电邮营销趋势：要使用个性化电子邮件[摘要]为了胜过竞争对手，真正充分利用好个性化，就需要对市场进行细分。把收件人以更小的列表进行分组，能够更好的测试特定人群对公司产品的反映。
云邮件服务供应商Mailjet在成立四年多的时间里，已在全球拥有了超过2.5万用户。该公司美国集客营销业务负责人丹尼丝·陈（Denise Chan）日前撰文，告知客户应如何把握电子邮件营销趋势，使用更好的手段进行营销。
以下为文章内容摘要：
随着天气的逐步回暖，人们按照惯例开始大扫除，厚厚的防寒冬衣也会被收整起来。电子邮件营销方案也应当注意到这一年度惯例。在设法提高认识，或是寻找新用户或客户时，花一些时间来重新评估企业的惯例做法，这一点至关重要。
你的仪表板中是否杂乱无章的填满了关键绩效指标？或是否正忙于诸多数个月未曾使用的测试工具？正因为如此，企业的电子邮件营销活动特别需要跟上最新的趋势，并时常进行更新。根据对美国和欧洲300家营销主的调查，Mailjet编辑了一份全球“热门或冷门”榜单，帮助用户规整和改进电子邮件营销方案。
热门：HTML
在Mailjet的调查中，德国营销主把HTML编辑器列为首选电子邮件营销工具。虽然通过WYSIWYG编辑器编辑的电子邮件更容易被用户掌握使用，但是不支持后端代码变化，让其很难赶上样式的变化。如果不引起注意，这将会导致在接受者的收件箱内出现错误。
HTML在设计上的弹性是一项巨大的优势。用户能够预先知道自己的能力和限制。举例来说，Gmail在电子邮件的页眉和页脚就不支持CSS风格的标签。
如果能够熟练使用手编代码电子邮件，或是团队有人恰巧精通代码，那么就可以高枕无忧。如果不是这样，类似Code Academy这样的工具能够帮助用户学习代码语言结构。
冷门：发送邮件不需要测试反应
我们未来将会看到的一种趋势，是无答复的电子邮件将会减少。没有什么借口在在向用户发送电子邮件之前，不对如何展示电子邮件进行测试。可以通过向同事群发测试邮件，或是通过Litmus这样的工具来完成测试。如果是手动进行测试，就需要确保发送的电子邮件能够被所有的电子邮件客户端（Gmail、Yahoo、Outlook、Hotmail、Apple Mail）和屏幕（计算机、手机和平板电脑）收到。
热门：个性化的电子邮件
在法国，当进行电子邮件推广时，营销主在选择何种工具时首先考虑的会是个性化。
为了胜过竞争对手，真正充分利用好个性化，就需要对市场进行细分。把收件人以更小的列表进行分组，能够更好的测试特定人群对公司产品的反映。根据2014年DMA的调研，760%的电子邮件营收增幅来自于2013年细分的电子邮件。美国东海岸的人群或许要比西海岸的人群更频繁的收电子邮件。其它需要测试的潜在细分市场包括：
年龄：年龄在25周岁至34周岁的消费者，更可能会使用手机上网。向这部分用户发送电子邮件，应当带有移动独有内容。如可借助地理位置进行推广活动，当用户访问实体店时才能获得相应优惠。
兴趣：按照谁访问插页来细分用户，并向这部分用户发送电子邮件推广产品集成。
产品用途：向经常使用公司产品的用户发送电子邮件，邀请他们在社交媒体上推广公司产品，发表他们对产品的体验，并可向好友发送优惠码。
冷门：通用的电子邮件
另一方面，我们发现标准电子邮件已不再流行。一些企业已经直截了当的表示，没有一位客户还接收同样内容的邮件。
虽然不是所有人有基础设施和资源来个性化电子邮件，但是这一点已成为所有人的渴求。
如果开始打算这样做，首先要对用户进行分类，然后分别开展推广活动。随着公司规模的成长，要进一步细化用户分类。最终，企业将能够使用到更多自动化的解决方案。
热门：电子邮件追踪和报告
在过去的一年间，美国营销主使用电子邮件追踪和报告要比德国和法国营销主多出10%。电子邮件追踪应当会被普遍使用。电子邮件追踪能够帮助营销主掌握消费者对不同的内容做出什么样的反应，并能够把那些不参与电子邮件活动的消费者剔除出发送名单。
冷门：偶尔进行测试
许多营销主都害怕测试，认为这需要太多的时间和资源。
但是小规模的进行测试仍能够发现有深远影响的结果。一些电子邮件服务提供商甚至提供了嵌入式的二选一测试工具，让用户用不了多长事件便能够进行测试。
在每一次推广活动中建立模型进行小范围的测试，这就像是“我认为在晚间发送电子邮件有着更高的点击率”一样简单。本着通过每一次推广活动积累经验的心态，能够帮助改进与每一封已发出电子邮件之间的联系。（无忌）
The email hot or not list
As temperatures rise, it’s time to engage in the age-old tradition of spring cleaning, bidding farewell to those bulky winter items. Your email marketing program should take note of this annual ritual too. It’s just as important to take a moment to re-evaluate the practices your company is following when trying to raise awareness, or find new users or customers.
