Email Marketing
電子郵件行銷
甚麼是 電郵行銷
What is Email marketing
電子郵件行銷（Email Marketing）是企業透過發送客製化電子郵件，向目標使用者推廣產品、服務或品牌的行銷方式。它可精準定位受眾，如根據用戶偏好、購買歷史等細分群體，發送個人化內容（如促銷訊息、新品通知、新聞資訊），以提升品牌認知、促進銷售轉換、增強客戶黏性，是數位行銷中高效且成本可控的手段。
Email marketing is a marketing method that companies use to promote products, services or brands to target users by sending customized emails. It can accurately target audiences, such as sending personalized content (such as promotional messages, new product notifications, news information) based on user preferences, purchase history and other segmented groups to enhance brand awareness, promote sales conversion, and enhance customer stickiness. It is an efficient and cost-controlled means of digital marketing.
電郵行銷功能及特點
Email Marketing Features and Functions
精準受眾觸達
Reach precise audience
可依用戶行為、偏好、消費記錄等數據分眾，定向發送郵件，避免廣撒網，提升營銷效率，例如針對已購用戶推送復購優惠，新用戶發送歡迎禮包。
You can send targeted emails based on user behavior, preferences, consumption records and other data to avoid casting a wide net and improve marketing efficiency. For example, you can push repeat purchase discounts to existing users and send welcome gift packages to new users.
低成本高回報
Low cost and high return
相比傳統廣告，電郵行銷無印刷、投放成本，僅需郵件模板設計與發送系統，且優質內容易引發用戶轉發，形成病毒式傳播，性價比突出。
Compared with traditional advertising, email marketing has no printing and delivery costs. It only requires email template design and sending system. In addition, high-quality content can easily trigger users to forward it, forming a viral spread, and has outstanding cost-effectiveness.
互動數據可追蹤
Interaction data can be tracked
能即時監測開信率、點擊率、轉化率等數據，分析用戶行為反應，優化郵件主題、內容結構，例如根據打開率調整發送時間或標題吸引力。
It can monitor the opening rate, click rate, conversion rate and other data in real time, analyze user behavior and reactions, and optimize email subject and content structure, such as adjusting the sending time or title attractiveness according to the opening rate.
內容個性化定制
Personalized content customization
透過變數替換（如稱呼、購買記錄）製作個性化郵件，增強用戶親切感，例如自動發送「生日專屬優惠」或「購物車未結算提醒」，提升參與意願。
Create personalized emails by replacing variables (such as names, purchase records) to enhance user intimacy. For example, automatically send "birthday exclusive offers" or "shopping cart unchecked reminders" to increase willingness to participate.
品牌價值持續滲透
Brand value continues to penetrate
定期推送行業知識、產品教程等價值內容，強化用戶對品牌的記憶與信任，例如電商平台每周發送穿搭指南，潛移默化促進用戶忠誠度。
Regularly push valuable content such as industry knowledge and product tutorials to strengthen users' memory and trust in the brand. For example, e-commerce platforms send out dressing guides every week to subtly promote user loyalty.
靈活營銷場景適配
Flexible marketing scenario adaptation
適用多場景需求，如新品上市預熱、節慶促銷、會員召回等，可結合圖文、視頻鏈接豐富呈現形式，及時響應市場節奏與用戶需求。
It is applicable to multiple scenarios, such as new product launch preheating, festival promotions, member recalls, etc. It can combine pictures, texts, and video links to enrich the presentation form and respond to market rhythm and user needs in a timely manner.
電郵行銷常見問題
Email Marketing Frequently Asked Questions
電郵行銷是否需用戶同意？
Does email marketing require user consent?
Does email marketing require user consent?
需獲用戶「明示同意」，例如透過網站訂閱、活動報名等方式主動授權。違反可能違反《個人資料保護法》或國際法規（如 GDPR），建議採用「雙重確認」機制（用戶確認訂閱後再發確認郵）。
The user’s “explicit consent” must be obtained, such as active authorization through website subscription, event registration, etc. Violation may violate the “Personal Data Protection Act” or international regulations (such as GDPR). It is recommended to adopt a “double confirmation” mechanism (send a confirmation email after the user confirms the subscription).
開信率低怎麼辦？
What to do if the open rate is low?
What to do if the open rate is low?
優化標題：避免「促銷」「免費」等敏感詞，用問題式（如「如何提升網店業績？」）或個人化（如「[姓名]，您的專屬優惠來了」）。
調整發送時間：根據受眾習慣（如上班族週三 / 四上午，消費者週末傍晚）。
Optimize the title: avoid sensitive words such as “promotion” and “free”, and use question-based (such as “How to improve online store performance?”) or personalized (such as “[Name], your exclusive discount is here”).
Adjust the sending time: according to the audience’s habits (such as Wednesday/Thursday morning for office workers, weekend evening for consumers).
如何避免郵件被歸入垃圾郵箱？
How to avoid emails being sent to spam folders?
How to avoid emails being sent to spam folders?
內容避開垃圾郵件關鍵詞（如「絕對有效」「限時」），減少大量圖片或 HTML 代碼。
確保域名與 IP 未被黑名單記錄，定期清理無效郵箱地址（退信率過高會影響信譽）。
Avoid spam keywords (such as “absolutely effective” and “limited time”) in the content, and reduce the number of images or HTML codes.
Make sure the domain name and IP are not blacklisted, and regularly clean up invalid email addresses (too high bounce rate will affect your reputation).
新手適合哪些免費工具？
What free tools are suitable for beginners?
What free tools are suitable for beginners?
Mailchimp：提供免費版（每月 2000 封郵件），支援模板設計與數據追蹤。
Sendinblue：免費版含基礎自動化功能（如歡迎郵件序列），適合小規模營銷。
Mailchimp: Offers a free version (2,000 emails per month), supports template design and data tracking.
Sendinblue: The free version includes basic automation features (such as welcome email sequences), suitable for small-scale marketing.
電郵行銷的 ROI 如何計算？
How to calculate ROI of email marketing?
How to calculate ROI of email marketing?
公式：ROI = （營銷帶來的收入 – 成本）÷ 成本 × 100%。例如花費 1000 元郵件營銷，帶來 5000 元銷售額，ROI = (5000-1000)/1000 = 400%。需關聯訂單來源（如郵件專屬優惠碼）。
Formula: ROI = (Revenue from marketing – Cost) ÷ Cost × 100%. For example, if you spend 1,000 yuan on email marketing and get 5,000 yuan in sales, ROI = (5,000-1,000)/1,000 = 400%. The order source must be associated (such as an email-exclusive discount code).
行動裝置優化重要嗎？
Is mobile optimization important?
Is mobile optimization important?
極重要！超過 50% 用戶透過手機讀郵件，需確保：
模板響應式設計（自適應螢幕尺寸）。
標題簡潔（手機顯示僅 15-25 字），按鈕大小適中（避免誤觸），內容分塊閱讀（少用長段落）。
Very important! More than 50% of users read emails on mobile phones, so make sure:
The template is responsive (adaptive to screen size).
The title is concise (only 15-25 words on mobile phones), the button size is moderate (to avoid accidental touches), and the content is divided into blocks (less long paragraphs).