Nowadays, the competition in the retail market is fierce. How to balance the input and output ratio and even maximize profits is a topic of great concern to the enterprises. For the retail industry, mail marketing is still the first choice for many enterprises, no matter the ratio of price to price or the rate of return.

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The first step in using email marketing is to create mail data for target users, and how much and how much data will directly affect marketing results.

According to webpower related research, many retail enterprises

Poor quality.

In this regard, how can the traditional retail enterprises effectively optimize data? How can online and offline activities be launched through two-way mail marketing? The thirty-first phase of WPOA free mail hall will be guided by Vincent, a professional instructor of webpower open college.

Eliminating error data to ensure list health

1. tradition

Offline activities are not the same as online activities. When collecting user information, most of them are done by hand, which is also the decisive factor leading to data errors.

However, it is possible to directly exclude some wrong user Email data through computer, network and other application tools.

2. after collecting user data, send a round of welcome mail to determine whether the Email address of the user is correct and whether it will rebound or not.

This can further eliminate some invalid "virtual" data, help enterprises effectively manage the list of data, and maintain their health.

In developing offline activities, traditional retail enterprises need to fundamentally solve the problem of data errors and errors, and try to ensure the correctness of user information so as to stabilize the basic elements of mail delivery.

At present, some large shopping malls have begun to use various mobile devices to handle and register membership cards, which greatly reduces the probability of data errors, which is a good policy.

Statistical activity type mail

After completing the collection phase of user data, the data can be divided effectively by sending several rounds of mail.

Traditional retail enterprises need to send appropriate promotional messages according to the attention and content of different users, so as to maximize the effectiveness of mail.

Then, how do we define the different levels of activity?

1. the most active crowd: users who frequently open mail have a relatively high degree of passion for brands, so they can send mail of brand publicity.

2. generally active / inactive people: users who have opened mail within 1-3 months can send promotional and activity mail appropriately to attract their interest and encourage purchase through price activities.

3. sleeping crowd: for users who have not opened mail for more than 1 years, enterprises should reform their headlines. Fashionable and interesting personalized titles may save some users; for example, holidays and other special days, enterprises can take advantage of the opportunity to send off mail to them to activate users.

In addition, for some users who no longer use the Email address, enterprises can wake up users through SMS, WeChat and other channels, so as to get the latest and most commonly used Email addresses.

For traditional retail enterprises, how to conduct two-way drainage on line and offline through mail marketing? As we all know, mail can interact with users in 1 to 1 communication. When launching online activities such as mail marketing, traditional retail enterprises can introduce online users to offline activities through online registration, offline participation or sending online discount codes and offline use, and ultimately realize OTO drainage and pformation.