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Email Marketing Tips
電郵推廣教程
Why email marketing? 為何需要電郵推廣？
How to comply with anti-spam law? 如何應對反垃圾郵件法例？
Why Outlook failed as email marketing tool? 為何 Outlook 不可作為電郵推廣工具？
How to get your emails to inbox? 如何使您的郵件傳遞至收件箱？
How to grow your email list? 如何發展您的電郵名單？
How to increase open rate? 如何提高開啟率？
How to increase sales & conversions? 如何增加銷售及成交？
ReasonableSpread.com

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 —— 無雙。
2006 Jan, Spread was released. Up till 2010, 1/4 Hong Kong people received emails sent by Spread.
2006 年 1 月， Spread 面市。直至 2010 ， 1/3 的香港人收到過來自 Spread 的電郵。

Achievements 業績
Until now, more than 32,700,000 email addresses worldwide is managed by Spread users.
至今，全球有超過 32,700,000 的電郵地址由 Spread 的用戶管理操作。
Up till 2010, 1/3 Hong Kong people received emails sent by Spread.
直至 2010 年， 1/3 的香港人收到過來自 Spread 的電郵。
Hong Kong Science & Technology Parks “IncuTech Programme” graduate company
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

0. Email usage 2010 US/HK HK US Soruce: Hitwise

0. Email usage 2010 China
China
Soruce: 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
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 & Email
印刷、電郵的成本比較
Comparison of Costs for 12 newsletters per year for 10,000 members
成本比較： 10,000 個會員，每年 12 封電子報。
直接傳統信件直接電郵 Direct “Snail” Mail 􀂃 Design ( 設計費用 ) : $40,000 Postage ( 郵費 ) : $168,000 Printing ( 印刷費 ) : $140,000 Handling ( 手續費 ) : $28,000 Total ( 共計 ) : $376,000 In HK$ 以港幣 $ 計 Direct Email 􀂃 Reasonable Spread 思齊 Spread Annual fee ( 年費 ) : $5,760 Design ( 設計費 ) : $8,000 Total ( 共計 ) : $13,760 In HK$ 以港幣 $ 計

Advantages of Email Marketing 電郵推廣的好處
適合任何類型的生意 ideal for 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 ——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、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 via auto responders , web bugs , bounce messages , unsubscribe requests, read receipts , click-throughs , etc. measure open rates , positive or negative responses, and to correlate sales with marketing.
重復業務 ——低成本自動重復業務 repeat business affordably and automatically.

Advantages of Email Marketing 电邮推广的好处
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 (i.e., consented) to receive e-mail communications on subjects of interest to them.
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 (i.e., "green").

New Customers Vs Old Customers 新老顾客对比
Intermarket Group:
Barnesandnoble.com spends $42 to sign up a new customer, compared to Amazon.com's $27.60,
Priceline's $32.30, and Beyond.com's $29.30
Intermarket Group ：
為使一名新會員注冊， Amazon.com 花費了 $27.60 ， Priceline 和 Beyond.com 分別為 $32.30 和 $29.30 ，而 Bamesandnoble.com 則花費了 $42 。
* http://www.entrepreneur.com/tradejournals/article/56068802.html
Low profit margin in eBay and search engines – 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：
Magazine ads: HK$3K-8K Full Page
雜志廣告：港幣 $3-8 千 / 版
Search marketing: US$0.01 – 31
搜索引擎營銷：美元 $0.01-31
Email list rental: HK$1-2/email
電郵地址租賃：港幣 $1-2/ 封
Sign up free trial: http://ReasonableSpread.hk Acquisition cost * 购买成本 * Max CPC Avg CPC Top Paying Keywords 96.87 31.10 adverse credit remortgage 54.31 29.34 att call conference 60.86 28.51 angeles drug los rehab 101.30 28.23 att go 61.47 28.03 accident car florida lawyer 90.48 27.11 at t wireless 40.18 26.19 anti spam appliance 93.12 26.17 adverse remortgage 53.70 25.98 att conference 101.26 25.84 at and t 141.00 23.29 american singles 102.69 23.03 att prepaid wireless 69.09 22.74 at and t cell phones 53.88 22.24 anti spam lotus notes 39.25 21.80 anti spam exchange server 133.02 21.20 att wireless com 70.76 20.80 angeles criminal defense los 41.31 20.64 action class lawsuit vioxx 47.61 20.28 attorney law lemon 32.22 19.97 auto insurance quotes 61.52 19.68 administration lease software 52.56 19.03 accident lawyer michigan 107.72 18.85 acid reflux disease diet 51.00 18.43 affiliate per click 110.73 18.19 att prepaid

