
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
成功案例 HKiShop ndash 開啟點擊倍增
34
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
6Opens開啟
发送 Sent开启 Opens点撃 Clicks弹回 Bounces Conversions ndash sales sign-up etc回报为垃圾邮件 Spam Reports取消订阅 Unsubscribed
35
Multiple opens多次開啟
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
36
Best timing to send email發郵件的最佳時間
6Opens by hours按時間段分析開啟率
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
6 Good timing最佳時間Day工作日 Time時間 Open 開啟率
星期二或星期三Tuesday or
Wednesday
1100 AM -
1230 PM
50-62
星期四 Thursday 330 PM 34-44
星期五 Friday 930 AM 18
結果可能因你的客戶群或產品而有不同Your results may vary significantly
37
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
消費者為何開啟你的電郵Why consumers open your emails (survey) 認識及相信發 件人 Know and trust the sender
之前開過而且覺得有價值 Previously opened and thought valuable
標題 Subject line
我常閱 I only opened the emails I normally read
預覽吸引 Preview window caught my attention
折扣 Discount
免費送貨 Free shipping offer
這公司不常寄郵件給我 Company doesnrsquot seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home
38
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
消費者為何開啟你的電郵Why consumers open your emails
Sign up free trial httpReasonableSpreadhk39
認識及相信發件人
之前開過而且覺得有價值
標題
我常閱
預覽吸引
折扣
免費送貨
這公司不常寄電郵給我
像是寄給我的產品目錄
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
提高開啟率 Getting Email Opened
「發件人」 The ldquoFromrdquo line 使用收件者會認識的名稱 Use a name the recipient will recognize
使用你公司的名稱或品牌 Include your company name or brand
越清楚越好 The clearer the better
簡短有力 The shorter the better 前后一致 Be consistent
「寄件主題」 The ldquoSubjectrdquo Line 簡短有力 Keep it short and simple
你只有三秒鐘吸引收件者 You have 3 seconds or less
最佳 5-8個中文字 30-40個英文字母30-40 characters including spaces (5-8 words)
「尊屬優惠」 Incorporate a specific benefit 你的品牌名稱 Include your brand 小心使用大些及標點 Capitalize and punctuate carefully 不斷嘗試 Test
六位受訪者表示「發件人名稱」為決定是否開啟信件內容的最主要原因60 of consumers say thefrom line most oftendetermines whether theyopen an email or delete it
Source DoubleClick
40
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate
開啟率
ReminderSecret of Customer Growth and Retention with CRM System and Email Marketing Seminar on 14th March
77
快速辨認惡意電郵的方法 73[Final Call] Online seminar will be held at 300pm today
73
[Final call] Online seminar will be held at 300pm today
72
Online seminar will be held at 1145am today 71Online seminar will be held at 430pm today 71Online seminar will be held at 230pm today 70Online seminar will be held at 300pm today 70INVITATION Reminder ICT Expo from 14 - 17 April 2008
67
Complimentary license - promotional offer period expired
61
NYC 2hr Open Bar THE ULTRA Saturday Comps 4 Magazine Party
55
Reminder Renew your NoClone maintenance plan expired on [CUSTOMFIELD2]
55
Por el Atleti de siempre paacutesalo 52[漫畫 ]網上推廣知多 D -電郵推廣的法則 50Bigdotunclestore Sales Promotion 37g Servo111 LiPo and Fokker EDF Airplane
49
maymayking at Top Drawer 49New Arrivals 49MegaBox火紅歐陸聖誕 49美國 OLEIVA數碼接收器又有新軟件啦 48
Invitation to Whos Next 48Stock Clearance Sale 48MegaBoxing Day超級優 惠 低至 1折 48Lianca Central eNews Jun 2008 48Novo Concept潮流服飾低至 55折 472009 RICS Membership Renewal in Asia 47Summer 2007 Big Crises 472008 Subscription News 47Lianca Central eNews Apr 2008 46
[漫畫 ]靈活業務新主張ndash網上協作小秘方 46
woo merry Xmassssale 46Online Payment - 2008 RICS Membership Renewal
46
RICS China AGM 2008 46Lianca Central eNews May 2008 4631 January 2008 ndash Deadline to apply for a subscription concession
45
Sample Sale at Conrad Hotel this Wednesday
45
BDU Promotion 18A Brushless ESC on SALE ~~~ USD$1999 x 2pcs ~~~ -o
45
Mega潮賞會員專享 -免費送你 $50現金券 45OLEVIA VIP專享優惠到 6月 16號咋 44
A Valentines Gift for your Beloved 44
41
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
6如何提高開啟率 Frequency amp Delivery 只留下印象不留下騷擾 Objective maximum impact minimum
intrusion
發件次數 How often to send
定下定時發件次數 Create a schedule
在客戶登記時寫清楚電子報的周期 Include frequency in online sign-up ldquoMonthly Newsletterrdquo
協調最佳的時間 Coordinate for maximum impact
