电子邮件营销

电子邮件

电子邮件营销(Email Direct Marketing ,EDM),由于其规模性、实时性、互动性和经济性等突出特点,逐渐被人力资源服务机构所广泛认可,在新客户的获取、客户价值提升、客户忠诚度等客户全生命周期的各个阶段大规模的应用。 然而,企业的电子邮件营销,绝不能 “名单+发送”般简单操作,需要进行精细的思考、规划和控制,高质量的内容策划、精准的投放对象以及合理的发送频率三者缺一不可。

高质量的内容策划

EDM内容的创造性非常重要,内容的推送需要建立在了解客户的基础上。一般而言,如果受众能够通过EDM获取到其所需要的信息,或是一些额外价值的信息, 对EDM的反馈率较高。例如,在进行EDM营销时,采用电子杂志的形式,赋予受众前沿知识与研究成果等附加价值,读者对EDM的打开率、阅读率就会比较 高,对电子杂志中企业提供的活动/产品信息的点击率也会更高,由此就会产生销售的机会。反之,若推送的内容缺少价值,则容易沦为垃圾邮件的代名词,为受众 所摒弃,不仅无法获得营销机会,更容易对企业的品牌形象产生负面作用。

精准的投放对象

人力资源服务机构的EDM投放对象以人力资源专业人士为主,受众群体来自于企业现有客户以及潜在客户。当现有客户的资源受限时,企业一般会进行外部数据采 购,然而,公开售卖的数据不仅质量难以保证,且多次重复销售,将导致大量数据失效。此时,选择一个信誉优良的、拥有庞大的人力资源经理人数据库的第三方平 台合作不失为一个有效的方式。此类合作的模式一般以效果收费,可以帮助企业在保证精准投放的同时,大幅降低成本。

合理的发送频率

邮件发送频率不宜太高,促销类的EDM建议每月少于4次。频次过高,容易使部分客户退订邮件,尤其是很多人力资源经理人工作繁忙,每日都需要处理大量的邮件。

邮件营销的时段选择

时段  定义  说明
 6:00-10:00  消费者之晨 工作日的早晨是消费者在一天中打开营销邮件的第二个高峰时段,他们会有时间关注那些服装、现场活动、餐馆和消费品信息。
 10:00-12:00  请勿打扰 消费者通常不会打开营销邮件,此时他们正在全神贯注的工作。
 12:00-14:00  午餐佐以新闻 和直觉相仿,消费者在午餐时间不太会打开营销邮件,而是把时间花在新闻和杂志的消息上。
 14:00-15:00  进入工作状态 中午过后,消费者会继续把精力投入在工作上,只对财务服务相关的邮件感兴趣。
 15:00-17:00  改变命运的下午 工作的激情慢慢消退,消费者开始考虑一些个人问题。因此,在下午15:00-17:00之间营销邮件被打开的最多。
 17:00-19:00  加班中… 和假期有关的邮件打开率明显升高(归类为“假期营销”的邮件有17.9%在这个时段被打开)。和直觉相反,B2B营销邮件的打开率也相当的高(26.4%)。
 19:00-22:00  跳楼大甩卖 收件人很有可能在下班后的自我闲暇时光里对面向消费者的促销做出反应。归类为“消费者促销”的邮件有23%在这个时候被打开。关于服装、特殊爱好如体育和健身等等的推广会在这个时段取得极佳的效果。
 22:00-6:00  营销雷区 这个时段发送的大部分邮件都不能产生预期效果。

量EDM营销效果的指标

对EDM的营销效果的衡量指标主要有3项:有效率、阅读率和点击率。

1、有效率
计算方法: 有效率=成功发送数量/发送总量
发送总量指:电子邮件数据库的数量。
成功发送数量指:成功到达邮件地址的数量,即电子邮件数据库的有效量。
作用:衡量获取数据库的有效率,即确定发送的地址是否真实存在。

