跨境電商英語-課件 Unit 5 Marketing

跨境電商英語Cross-BorderE-CommerceEnglish浙江省中高職一體化貫通系列教材Unit5MarketingUnitOverviewAfterstudyingthisunit,youwillbeableto…Acquirebasicknowledgeaboute-commercemarketing;Understandsomewaystousecontenttomarketane-commercestore;Introducetheimportanceofemailmarketing;Cultivateprofessionalethicsofhonestyandtrustworthiness.Contents目錄Warming-up01Listening02Reading03Speaking04Writing05Workshop0601Warming-upTask1

Marketingandpromotionactivitiesareimportanttoanonlineshop.Lookatthefollowingpicture,anddiscussingroupsabouthowthestorepromotesthisproductandwhatothermarketingstrategiescanbeused.Suggestedreadingmaterials:ThestoreusesSellerCoupon，LimitedTimePromotionandStoreDiscountstopromotethisproduct.LimitedTimePromotionandStoreDiscountscangreatlyimprovethepageviewsandproductsexposurewithinashorttime,andbringalargenumberoforders.SellerCouponsisaveryeffectivemarketingtoolforregularcustomersandcanincreaseaveragesalesperbuyer.Besidesofferingcouponstobuyersinthestore,wecanalsosendcouponstoregularcustomerstoattractthemtocomebackandpurchaseagaininourstore.Inaddition,FixedDiscountsandUGC(User-GeneratedContent)canbealsousedhere.FixedDiscountsmeansthatyoucangetacertainamountoffwhenthepurchasereachesacertainamount.Themainpurposeofthisactivityistostimulatebuyerstobuymoreproducts,andincreaseaveragesalesperbuyer.UGC(User-GeneratedContent)isamarketingstrategyfocusedonengagement.Itproposesthatusersgeneratecontentontheirown,butalwaysrelatedtobrandcampaigns.Aresearchstudypointedoutthat92%ofconsumersplacetheirtrustmoreinspontaneouscontent,inthiscase,createdbyusers.SomeformsofUGCareusedmoreoften:lReviewsone-commercepages,provingthequalityofaproduct;lContentgeneratedtopromoteaproduct(photoofacustomerusingtheitem,contentproducedbytheitemitself,inthecaseofcameras,amongothers);lContentgeneratedtopromoteevents,whereparticipantstakeaphotoonthevenueandpostitusingaspecifichashtag.Usually,thesephotosareshownonsomebigscreenorcanbeprintedforeachperson.Task2

Marketing,tomanybusinesspeople,issimplysellingatalargerscale.Thereality,isthatmarketingsitsattheintersectionofthebusinessandthecustomer–thegreatarbiteroftheself-interestsofthebusinessandtheneedsofthebuyer.MarketingandSalesteamsneedtohaveaunifiedapproach.Marketingautomationplatformscanhelpthemworktowardsthesamegoals.Thenwhatisthedifferencebetweenmarketingandsales?Whataremarketingteamsandsalesteamssupposedtodorespectively?ContentsSuggestedanswer:Salesandmarketingarecloselylinkedbuttheycoververydistinctactivitiesinyourbusiness.Thesalesteamdoesn’thaveanysayinwhattheproductisorwhobuysit–theysimplytakeleadsandconvincethemtobuy.Employeesworkinginsalesmustbuildcloserelationshipswithyourcustomersandtheyneedintelligencefrommarketinginordertodothis.Themarketingteamprovidestheseleadsbyinformingpotentialcustomersaboutyourbrandandproduct.Theyalsousecustomerfeedbackandintelligencetodecidewhatproductstoproduceinthefutureorhowtochangeexistingproductssotheymeetthecustomerneedsbetter.Youwon’tbeeffectiveatsellingunlessthepeopleyouaresellingtoalreadyhavesomeawarenessaboutyourbrandorproduct–thisiswhatmarketingcandoforyou.Forasuccessfulstrategy,marketingandsalesteamsneedtoworkcloselytogetherandhaveaunifiedapproach.Thisensuresthatonlygood-qualityleadsarepassedtothesalesteam.Youcanuseamarketingautomationplatformtoalignyourmarketingandsalesteamstoensurethey’reworkingmoreefficientlytowardsacommongoal.02ListeningTask1Listentothepassageandanswerthefollowingquestions.ScriptsTask21.Accordingtothepassage,howdomoreandmorebusinessesestablisharelationship

