电邮营销趋势：要使用个性化电子邮件[摘要]为了胜过竞争对手，真正充分利用好个性化，就需要对市场进行细分。把收件人以更小的列表进行分组，能够更好的测试特定人群对公司产品的反映。
云邮件服务供应商Mailjet在成立四年多的时间里，已在全球拥有了超过2.5万用户。该公司美国集客营销业务负责人丹尼丝·陈（Denise Chan）日前撰文，告知客户应如何把握电子邮件营销趋势，使用更好的手段进行营销。
以下为文章内容摘要：
随着天气的逐步回暖，人们按照惯例开始大扫除，厚厚的防寒冬衣也会被收整起来。电子邮件营销方案也应当注意到这一年度惯例。在设法提高认识，或是寻找新用户或客户时，花一些时间来重新评估企业的惯例做法，这一点至关重要。
你的仪表板中是否杂乱无章的填满了关键绩效指标？或是否正忙于诸多数个月未曾使用的测试工具？正因为如此，企业的电子邮件营销活动特别需要跟上最新的趋势，并时常进行更新。根据对美国和欧洲300家营销主的调查，Mailjet编辑了一份全球“热门或冷门”榜单，帮助用户规整和改进电子邮件营销方案。
热门：HTML
在Mailjet的调查中，德国营销主把HTML编辑器列为首选电子邮件营销工具。虽然通过WYSIWYG编辑器编辑的电子邮件更容易被用户掌握使用，但是不支持后端代码变化，让其很难赶上样式的变化。如果不引起注意，这将会导致在接受者的收件箱内出现错误。
HTML在设计上的弹性是一项巨大的优势。用户能够预先知道自己的能力和限制。举例来说，Gmail在电子邮件的页眉和页脚就不支持CSS风格的标签。
如果能够熟练使用手编代码电子邮件，或是团队有人恰巧精通代码，那么就可以高枕无忧。如果不是这样，类似Code Academy这样的工具能够帮助用户学习代码语言结构。
冷门：发送邮件不需要测试反应
我们未来将会看到的一种趋势，是无答复的电子邮件将会减少。没有什么借口在在向用户发送电子邮件之前，不对如何展示电子邮件进行测试。可以通过向同事群发测试邮件，或是通过Litmus这样的工具来完成测试。如果是手动进行测试，就需要确保发送的电子邮件能够被所有的电子邮件客户端（Gmail、Yahoo、Outlook、Hotmail、Apple Mail）和屏幕（计算机、手机和平板电脑）收到。
热门：个性化的电子邮件
在法国，当进行电子邮件推广时，营销主在选择何种工具时首先考虑的会是个性化。
为了胜过竞争对手，真正充分利用好个性化，就需要对市场进行细分。把收件人以更小的列表进行分组，能够更好的测试特定人群对公司产品的反映。根据2014年DMA的调研，760%的电子邮件营收增幅来自于2013年细分的电子邮件。美国东海岸的人群或许要比西海岸的人群更频繁的收电子邮件。其它需要测试的潜在细分市场包括：
年龄：年龄在25周岁至34周岁的消费者，更可能会使用手机上网。向这部分用户发送电子邮件，应当带有移动独有内容。如可借助地理位置进行推广活动，当用户访问实体店时才能获得相应优惠。
兴趣：按照谁访问插页来细分用户，并向这部分用户发送电子邮件推广产品集成。
产品用途：向经常使用公司产品的用户发送电子邮件，邀请他们在社交媒体上推广公司产品，发表他们对产品的体验，并可向好友发送优惠码。
冷门：通用的电子邮件
另一方面，我们发现标准电子邮件已不再流行。一些企业已经直截了当的表示，没有一位客户还接收同样内容的邮件。
虽然不是所有人有基础设施和资源来个性化电子邮件，但是这一点已成为所有人的渴求。
如果开始打算这样做，首先要对用户进行分类，然后分别开展推广活动。随着公司规模的成长，要进一步细化用户分类。最终，企业将能够使用到更多自动化的解决方案。
热门：电子邮件追踪和报告
在过去的一年间，美国营销主使用电子邮件追踪和报告要比德国和法国营销主多出10%。电子邮件追踪应当会被普遍使用。电子邮件追踪能够帮助营销主掌握消费者对不同的内容做出什么样的反应，并能够把那些不参与电子邮件活动的消费者剔除出发送名单。
冷门：偶尔进行测试
许多营销主都害怕测试，认为这需要太多的时间和资源。
但是小规模的进行测试仍能够发现有深远影响的结果。一些电子邮件服务提供商甚至提供了嵌入式的二选一测试工具，让用户用不了多长事件便能够进行测试。
在每一次推广活动中建立模型进行小范围的测试，这就像是“我认为在晚间发送电子邮件有着更高的点击率”一样简单。本着通过每一次推广活动积累经验的心态，能够帮助改进与每一封已发出电子邮件之间的联系。（无忌）
The email hot or not list
As temperatures rise, it’s time to engage in the age-old tradition of spring cleaning, bidding farewell to those bulky winter items. Your email marketing program should take note of this annual ritual too. It’s just as important to take a moment to re-evaluate the practices your company is following when trying to raise awareness, or find new users or customers.