2、阅读率
计算方法:阅读率=打开量/成功发送数量
打开量指:有效地址的用户接受到EDM后,打开邮件的数量;由于EDM会存在一个用户打开多次的情况,有些统计系统,会统计EDM的打开次数和打开用户数。
作用:评估用户对邮件的兴趣程度。

3、点击率
计算方法:点击率=点击量/打开量
点击量指:用户打开EDM后,触发的点击的数量。如果EDM中,存在多个链接,最好单独统计,这样可以评估出用户对内容兴趣度,用以调整和优化EDM的内容。 作用:评估用户对邮件内容的兴趣程度;如果EDM邮件阅读率高,但点击率却很低,则需要调整EDM的内容。

电子邮件营销软件

EDM的有效传播也需要借助高效的工具,以下为EDM营销效果较好的软件:

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Bookmarks for July 13th through August 9th

These are my links of my daily reading for July 13th through August 9th:

  • Six tips for increasing your Facebook fans | Econsultancy-Interacting with fans on Facebook is no longer the mystery that it once was, with a majority of brands realising the benefits of posting regular content and engaging in conversations with users.
  • Facebook scans chats and posts for criminal activity | Internet & Media – CNET News-Facebook has added sleuthing to its array of data-mining capabilities, scanning your posts and chats for criminal activity. If the social-networking giant detects suspicious behavior, it flags the content and determines if further steps, such as informing the police, are required.

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    <div><div>Facebook has added sleuthing to its array of data-mining capabilities, scanning your posts and chats for criminal activity. If the social-networking giant detects suspicious behavior, it flags the content and determines if further steps, such as informing the police, are required.</div></div>

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The progress I made in English

I have been learning English since I was 6 years old in the kindergarten. My parents sent me to learn spoken English after school. Then back in my primary school in Shanghai, we started learning English in 3rd grade.

I was always one of the best English learners at in the class until graduation from university.

But I remember when I met my first foreign friend at work, I couldn’t express my feelings fully although I was the best student in the English training class at the company. I determined to learn English better because the reality told me my English level was worse than I had been led to believe. I also made a decision that I wanted to go to overseas to study for my Master’s degree, which was the greatest motivation to learn English.

After being a little bit depressed in 2006, I devoted most of my spare time to learning English, and I applied for school. But I didn’t have the best circumstances to immerse myself into English because opportunities were lacking. Lack of English media, environment and friends to chat with are the biggest barriers. On top of that, I had to work 10 hours a day and keep my mom company while she watched her favorite TV programme when I came back home.

Things changed when I came to Hong Kong, I had my own dorm room in a remote area where I  didn’t have many friends to talk to, which was good, as I could choose who I wanted to make friends with. I listened to English radio every night and went to the university’s English center almost every day. I made a very detailed English learning plan which exposed me to speaking, listening, reading, and writing. I was quite determined, and at that time I called my American friend every week to practise English.

The only barrier back then was that I had to learn Cantonese at the same time. And I wanted to speak it like a native speaker because I know that Shanghainese have an advantage in learning Cantonese. Almost everyone can speak it well after one year in Hong Kong. I started to learn Cantonese half a year before I came to Hong Kong. It turned out that half a year later, I spoke it very well. I was quite harsh with myself then. While most of the students from the mainland were trying to make more friends in this new environment, I spent most of my time just studying my master’s programs, learning Cantonese and English.

Language learning needs a lot of patience. I felt frustrated because I was still not fluent enough in speaking to express my complicated ideas. I like communication very much; and I wanted to interact with people deeply. The environment at school was not good at that time because most of the students in our class were from mainland China. My reading and writing made progress though, because I had to read a lot of papers and write my own paper.

When I reflect, I plucked up courage to ask an American Professor in the early spring of 2009 if he wanted me to teach him Chinese for free and he accepted my offer. I thought in return I could ask him some English questions. That Chinese New Year, I didn’t go back home. Instead, I stayed in my dorm by myself avoiding speaking any Mandarin or Shanghainese.