withtheirclientsandpotentialcustomers?_______________________________________________________________________2.Accordingtothepassage,howmanycategoriescane-commercemarketingfallinto?_______________________________________________________________________3.Whatisthepurposeofinboundmarketing?_______________________________________________________________________4.Whyshouldwealwaysfocusoninboundmarketingfirst?_______________________________________________________________________5.Whatdoesinboundmarketingstrategyinclude?_______________________________________________________________________Throughsocialmedia,blogandvideocontent.2/twoAttractcustomersortrytosolveproblems.Morecost-effectiveandhavetheeffectofproducingabetterwebsite.SEO,contentmarketingandsoon.Task1Listentothepassageandanswerthefollowingquestions.Scripts:E-commerceMarketingisanimportantpartofasuccessfulbusiness.

Moreandmorebusinessesnowadaysarelookingtoestablisharelationshipwiththeirclientsandpotentialcustomersthroughsocialmedia,blogandvideocontentandfosteringasenseofcommunity.E-commerceMarketingistheprocessofusingvariouspromotionaltechniquestodrivetargetedtraffictoyourstore,convertthattraffictopayingcustomers,andretainthosecustomersafter-purchase.

Generallyspeaking,e-commercemarketingcanbedividedinto2categories:inboundmarketingandoutboundmarketing,eachofwhichtakesadifferentapproachtoearningcustomers.Thepurposeofinboundmarketingistoattractcustomerswhoareactivelylookingforthetypeofproductyouprovide,ortryingtosolveaproblemyourproductsworktosolve.Incontrast,outboundmarketinginvolvesreachingouttopotentialcustomersviamoretraditionalmethodssuchasadvertising.Acompletee-commerce

marketingstrategy

involvesbothinboundandoutboundmarketing.However,youshouldalwaysfocusoninboundmarketingfirst.Themainreasonisthatinboundmarketingismuchmorecost-effective,

costing62%lessperlead

thanoutboundmarketing.Thesecondreasonisthatmanyofyourinboundmarketingtactics,likeSEO（SearchEngineOptimization）andcontentmarketing,havetheeffectofproducingabetterwebsitethatwillserveasastrongerfoundationforallyourfuturemarketingefforts.Task2Listentothefollowingpassageandfillintheblankswiththemissingwords.Insimilar1.__________tothewayadvertisingfallsbeneaththeumbrellaofmarketing,e-commerceadvertisingfallsbeneathe-commercemarketing—andwhenusedintandem,youhavetheabilitytomore2.__________reachyouraudiencememberstoboost3.__________.E-commercemarketingisaboutdrivingawarenessandactiontowardsyourproductorservice.Meanwhile,e-commerceadvertisingincludesthemethodsthroughwhichyouactuallypromoteyourproduct.Intermsofonlineore-commercemarketingandselling,theseadsmaycomeintheformof4.__________ads,5.__________ads,orrichmediaads.Themaintakeawayhereisthate-commerceadvertisingisahighly-effectivemethodtoimplementwhiledevelopingyoure-commercemarketingstrategytofocusyourproductorservicepromotion.fashionScriptsTask3effectivelyconversionsdisplaybannerTask2Listentothefollowingpassageandfillintheblankswiththemissingwords.Scripts:Insimilarfashiontothewayadvertisingfallsbeneaththeumbrellaofmarketing,e-commerceadvertisingfallsbeneathe-commercemarketing—andwhenusedintandem,youhavetheabilitytomoreeffectivelyreachyouraudiencememberstoboostconversions.E-commercemarketingisaboutdrivingawarenessandactiontowardsyourproductorservice.Meanwhile,e-commerceadvertisingincludesthemethodsthroughwhichyouactuallypromoteyourproduct.Intermsofonlineore-commercemarketingandselling,theseadsmaycomeintheformofdisplayads,bannerads,orrichmediaads.Themaintakeawayhereisthate-commerceadvertisingisahighly-effectivemethodtoimplementwhiledevelopingyoure-commercemarketingstrategytofocusyourproductorservicepromotion.Task3Listentothefollowingpassageanddecidethe

