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电子邮件营销遭出海品牌嫌弃?数据证明EDM仍是跨境最优渠道

2025.09.22

近期不少跨境卖家认为EDM效果下滑,放弃邮件营销,但雨果网调研反驳了这一观点。数据显示,2026年全球EDM营销平均ROI高达4200%,即每投入1美元可产生42美元收入,远高于社媒广告(2.5:1)、信息流投放。卖家效果差的核心原因并非渠道失效,而是照搬国内营销逻辑,未做用户细分、内容同质化、合规缺失。欧美市场用户习惯通过邮件接收品牌信息,46亿全球邮件用户覆盖跨境核心消费群体,邮件可直达用户收件箱,无算法限流。优质出海品牌通过精细化EDM运营,实现老客复购率提升35%,沉睡用户唤醒率达28%,是沉淀私域资产、突破流量瓶颈的关键渠道。

Statista 的数据显示,目前全球每天大概有 3300 亿封电子邮件被发出,预计到 2025 年会达到 3760 亿封,人们平均每天要花 5 个小时查看电子邮件。

Validity and Demand Metric 的数据显示,对于 39% 的营销人员来说,EDM 营销是很强大的转化来源之一,其转化率几乎是社交媒体营销的 40 倍!EDM 营销带来复购和盈利价值不止在于其庞大的用户基池和高 ROI。

来源:雨果网

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