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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 […]

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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 […]

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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 […]

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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, […]

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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 […]

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For a perfect presentation- Pyramid Principal


This instruction is quite helpful to a clear and high standard presentation. I uploaded it to my server. You can download it here: Pyramid Principal.

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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 […]

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Lighting report


Based on a survey of lighting professionals and consumers, as well as other input factors, McKinsey has developed a lighting market model that estimates the size of the global lighting […]

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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 […]

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