followingsentencesaretrue(T)orfalse(F)._____1.Highprofitsalsomeanhighcompetition._____2.Noteverye-commercestoreistryingtogettothetopofsearchresultstodrivemoretraffic._____3.Thetopthreesearchengineresultshaveclick-throughratesof13%～10%._____4.SearchEngineOptimization(SEO)istheprocessofimprovingtherankingsofawebsiteorawebpageinnon-paidsearchengineresults._____5.Ifyouaremissingoutonclicksduetolowersearchrankings,it’shighlyprobablethatyouarealsolosingpotentialsales.TFFTTScriptsContentsTask3Listentothefollowingpassageanddecidethefollowingsentencesaretrue(T)orfalse(F).Scripts:E-commerceindustryisbooming,withnewonlinestorespoppingupeveryday.Asafairlynewonlinebusinesstrendpraisedforitsprofitabilitypotential,itrepresentsanenormousopportunityforstoreowners.However,highprofitsalsomeanhighcompetition.Everye-commercestoreistryingtogettothetopofsearchresultstodrivemoretraffictotheirsiteandeventually,generatemoresales.Searchenginerankingsareawinner-takes-allgame.Thetopthreeresultshaveclick-throughratesof30%–10%;bypositionnine,that’sdroppedtojust2%.Ifyourwebsitedoesn’tappearonpageoneforrelevantsearchterms,it’snotreachingitsfullpotential.That’swheresearchengineoptimization(SEO)comesin.SEOstandsfor“searchengineoptimization.”Insimpleterms,itmeanstheprocessofimprovingyoursitetoincreaseitsvisibilitywhenpeoplesearchforproductsorservicesrelatedtoyourbusinessinGoogle,Bing,andothersearchengines.Inasurvey,Googlepointedoutthat49%ofrespondentssaidtheyusedsearchtofindordiscoveranewproduct;Googlereceivesover77,000searchespersecond.Thebettervisibilityyourpageshaveinsearchresults,themorelikelyyouaretogarnerattentionandattractprospectiveandexistingcustomerstoyourbusiness.Optimizingyourstore’sSEOcangiveyouanadvantageoveryourcompetitionandhelpyouquicklyincreasetrafficaswellasboostyoursales.Inaddition,unlikepaidsearchads,youcan’tpaysearchenginestogethigherorganicsearchrankings,whichmeansSEOexpertshavetoputinthework.That’swherewecomein.03ReadingSetting:

E-commercemarketingistheuniversalsupersetofalldigitalmarketingcampaigns.Withthegoaltodrivethetargetgrouptowardsanonlineshoppingwebsite,e-commercecampaignerscanemploysocialmedia,emailsandsearchenginestovariousdegreestoservethisverypurpose.There’sneverafixede-commercemarketingstrategythatfitsalle-commercechannels—therefore,yourmethodologywillmostlikelybeahodgepodgeofthebesttechniquesouttherethatwillguaranteeyouhighROI,increasedsalesconversionsandwhateverelseyourgoalis.StartingtaskWhenyouhear“contentmarketing”,youmightthinkofbloggingandvideomarketing—contentthatismeanttoimproveyourwebsite’srankinginsearchenginesandanswerquestionsrelatedtoyourindustry.Butifyou’resellingaproductonline,doyoureallyneedarticlesandvideostogeneratetransactions?Suggestedanswer:

