The fierce competition in the education and training industry is self-evident, and we can all experience it first-hand, whether it is in large shopping malls, stalls at subway entrances, or rapid telephone feedback after online registration. In short, from the charging of adults From courses to supplementary training for children, various training institutions have emerged one after another, and even the elderly have begun to join the training army.
On April 29, Sogou Big Data Business Research Institute and Tencent Education jointly released the "2014 Education Industry Big Data Report", showing that nearly a thousand institutions are expanding the scale of the language training telemarketing list market, with 2.6 online English teaching websites per day. of rapid growth. Some established English training institutions have also launched online services. At the same time, some emerging online English training institutions have opened the era of popular and affordable English learning.
Flowering everywhere also means the advent of the Warring States era of competition. Whether it is traditional comprehensive language training institutions such as New Oriental and EF, which have been established for a long time and have brand advantages, or pure online education institutions such as Hujiang.com, 51talk, VIPABC, etc., these education and training companies are very strong. I hope Take the top spot from this lap. The two commonly used methods in marketing are phone calls and emails. Perhaps they are worried that too direct telemarketing will cause users’ disgust, so email marketing has always been one of the main battlefields. Of course, their choice of email marketing is not blind, on the one hand, they value Long-term contact channels with users, after all, the role of members in education and training institutions is really too important; on the other hand, it should also be a comprehensive cost-effectiveness for sending emails.
The performance of various education and training companies in email marketing is quite different. It can be said that the wars of various companies have continued in the field of email marketing. This can be confirmed from the "2014 China Education and Training Industry Email Marketing Data Report" released by Webpower, the world's leading intelligent marketing service organization. The report shows that compared with the industry-wide reference value, the education and training industry is higher than a certain percentage. , especially the average independent open rate is as high as 13.79%. In the industry-wide email performance, the education and training industry is one of the leaders. Mobile opening accounts for up to 25%. The email benchmark value of the education and training industry and the email presentation data of the top 3 companies in the industry are as follows: the average independent email opening rate is 13.79% vs 26.23%, which is nearly 2 times higher than the industry benchmark value; the average independent click opening rate is 13.92% vs 18.63 %; the average independent click delivery rate is 1.92% vs 4.89%, which is more than 2.5 times higher than the industry benchmark value.
The competition among education and training enterprises, some pay attention to the improvement of service quality, some pay attention to the construction of the platform, some spend a lot of money on advertising, some highlight the high-quality teacher resources, etc., but from the author's point of view, in the end, it is all for the sake of Acquire more users and compete for potential consumers and members. Education and training companies carry out email marketing to better carry out member marketing, and to attract continuous conversions by establishing long-term and stable connections with members.
So, how can education and training companies do email marketing gracefully and tactfully to maintain membership and keep converting? Daily education and training companies will send many emails, including informational emails, promotional emails, holiday care emails, etc., but these do not constitute personalized membership lifecycle email marketing for members. Membership life cycle email marketing is carried out according to different stages of customers, which is similar to the establishment and development of human-to-human relationships. Because, in email marketing, we also hope that users can experience real-time, more authentic, one-to-one communication, so membership lifecycle email marketing and automatic trigger emails are also closely related. Next, the author will refer to the internal tutorial of Webpower, which is very creative and experienced in the email marketing of education and training enterprise members, to tell you how to build the structure of education and training enterprise life cycle email marketing and introduce some best practical skills of education and training enterprise email marketing. .