Is your dashboard cluttered with KPIs? Or maybe you’re buried under a number of testing tools you haven’t used in months. As part of this effort, your email marketing campaigns in particular deserve to be kept up-to-date on the latest trends and to be refreshed every now and then.
Based on a survey of 300 marketers in the US and Europe, we’ve compiled a global “hot or not” list to get you started on decluttering and revamping your email marketing efforts this spring.
HOT: HTML
Margins, padding and style properties are THE thing. In our survey, German marketers rated the HTML editor as their email marketing tool of choice.
They’re onto something. While building an email through a WYSIWYG editor is more user-friendly, it’s harder to catch styling changes that cause unsupported code in the back-end. If left unnoticed, it can render incorrectly in the recipient’s inbox.
The flexibility of designing in strictly HTML is a huge advantage. You know your capabilities and limitations up front. For example, Gmail does not support CSS style tags in the header and footer of emails.
If you currently hand-code emails or are fortunate enough to have a member of your team well-versed in code, pat yourself on the back, thank your developer and breathe a sigh of relief. If not,tools like Code Academy can get you started on learning the structure of coding language.
NOT: Sending without testing for responsiveness
A trend we’ll (hopefully) see less of in the future are non-responsive emails. There’s just no excuse not to test how your email displays before it lands in an inbox. This can be done either manually, by sending test emails to a selected group of coworkers or through a tool like Litmus or Email on Acid. If testing manually, you’ll want to be sure you are sending to all major email clients (Gmail, Yahoo, Outlook, Hotmail, Apple Mail) and screens (computer, mobile, tablet).
Over time, you’ll begin to pick up on each client’s distinct way of rendering as well. Recently, I sent my first email campaign with an emoji in the subject line and learned that most major email clients support emoji display with the exception of Outlook 2003.
HOT: Email with a human touch
In France, marketers rated personalization as their go-to tool when creating email campaigns.
To one-up your competitors and really get the most out of personalization, pair it with segmentation. Grouping recipients into smaller lists helps better test how certain demographics respond to your product. According to a 2014 DMA study, a 760% increase in email revenue came from segmented emails in 2013. Maybe you’ll find East Coast recipients like to receive email more frequently than West Coast. Some other potential segments to test:
Age – Consumers ages 25 – 34 are more likely to access the Internet through their phones. Email customers ages 25 – 34 with mobile exclusive content. Leverage geo-location by sharing a promotion that can only be unlocked when visiting your brick-and-mortar store.
Interest – Segment out customers who visited your plugins page and send them an email promoting your product integrations.
Product Usage – Email a customer who regularly uses your product and invite them to promote your product on social media by tweeting about their experience or offer a promo code to refer a friend.
Remember the content that each group responds to and continue to build on these preferences to make the conversion process as seamless as possible.
NOT: One message fits all
On the other hand, something we’ve been seeing go out the door is standardized messaging. Some companies have even gotten to the point where no single customer receives the same content as another (Gilt and Amazon are two known e-commerce pros that do this).
While not everyone has the infrastructure and resources to personalize to this level of granularity, it’s certainly something to aspire to.
If you’re just starting out, first find a basic segment in your user base to split your campaign with. Continue to slice your list into these segments as your company grows and eventually you will be able to put a more automated solution in place.
