邮件营销在中国一直致力于分享国内外优秀的邮件营销策略，技巧，案例。之前的很多文章，比方”推荐好友订阅邮件—SmartBargains案例一则” / “全美零售行业电子邮件退订研究” / 2010年北美在线零售邮件趋势“均来Chad White以及其团队，Chad White是著名邮件营销网站Retailemailblog.com的创始人，致力于研究北美零售企业的邮件营销策略和趋势,是本行业的先锋人物。
我推荐你可以采访下Silverpop的Loren McDonald。Responsys澳洲分部的老大Simon O’Day也是不错的人选，他非常熟悉亚太市场的邮件营销。
1. Could you share with us your background and experience?
My background is actually in journalism.
I worked for Condé Nast for several years, covering how retailers use technology, and later for Dow Jones & Co., heading up a newsletter on online retailing. One of the ways that we got leads was by signing up for retailers’ email programs so we would learn about website relaunches and other website improvements. I started the Retail Email Blog as a side-project and ended up joining the Email Experience Council when it was in its infancy. About a year after the EEC was acquired by the Direct Marketing Association, I joined Smith-Harmon, which was subsequently been acquired by Responsys.
During the five years since starting my blog, I’ve written nearly 2,000 blog posts and dozens of research reports on retailers’ email marketing practices. I’ve been fortunate to have been in just the right place at the right time.
2. You are an active evangelist for “email marketing for online retailers”. How do you define its strategies?
The chief challenge for retailers is to gradually make their emails more relevant to their subscribers by using segmentation, dynamic content and triggered emails. Because of rising expectations and steady year-over-year increases in email frequency, email programs have to become more sophisticated to keep their subscribers.
Retailers have lots of information about their customers—from purchase histories and browsing behavior to data from other channels like social media—but more retailers need to use that information to increase the relevancy of their emails.
Another big challenge is the impact of other channels on email. Mobile is on the cusp of having a huge influence on email design and content tactics. Tablets will affect email design as well. Social media will continue to affect email, especially as email clients and social media platforms converge.
3. What are the must-have skills/attributes that are important to be successful in email marketing field?
Email marketing is constantly evolving, both technologically and in terms of consumer expectations. So being flexible and curious are musts. Email marketers should always be testing and learning. I consider myself fairly knowledgeable about email marketing and I’m routinely surprised by what works and doesn’t work for particular brands.
4.Could you share with us your opinion for the future of email marketing, especially in China?
I’m not an expert on email marketing in China, but my understanding is that it’s still in the early days and that search is a big focus currently. Chinese marketers are in a great position to benefit from the email marketing pioneers in the U.S. and Europe who have been refining best practices over the past decade.
Also, a strong search program can help marketers build a strong email marketing content strategy. Key words that drive traffic for search should become the topics of your emails.
5. Who would you recommend us to interview?
I have a ton of respect for Loren McDonald of Silverpop. Also, Simon O’Day, who heads up our Australian office, is very knowledgeable of trends in the Asia Pacific region.