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1、调查报告：Email营销战略通过对电子邮件营销旳重要性、有效性、使用方式等方面进行调查，得出了某些非常有价值旳结论：邮件列表仍然是最常用旳手段；邮件列表旳规模一般很小，70%旳邮件列表少于1000人；邮件列表旳重要目旳是促销产品和服务、建立社区和沟通；新闻邮件在建立顾客关系方面非常重要；本文对网上营销战略研究具有重要旳参照价值。附录：调查报告原文（MarketingMan 编辑）Email Marketing Strategy（1999-11-28）1.ObjectivesEmail is not only a useful tool for communication on the Inte
2、rnet but also a very important marketing tool on the Internet. How do web marketers use emails to market their businesses on the Internet? How important is such email marketing to web businesses?How effective is email marketing in branding, building relationship and selling products or services? Wha
3、t are the effective email marketing strategies? How to develop your own email marketing strategies? These are the questions currently with no answers. But web marketers are waiting for the answers. This Email Marketing Strategy survey was designed to answer these questions.2.Survey processAs a resea
4、rch project in the web marketing research series: Exploring the Web Business Markets, LinkExchange Daily Digest and WebCMO conducted a survey about email marketing strategy between April and June of 1999. The survey announcement was posted on LinkExchange Daily Digest and WebCMO Journal of Web Marke
5、ting Research. There were total of 372 responses to the survey. After removing the duplicates and unqualified observations, there were 346 left in the analysis.3. Major findingsThe analysis has generated many interesting results:a. Email mailing lists are popular among web businesses. More than 68%
6、surveyed said their web businesses have at least one email mailing list; b.Most mailing lists are small in numbers. About 70% web marketers said their email mailing lists have less than 1000 subscribers;c. Generating revenue (7%) and branding (7%) are not the primary purposes of maintaining an email
7、 mailing list. The top three primary purposes are: promoting products/services (32%), building community (23%) and communication (21%);d.89% of the email mailing lists have op-in policy while 84% have op-out policy;e. Email newsletter is more effective in building customer relationship. With an 1 to
8、 5 scale rating, (where 1 means very ineffective and 5 means very effective ), the average ratings are:building customer relationship (3.8),building a community (3.6), promoting products/services (3.5),branding (3.5)and generating revenues (2.8); f.About 57% of the responses said that email marketin
9、g is important or very important to their web businesses. However at the same time, about 64% thought they did not devote enough efforts to develop and execute their email marketing strategies; g.To publish the email newsletters frequently, to communicate with the subscribers and to meet readers nee
10、ds are the key drivers to develop a successful email mailing list.4. Detailed findingsIn this survey design, we try to understand each aspect of developing an email mailing list for a web business. When to start to build an email mailing listWe first asked the survey respondents about the history of
11、 their web businesses and then about the history of their email mailing list. How long has your business been on the Internet? Less than 6 months 22%6-12 months20%13-24 months 18%25-36 months 19%More than 3 years20%. How long have you been publishing your email newsletter(s)?Less than 6 months 54% 6
12、-12 months 21% 13-24 months15% 25-36 months 5%More than 3 years 5%Although these two groups of numbers wont tell us exactly on average when a web business starts to build its email mailing list, we see the discrepancy between the two groups. Many web businesses started to build their email mailing l
13、ists long time after they started their web businesses. And many web businesses even havent started to build their email mailing lists yet. Is it not important to build an email mailing list? Or some web marketers havent realized the importance of email marketing? If you dont have your own email mai
14、ling list, it might be the time to start to build yours. Size of email mailing listsThe size of email mailing lists determines how effective your email marketing strategies are. How many mailing lists does your web business currently have?0 32% 134% 2 14%37%4-56%More than 58%. How many subscribers d
15、oes your email newsletter have?Less than 50055%500-1000 14% 1001-4%-5000 10%5001-10000 5%10001-0 1%1-50000 4%More than 50000 6%Most email mailing lists are relatively small: about 69% are less than 1000 subscribers. Only about 10% of the email mailing lists have more 10,000 subscribers. The size of your email mailing list is also determined by what business you are in: if you are in a b-to-b business, you are less likely to get a big subscription number. Dynamics of email mailing lists The information about when to start an email mailing list and the size of an mailing list