Is your dashboard cluttered with KPIs? Or maybe you’re buried under a number of testing tools you haven’t used in months. As part of this effort, your email marketing campaigns in particular deserve to be kept up-to-date on the latest trends and to be refreshed every now and then.
Based on a survey of 300 marketers in the US and Europe, we’ve compiled a global “hot or not” list to get you started on decluttering and revamping your email marketing efforts this spring.
HOT: HTML
Margins, padding and style properties are THE thing. In our survey, German marketers rated the HTML editor as their email marketing tool of choice.
They’re onto something. While building an email through a WYSIWYG editor is more user-friendly, it’s harder to catch styling changes that cause unsupported code in the back-end. If left unnoticed, it can render incorrectly in the recipient’s inbox.
The flexibility of designing in strictly HTML is a huge advantage. You know your capabilities and limitations up front. For example, Gmail does not support CSS style tags in the header and footer of emails.
If you currently hand-code emails or are fortunate enough to have a member of your team well-versed in code, pat yourself on the back, thank your developer and breathe a sigh of relief. If not,tools like Code Academy can get you started on learning the structure of coding language.
NOT: Sending without testing for responsiveness
A trend we’ll (hopefully) see less of in the future are non-responsive emails. There’s just no excuse not to test how your email displays before it lands in an inbox. This can be done either manually, by sending test emails to a selected group of coworkers or through a tool like Litmus or Email on Acid. If testing manually, you’ll want to be sure you are sending to all major email clients (Gmail, Yahoo, Outlook, Hotmail, Apple Mail) and screens (computer, mobile, tablet).
Over time, you’ll begin to pick up on each client’s distinct way of rendering as well. Recently, I sent my first email campaign with an emoji in the subject line and learned that most major email clients support emoji display with the exception of Outlook 2003.
HOT: Email with a human touch
In France, marketers rated personalization as their go-to tool when creating email campaigns.
To one-up your competitors and really get the most out of personalization, pair it with segmentation. Grouping recipients into smaller lists helps better test how certain demographics respond to your product. According to a 2014 DMA study, a 760% increase in email revenue came from segmented emails in 2013. Maybe you’ll find East Coast recipients like to receive email more frequently than West Coast. Some other potential segments to test:
Age – Consumers ages 25 – 34 are more likely to access the Internet through their phones. Email customers ages 25 – 34 with mobile exclusive content. Leverage geo-location by sharing a promotion that can only be unlocked when visiting your brick-and-mortar store.
Interest – Segment out customers who visited your plugins page and send them an email promoting your product integrations.
Product Usage – Email a customer who regularly uses your product and invite them to promote your product on social media by tweeting about their experience or offer a promo code to refer a friend.
Remember the content that each group responds to and continue to build on these preferences to make the conversion process as seamless as possible.
NOT: One message fits all
On the other hand, something we’ve been seeing go out the door is standardized messaging. Some companies have even gotten to the point where no single customer receives the same content as another (Gilt and Amazon are two known e-commerce pros that do this).
While not everyone has the infrastructure and resources to personalize to this level of granularity, it’s certainly something to aspire to.
If you’re just starting out, first find a basic segment in your user base to split your campaign with. Continue to slice your list into these segments as your company grows and eventually you will be able to put a more automated solution in place.
HOT: Email campaign tracking and reporting
U.S. marketers have used email campaign tracking and reporting 10% more than German and French counterparts in the past year. I believe tracking is really something that should be universally adopted. Email tracking helps marketers learn how customers respond to different pieces of content, and also when to remove customers who have opted in but aren’t engaging with emails.
Don’t let your hard work go to waste – check to see if your email service provider automatically adds tracking tags on your links, if not, you can tag your links using Google Analytics’ URL builder and measure your click-through rate there.
But really, the neatest thing about tracking the opens and clicks of email campaigns is understanding what role email plays in your overall conversion funnel. Does it drive engagement to other social channels? Or, which purchases are customers most frequently considering?
Looking at the bigger picture helps identify the best way to use email and have it drive value long after that first click.
NOT: Testing sporadically
Many marketers dread testing, thinking that it takes up too much time and resources.
But you can start small and still find impactful results. Some email service providers even have built-in A/B testing tools that allow you to set up a test in just a matter of minutes.
Make it a practice to build a hypothesis into each campaign, it can be something as simple as “I think sending at night will drive a higher click-to-open rate.” Being in the mindset to learn from each campaign can help you improve communication with each email sent.
These ‘hot’ trends will help your marketing program spring forward by allowing you to work smarter, not harder.
来源：TNW
扫一扫，关注“ HRTechChina “,聆听人力资源科技的声音！
扫一扫 加微信
hrtechchina
