跨境电商英语-课件 Unit 5 Marketing

跨境电商英语Cross-BorderE-CommerceEnglish浙江省中高职一体化贯通系列教材Unit5MarketingUnitOverviewAfterstudyingthisunit,youwillbeableto…Acquirebasicknowledgeaboute-commercemarketing;Understandsomewaystousecontenttomarketane-commercestore;Introducetheimportanceofemailmarketing;Cultivateprofessionalethicsofhonestyandtrustworthiness.Contents目录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.参考译文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”.参考译文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.参考译文Exercise参考译文电子商务品牌的内容营销

我可以告诉你关于点击付费广告的一切，或者告诉你如何优化你的搜索网站，但是如果没有内容营销，这些活动都不会给你带来十倍的流量增长。内容营销是创造各种不同形式的内容，比如文章、教程视频、信息图表，并将这些内容分享给目标受众，目的是产生更多的线索，建立你的品牌，并为你的网站带来更多的客户。为了利用内容建立品牌知名度，从竞争对手中脱颖而出，并确保客户忠诚度，为产品页面带来更多流量，增加网店销售，你必须要采取与以往不同的方式。优化产品页面产品页面对于电商网店获得更多的销售额和利润非常重要。为了使你的产品信息对搜索引擎和购物者都友好，一定要确保所有的价格、尺寸、颜色、大小和其他详细信息都能在你的产品页面上轻松获得。同时，确保你的网页标题，页眉，和图像替换文本都聚焦于正确的关键词。所有这些，除了对你的购物者有价值之外，还可以帮助你获得更多的关键词，从而提高你的搜索排名。例如，如果你是卖婚纱的，在谷歌上搜索“棕色伴娘礼服”，如果你的页面上包含这几个词，你的产品页面或与之类似的产品页面就更有可能被搜索到。利用你博客上的内容来培养与客户和潜在客户的关系。你的网站访问者会知道如何在你的网站上找到产品。利用内容向他们表明你对帮助他们实现目标非常感兴趣。撰写相关博文如果你经营一家网上婚纱店，写一篇关于“如何筹备婚礼”的博文，可以吸引所有参与筹备婚礼的人，无论他们是在筹备过程中哪个阶段。随着访客的参与度越来越高，你可以创建一些帖子，让他们继续思考，比如“如何选择合适的婚纱”，并将他们引入相关产品，比如可下载的“婚礼策划清单”。把产品相关视频放到YouTube上YouTube有超过10亿的活跃用户，你的目标用户可能就在那里。它也是仅次于谷歌的第二大搜索引擎。如果你想要找一大批对你的产品感兴趣的观众，YouTube就是你要找的地方。使用高度搜索的关键词来确定你的话题，然后分享与你的产品相关并且对你的观众有帮助的视频。对于向客户展示如何使用产品的那些教程视频来说，YouTube也是一个很好的选择——这些视频可以向人们展示如何很好地使用产品，提高客户满意度，并与网站访问者建立长期关系。在网站上设置一个关键词驱动的常见问题模块如果顾客问的是与你的产品有关的问题，那么你就需要自己来回答。在你的网站上创建一个常见问题页面，通过大量的长尾关键字搜索来吸引用户访问你的网站。你将建立威信并积累流量——威信和流量是一个成功电商网店的两个关键组成部分。设定并衡量目标如果你还没有真正关注内容的作用，那么是时候开始了。参与度指标，比如分享，点赞，评论等，都是很好的跟踪指标，但是它们并不能说明全部情况。你还需要知道有多少人在浏览你的内容，他们来自哪里，他们下一步去哪里，以及这些最终会如何影响你的收入。设定积极的目标，评估你失败和成功的地方，并不断地对内容营销战略进行相应的修改。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:___________________________________________________________________我可以告诉你关于点击付费广告的一切，或者告诉你如何优化你的搜索网站，但是如果没有内容营销，这些活动都不会给你带来十倍的流量增长。WhenIstartanewproject,Iliketodiverightinandseehowitworks.Apartfromasmallteamofpaidstaff,theorganizationconsistsofunpaidvolunteers.Wecutdownthenumberofpeoplewhoneededtobeinvolvedinimportantdecisions.Isitbesttohavelowexpectationsandtosetgoalswearesureofachieving?Itwasaveryeffectivewayforthemtokeeptrackoftheirspending.所有这些，除了对你的购物者有价值之外，还可以帮助你获得更多的关键词，从而提高你的搜索排名。如果你经营一家网上婚纱店，写一篇关于“如何筹备婚礼”的博文，可以吸引所有参与筹备婚礼的人，无论他们是在筹备过程中哪个阶段。设定并衡量目标参与度指标，比如分享，点赞，评论等，都是很好的跟踪指标，但是它们并不能说明全部情况。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