Email and newsletter are excellent communication tools…provided you know how to write them talentedly, know how to write the web, and use them wisely.
The Ten Rules for Respecting Your Successful Email and Newsletter
1. Focusing energy on database quality. This should ideally provide the possibility to qualify the profiles as much as possible.
2. Prefer targeted emails. To do this, create segments in your database.
3. Pay attention to the quality of your message. This should create added value in order to motivate the Internet user to act.
4. Test and improve the sent message. Your campaign results will benefit.
5. Ensure better delivery of your campaigns. This will improve the reputation of your business.
6. Create ‘scenarios’ to automatically send targeted offers.
7. Analyze feedback from your campaigns and deal directly with problem areas.
8. Prefer a personalized view that reactivates the connection.
9. Improve customer knowledge to increase efficiency and relevance. To do this, develop a one-to-one dialogue with your customers
10. Facilitate unsubscribe.
Improve the quality of delivery of your emails and newsletters
You will improve the deliverability of your email marketing campaigns by taking care of 6 aspects:
1. Technical plan
Some tips to effectively fight blocking and filtering of emails:
The first step is to prepare all authentication protocols and configure DNS (IP address, SIDF, DKIM, feedback loops). Regarding the ISPs that are your email database, it is important to go ahead with each of them to enroll you on their “whitelist” or whitelist and configure the servers to send according to their respective criteria and limitations, in terms of the number of messages sent per hour .
2. Data quality
To maintain the quality and richness of your data over time, you must perform a series of operations:
- Invalid email addresses (soft bouncing and dangerous) should be isolated and removed from shipments,
- Complaints received on abuse/mail manager addresses and feedback loops must be treated immediately and treated as unsubscribe,
- Information exchange between your email marketing solution and all internal solutions (CRM, data mining, web analytics, SFA, etc.) should be facilitated by integration or regular synchronization.
3. Message quality
It is necessary to implement a certain number of good practices to implement the exact opposite of what spammers can do!
some advices :
- Don’t design your creations as one picture
- Respect the ratio between text and image as the text content must represent at least 50% of the message’s weight.
- Develop clean html code that meets W3C standards.
- Do not use scripts or style sheets.
- Avoid using terms that could be construed as spam (in subject and message content).
It is also highly recommended to personalize your message by entering the recipient’s first and/or last name and by providing dynamic content aligned with customer centers of interest.
A MUST: In each of your messages insert a simple unsubscribe link and guarantee your Internet user that it will be quickly taken into account.
To enhance this direct link with your customers, suggest that they save the return address of your message in their address book.
And before launching your campaign to the target audience of your base, feel free to mis-send tests to check their good delivery and display graphics in demo mailboxes (create mailboxes with key suppliers or use custom solutions to preview your messages).
To constantly monitor the correct delivery of your campaigns, act quickly if a problem arises. The main items to watch are bounce rate (incorrect address, inactive, technical problem, blacklist), unsubscribe rate, complaint rate and all this for each family and for each ISP.
Specialized companies (Return Track and Goodmail Systems) offer paid certification solutions that allow you to sign up for the whitelists of some ISPs, ensuring delivery to your customers’ inboxes.
6. Marketing pressure and its importance
It is therefore imperative that you lean more and more towards targeted and relevant direct communication that brings value to your customer so that they are actively involved in promoting your good reputation on the web. Give him access to his profile via the preference center, where he can tell you the day and frequency on which he would like to receive your information, and his centers of interest. This will create a lasting relationship of trust that will build customer loyalty.
Traps to avoid
French companies are losing many customers due to basic mistakes in their email marketing campaigns. To do this, below you will find the pitfalls to avoid.
1. Complicated letters
Create an email with overly detailed content, such as a website. Heavy use of Flash or Java scripts often disrupts message display. Design a simple and airy email, and redirect the recipient to a website with more detailed content.
2. No reply address
Many emails do not have a reply address or an incorrect address. However, reply emails can provide valuable information (problems receiving emails, changes to email addresses). If you don’t want to receive these response or error messages directly, create a custom return email address to check regularly.
3. Missing information
There is nothing worse than receiving an email starting with “Dear __”, because the first name has not been entered into the database. It is essential to have a rich and fragmented database to ensure the quality of your email marketing campaigns. In the previous example, it is better to enter “Dear Customer”. Take advantage of qualified files to ensure effective personalization of your messages.
4. Too many pictures, too little text
Many ISPs do not automatically upload images: recipients see only a white frame. In this case, it is difficult to track response rates. Make sure to respect the image/text ratio, or use a solution that allows you to test the display with major ISPs.
5. Email is blocked because it has been identified as spam
This is the most common and easiest error to correct. Words used in the subject line such as “Win a jackpot” will not pass through spam filters. Your customers have signed up to receive emails, so make sure they get them! Pay attention to the choice of headlines for your messages and feel free to test them to make sure they are hitting their target.
What are the core obligations?
CNIL recommends collecting informed consent or right of opposition with a checkbox. The use of the pre-selected box is prohibited because it is against the law.
Violations of these provisions will likely be punished by the CNIL.
Below you will find the principles established by CNIL.
For professionals (B to B)
Principle: Prior information and the right to object
The person must, at the time of receipt of his email address
1. Be aware that their email address will be used for prospecting purposes,
2. To be able to object to such use in a simple and free manner.
The subject of the petition must be related to the profession of the person being screened (eg: a letter presenting the benefits of the program to [email protected]été, Director of IT.)
General professional addresses of type ([email protected], [email protected], [email protected]) are contact details for legal entities. They are not subject to the principles of consent and the right to object.
Each email must be:
- identification of the advertiser,
- Suggest a simple way to oppose receiving new requests (eg a link to unsubscribe at the end of the message)