Application Research Of Email Marketing In The E-commerce

With the growing number of people shopping online, there is a great upsurge of E-commerce in many industries and E-commerce system has matured gradually. In domestic E-commerce industry, permissive mail marketing is developing and being optimized. Though mail marketing is progressing from "junk mail" to "permissive type", an increasing number of customers are complaining about the unwanted subscribed mails while marketers are worrying about the decreasing effect of the mails.The thesis summarizes six issues through the research and study of permissive mail marketing in E-commerce industry:ignoring the importance of mail marketing strategy, lacking accurate data segment, lacking customer lifetime cycle management, low application of triggered mails, absence of application of interactive mails and the improvement of testing. These issues reduce the effect of marketing largely.To optimize the effect of permissive mail marketing, the thesis offers corresponding proposals to the issues. First of all, establish completed mail strategies and emphasize mail strategy marketing as one of the most important job at the beginning of mail marketing. Then, subdivide data of mail accurately. Next, set up completed procedure of customers’ lifetime cycle to promote the conversion rate and correlation. In addition, the thesis further optimizes triggered mail, interactive mail and testing.Taking advantage of these methods, problems could be solved, and breakthrough could be made and promote effect and efficiency as a result. The solution of permissive mail marketing in E-commerce industry would help enterprises of E-commerce promote customer relationship management, enhance competition strength, reduce operation cost and promote the healthy development of permissive mail marketing in E-commerce industry.