Yes,youreallyneedarticlesandvideostogeneratetransactionsifyouaresellingaproductonline.Inordertobuildoutacohesive,well-diversifiedoverallcontentmarketingstrategy,youshouldtakeintoaccountutilizingmultipledifferentcontentformatslikeamixofwrittenblogposts,video,audio,eBooks,andexperimentingwithpaidadvertisingcampaignstodriveinearlyaudiencesthat’llinteractwithyourcontent.ContentMarketingforE-commerceBrandsIcoulddiveinandtellyouallaboutPPCorhowtooptimizeyoursiteforsearch,butneitherofthoseactivitieswillgetyouatenfoldboostintrafficwithoutcontentmarketing.Contentmarketingisthecreationofcontentinvariousdifferentformatslikewrittenarticles,tutorialvideos,infographics,andthesharingofthatcontenttotargetedaudienceswiththegoalofgeneratingmoreleads,buildingyourbrandanddrivingmorecustomerstoyourwebsite.Inordertousecontenttobuildbrandawareness,differentiatefromcompetitors,securecustomerloyalty,drivemoretraffictoyourproductpages,andacceleratesalesforyoure-commercebusiness,youhavetoapproachitdifferentlythanyouhavebeenthesepastfewyears.Herearesomewaystousecontenttomarketyoure-commercestore.參考譯文OptimizeyourproductpagesProductpagesareimportantformakingmoresalesandmoneyfore-commercestores.Inordertomakeyourproductinformationfriendlytobothsearchenginesandshoppers,doensurethatallprices,measurements,colors,sizesandotherdetailsareeasilyavailableonyourproductpages.Also,makesurethatyourpagetitles,pageheaders,andimagealttextfocusontherightkeywords.Allthis,apartfrombeingvaluabletoyourshoppers,canhelpyougetmorekeywords,thusimprovingyourranking.Ifyousellweddingdresses,forexample,asearchfor“brownbridesmaiddress”ismorelikelytoproduceproductpageslikeyoursifyou’veincludedthattermonthepage.Usethecontentonyourblogtonurturerelationshipswithyourcustomersandprospects.Yourwebsitevisitorswillknowhowtofindtheproductsonyourwebsite.Usecontenttoshowthemthatyou’reactivelyinterestedinhelpingthemachievetheirgoals.WriterelevantblogpostsIfyoumanageanonlineweddingdressstore,writingblogpostsabout“howtoplanawedding”canattracteveryoneinvolvedinweddingpreparationsnomatterwheretheyareintheplanningprocess.Asvisitorsbecomemoreengaged,youcancreatepoststhatwillmovethemintoconsideration,like“howtoselecttherightweddingdress”,andturnthemintoleads,likeadownloadable“weddingplanningchecklist”.參考譯文Putproduct-relatedvideosonYouTubeYouTubehasoverabillionactiveusersandchancesareyourtargetaudienceissomewhereinthere.It’salsothesecond-largestsearchenginebehindGoogle.Ifyou’relookingforamassive,captiveaudience,YouTubeiswhereyou’llfindit.Usehighlysearchedkeywordtermstodetermineyourtopics,thensharevideosthatarerelatedtoyourproductsandhelpfultoyouraudience.Thisisalsoagreatoptionfortutorialvideosthatshowcurrentcustomershowtouseyourproducts—thesevideoscanshowpeoplehowbesttouseyourproducts,increasingcustomersatisfactionandbuildinglong-termrelationshipswithwebsitevisitors.Includeakeyword-drivenFAQsectiononyourwebsiteIfyouraudienceisaskingquestionsrelatedtoyourproducts,thenyouneedtobetheonetoanswerthem.CreateanFAQpageonyourwebsitewithresponsestohighvolume,long-tailkeywordsearchestogetuserstoyoursite.You’llbebuildingbothauthorityandtraffic—twocrucialcomponentsofasuccessfule-commercestore.SetgoalsandmeasurethemIfyouhaven’treallypaidmuchattentiontotheperformanceofyourcontent,it’stimetostart.Engagementmetricslikeshare,likes,andcommentsaregreattokeeptrackof,buttheydon’ttellthefullstory.Youneedtoalsoknowhowmanypeopleareviewingyourcontent,wheretheyarecomingfrom,wheretheygonext,andhowitultimatelyimpactsyourrevenue.Setaggressivegoals,evaluateyourfailuresandsuccesses,andmakechangestoyourstrategyaccordinglyonanongoingbasis.參考譯文Exercise參考譯文電子商務品牌的內容營銷

