Ten Trends of Business Mail Application in 2012

On August 25th, the 2011 China Internet Conference with the theme of “Network China Responsibility and Vitality” was the perfect curtain call in Beijing. This Internet feast brought together all the big names and elites in the industry, and conducted in-depth sharing, discussion, debate, and prediction of the Internet and services, the Internet and advanced culture, the Internet, and the people's livelihood.

WebPower participated in the China Internet Conference for four consecutive years, insisting on sharing and paying attention to the development of the industry. Its China General Manager Mr. Xie Jing was also invited by a number of media interviews during the conference to conduct a macro outlook and micro analysis of the email marketing market, and forecast the top ten trends of commercial email applications in 2012.

Trend 1: The annual volume of commercial e-mails in China will break the "100 billion" mark. From the perspective of individual user data, NetEase's mailbox has already exceeded 400 million, and Tencent's mailbox has about 400 million users, laying a solid user base for business mail. In addition, the rapid development of e-commerce, the upgrading of e-mail delivery platforms, and the acceptance of users' permissive e-mail concepts have driven the e-mail marketing market to a leap. In 2012, commercial e-mails will show an explosive growth, and the volume of their e-mails will exceed 100 billion. .

Trend 2: E-mail leveraging social media to enhance e-mail marketing interaction As of the first half of 2011, the number of micro-blog users in China increased from 63.11 million to 195 million, an increase of 208.9% in half a year, and the utilization rate among Internet users increased from 13.8% to 40.2. %. Weibo-based social media will change the landscape of e-mail marketing. The interactive nature of email and social media will be highlighted. The ability to share and share social media with one click will bring snowballing viral effects to email marketing.

Trend 3: High popularity of smartphones further increases email marketing feedback rate Among all the U.S. people who use mobile applications, smart phone users account for the majority. The proportion of smartphone usage has increased from 43.6% in August last year to 60.4% currently. Web browsers also show the same trend of change. 55.5% of mobile web users use smart phones to access the Internet. In China, mobile phone users reached 318 million, an increase of 14.95 million compared to the end of 2010. The high popularity of smartphones, the improvement of the mobile version of mobile email, and the portability and ease of handling of mobile terminals have led to an increase in the binding of mobile phones and mailboxes, and will greatly increase the feedback rate of emails.

Trend 4: Dynamic content and micro-implantation will change the history of static mail. With the deep exploration and analysis of user needs, static text and images are insufficient to meet the needs of Internet users. According to statistics, over 50 percent of online news video users will share valuable or interesting news videos via Weibo, and over 80 percent of online news video users can accept video advertisements. Video is gradually becoming the core of the crowd, and quality videos can even detonate as social topics. The short and interesting micro-videos, and the acceptance and echoing between the e-mail platforms will maximize the marketing effect.

Trend 5: Long-term e-mail marketing goals, brand building into new business hot spots “We should shift from customer manipulation to deeper interactions; from unilateral sales to information sharing.” Regis McKenna proposed a mature company in 1991 Marketing concept. With the maturing of e-commerce, the marketing goal of quick success and profit will be gradually reduced, and more energy will be concentrated on the long-term brand building to pay attention to the customer's lifetime value.

Trend 6: Accelerate the pace of technological innovation, promote the acceleration of e-mail marketing process automation, and stimulate the technological innovation of the e-mail marketing platform. The upgrading of technology will inevitably stimulate the efficiency of e-mail marketing and promote the automation of processes. The tentative process automation will be subdivided into target customers, target customers' e-mail collection, content development, e-mail feedback information collection, solution solutions, and other aspects. The e-mail marketing area will be greatly improved in production efficiency, and standardization is accelerated.

Trend 7: E-mail marketing effectiveness assessment is multi-level and subdivided The current e-mail marketing effectiveness evaluation is mainly based on the economic effects such as sending, clicking, and opening. With the development of e-mail marketing, the intervention of data analysis tools, and the complex needs of corporate customers, the effectiveness of e-mail marketing has increasingly been assessed and segmented.

Trend 8: ESP professionalism improves, and the full-service era of China's e-mail marketing service providers has experienced the market's tempering, and its concept and professionalism will be greatly enhanced. Break through the fragmented marketing services of “planning, planning, creativity, design, data, evaluation” and the whole service concept of email marketing, which is based on the overall marketing planning and serial strategy execution, to truly realize email marketing and customers. Synchronization of requirements.

Trend IX: Systematization of ISP Rules and Promotion of Industry Standardization Currently, domestic email service providers (ISPs) have different rules for spam filtering. The increase in the number of Internet users, the deepening of applications, and the acceleration of openness and circulation among Internet service providers have promoted the systematic introduction of ISP e-mail rules and accelerated the standardized use of the industry.

Ten Trends: The process of digitizing the e-mail address list speeds up the development of the digital information era and the products of digital technology. The e-mail address list, as one of the new forms of property rights, will gradually become one of the important contents for the protection. Although the protection technology of digital property rights lags behind and lacks corresponding protection plans and programs, and targeted protection standards and management models, digital property rights have begun to receive attention. It is firmly believed that in the future, along with the standardization and improvement of online business laws, the process of digitizing the e-mail address list will accelerate.