中国互联网的飞速发展引发了企业对网络营销的高度重视。中国电子邮箱将近十亿的

用户规模以及低廉的成本、无地域限制、与客交互性高等特性,使得电子邮件营销成为网

络营销中最重要的手段之一。相比国外电子邮件营销119%的投资回报率,中国的电子邮

件营销却依然停留在以量取胜的初级阶段,忽视顾客偏好分析,忽略顾客关系维护。大量

发送同质化的内容造成顾客需求无法满足,顾客满意度差,严重地制约了企业的获利能力。

本文研究对象T公司是一家以电子邮件营销为主要业务的企业,但邮件打开率和点

击率低迷,转化率差,影响了企业的发展。通过对其电子邮件指标数据和内容的详细分析,

以关系营销和许可式电子邮件营销的研究结论为依据,得出其在顾客需求的搜集、顾客关

系的管理、顾客细分及差异化营销策略、邮件触发的使用等方面均存在较为严重的缺失。

针对这些问题提出具体解决方案。

电子邮件营销要围绕用户体验开展,深度挖掘顾客需求和偏好,关注顾客终生价值,

并依据顾客生命周期对顾客进行细分并制定差异化营销策略,提升顾客满意度,赢得顾客

忠诚,从而实现电子邮件营销“高效率,低成本”的优势。

关键词:关系营销;许可式电子邮件营销;客户关系管理;顾客忠诚

第II页
华东理工大学硕士学位论文

A Study of Permission Email Marketing of Company T,,

Abstract

The rapid development of the Internet in China has attracted enterprises to focus on marketing

online. There are currently nearly one billion e-mail users in China. Low cost,without

geographical restrictions and allowing direct interaction with customers, have made e-mail

marketing one of the most important online marketing tools in reaching them. After research

into the development status of email marketing,both domestically and abroad,it has been

shown that overseas companies have achieved a return on investment of 119% on their email

marketing. However China's current e-mail marketing strategies still remain at a stage primarily

concerned with the pursuit of quantity. They ignore customer preference analysis and customer

relationship maintenance. The result of this is homogenization of content that affects purchase

and conversion, impacts on the customer satisfaction and finally restrict the profitability of the

corporation.

Company T’,is the research subject of this article. Email marketing is its main business but

low open rate and low click-through rate have become barriers to development of the enterprise.

To solve these problems, this thesis used the study of Relationship Marketing Permission Email

Marketing as a theoretical basis to explain the importance of relationship marketing for

business e-mail marketing. Combined with the analysis of its email content to identify the

problems it includes serious lack of understanding of customer needs, customer relationship

management, differentiation marketing strategy based on customer segmentation and use of

trigger email. Specific solutions to solve these problems have been put forward.

Email marketing should focus on the User Experience, an in-depth understanding of customer

needs and preferences, attaching importance to customer needs and preferences, attaching

importance to customer lifetime value and the implementation of customized e-mail marketing

programs based on customer segmentation of the customer lifecycle. Enhance customer

satisfaction for winning customer loyalty to eventually achieve the advantage of

High-efficiency and Low-cost Email Marketing.

Keywords: Relationship Marketing; Permission Email Marketing; Customer Relationship

Management; Customer Loyalty