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

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！

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 (“the UEMO”) 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 :

2. 遵從《非應邀電子訊息條例》 Compliance with the UEMO Newsletter subscription form: (opt-in) 電子報訂閱表格：（選擇加入） Automatic unsubscribe 自动取消订阅

2. 電郵推廣的問題 - 符合法律的要求 Problems for Email Marketing – 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
“ 加入我們的電郵名單 ” “我想要時常收到公司信息”
Explicit: Opt-in from your website, a sign-up form or guest book
“ Join our mailing list” “I would like to receive info from time-to-time”
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 when collecting information from registration forms or tradeshows, etc.
Opt-in email list is required by Australia & 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

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 (e.g. 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 Don’t Know CAN Hurt Them

4. How to deliver your emails to inbox ？如何使您的郵件傳遞至收件箱？

4. 傳遞至收件箱 Deliverability to Inbox
Email server settings & monitoring 正確郵件服務器設定
Static IP & complete DNS entry 使用靜態 IP 地址 / 確認 DNS entry 是完整及正確，如 reverse DNS
Comply with industrial standards: SPF/Sender 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）
Spam complaint feedback loop to reduce complaint rate – Hotmail, Yahoo, AOL, comcast etc. 利用垃圾郵件投訴回饋循環減低投訴率—— Hotmail, Yahoo, AOL, Comcast 等等
Remove invalid / bounce back email addresses 排除無效 / 彈回郵件地址
Reputation certification by Return Path (in progress) 申請電郵信譽認證（進行中）
Regular monitor on deliverability(health check) 觀察個別 ISP 是否可寄出電郵
Good relationship in major ISPs 與主要因特網服務提供商 (ISPs) 維持良好關系

90% emails delivered to Hotmail/Windows live/MSN inbox
90% 的郵件傳遞至 Hotmail/
Windows live/MSN 的收件箱
Deliverability report from Hotmail.
來自 Hotmail 的郵件傳遞報告。
Result 结果 Example 示例 Verdict percentage 判决百分比 Green 绿 Spam （垃圾邮件） < 10% Yellow 黄 10% < spam （垃圾邮件） < 90% Red 红 Spam （垃圾邮件） > 90%

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

5. How to grow your email list ？如何發展您的電郵名單？

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
When/Where to collect emails
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 http://ADtively.com

5. 如何建立電郵名單 How to build your email list?
Sign-up (Opt-in) forms
Co-marketing
Highly targeted public data
eDM or “email advertising”

5. 如何建立電郵名單 How to build your email list? eDM network http://ADtively.com

5. 如何建立電郵名單 – 訂閱電子報 How to build your Email list – Newsletter Subscription 通過訂閱電子報表格來建立電郵名單是一種常見的做法。 It‘s a common technique to build your email list by using newsletter subscription form. e.g. http://www.hkishop.com Sign up free trial: http://ReasonableSpread.hk 多 6 倍 6 times more than before

5. 如何建立電郵名單 – 訂閱電子報 How to build your Email list – Newsletter Subscription
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, it's important for placement of your website sign up form.
Sign up free trial: http://ReasonableSpread.hk 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 2,000 登記。刊登于 2008 年 2 月 FACE 周刊

更多訂閱者 More subscribers 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? 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: http://ReasonableSpread.hk 总结 Summary

6.How to increase open rate ？如何提高開啟率？

成功案例 HKiShop – 開啟、點擊倍增

6.Opens 開啟
发送 Sent
开启 Opens
点撃 Clicks
弹回 Bounces
Conversions – sales, sign-up etc
回报为垃圾邮件 Spam Reports
取消订阅 Unsubscribed
Multiple opens 多次開啟