HOT: Email campaign tracking and reporting
U.S. marketers have used email campaign tracking and reporting 10% more than German and French counterparts in the past year. I believe tracking is really something that should be universally adopted. Email tracking helps marketers learn how customers respond to different pieces of content, and also when to remove customers who have opted in but aren’t engaging with emails.
Don’t let your hard work go to waste – check to see if your email service provider automatically adds tracking tags on your links, if not, you can tag your links using Google Analytics’ URL builder and measure your click-through rate there.
But really, the neatest thing about tracking the opens and clicks of email campaigns is understanding what role email plays in your overall conversion funnel. Does it drive engagement to other social channels? Or, which purchases are customers most frequently considering?
Looking at the bigger picture helps identify the best way to use email and have it drive value long after that first click.
NOT: Testing sporadically
Many marketers dread testing, thinking that it takes up too much time and resources.
But you can start small and still find impactful results. Some email service providers even have built-in A/B testing tools that allow you to set up a test in just a matter of minutes.
Make it a practice to build a hypothesis into each campaign, it can be something as simple as “I think sending at night will drive a higher click-to-open rate.” Being in the mindset to learn from each campaign can help you improve communication with each email sent.
These ‘hot’ trends will help your marketing program spring forward by allowing you to work smarter, not harder.
来源：TNW
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2015年03月17日
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Facebook宣布开源深度学习人工智能工具[摘要]Facebook的人工智能研究团队今天宣布，将开源其深度学习人工智能工具。
Facebook的人工智能研究团队今天宣布，将开源其深度学习人工智能工具。
Facebook将通过Torch库发布这一软件。Torch是一个协助机器学习技术开发的开源环境，被学术界，以及谷歌、Twitter和英特尔等公司在研究中广泛使用。
Facebook表示，相对于Torch中的默认软件，其深度学习模块的执行速度要更快。这将帮助研究人员在更短的时间内开发规模更大的神经网络。
Facebook希望，分享这一工具将推动整个深度学习研究领域的发展。（李玮）
Facebook open-sources its deep-learning AI tools
Facebook is sharing some of its technology. The company’s artificial intelligence research team today announced that it is open sourcing its deep-learning AI tools.
The software will be available on the Torch library, which serves as an open-source environment for machine learning development. Torch is widely used for research in academia, as well as by companies like Google, Twitter and Intel.
Facebook claims its deep-learning modules are significantly quicker than the default ones available through Torch, and allow the company to work on larger neural networks in less time.
Notable improvements include a 23.5x speed-up over publicly available convolutional layer codes, and the ability to parallelize neural networks training over GPU cards.
The company hopes sharing its tools will help optimize progress across the entire deep-learning research landscape.
