對許多行銷人來說，寫電子報是非常燒腦的一件事，因為老闆總是會要求「開信率！開信率！」，或是質問你「怎麼都沒人點擊＆購買？」，為了達到主管的期望，電子報必須比一般粉專貼文還嚴謹。
不過成為你電子報名單的人，比網路社群的粉絲更有機會成為客戶，因為他們想要與你有更深入的認識！（除非當初以不正確的方式搜集名單）
但如果電子報提供的資訊不是用戶預期想收要的，他們可能會把你列入黑名單（手指輕鬆按下退訂），之後要再次請他們訂閱就不太容易了😭
深呼吸，A娜會協助你找出有哪些內容值得改善，除此之外，也可以利用內容行銷: 讓客人感動的 3 個秘訣提到的技巧來撰寫。除了提升開信率，讀者也會期待你的下一封電子報。
文章閱讀時間：約 7 分鐘
內容大綱
10 個寄電子報的好時機
開信率低或經常有人取消訂閱電子報，可能是因為信件標題不知所云、內容不扎實、發信頻率太高。除了可以透過線上軟體監測讀者最常開信的時段，也可以針對內容主題下功夫。
先一起來看看哪些內容適合發電子報！
我整理出 10 個常見的電子報主題，建議在沒有舉辦特別的行銷活動時，每週發佈不同主題的內容，因為多元的題材會讓讀者保持新鮮感，不會覺得「又來了，這些優惠訊息我都沒興趣😩」。
| 1 | 歡迎信 | 當客戶訂閱電子報、註冊網站後，先發一封信介紹你自己、創立品牌的故事，以及未來會提供顧客哪些價值 |
| 2 | 推出新商品 | 新商品即將上市或產品推出新功能之前，利用電子報通知客人排隊預購或早鳥優惠 |
| 3 | 生日優惠信 | 在剛開始蒐集電子報名單時，就要詢問讀者的生日。也可以只調查客戶的「生日月份」，只需在月初發給同月份生日的人即可 |
| 4 | 提醒信 | 如：商品快賣完了、折扣活動要結束了、商品放在購物車很久了 |
| 5 | 優惠活動 | 可以和節慶活動、品牌週年，或值得慶祝的時事上做行銷。如：COVID-19疫情期間，有商家在連續 3 天零確診時舉辦折扣活動 |
| 6 | 定期推薦 | 每週、每月固定發電子報，如 KKBOX、Spotify 等音樂串流平台，就可以寄電子報推薦每週排行榜前十名的歌 |
| 7 | 填寫問卷、APP評分、Podcast評分 | 研發新產品、推出線上課程前，可以邀請潛在客戶填寫問卷，或是請他們幫你的 APP 或音頻打星評分！ |
| 8 | 訂單狀況更新 | 確認訂單明細、運送狀況追蹤、電子發票等 |
| 9 | 再回購優惠 | 詢問客人商品使用心得，並推薦他們其他類似產品，或提供優惠券 |
| 10 | 新文章發佈 | 適用於有部落格的品牌 |
FAB三要素，下筆不再抓破頭
《用FAB法則套公式，「無痛」寫出超亮點！》裡提到，文案中可以談論「Feature產品功能」、「Advantage商品優勢」和「Benefit商品能帶來的好處」三個要素。不過我認為在有限的篇幅裡，很難三個項目都俱全。
因為如果只有商品功能敘述，讀者會覺得你在強迫推銷東西給他，容易使人反感；而單純介紹商品優勢，又無法讓讀者理解商品和自己有什麼關係；因此建議大家多往 Benefit 的方向去下筆。
也就是簡潔說明產品能為消費者帶來哪些好處、如何改善他們的生活。
舉個簡單的例子。
一隻貓咪很餓，銷售員拿了一袋金幣給牠，貓咪沒反應 👉🏻代表 Feature產品屬性 這時銷售員說，這袋金幣可以買很多很多魚哦，貓咪還是沒反應 👉🏻Advantage商品優勢 銷售員再說，這袋金幣可以讓你吃得很飽，貓咪馬上撲了上去 👉🏻Benefit商品帶來的好處
這則故事告訴我們，貓咪的最終需求是填滿空蕩蕩的胃，等貓咪理解那袋金幣能夠讓自己飽餐一頓後，便成為牠做行動的關鍵。
人們是透過「理解」來採取行動