Best timing to send email 發郵件的最佳時間 6.Opens by hours 按時間段分析開啟率

6. Good timing 最佳時間結果可能因你的客戶群或產品而有不同！ Your results may vary significantly! Day 工作日 Time 時間 Open % 開啟率星期二或星期三 Tuesday or Wednesday 11:00 AM - 12:30 PM 50-62% 星期四 Thursday 3:30 PM 34-44% 星期五 Friday 9:30 AM 18%

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 doesn’t seem send me much emails
像是寄給我的產品目錄 Looked like the catalog I received at home

消費者為何開啟你的電郵？ Why consumers open your emails? Sign up free trial: http://ReasonableSpread.hk 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 “From” 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 “Subject” 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 the "from" line most often determines whether they open an email or delete it. Source: DoubleClick

高開啟率的標題 Subject lines with high open rate 標題 Subject line Open rate 開啟率 % Reminder:"Secret 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 3:00pm today 73 [Final call] Online seminar will be held at 3:00pm today 72 Online seminar will be held at 11:45am today 71 Online seminar will be held at 4:30pm today 71 Online seminar will be held at 2:30pm today 70 Online seminar will be held at 3:00pm today 70 INVITATION 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, pásalo 52 [ 漫畫 ] 網上推廣知多 D - 電郵推廣的法則 50 Bigdotunclestore Sales Promotion: "3.7g Servo","11.1 LiPo" and "Fokker EDF Airplane" 49 maymayking at Top Drawer 49 New Arrivals 49 MegaBox 火紅歐陸聖誕 49 美國 OLEIVA 數碼接收器又有新軟件啦 48 Invitation to Who's Next 48 Stock Clearance Sale 48 MegaBoxing Day 超級優惠低至 1 折 48 Lianca Central eNews : : Jun' 2008 48 Novo Concept 潮流服飾低至 55 折 47 2009 RICS Membership Renewal in Asia 47 Summer 2007, Big Crises! 47 2008 Subscription News 47 Lianca Central eNews : : Apr' 2008 46 [ 漫畫 ] 靈活業務新主張 – 網上協作小秘方 46 woo! merry X'massssale! 46 Online Payment - 2008 RICS Membership Renewal 46 RICS China AGM 2008 46 Lianca Central eNews : : May' 2008 46 31 January 2008 – Deadline to apply for a subscription concession! 45 Sample Sale at Conrad Hotel this Wednesday! 45 BDU Promotion : 18A Brushless ESC on SALE !!! ~~~ USD$19.99 x 2pcs ~~~ : -{o 45 Mega 潮賞會員專享 - 免費送你 $50 現金券 45 OLEVIA VIP 專享優惠到 6 月 16 號咋 44 A Valentine's Gift for your Beloved 44

6. 如何提高開啟率 Frequency & 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 “Monthly Newsletter”
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)

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 It's 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「 Commercial.e-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 “ HSBC Commercial Banking” 。
However, HSBC failed to identify itself. The display name is "commercial.e-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: http://ReasonableSpread.hk

發件人名稱 Display name Sign up free trial: http://ReasonableSpread.hk

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

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?

7.How to increase sales & conversions? 如何增加銷售及成交？ Email creative design 電郵創意設計

7. 如何設計電郵內容– 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.

7. 如何設計電郵內容– 圖片 How to design email content -- image
圖文分開 split text and image

Olevia

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
緊迫感—— 48 小時銷售 Sense of urgency – 48 hours sales

7. More examples at Newsletter archive 電子報庫
電子報庫 –使 Google 、 Yahoo 搜索到您的電子報 Newsletter archive – Publish email to web & Search engine optimized - http://Archive.ReasonableSpread.com
例子 Example: ICE FIRE

為何使用一個專業的電郵推廣軟件及服務？ Why professional Email marketing software & service?
思齊 Spread
自動化最佳做法 Email marketing services automate best 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 and/or 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)

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

by Ivan So on Jun 02, 2011

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