EDM营销完全指南：从基础到国际站实战应用
一、什么是EDM营销/What is EDM Marketing
EDM营销（Email Direct Marketing），又称电子邮件营销（Email Marketing），是企业通过向目标客户发送定制化邮件，建立直接沟通渠道，传递产品信息、促销活动等内容，最终实现销售转化的营销方式。
EDM marketing (Email Direct Marketing), also known as email marketing, is a strategy where businesses send customized emails to target customers to establish direct communication channels, deliver product information, promotions, and ultimately achieve sales conversions.
核心应用场景/Key Applications:
- 电子广告投放/Digital advertising
- 产品信息推送/Product information dissemination
- 促销活动通知/Sales promotion notifications
- 市场调研/Market research
二、EDM营销的核心目的/Core Objectives of EDM Marketing
所有营销手段的终极目标都是促进转化，无论是报价请求（RFQ）、访客营销还是EDM营销，最终都是为了实现客户下单。
The ultimate goal of all marketing methods is to drive conversions. Whether it's RFQ (Request for Quotation), visitor marketing or EDM marketing, the end objective is always to secure customer orders.
三、客户精细化管理/Precision Customer Management
成功的EDM营销离不开科学的客群分类管理：
Successful EDM marketing requires scientific customer segmentation management:
1. 固定客群/Static Customer Groups
企业自主添加的客户数据，系统不会自动更新
Manually added customer data that doesn't update automatically
2. 动态客群/Dynamic Customer Groups
通过设定规则，系统自动筛选符合要求的客户（包含AIPL全生命周期客户和建档客户）
System automatically filters qualified customers based on set rules (including AIPL lifecycle customers and registered customers)
四、国际站EDM实操指南/Alibaba International Station EDM Implementation
- 邮箱设置/Email account setup
- 批量发送/Mass email sending
- 选择预设客群/Select pre-established customer groups
- 应用邮件模板/Apply email templates
- 设置发送时间/Set delivery schedule
- 启动营销活动/Launch campaign
谷歌竞价推广提示/Google Ads Tip:
结合EDM营销与谷歌广告（Google Ads）可以形成营销闭环，通过竞价推广获取新客户，再通过EDM进行深度培育。
Combining EDM with Google Ads creates a marketing loop - acquiring new customers through PPC ads, then nurturing them via EDM.