来源：TNW
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2015年01月19日
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揭秘社交媒体的9大虚假神话[摘要]社交媒体已经改变了我们销售、营销以及公共关系等，然而有关社交媒体依然有许多误解。
印度企业家、作家、公共演讲家阿维纳什·卡西克（Avinash Kaushik）曾发文称：“社交媒体就像青少年性爱，每个人都想尝试，但却没人真正了解。而当最终梦想实现时，他们却发现并非像想象中那样美好。”那是2009年时的情景，今天，社交媒体已经改变了我们销售、营销以及公共关系等，然而有关社交媒体依然有许多误解。我们搜集了9个社交媒体神话，并尝试解开它们。
神话一：Facebook、Twitter以及LinkedIn为社交媒体下了定义。
商务教授安德里亚斯·卡普兰（Andreas Kaplan）和迈克尔·亨莱因（Michael Haenlein）曾对社交媒体下定义，称其为“一组基于互联网的应用，这些应用建立在Web 2.0的理念和技术基础之上，即允许创造和交流来自用户产生的内容”。
而Facebook、Twitter以及LinkedIn等绝对是最好的社交网站，但也有许多相对来说不太受欢迎的社交网络，包括协作项目Wikipedia、微博客Tumblr以及YouTube与Dailymotion等内容社区。企业协作工具Sharepoint、Yammer等也可被归入社交媒体范畴。所有这些网站都有自己独特的用户群，需要与用户成功交流的不同策略。
神话二：社交媒体导致普通员工生产力下降。
我们听说过许多类似故事，比如学生因迷恋Facebook以至于注意力下降。这种影响如此巨大，以至于许多人不得不在考试期间停用Facebook账户，以强迫自己集中注意力。
可是，在职场，社交媒体侵蚀生产力的说法不成立。Ipsos与微软对全球32个国家近万名信息职员调查显示，46%的人称他们的生产力因为在办公室中使用社交媒体而有所提高。在此情况下，社交媒体包括即时通讯、短信、视频会议、news feeds、社交网络以及SharePoint等团队网站。
神话三：社交媒体工具不利于工作环境。
在Ipsos与微软的调查中，34%的员工认为，管理层低估了社交媒体工具带来的好处。37%受访者称，如果公司能为职场提供使用社交媒体工具的更好环境，他们的工作表现将更好。
此外，麦肯锡咨询公司的研究也显示，在消费包装产品、零售金融服务、先进制造业与专业服务等特定行业，如果公司能够全面使用社交技术，可以改善企业内部与外部的协作与沟通，这会提高生产力20%到25%。
神话四：通过社交媒体招聘只会吸引低素质求职者。
由于通过社交媒体求职没有任何障碍，为此求职者的素质自然是参差不齐。这很容易让人产生求职者平均素质很低的印象，不如通过招聘机构选择那些特定范围内的求职者。
然而，布莱顿企业管理学院的研究显示，94%的求职者使用社交媒体找工作，49%的招聘者发现求职者的素质正得到极大提高。实际上，在18到34岁年龄段之间的求职者，73%的人通过社交网络找到最新工作。求职招聘网站Jobvite2013年社交招聘调查显示，最好的求职者通过推介获得，其次就是通过社交网络招聘。
神话五：社交媒体导致普通员工对工作兴趣下降。
大数据公司Evolve对美国呼叫中心的约4万名工作人员进行抽样调查显示，那些每周使用1到4个社交网络网站的员工比他们的同事留在工作岗位上的时间更长。对4991名员工进行第二类实验显示，那些经常使用5种社交网络以上的员工，比那些不使用社交网络的人的销售额更高，而且花费时间更少。
神话六：不使用社交媒体的财政结果并不重要。
麻省理工学院与咨询公司Capgemini Consulting的研究发现，进行社交媒体和数字媒体培训具有关键性作用，数字化密集型公司的表现要比非数字化公司在财政方面表现更好。报告称，数字强度更高的公司从他们的实物财产方面获得的收入更高，每位雇员贡献的收入、净利润率以及市场价值都更高。
神话七：社交媒体永远无法进行直接销售。
2009年，戴尔公司通过其Twitter帐号营收300万美元。这个账号收听粉丝的心声，有许多杰出消费者参与。如果一个品牌能够获得消费者支持，并倾听目标用户关心的话题，它可能会通过社交渠道推动产品。
如果品牌想获得更多好处，它们需要走近社交媒体，将其作为培养在线消费用户群的良机，而不仅仅将其当作销售渠道。只要团队保持至诚，只需适度的提及产品，它们就能向消费者提供有帮助的工具，而非成为恼人的销售伎俩。
神话八：没人再使用社交新闻聚合网站了。
Digg、StumbleUpon以及Reddit等社交新闻聚合网站依然很受欢迎。随着Facebook、Twitter以及LinkedIn社会news feeds的到来，有人认为它们可以取代社交新闻聚合网站。可是，网站通讯流量监测机构Statcounter社交媒体全球统计表明，StumbleUpon和Reddit依然十分活跃，在过去一年中，这两家网站的平均流量甚至超过YouTube。
神话九：老年人在社交媒体上不够活跃，为此针对这个群体的行业不必烦扰。
美国皮尤研究中心2013年调查显示，在65岁以上的美国人中，43%的人至少使用一家社交网站，2010年这一数字为26%，2008年更是只有1%。目前，有3900万65岁以上老人正在使用Facebook、Twitter以及Skype，他们也是这些网站用户增长最快的群体。为此，千万不要低估他们的力量！（风帆）
9 myths about social media at work
Avinash Kaushik, an Indian entrepreneur, author and public speaker, once tweeted that “Social media is like teen sex, Everyone wants to do it. No one actually knows how. When finally done, there is surprise it’s not better.”
That was in 2009. Today, social media has transformed the way we do sales, marketing and public relations – yet there are still many misconceptions about social media. We’ve rounded up nine common myths and research to debunk them.
Myth 1: Social media is defined as Facebook, Twitter and LinkedIn
Business professors Andreas Kaplan and Michael Haenlein define social media as “a group of internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.”