The biggest change was in the summer of 2009. I was not in a hurry to find a job then since I was planning to have a European trip. I went to the English center everyday to practise English with the English tutors. My English skills rocketed.

In 2010, I was lucky enough to find a job in an online company quickly .  Here I was able to speak English every day with colleagues since we had so many different nationalities at the office. Every one was in charge of his or her native area in the world.  I was also lucky to have the support of my good friend Ip, who speaks Mandarin, Cantonese, English, and Japanese almost like a native because she lived each of those place for about 10 years. She taught me a lot of everyday language both in English and Chinese while we were at lunch.

A new chapter of my life started in Hong Kong, as I began to take part in various new activities. I met so many people of different nationalities. I was so fascinated by different cultures. One of my best friends said she thought I would make a good sociologist. She said I was good at observing people, that I adapted quickly to different cultures, and that I had my own insights about things such as culture differences or human behavior. I realized language really can help me with these kinds of things that I like.

Over the last six years, my spoken English has jumped to another level. One of my friends thought I had previously studied overseas, and she thinks that my English is international. However, I am still working very hard. I spend at least an hour every day watching English TV programs or news. I attend expat networking every week or two to practice speaking. Since my Cantonese is quite good now, I can spend most of the time on English. I spend at least half of my spare time concentrating exclusively on English. Most of my daily language now is Cantonese and English. I remember one of my old teachers said that if you want to learn a language well, you need to forget your native language.

This year I started to polish my English writing. I need to write reports at work and have been doing so for the last two years. But I was aware that the way I wrote sometimes still seems very Chinese even though I make a big effort. For example I write: “It is forecasted”, but for a native speaker, it should be” it is forecast”. I have some native speakers helping me to correct those tiny things I should bear in mind in writing. And I am sure I will make more progress.

To be an expert at languages is part of my dream to achieve my full potential. If I had been given the better opportunity, I would go to some English-speaking countries. But since I am in Hong Kong now, it is not bad to learn one more language- Cantonese – and to try harder to learn English better in order to enjoy such an international environment. However, I still wish I can speak very good English as if I went to overseas 8 years ago. I know I already made a great progression.

Meanwhile, I have just started to pick up my German again- a new challenge for me to conquer.

I am on my way now. I know there is still a long way to go.

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Differences of living in Hong Kong and in Shanghai

1. I have to say it makes me so miserable that I have no access to Google, facebook, youtube, twitter, which are already, become my daily routine now.最大的悲哀莫过于,中国没有google, youtube, facebook,twitter, 以前还没有wikipedia, picsa, 和wordpress.

2.  Something that I have to mention is the humidity in Hong Kong, which is another big feature of Hong Kong. Remember when it was in February, everything at home got moldy because of the humidity. The A4 paper on the desk became soft just like a tissue. The temperature then is below 20 degree, way below the temperature to have my AC on. But I was told I should have my AC on in order to suck the humidity out.在上海的时候已经觉得很湿了,但是香港的湿的程度可以让放在桌子上的纸都变软了。 这里的饮食习惯很多也都是要祛湿降火。 家里很多东西不注意就要发霉。这点让很多偏北方一点地区的人都不习惯吧。

3. It has becomes a common practice for people to stand on the right side of the escalator and leave a path on the left side for others to walk past them. The idea was promoted in Shanghai during the Shanghai Expo. Sometimes it’s difficult for people follow this practice. This problem is caused by the large mobile population in Shanghai which is virtually impossible to regulate.来香港的人搭地铁都会注意到使用扶手电梯的时候,左行右立已经成为很普遍的社会现象。 而上海世博的时候开始推广的, 但执行力度是不够的。

4. It’s fair to say that in Hong Kong, people‘s overall moral code in public is better than that in Shanghai. In Hong Kong, people will to say sorry when they bump into each other accidently.很公平的说整体社会素质要比上海的高,有时候你会觉得人们太过于习惯地去说sorry.

