跨境营销概述（三十二）：EDM营销Ⅰ

摘要：EDM营销是跨境电商商家获客的主要方法之一。据统计，全球每天发送的电子邮件多达数百亿封，其中约一半为个人通信邮件，其他为各种类型的商业信息。

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“跨境营销概述（三十二）：EDM营销Ⅰ”

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"Overview of Cross-Border Marketing(32):"EDM Marketing I"

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第一节概述

Section One: Overview

EDM营销是跨境电商商家获客的主要方法之一。据统计，全球每天发送的电子邮件多达数百亿封，其中约一半为个人通信邮件，其他为各种类型的商业信息。

EDM marketing is one of the main methods for cross-border e-commerce merchants to acquire customers. According to statistics, hundreds of billions of emails are sent globally each day, with about half being personal correspondence and the other half comprising various types of business information.

一、什么是EDMWhat is EDM

1.EDM的定义Definition of EDM

EDM是电子邮件直复营销的缩写，简称为邮件营销，是利用电子邮件与受众进行商业交流的一种直销方式。EDM是网络营销中最古老的一种，但也是目前应用最广泛的。

EDM is an abbreviation for Electronic Direct Mail Marketing, commonly known as email marketing, which is a form of direct selling that uses email for commercial communication with the audience. EDM is one of the oldest methods in online marketing, but it is also the most widely used today.

2.EDM营销的特点Characteristics of EDM Marketing

（1）应用范围广。邮件是人们使用最广泛、最频繁的沟通工具之一。

Wide range of applications. Email is one of the most widely used and frequently used communication tools.

（2）操作简单，效率高。操作Email不需要高深的计算机知识，不需要烦锁的制作及发送过程操作简单。如果使用专业EDM营销工具，效率会更高。

Simple operation, high efficiency. Operating email does not require advanced computer knowledge, and the complicated production and sending process is straightforward. If using a professional EDM marketing tool, the efficiency will be even higher.

（3）内容丰富。电子邮件传递信息的形式多样，可以使用富文本，使邮件内容丰富美观，具有信息量大、保存期长、便于收藏和传阅的特点。

Rich content. Emails have various forms of conveying information, allowing the use of rich text, which makes the content rich and visually appealing, characterized by a large amount of information, long preservation period, and ease of collection and circulation.

（4）精准有效。电子邮件本身具有定向性，可以针对精确筛选出的对象发送特定的电子邮件，如按行业或地域等进行分类，找到精确的目标客户，再进行广告邮件群发，故可使营销目标明确，效果得以改善。

Precise and effective. Emails themselves have a targeting capability, allowing specific emails to be sent to accurately filtered recipients, such as being categorized by industry or region, to find precise target customers, and then carry out mass advertising emails, thereby clarifying marketing goals and improving results.

（5）成本低廉。电子邮件营销是一种低成本的营销方式。

Low cost. Email marketing is a low-cost marketing method.

二、EDM在跨境电商中的作用

The role of EDM in cross-border e-commerce

（1）打造品牌形象。EDM营销对于企业品牌形象的价值，是在长期与用户联系的过程中逐步积累起来的。规范的、专业的EDM营销对品牌形象有积极的促进作用，同时也是一项长期的建设过程。

Build brand image. The value of EDM marketing for a company's brand image is gradually accumulated in the long-term process of connecting with users. Standardized and professional EDM marketing has a positive effect on brand image and is also a long-term construction process.

（2）产品推广和销售。产品推广和销售是EDM营销最主要的目的之一。它能在一定程度上刺激潜在客户的购买，老客户的复购，因此具有出色的推销效果。

Product promotion and sales. Product promotion and sales are one of the main purposes of EDM marketing. It can stimulate potential customers' purchases and encourage repeat purchases from existing customers, thus demonstrating excellent sales effectiveness.

（3）维护客户关系。EDM营销是一种互动交流工具，业务人员可以在邮件中跟订阅用户玩一些小游戏，以刺激用户的好奇心，从而提高客户的点击率。

Maintain customer relationships. EDM marketing is an interactive communication tool where business personnel can engage subscribers with some mini-games in the emails to stimulate users' curiosity, thereby increasing customer click-through rates.

（4）市场调研。利用电子邮件开展在线调查是网络市场调研中最常用的方法之一，具有问卷投放、回收期短、成本低廉的特点。

Market research. Conducting online surveys via email is one of the most commonly used methods in online market research, characterized by questionnaire distribution, short collection period, and low cost.

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