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【正文】 lease read the numbers below with caution. The statistics is based on a relatively smaller sample size (about 56 observations).. Have you used unsolicited s to promote your products/services? Yes 24%No 76% . If you have used unsolicited promotion, what is the positive response rate of such unsolicited promotion?Less than % 29% % 19% 12% 9% 25% 22% 510% 10% More than 10 12% . If you have used unsolicited promotion, what is the flamed response rate of such unsolicited promotion?Less than % 48% % 15% 12% 19% 25% 9% 510% 6% More than 10 4% . If you have used unsolicited promotion, have you ever suffered any loss by sending unsolicited s? Yes 22% No 78% . If you have used unsolicited promotion, do you remend such unsolicited promotion to other web marketers?Yes 28%No 72%10. Key drivers to success To develop an effective strategy, we need to understand what the key drivers are to the success of an mailing list. Using the Key Driver Analysis technique, we have identified the relative importance of the factors that may influence the success of an mailing list. All together, these factors contribute about 50% to the success of an mailing list.1. The contents in my newsletter are unique. 2% 2. I honestly follow the opin and opout policies. 1%3. My newsletter meets readers39。 下列內(nèi)容將會(huì)受到歡迎：——“最后一分鐘”的提示； —— 特別的優(yōu)惠； —— 產(chǎn)品的最新信息；—— 他所在行業(yè)最前沿的新聞。 6. 郵件越短越好 在使用傳統(tǒng)營(yíng)銷手段時(shí)，有的推銷文章越長(zhǎng)越有說服力，電子郵件則不同。他們可以這么干，你也可以！趕快開始你的郵件列表計(jì)劃吧，郵件列表是成功進(jìn)行電子郵件營(yíng)銷的最重要內(nèi)容。 5. 把文件標(biāo)題作為郵件主題 主題是收件人首先可以看到的，如果主題富有吸引力，而且新穎、可以激發(fā)興趣, 才能促使他們打開你的電子郵件。 電子郵件營(yíng)銷“正確”的方法僅有一個(gè)：發(fā)郵件給那些首先與你聯(lián)系的潛在客戶。Objectives and effectiveness People create mailing lists for different purposes. How effective is mailing lists to fulfil these objectives?. What is the primary purpose of your newsletter(s)?Building munity 23% Promoting products/services 32% Branding 7% Communication 21% Generating revenue 7% Publishing 4% Other 7% . Compare to other web marketing tools, how effective is your newsletter(s) in building a munity?Very effective 29% 28% 26% 9% Very ineffective 9% . Compare to other web marketing tools, how effective is your newsletter(s) in promoting products/services? Very effective 20% 29% 35% 12% Very ineffective 4% . Compare to other web marketing tools, how effective is your newsletter(s) in branding?Very effective 23% 29% 29% 13% Very ineffective 7% . Compare to other web marketing tools, how effective is your newsletter(s) in building customer relationship? Very effective 31% 36% 23% 7% Very ineffective 4% . Compare to other web marketing tools, how effective is your newsletter(s) in generating revenues? Very effective 13% 17% 26% 28% Very ineffective 17% If you want to make money directly from your mailing list, it seems it is not the best idea. Instead, it is a time and money consuming process. The data show that an mailing list is most effective in building munities and relationship with your customers.5. Costs of mailing listsMaintaining an mailing list is a time and money consuming task. Therefore before you create a list, you need to know what you are going to pay for it.. How often do you publish your newsletter(s)?Daily 3% Several times a week 6% Weekly 24% Biweekly 12% Monthly 33% Quarterly 5% Irregularly 18% . On average how costly is it to maintain your newsletter(s)?$0 per month 41% $1$10 per month 14% $11$20 per month 10% $21$50 per month 13% $51$100 per month 6% More than $100 per month 17% . On average how many hours do you (or your staff) need to maintain and publish your newsletter(s) each week?Less than 5 hours 64% 510 hours 23% 1115 hours 4% 1520 hours 5% More than 20 hours 5% No pains, no gains. If you want to publish a good newsletter, you need to invest a considerable amount of time in it. As well, if you want to maintain a large mailing list efficiently, a good mailing list host service is worth of the money you pay.As we will discuss later, to publish your newsletter frequently and to maintain good munications with your readers are the key drivers to success. All these need your investment of time and money.6. Importance and efforts Is an mailing list important to a web business? Have web marketers devoted enough efforts to this marketing tool? . How important is your newsletter in the development of your web business? Very important 34% 23% 26% 9% Very unimportant 9% Compare to the importance of your newsletter(s) in your web business development, have you devoted enough efforts to develop and execute your marketing strategy? More than enough 4% 14% 18% 30% Far from enough 34% The basic marketing decision rule is: to put your efforts on the most important factors that influence your web businesses. If you think it is important to maintain your own mailing list, you have to devote enough efforts in it.To use an mailing list to build an online munity and to build relationships with your customers will be more effective and less costly than other
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