我可以告訴你關于點擊付費廣告的一切，或者告訴你如何優(yōu)化你的搜索網站，但是如果沒有內容營銷，這些活動都不會給你帶來十倍的流量增長。內容營銷是創(chuàng)造各種不同形式的內容，比如文章、教程視頻、信息圖表，并將這些內容分享給目標受眾，目的是產生更多的線索，建立你的品牌，并為你的網站帶來更多的客戶。為了利用內容建立品牌知名度，從競爭對手中脫穎而出，并確?？蛻糁艺\度，為產品頁面帶來更多流量，增加網店銷售，你必須要采取與以往不同的方式。優(yōu)化產品頁面產品頁面對于電商網店獲得更多的銷售額和利潤非常重要。為了使你的產品信息對搜索引擎和購物者都友好，一定要確保所有的價格、尺寸、顏色、大小和其他詳細信息都能在你的產品頁面上輕松獲得。同時，確保你的網頁標題，頁眉，和圖像替換文本都聚焦于正確的關鍵詞。所有這些，除了對你的購物者有價值之外，還可以幫助你獲得更多的關鍵詞，從而提高你的搜索排名。例如，如果你是賣婚紗的，在谷歌上搜索“棕色伴娘禮服”，如果你的頁面上包含這幾個詞，你的產品頁面或與之類似的產品頁面就更有可能被搜索到。利用你博客上的內容來培養(yǎng)與客戶和潛在客戶的關系。你的網站訪問者會知道如何在你的網站上找到產品。利用內容向他們表明你對幫助他們實現目標非常感興趣。撰寫相關博文如果你經營一家網上婚紗店，寫一篇關于“如何籌備婚禮”的博文，可以吸引所有參與籌備婚禮的人，無論他們是在籌備過程中哪個階段。隨著訪客的參與度越來越高，你可以創(chuàng)建一些帖子，讓他們繼續(xù)思考，比如“如何選擇合適的婚紗”，并將他們引入相關產品，比如可下載的“婚禮策劃清單”。把產品相關視頻放到YouTube上YouTube有超過10億的活躍用戶，你的目標用戶可能就在那里。它也是僅次于谷歌的第二大搜索引擎。如果你想要找一大批對你的產品感興趣的觀眾，YouTube就是你要找的地方。使用高度搜索的關鍵詞來確定你的話題，然后分享與你的產品相關并且對你的觀眾有幫助的視頻。對于向客戶展示如何使用產品的那些教程視頻來說，YouTube也是一個很好的選擇——這些視頻可以向人們展示如何很好地使用產品，提高客戶滿意度，并與網站訪問者建立長期關系。在網站上設置一個關鍵詞驅動的常見問題模塊如果顧客問的是與你的產品有關的問題，那么你就需要自己來回答。在你的網站上創(chuàng)建一個常見問題頁面，通過大量的長尾關鍵字搜索來吸引用戶訪問你的網站。你將建立威信并積累流量——威信和流量是一個成功電商網店的兩個關鍵組成部分。設定并衡量目標如果你還沒有真正關注內容的作用，那么是時候開始了。參與度指標，比如分享，點贊，評論等，都是很好的跟蹤指標，但是它們并不能說明全部情況。你還需要知道有多少人在瀏覽你的內容，他們來自哪里，他們下一步去哪里，以及這些最終會如何影響你的收入。設定積極的目標，評估你失敗和成功的地方，并不斷地對內容營銷戰(zhàn)略進行相應的修改。Task1Completetheformthatsummarizesthetext.UnderstandingthetextWaysWhy?How?Optimizeyourproductpagesensurealldetailsareeasilyavailableonyourproductpagesandpagetitles,headers,imagealttextfocusontherightkeywords.Writingblogpostscanattracteveryoneinvolvedinacertainactivity.createpoststhatwillmovethemintoconsiderationandturnthemintoleadsPutproduct-relatedvideosonYouTubeYouTubehasoverabillionactiveusersandchancesareyourtargetaudienceissomewhereinthere.Includeakeyword-drivenFAQsectiononyourwebsiteYou’llbebuildingbothauthorityandtraffic.Setgoalsandmeasureeverythingsetaggressivegoals,evaluateyourfailuresandsuccesses,andmakechangestoyourstrategyaccordinglyonanongoingbasis.Bevaluabletoyourshoppers

