第1页共38页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共38页调查报告：Email营销战略通过对电子邮件营销的重要性、有效性、使用方式等方面进行调查，得出了一些非常有价值的结论：·邮件列表仍然是最常用的手段；·邮件列表的规模通常很小，70%的邮件列表少于1000人；·邮件列表的主要目的是促销产品和服务、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的参考价值。附录：调查报告原文（MarketingMan编辑）EmailMarketingStrategy（1999-11-28）1.ObjectivesEmailisnotonlyausefultoolforcommunicationontheInternetbutalsoaveryimportantmarketingtoolontheInternet.·HowdowebmarketersuseemailstomarkettheirbusinessesontheInternet?第2页共38页第1页共38页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共38页·Howimportantissuchemailmarketingtowebbusinesses?·Howeffectiveisemailmarketinginbranding,buildingrelationshipandsellingproductsorservices?·Whataretheeffectiveemailmarketingstrategies?Howtodevelopyourownemailmarketingstrategies?Thesearethequestionscurrentlywithnoanswers.Butwebmarketersarewaitingfortheanswers.This"EmailMarketingStrategy"surveywasdesignedtoanswerthesequestions.2.SurveyprocessAsaresearchprojectinthewebmarketingresearchseries:ExploringtheWebBusinessMarkets,LinkExchangeDailyDigestandWebCMOconductedasurveyaboutemailmarketingstrategybetweenAprilandJuneof1999.ThesurveyannouncementwaspostedonLinkExchangeDailyDigestandWebCMOJournalofWebMarketingResearch.Thereweretotalof372responsestothesurvey.Afterremovingtheduplicatesand第3页共38页第2页共38页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共38页unqualifiedobservations,therewere346leftintheanalysis.3.MajorfindingsTheanalysishasgeneratedmanyinterestingresults:a.Emailmailinglistsarepopularamongwebbusinesses.Morethan68%surveyedsaidtheirwebbusinesseshaveatleastoneemailmailinglist;b.Mostmailinglistsaresmallinnumbers.About70%webmarketerssaidtheiremailmailinglistshavelessthan1000subscribers;c.Generatingrevenue(7%)andbranding(7%)arenottheprimarypurposesofmaintaininganemailmailinglist.Thetopthreeprimarypurposesare:promotingproducts/services(32%),buildingcommunity(23%)andcommunication(21%);d.89%oftheemailmailinglistshaveop-inpolicywhile84%haveop-outpolicy;第4页共38页第3页共38页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第4页共38页e.Emailnewsletterismoreeffectiveinbuildingcustomerrelationship.Withan1to5scalerating,(where1means"veryineffective"and5means"veryeffective"),theaverageratingsare:buildingcustomerrelationship(3.8),buildingacommunity(3.6),promotingproducts/services(3.5),branding(3.5)andgeneratingrevenues(2.8);f.About57%oftheresponsessaidthatemailmarketingisimportantorveryimportanttotheirwebbusinesses.Howeveratthesametime,about64%thoughttheydidnotdevoteenougheffortstodevelopandexecutetheiremailmarketingstrategies;g.Topublishtheemailnewslettersfrequently,tocommunicatewiththesubscribersandtomeetreaders'needsarethekeydriverstodevelopasuccessfulemailmailinglist.4.Detailedfindings第5页共38页第4页共38页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第5页共38页Inthissurveydesign,wetrytounderstandeachaspectofdevelopinganemailmailinglistforawebbusiness.·WhentostarttobuildanemailmailinglistWefirstaskedthesurveyrespondentsaboutthehistoryoftheirwebbusinessesandthenaboutthehistoryoftheiremailmailinglist..·HowlonghasyourbusinessbeenontheInter...