Whilst Facebook, Twitter and LinkedIn definitely top the list of social networking sites, there are many less popular forms of social networks out there. These can include collaborative projects such as Wikipedia, microblogs such as Tumblr and content communities such as YouTube and Dailymotion.
Enterprise collaboration tools such as Sharepoint and Yammer also count as social media. All of these sites have their own unique audiences and require various strategies to successfully engage with fans.
Myth 2: Social media makes the average worker less productive
We’ve all heard stories about students who get distracted from studying due to Facebook and use it as a method of procrastination; so much so that people had to intentionally deactivate their Facebook accounts during exam periods so they could concentrate.
However, this dip in productivity does not necessarily hold true for the workplace.
Ipsos and Microsoft surveyed roughly 10,000 information workers across 32 countries and found that 46 percent of workers said their productivity had greatly or somewhat increased because ofsocial use in the office. In this case, social media encompassed instant messaging, text messaging, video conferencing, news feeds, social networks and team sites such as SharePoint.
Myth 3: Social media tools are not beneficial in the work environment
In the same Ipsos and Microsoft study, 34 percent of workers indicated that management underestimated the benefits of social media tools, and 37 percent said that they could do their job better if the organization’s management was on-board with the use of social tools in the workplace.
Furthermore, a study by McKinsey stated that certain industries like consumer packaged goods, retail financial services, advanced manufacturing and professional services could raise productivity by 20 to 25 percent if companies fully implemented social technologies which help improve collaboration and communication within and across enterprises.
Myth 4: Recruitment via social media attracts poor-quality candidates
As there are no barriers to applying for jobs via social media, the quality of candidates naturally varies. It’s easy to believe that the average quality of applications would indeed be lower than if a company went through a recruitment agency which targets the profiles of candidates of a certain caliber.
However, research from the Brighton School of Business Management showed that 94 percent of recruiters use social media for their jobs and 49 percent of employers found an improvement in candidate quality. In fact, 73 percent of 18-34 year olds found their last job through a social network (myself included!)
Jobvite’s social recruiting survey 2013 results found that the highest-rated candidates are sourced through referrals, followed by social networks.
Myth 5: Social media makes the average worker less interested in their job
A study by big data firm Evolve looked at call center staff in the US with a sample size of approximately 40,000 and found that employees who used one to four social networking sites on a weekly basis stayed at their jobs longer than their peers.
Furthermore, in a second experiment with a sample size of 4,991, staff who regularly used more than five social networks demonstrated higher sales in less time than their colleagues who didn’t.
Myth 6: The financial consequences to not engaging in social media are minor
A study by Capgemini Consulting and MIT found that training in social media and all things digital is a deciding factor in why digitally-intense companies outperform their less Web-savvy counterparts financially.
The report stated that “companies with stronger digital intensity derive more revenue from their physical assets.” They also generate more revenue per employee, have higher net profit margins and higher market valuations.
Myth 7: Social media will never generate direct sales
In 2009, Dell made $3 million in sales from just one of its Twitter accounts. This account also had a history of listening to fans, and excellent consumer engagement.
If a brand is able to build a following of consumer advocates and listen to the concerns of its target audience, it might be able to get away with slightly pushing products via social channels.
Still, brands need to approach social media as a chance to foster an online consumer base rather than just another sales medium if they want to gain these other benefits. As long as the team remains genuine, and only mention its product in moderation, they can offer helpful tools for consumers instead of overload them with annoying sales pitches.
Myth 8: No one uses social news aggregators anymore
Social news aggregators like Digg, StumbleUpon and Reddit are still popular—and relevant. With the advent of social news feeds on Facebook, Twitter and LinkedIn, one might think that they’ve replaced the social news aggregators.
However, Statcounter’s global stats for social media show that people are still quite active on StumbleUpon and Reddit. Both sites have had higher average traffic than YouTube for the past year.
Myth 9: Senior citizens are not active on social media so businesses targeting this demographic shouldn’t bother
The Pew Research Center found that in 2013, 43 percent of Americans over 65 used at least one social networking site, compared with 26 percent in 2010 and 1 percent in 2008.
At time of publication, there are 39 million people aged 65 and older using Facebook, Twitter and Skype, making them the fastest growing age demographic on these sites. Don’t underestimate this power generation!
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