andhelpyougetmorekeywords,thusimproveyourranking.Writerelevantblogpostsusehighlysearchedkeywordtermstodetermineyourtopics,thensharevideosthatarerelatedtoyourproductandhelpfultoyouraudience.createanFAQpageonyourwebsitewithresponsestohighvolume,long-tailkeywordsearches.Youneedtoalsoknowhowmanypeopleareviewingyourcontent,wheretheyarecomingfrom,wheretheygonext,andhowitultimatelyimpactsyourrevenue.Task2Answerthequestionswiththeinformationyoufindinthetext.1.Howdoescontentmarketingdrivemorecustomerstoyourwebsite?2.Whyareproductpagesimportantformakingmoresalesandmoneyfore-commercestores?3.Howdoyouunderstandthesentence“YouTubeiswhereyou’llfindit”?4.Whatarethetwocrucialcomponentsofasuccessfule-commercestore?5.Howdoe-commercestoreownersknowtheperformanceoftheircontent?Createcontentinvariousdifferentformatslikewrittenarticles,tutorialvideos,infographics,andthesharingofthatcontenttotargetedaudiences.Productpagesarevaluabletoyourshoppersandcanhelpyougetmorekeywords,thusimproveyourranking.YouTubehas

overabillionactiveusers

andchancesareyourtargetaudienceissomewhereinthere.Ifyou’relookingforamassive,captiveaudience,YouTubeisthebestchoice.Authorityandtraffic.Throughengagementmetricslikeshare,likes,commentsandthestatisticsofpeopleviewingthecontent,etc.DealingwithlanguageTask3Completethewordsthatmatchthemeaningsontheright.Thefirstlettersarelreadygiven.1.d____________

toshoworfindthedifferencebetweenthingsthatarecompared2.n____________

tohelpaplanorapersontodevelopandbesuccessful3.i____________

apictureordiagramoragroupofpicturesordiagramsshowingorexplaininginformation4.a____________

tohappenormakesomethinghappensoonerorfaster5.h____________

aconfused;mixtureofdifferentthings6.u____________

finally;afteraseriesofthingshavehappened7.e____________

tojudgeorcalculatethequality,importance,amount,orvalueof

something8.r____________

theincomethatagovernmentorcompanyreceivesregularly9.o____________

continuingtoexistordevelop,orhappeningatthepresentmoment10.a___________

todealwithsomethingifferentiateurturenfographicccelerateodgepodgeltimatelyvaluateevenuengoingpproachTask4CompletethesentenceswiththecorrectformofthewordsinTask31.Asarecordcompanyexecutive,hisjobisto____________youngtalent.2.____________,ofcourse,he’dliketohavehisownbusinessbutthatwon’tbeforsometime.3.NewAgethinkingseemstobea____________ofoldandnewideas.4.Thusthesedecisionsmustbe____________continually,ifthetotalmarketingprogramistosucceed.5.Thenewboss____________staffdisciplinemuchmorestrictly

6.Asthis____________shows,moremoneyismadefromsellingappsthanfromsellingsmartphones.7.Noagreementhasyetbeenreachedandthenegotiationsarestill____________.8.Inflationislikelyto____________thisyear,addingfurtherupwardpressureoninterestrates.9.Thesemeasureswillincreasetheclub’sabilitytogenerate____________.10.Wedonot____________betweenouremployeesonthebasisoftheirrace,religion,ornationalorigin.nurtureUltimatelyhodgepodgebeevaluatedapproachesinfographicongoingacceleraterevenuedifferentiateTask5TranslatethesentencesintoChinese,andwriteasentencebyusingthephraseinbrackets.1.IcoulddiveinandtellyouallaboutPPCorhowtooptimizeyoursiteforsearch,butneitherofthoseactivitieswillgetyoua10xboostintrafficwithoutcontentmarketing.(divein)Translate:____________________________________________________________________________________________

____________________________________________________________________________________________Write:______________________________________________________________________________

2.Allthis,apartfrombeingvaluabletoyourshoppers,canhelpyougetmorekeywords,thusimprovingyourranking.(apartfrom)Translate:____________________________________________________________________________________________Write:_______________________________________________________________________________________________3.Ifyoumanageanonlineweddingdressstore,writingblogpostsabout"howtoplanawedding"canattracteveryoneinvolvedinweddingpreparationsnomatterwheretheyareintheplanningprocess.(involvein)Translate:____________________________________________________________________________________________

