Chapter 5 Part3（课件）-《跨境电子商务英语》同步教学（北京邮电大学出版社）

Chapter 5 Online Marketing Part 1 Platform-inside Promotion Part 2 Store Promotion 1 2 3 4 5 目 录 ONTENTS 行业PPT模板http:///hangye/ 6 Part 4 SNS Marketing Part 3 E-mail Direct Marketing Part 5 Video Marketing and SEO 第 3 页 Objectives get to know platform-inside promotion Chapter 5 Online Marketing get to know shop promotion get to know SNS marketing get to know video promotion and SEO be able to run a promotion plan PART 3 E-mail Direct Marketing E-mail Direct Marketing 第 5 页 1. Concept of EDM EDM (E-mail Direct Marketing) is a new form of advertising that messages are sent to a targeted list of recipients by mail. The messages, which may be text, HTML, or rich media, look like web-based ads rather than typical e-mail messages. A number of elements make e-mail direct marketing different from spam or other regular e-mail advertisements. For example, the sender may use customer segmentation techniques to ensure that the message is sent to the right customer, and use personalisation techniques to ensure the mail be sent to recipient himself or herself. In contrast to the bombardment of spam, the concept behind e-mail direct marketing is that it makes more sense to send attractive, professional, and evocative ads to a smaller group of recipients that might actually be interested in receiving such messages. E-mail direct marketing is generally e-mails based on the permission of users, rather than unsolicited commercial e-mail (UCE). E-mail Direct Marketing 第 6 页 2. Create a Mailing Once you have a mailing list, it is time to create your direct mail message. The direct mail piece you create delivers your message. The piece represents who and what you are. Make it consistent with what you’re selling. If you are offering a high-quality professional service, your direct mail piece needs to reflect it. The following tips should be abided by while writing an e-mail: • The e-mail content should be simple and easy to be understood. • Do not send e-mails too frequentl