spread email+marketing+tips+sc+2011 mar-tc

56
Email Marketing Tips 電電電電電電 1.Why email marketing? 為為為為為為為為2.How to comply with anti-spam law? 為為為為為為為為為為為3.Why Outlook failed as email marketing tool? 為為 Outlook 為為為為為為為為為為4.How to get your emails to inbox? 為為為為為為為為為為為為為5.How to grow your email list? 為為為為為為為為為為6.How to increase open rate? 為為為為為為為7.How to increase sales & conversions? 為為為為為為為為為ReasonableSpread.com

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Page 1: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 2: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 3: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 4: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 5: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 6: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 7: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 8: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 9: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 10: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 11: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 12: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 13: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 14: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 15: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 16: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 17: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 18: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 19: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 20: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 21: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 22: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 23: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 24: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 25: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 26: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 27: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 28: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 29: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 30: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 31: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 32: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 33: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 34: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 35: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 36: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 37: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 38: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 39: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 40: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 41: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 42: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 43: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 44: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 45: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 46: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 47: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 48: Spread email+marketing+tips+sc+2011 mar-tc

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

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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

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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

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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

Page 49: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 50: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 51: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 52: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 53: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 54: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 55: Spread email+marketing+tips+sc+2011 mar-tc

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

Page 56: Spread email+marketing+tips+sc+2011 mar-tc

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