____________________________________________________________________________

Write:_______________________________________________________________________________

4.Setgoalsandmeasurethem.(setgoals)Translate:____________________________________________________________________________Write:_______________________________________________________________________________

5.Engagementmetricslikeshare,likes,andcommentsaregreattokeeptrackof,buttheydon’ttellthefullstory.(keeptrackof)Translate:____________________________________________________________________________________________Write:___________________________________________________________________我可以告訴你關于點擊付費廣告的一切，或者告訴你如何優(yōu)化你的搜索網站，但是如果沒有內容營銷，這些活動都不會給你帶來十倍的流量增長。WhenIstartanewproject,Iliketodiverightinandseehowitworks.Apartfromasmallteamofpaidstaff,theorganizationconsistsofunpaidvolunteers.Wecutdownthenumberofpeoplewhoneededtobeinvolvedinimportantdecisions.Isitbesttohavelowexpectationsandtosetgoalswearesureofachieving?Itwasaveryeffectivewayforthemtokeeptrackoftheirspending.所有這些，除了對你的購物者有價值之外，還可以幫助你獲得更多的關鍵詞，從而提高你的搜索排名。如果你經營一家網上婚紗店，寫一篇關于“如何籌備婚禮”的博文，可以吸引所有參與籌備婚禮的人，無論他們是在籌備過程中哪個階段。設定并衡量目標參與度指標，比如分享，點贊，評論等，都是很好的跟蹤指標，但是它們并不能說明全部情況。Contents04Speaking

Setting:Emailmarketingisthepracticeofsendingmarketingmessagestoprospectiveandcurrentcustomersviaemailinordertosell,educate,orbuildloyalty.

Emailisan“owned”digitalmarketingchannel—thatis,thesenderfullycontrolsthecontentanddistribution—andtypicallyworksbestwhenusedtosendpersonal,relevantmessagestosegmentedlistsofrecipients.Emailisanespeciallyimportanttoolinrelationtoe-commerce,whereit’susedforsendingtransactional,promotional,andlifecyclemessages.

Workingroupstofindoutwhyemailmarketingiskeytoe-commercesuccessandhowyoucanmakedifferenttypesofemailmarketingcampaignsengagingtocustomers.Pleasesharewhatyouhavefoundinclass.Suggestedanswer:Ifyoure-commercebusinesshasn’ttakenthetimetoadoptemailmarketing,you’relikelyleavingmoneyonthetable.Toproveit,herearefourreasonstoconsideremployingemailinyourmarketingmix.1.EmailletsyoubuildongoingcustomerrelationshipsSearchenginesandsocialmediaplatformsaregreatforgettingdiscoveredbyfuturecustomers,butemailremainsthebestwaytomaintainandstrengthenexistingrelationshipsovertime.Emailisoneofthebestchannelsformaintainingandstrengtheningcustomerrelationshipsovertime.

Emailalsoplaysapivotalroleinencouragingacustomer’ssecondpurchaseandbeyond.Havingcustomersreturnisimportantformanybusinessesbecauseitkeepstheiraveragecostofacquiringacustomerdown.2.EmailisincrediblyeffectiveatdrivingsalesOfcourse,certainbusinesses(andproducts)pairespeciallywellwithemailmarketing,andreturnsareneverguaranteed.Butovertheyears,similarresearchhaspaintedthesamepicture:emailisahigh-performingchannelthatfrequentlyoutperformsthealternatives.ShopifydatashowsthatemailasachannelhadthehighestaverageorderconversionrateduringBlackFridayCyberMonday.

What’smore,a2018reportfromEmarsysshowedroughly80%ofbusinessesrelyonemailastheirprimarychannelforacquisitionandretention.Emailmarketingisrelativelyuniqueinitsabilitytodrivethefirstsaleaswellasunlockmorerevenuefromyourmostvaluablecustomers.3.EmailcanaffectthethreemaingrowthmultipliersMarketerJayAbrahamwasoneofthefirsttopopularizetheideathatthereareonlythreewaystogrowrevenue:increasethetotalnumberofcustomers(C),increasethetotalnumberofpu