電子報 (每月 每季 ) Newsletters (monthly quarterly)
特別通告 邀請信 (按需要 )Announcements Event Invitations (as needed)
42
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
匯丰網上理財推廣信的優劣Choice of display name and subject line critic of HSBC eMarketing
匯丰網上理財的不足 Critic of HSBC eMarketing 匯丰銀行轉用電郵做推廣當然是由于更加環保也更低成本 Its wise that HSBC
switch to email marketing to save cost and save the Earth 主題也很好并非硬銷 The subject line is fine for example New Experience on
Business Internet Banking is not hard-sell
到底由何人寄出 Display Name 不過發件者只道出是「 Commerciale-marketing」誰知道這就是匯丰呢可能他們根本忘記了「發件者」這個令收件者決定是否開啟的重點我們建議「發件者」顯示為 ldquo HSBC Commercial Bankingrdquo
However HSBC failed to identify itself The display name is commerciale-marketing why not HSBC Commercial Banking They simply forget to set the display name Display name is crucial factor that affect recipient whether to open the email or not We recommend display name like HSBC Commercial Banking
Sign up free trial httpReasonableSpreadhk43
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
發件人名稱 Display name
Sign up free trial httpReasonableSpreadhk44
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
隨時觀察趨勢 Watch your trends over time
45
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
為每個推廣活動分析成效 Evaluating Your Results 什么因素影響開啟率 What influences the open rate
發件者 主題 From Subject line 發出時間及地點 Delivery day time 名單的濫用使用時間或質量 List overuse age or quality
人們為何點擊鏈接 Why did people click through
引起行動 Call-to-action or offer 復制 Copy
他們對什么感興趣 What were they interested in
46
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
7How to increase sales amp conversions
如何增加銷售及成交Email creative design
電郵創意設計
47
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
7如何設計電郵內 ndash容 圖片 How to design email content -- image 大部分電郵服務器(如 yahoo gmail outlook等)都不會立即下載電郵中的圖片因此電郵內容應圖文分開令收件者大約知道電郵內容放心下載Most email clients block image for privacy reason thus text with image will enable recipient to read the contents HSBC failed to split text and image but just merge text into image We recommend text with image background or illustration
Sign up free trial httpReasonableSpreadhk48
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
7如何設計電郵內 ndash容 圖 片 How to design email content -- image 圖文分開 split text and image
Sign up free trial httpReasonableSpreadhk49
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
50
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
Olevia
51
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
7如何提高點擊率及成交How to increase open rate and conversions 引起行動 Call to action 緊 mdashmdash 迫感 48小時銷售 Sense of urgency ndash 48
hours sales
Sign up free trial httpReasonableSpreadhk52
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
7 More examples at Newsletter archive電子報庫
53
電子報庫ndash使 Google Yahoo搜索到您的電子報Newsletter archive ndash Publish email to web amp Search engine optimized -httpArchiveReasonableSpreadcom
例子 ExampleICE FIRE
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
為何使用一個專業的電郵推廣軟件及服務Why professional Email marketing software amp service
思齊 Spread 自動化最佳做法 Email marketing services automatebest practices
管理電郵清單彈回電郵取消訂閱 Manage lists adding new subscribers handling bounce backs removing unsubscribes
易用范本 Provide easy-to-use templates
寄出 HTML純文字版本 Send readable formats HTML andor Text
處理法例要求的取消訂閱 Handle unsubscribe links required by law
確保寄出追蹤效果 Ensure email delivery tracks results and complies with the law (UEMO)
54
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
55
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom
56
Thank You謝謝
For further discussion please contact us
Tel +852 3520-4490
Email AddressSpreadreasonablescom
Address Suite 5F Laford Centre 838 Lai Chi Kok Road Cheung Sha Wan Kowloon Hong Kong (Lai Chi Kok MTR exit A)
Live Demonstration can be arranged at your convenience
更多詳情請聯系我們電話 +852 3520-4490電郵 Spreadreasonablescom
地址香港長沙灣荔枝角道 838好勵丰中心 509室(地鐵荔枝角站 A出口)
我們可在您方便的時候為您安排現場演示
httpReasonableSpreadcom