5. The price of the merchandise in Hong Kong is almost the same. They set quite a reasonable price for similar products. Some of the prices of products will fluctuate in Shanghai. Most of the time, you will have to bargain with the store owner to get a good price on the product, otherwise, you are charged more and it will drive you mad when you see the same item for a much cheaper price in another place.物价在香港比较平均,基本没有讨价还价, 在上海,不讨价还价就被人斩。

6. Allergies in Shanghai are much worse than in Hong Kong.  I have allergy and sneeze almost every morning in Shanghai, but I am fine in Hong Kong for no reason. Some of my friends have the same situation when they travel to Shanghai. This is caused by the high pollution level in the city.我一到上海就每天打喷嚏,一回到香港就好。空气污染程度可见一斑

7. Most domestic merchandise is cheaper in Shanghai than in Hong Kong. But imported such as movies, wine, chocolate, and cosmetics are cheaper in Hong Kong. This price difference is caused by a higher import tax in Mainland China.能自己生产的东西上海便宜, 进口的商品香港便宜(电影,红酒,巧克力, 化妆品)

8. Hong Kong has a higher income and buying capability index than Shanghai. This can be shown in the real estate industry. That means, even the property price is very high in Hong Kong,  Hong Kong’s people have work fewer hours to buy one square meter of an apartment than Shanghai’s people do.香港房价虽贵,但是收入和房价的购买能力的指数还是比上海人要高。

9. Apartment in Hong Kong is very practical.  400 square feet in Hong Kong can be a 3 bedroom apartment. In Shanghai, the same size apartment might only be 1 living room.我竟然能看见40多平米在香港能做成三室一厅, 这算是面积合理利用吗?

10. Hong Kong has a reputation for having excellent service. I can enjoy good service almost every where in Hong Kong. Sales staff are pleasant and be nice to people in order to maximize their profit. In Shanghai, sometimes, you will be upset when you came across some aggressive sales staff.以服务业著称的香港,当然以良好的服务态度著称, 我就从来没在公共场合受到冷遇。

11. In Hong Kong, it is easier for women with higher education to find a job. This is because its prosperous industries are service industries which need more female labor. The city’s higher education is created to incubate elite people. This means that only 10% of the people have the opportunity to go to university。来香港前就听说在香港女人比男人好找工作, 大学生在精英教育的体制下,属于少数人群。 所以女大学生在香港应该待遇还不错。

12. Canton Dessert and Dim Sum are better in Hong Kong than anywhere else.  I can eat real dessert and dim sum here. There is no typical Shanghai dish to me; Shanghai cuisine includes elements of all regional food.在来香港之后,才知道在上海吃的茶餐厅的糖水都不是正宗的广东糖水,还知道了什么是正宗的点心。

13. I work in an office with people of all nationalities. Their practice is quite different. They want to work with people who can be their friends. For example, a girl from Canada once told me that she really wants to make friends at the office and hang out with colleagues after work. Unfortunately her colleague’s comments really hurt her. They said, “We never make friends at the office.” This is how it is in my office. Foreign colleagues like to have a drink after work for the happy hour. The local colleagues are eager to go home or hang out to have dinner with their friends. Foreign colleagues seem to be more active after work. As they said that they feel very guilty just to be at home so much. Chinese people probably would feel guiltier hanging out instead of being at home with their family.在上海的办公室, 女孩子们都很起劲哪里有最新打折,哪里又有优惠券了,总是以最实惠的方式买到自己心仪的东西。 在香港民族大融合的办公室里面, 各国国旗齐差,如果提到哪里有更优惠的东西之类的话题,不但不会引来共鸣,甚至会导致不开心。特别是外国人,不喜欢被别人说哪里可以找到比他们买的东西更 便宜的东西。 香港和上海办公室文化其实相差不是很多, 但在呆过各种人种混杂的办公室后,我深深感到, 外国同事和中国同事的不同。 他们会很乐意和同事们下班了去喝一杯,而中国同事通常只是想要回家或者和他们自己的朋友出去吃个饭。 外国人喜欢和那些可以做朋友的人成为同事。 那些插着各国国旗的人们,特别是欧洲人, 他们喜欢星期一去哪里消费,星期二去哪里玩,星期三去哪里吃饭,星期四去哪里买东西,星期五去哪里聚会,周末留在家里,他们会觉得内疚。 貌似要把所有的薪水都贡献于这个社会,他们才安心,这也是人家国家繁荣富强的原因。

