要制作一封成功的電子郵件，讓客戶有打開的預(yù)望，您需要清楚地認(rèn)識(shí)客戶的需求。什么是客戶的需求呢？那就是當(dāng)客戶打開郵件的一瞬間他們所預(yù)期的東西。在設(shè)計(jì)電子郵件營銷策略時(shí)，您需要謹(jǐn)記成功的電子郵件所具備的4個(gè)基本要素。

To create a successful e-mail, so that customers pre-open look, you need a clear understanding of customer needs. What is the customer's needs? That is the moment when the customer opens the message what they expected. E-mail marketing strategy in the design, you need to remember that the success of e-mail with the four basic elements.

（1）不要以為您的客戶在電視、商店或者報(bào)刊上看到過公司的廣告。

一些自以為聰明的廣告設(shè)計(jì)人員會(huì)在電視或報(bào)刊上發(fā)布廣告的基礎(chǔ)上二次創(chuàng)作，然后貼到電子郵件中。如果沒有看過原來的廣告，用戶會(huì)感到莫名其妙，影響公司的品牌形象。

(1) Do not think your customers television, store, or the press have seen the company's advertising.
Since the thought of some clever advertising design staff in television or newspaper advertising based on the second creation, and then paste it to email. If you have not read the original ad, the user will feel somehow affect the company's brand image.

（2）客戶不會(huì)閱讀您發(fā)送的所有電子郵件

雖然我們可能每周都花盡心思地編寫全新的內(nèi)容，但是我們可能并不知道收件人的真實(shí)情況。有時(shí)收件人可能在度假，也許可能忙于工作，或者生病了。總之，您要明白收件人不會(huì)查收每一封郵件。明白這一點(diǎn)可以節(jié)省設(shè)計(jì)郵件的成本。

(2) The customer does not read all the e-mail you send
While we may rack their brains every week to write new content, but we may not know the recipient's true. Sometimes the recipient may be on holiday, perhaps busy with work, or sick. In short, you have to understand that the recipient does not check every message. Understand this message can save the cost of the design.

（3）電子郵件的內(nèi)容可能不適合

我們最希望與讀者分享這方面的經(jīng)驗(yàn)了。大多數(shù)時(shí)候，廣告文字編寫者致力于將內(nèi)容寫得活潑有趣朗朗上口，把電子郵件內(nèi)容寫得和詩歌一樣。但是事實(shí)上如果電子郵件的內(nèi)容不能和客戶經(jīng)常時(shí)使用的關(guān)鍵詞相匹配，那么所發(fā)送的郵件多半會(huì)石沉大海，無人問津。

例如，當(dāng)IBM公司剛開始開展筆記本電腦業(yè)務(wù)時(shí)，他們決定使用ThinkPads這個(gè)名字。這個(gè)商標(biāo)曾經(jīng)使得IBM公司獲得很大的競(jìng)爭(zhēng)優(yōu)勢(shì)。許多營銷人員就直接在廣告中把IBM的筆記本電腦叫做ThinkPad，而不用筆記本這個(gè)關(guān)鍵詞。但是當(dāng)一個(gè)不太了解IBM公司的消費(fèi)者準(zhǔn)備購買筆記本電腦時(shí)，他們通常只是在網(wǎng)頁上搜索“筆記本”這個(gè)關(guān)鍵詞，由于IBM公司ThinkPads筆記本電腦的廣告中沒有涉及筆記本這個(gè)關(guān)鍵詞，結(jié)果在搜索中就會(huì)被遺漏。

在搜索列表欄中顯示的搜索結(jié)果直接反映了客戶與您的品牌之間的聯(lián)系程度。要注意，在您設(shè)計(jì)電子郵件內(nèi)容的文字時(shí)，正確加入幾個(gè)關(guān)鍵詞可以提高郵件信息的影響力。一定要考慮如何將客戶所想與您所想的協(xié)同在一起。

(3) e-mail content may not be suitable
We hope to share with readers the most experience in this area has. Most of the time, ad text, content writers working to write lively and interesting fluently, to the same e-mail content written and poetry. But, in fact, if the contents of the e-mail clients can not always match the keywords used, then the message will likely be met with no response sent, nobody cares.
For example, when the company started to carry out IBM notebook computer business, they decided to use the name ThinkPads. The trademark has been made, IBM was a great competitive advantage. Many marketers directly in the ad is called the IBM notebook ThinkPad, notebook instead of the keyword. But do not know when a consumer to buy IBM's laptops, they usually only on the page search for "notebook" is key words, as ThinkPads, IBM laptop notebook this ad does not involve words in the search results will be omitted in.
In the Search list box displays the search results directly reflect the customers and the link between your brand level. Note that the content of your e-mail text design, the right to join a few key words can increase the impact of e-mail messages. Must consider how customers would like to wish you the synergy together.

（4）用戶未必總是在收件箱中第一次讀到您發(fā)送的郵件

隨著數(shù)字生活的豐富，各種數(shù)字終端設(shè)備日益普及，電子郵件可能會(huì)被各種終端設(shè)備讀取，而不僅從郵箱中被人瀏覽。可以向讀者發(fā)送一種RSS通知，也可以向移動(dòng)設(shè)備發(fā)送一種SMS提醒。除了不同終端設(shè)備處理電子郵件帶來的麻煩，消費(fèi)者利用掌上移動(dòng)設(shè)備邊走邊看郵件時(shí)，他們對(duì)郵件信息的關(guān)注方式和關(guān)注程度會(huì)很不一樣。

設(shè)計(jì)郵件內(nèi)容時(shí)要注意，以下因素會(huì)直接影響讀者對(duì)郵件信息的反應(yīng)：電子郵件頁面的尺寸限制；讀者與郵件信息的互動(dòng)；讀者是否在移動(dòng)中瀏覽郵件內(nèi)容。

利用您對(duì)客戶的洞察力獲得競(jìng)爭(zhēng)優(yōu)勢(shì)

當(dāng)用戶在電腦收件箱中瀏覽電子郵件時(shí)，他們大多是很專注地閱讀。然而，目前越來越多的人在移動(dòng)環(huán)境下閱讀電子郵件，人們的閱讀方式發(fā)生了很大的變化。另外，您應(yīng)該預(yù)感到客戶在收到郵件之前，他們很可能已經(jīng)通過其他渠道了解您的公司了。他們可能是從公司網(wǎng)站上火是搜索引擎中看到您的公司。在設(shè)計(jì)電子郵件的時(shí)候，應(yīng)假定客戶已經(jīng)通過網(wǎng)絡(luò)、搜索引擎等其他媒體接觸過相關(guān)產(chǎn)品或者服務(wù)。而且您要明白，客戶瀏覽郵件后，并不會(huì)立即購買。他們大多會(huì)去網(wǎng)絡(luò)上搜索相關(guān)信息，比如搜集用戶評(píng)論，或者與其他公司的相關(guān)產(chǎn)品進(jìn)行比較。