A Study Of Permission Email Marketing Of "Company T"

The rapid development of the Internet in China has attracted enterprises to focus on marketing online. There are currently nearly one billion e-mail users in China. Low cost, without geographical restrictions and allowing direct interaction with customers, have made e-mail marketing one of the most important online marketing tools in reaching them. After research into the development status of email marketing, both domestically and abroad, it has been shown that overseas companies have achieved a return on investment of119%on their email marketing. However China’s current e-mail marketing strategies still remain at a stage primarily concerned with the pursuit of quantity. They ignore customer preference analysis and customer relationship maintenance. The result of this is homogenization of content that affects purchase and conversion, impacts on the customer satisfaction and finally restrict the profitability of the corporation."Company T" is the research subject of this article. Email marketing is its main business but low open rate and low click-through rate have become barriers to development of the enterprise. To solve these problems, this thesis used the study of Relationship Marketing Permission Email Marketing as a theoretical basis to explain the importance of relationship marketing for business e-mail marketing. Combined with the analysis of its email content to identify the problems it includes serious lack of understanding of customer needs, customer relationship management, differentiation marketing strategy based on customer segmentation and use of trigger email. Specific solutions to solve these problems have been put forward.Email marketing should focus on the User Experience, an in-depth understanding of customer needs and preferences, attaching importance to customer needs and preferences, attaching importance to customer lifetime value and the implementation of customized e-mail marketing programs based on customer segmentation of the customer lifecycle. Enhance customer satisfaction for winning customer loyalty to eventually achieve the advantage of High-efficiency and Low-cost Email Marketing.