General

Foreign trade email marketing, also known as EDM, has been in strong demand in the field of foreign trade for so many years. Even today, with the development of social media, many people still send thousands of EDMs every day to explore customers. The main reason is that overseas work habits have always been dominated by email communication. Foreign trade email marketing is the most cost-effective and efficient way to reach customers. When you send an email, you can accurately know whether the email was successfully sent, whether the other party has read it, and whether the link in the body of the email has been clicked by the other party. You can make different strategies to follow up on this.

So how can we effectively use the tool of foreign trade email marketing? I think three steps can be taken for foreign trade mail marketing:

1、 Find your target

Are you sending new customers or maintaining old customers? New customers need accurate information, and invalid addresses can make you sit idle. Maintaining regular customers, including holiday greetings, periodic repeat purchase reminders, and recovering lost customers... just filter for different customer groups.

2、 Prepare content carefully

After determining who to send, it is necessary to prepare the content of the letter for the target customer, and it is the only way to go to their liking. Although you are promoting products, it is inevitable that Wang Po will boast when selling melons, but boasting also needs to stand in the perspective of the customer, how the product meets their needs, and what features can impress them

In addition to the content, there is also visual layout, with illustrations and text, which is concise and easy for customers to quickly read.

Finally, and most importantly, the title must capture the customer's attention, otherwise the customer will not have the motivation to go in and see the detailed content. Commonly used are discounts, headline parties, customized address care

3、 Small scale AB test before mass transmission

The title and body of the email are currently only written behind closed doors, and it is unclear whether the customer will buy it. In order to avoid unnecessary waste, a small-scale AB test should be conducted before officially sending EDMs in large quantities. To do this, it is necessary to prepare multiple sets of titles and text. This is not to create multiple sets of material for testing purposes. If there are not many sets of material, just draw up a few more titles. Then randomly select dozens of customers to send, verify which set of titles/text has a higher open rate and click rate, and batch send the most successful set of materials to all remaining customers, in order to maximize the value of foreign trade email marketing.

AB testing includes two forms: sending different content to different customers, and repeatedly sending multiple sets of different content to the same batch of customers. The latter will be more annoying to customers and is not recommended unless you have a small number of customers and there are not many customers that can be tested. If you must send multiple sets of content to the same batch of customers, it is recommended to split the test task into multiple days for sending.