14. There are mountains everywhere in Hong Kong even in the commercial area. The mountains are a unique feature in Hong Kong. Many high buildings are built on slopes. Sometimes it’s very fascinating to look at. The drawback is that no one will bicycle on theses roads.香港到处都是山,连商业区都有崎岖山路。 所以没人骑自行车。 上海的山估计只有小小的一座佘山了。

15. In Shanghai, I can go directly to the best public hospital to see a doctor with my social benefit card. It’s just a one-time-errand. In Hong Kong, in order to cure my back pain I needed to go to the private clinic first to get the recommendation letter. After that I went to the public hospital to get the booking date. This was followed by a two- month of waiting to see the specialized doctor. After that, I needed another recommendation letter to have physiotherapy. I was also told by my insurance company that I needed recommendation letters too to claim back all these fees. This means that when I was seeing the doctor I needed to ask for at least three letters. One is for the next treatment, one is for my company’s sick leave, and one is for the insurance company. It really is a hassle to go to the doctors.我会拿着社会保障卡去上海的任何一个医院看病,一次搞定。 在香港我看一次背痛,首先要先去私家诊所拿介绍信(付费),随后去公立医院预约,随后收到预约纸后才能去看专科(通常2个月后), 看完后还要专科医生介绍信才能去做物理治疗。 其中,开介绍信的费用,看专科的费用,和做物理治疗的费用,每次都要分别去保险公司报销。

 

16.People in Hong Kong are dedicated professionals. Detail is valued in every work place. In Shanghai, as the city has a fast-developing pace, it has a larger vision but lacks detail. In Hong Kong I learned to be a detail-minded person. The work atmosphere is quite different here from Shanghai. It’s more concentrated, tense, and efficient.香港人以专业著称。不过有时候显得太过于专业而不够灵活,上海人一般被称为很有远见,但有时候有点不注意细节。这是来自一个和中港两 地做生意的老外的评语。

17. The traffic in Hong Kong is also worth mentioning. The taxi fare is HKD 20 for the first 2 km, and then it will charge HKD1.5 for each additional 200 meter. It might be much cheaper than the taxi in Europe, but more expensive then the taxi in Shanghai. As I remember the taxi fare in Shanghai should be RMB 12 for the first 3 km.  My daily fair for the MTR is around HKD 21, which is also much higher than the fair of the subway in Shanghai.

18.

All in all, Hong Kong is a free harbor, which means low tax and freedom of speech. It is a good choice for many people from oversees to bypass the strict policy in China. Unfortunately, everywhere in Hong Kong is very compact. People are more stressed. To think of the good aspects, it is remarkable that such a small city comprises so many high-rises, mountains, and islands. It is also surrounded by sees. I don’t feel so hammed-in when I am on the beach or beside the mountain enjoying the good view.

Compared to Hong Kong, Shanghai is an old international city. It is a metropolis which has a longer history than Hong Kong. Shanghai has its own charisma. There are many charming places such as French Concession in Shanghai. Such classy, old, and nostalgic features of these areas can never be found in Hong Kong.