而不是美麗的事物
對於美麗的事物，大多數人只會用眼睛看
PS. 把握第一封「歡迎信（Welcome emails）」的機會寫入以上內容。
好標題裡需要有這個「動詞」
許多行銷人為了提升開信率，想出了超～吸睛的電子報標題，雖然最終吸引了不少用戶打開信件，但進去後發現根本和信件主旨想的不一樣。他們不僅不會點擊購買按鈕，也很有可能因為惱羞退訂電子報，千萬要很小心很小心。
「被標題吸引點進來，結果竟然只是一堆沒打折的商品宣傳😤」
標題只強調必要的需求，須使用「關鍵動詞」
關鍵動詞：希望用戶做的事情、瞭解的事情
另外，電子報標題盡量維持在 20 字以內，因為手機裝置可預覽的標題字數不多（可以打開你收件夾確認一下！），文字太多會無法明確得知信件主旨，讀者當然不會想點下去閱讀！
假裝正在寫信給一位不熟的朋友
如果你希望獲得轉換率，「電子郵件個人化」是最基本的要求，這也能幫助品牌打造與客戶最真實的聯繫。
具體該怎麼做呢？想像你正寫信給某位不熟朋友（因為也不能太隨便😂），讓他/她知道品牌最近正推出一個有趣的新產品，同時說明它能夠帶來什麼好處，並希望他們採取哪些行動。
對了！如果可以的話，花時間去了解你的客戶，將他們「分眾」，發送個人化的商品資訊，依據客戶的年齡、性別、喜好，或過去的購物行為。另外，也用A/B Test做不同標題的測試吧！
A娜，你購物車的商品還有需要嗎？最近商品數量剩下不多囉，如果需要請盡快下單！
以下是經常被參考的「消費者購物行為」指標，適合針對特定族群發送電子報：
- 購物車還有未結帳商品，提醒結帳
- 再次回購提醒
- 折價券倒數計時提醒
- 曾看過某篇文章，推薦類似風格的文章
以部落格發布平台 Medium 為例，他們的電子報裡會推薦13篇文章： ∙ Today’s highlights 本日推薦文章（共4篇） ∙ Quick reads 短篇文章推薦（共3篇） ∙ Based on your reading history 根據過去的閱讀喜好推薦文章（共3篇） ∙ Most read 閱讀更多文章（共3篇）
Medium 會以讀者過去的「閱讀喜好」來做推薦，畢竟 Medium 裡的文章主題很多，若每個人都收到相同的文章推薦，許多人會因為總是對文章沒興趣而退訂電子報。
商業術語太多了，人家聽不懂！
跟寫社群貼文和部落格文章一樣，有些人的文章優美、詞藻華麗，卻不一定能寫出市場接受（顧客看得懂）的文案。
所以要先把讀者設定為「非常入門的新手」，就算是你覺得很簡單的概念，對方可能因為從來沒接觸過，完全不懂相關術語和特定專有名詞。因此電子報必須往簡單易懂的方向統整訊息。（他們就是因為不懂，才會成為你的客戶呀！！）
為了避免電子報太死板，所有篇幅都在宣傳商業活動，可以利用「雜談」引發讀者好奇心。（也就是在信件開頭簡單聊聊引人入勝的話題）
- 經典語錄、電影台詞分享
- 時事、生活小知識
- 心理測驗
- 星座排名
- 有對話的插畫、漫畫
不過，也請記得不要偏離信件主題！之前收過某位自由工作者的電子報，他在信件開頭分享了最近出遊碰到的鳥事，最後也沒說到這趟旅程對他的啟發，就之後直接介紹他的線上課程。這讓我覺得「咦？所以前面那段故事跟我有什麼關係🤣？」
所有吸引讀者目光的「雜談」，最後還是要拉回你想說的主題
嘿，你喜歡今天分享的內容嗎？
如果你想了解更多行銷技巧，歡迎追蹤品牌女子的Instagram，或是訂閱我的電子報，會不定時分享給你最新文章或學習行銷的私藏好康喔！
35 評論
謝謝A娜分享這麽有用資訊！我要好好學起來～
讚
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