总的说来,香港是世界上最大的自由港,低税收,有言论自由,这是很多海归想回归 但又害怕被束缚的最佳选择。但香港地方小,活得有点憋屈也是人尽皆知的,孰好孰坏,冷暖自知。 而上海,这个老牌国际大都市,我觉得有很多个人魅力,像我以前爱去的长乐路,新乐路,瑞金路,衡山路,绍兴路,那里汇聚了很多精品小店,这些以前资本主义 的殖民地,那种气度,那种特色,那种经典的感觉,在香港是绝对找不到的。

 

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My Reading Bookmarks for June 7th from 06:42 to 06:42

These are my links of my daily reading for June 7th from 06:42 to 06:42:

  • Three Popular Online Survey Tools – What They Give For Free

    Since people still ask me what online survey tools they can use for free, I decided to share the free online tool review I made of the three online survey tools that seem to be most popular, on a set of features that would allow me to create from simple to slightly more advanced surveys

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Bookmarks for May 17th through May 30th

These are my links for May 17th through May 30th:

  • comScore Releases January 2012 U.S. Search Engine Rankings – comScore, Inc-Google Sites led the U.S. explicit core search market in January with 66.2 percent market share (up 0.3 percentage points), followed by Microsoft Sites with 15.2 percent (up 0.1 percentage points) and Yahoo! Sites with 14.1 percent. Ask Network accounted for 3.0 percent of explicit core searches, followed by AOL, Inc. with 1.6 percent.Tags:

  • Six clever examples of branded Facebook apps | Econsultancy-Facebook apps are a good way for brands to engage with their fans in a way that doesn’t feel like a hard sell.They also have the added bonus of scraping lots of useful consumer data. However, apps aren’t necessarily right for all brands.

    They need to be in keeping with the company’s values and offer users something they want to engage with and share with friends.

    Here are six examples of brands that have put Facebook apps to good use.

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  • exhibition industry talent needed-其实,会展行业里最难找两种人:第一种是做市场的。他们需要会双语,要能写,要对每个项目所涉及的不同行业有很快的认知能力,要成为行业里的半个专家;第二种人是项目开发人员。我在这个行业里见了很多人,真正具有开发能力的并不多。再加上开发一个项目有风险,如果他既有足够项目开发能力,又能把风险化解掉,很可能他就自己去做了。所以这样的人很难找。相比之下,找业务人员稍好一些,只要他勤奋,愿意和人沟通,卖产品就不是很难。Tags:

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Mispronounced Pinyin

The Most Often Mispronounced Pinyin for English native speakers who just begin to learn mandarin are:

J(dj)(tongue touches palate)-Zh(dj) (tongue curled back)
X(tongue touches palate)-Sh(tongue curled back)
Q(tongue touches palate)-Ch(tongue curled back)

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Smart working practice

The effort you put into your work is not necessarily commensurate with your reward.
Most employers will demand more of you. Smart working practice yields a better return for your effort.

A pay raise is something you need to ask for. However, you shall not do this until you have proved your value. A Shortage of manpower can off you a good opportunities. Ask for it otherwise your company will offer you a pay raise. Therefore, you should ask for one. Your boss will consider it if you have his recognition.

If you are in a bad relationship with your boss, never complain to HR. Try to communicate with your boss. Don’t go above the head of your boss. After all, he is the person who needs to address the problem in the first place.

Don’t try to show off when you come to a new company.The loyalty is more important than how talented you are. If you keep on showing off your ability, your boss is likely to think you are not trustworthy or may even think you are coveting his position. When you first enter a new company, the first thing you need to try is to adapt to the environment and the personality of your colleagues. Lower yourself even if you are an expert.

It’s very dangerous to discuss your private life at work. We spend most of our daily life at  the office and sometimes share our life with our colleagues. Don’t be surprised if your boss assigns some important projects to someone else on the grounds that you have family or personal issues such as recent poor health.

Don’t oppose your boss. Even if your boss is not competent, not smart or not capable, don’t try to do things behind his back. He/she must have some capability to be in this position such as organizational skills, leadership, or loyalty. He/she is the guard who can open the door to recognizing you or promoting you.

Consider all the emails you are sending. Even if you have deleted the email in your mail box, it will stay/remain in the server forever. Don’t send emails purely for entertainment. If your boss is copied into these emails, he/she will think you are wasting time at the office.

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