Make your email marketing campaigns effective

Although the newsletter is itself a form of email marketing, it often takes a completely different turn. This practice is still generally used with the aim of conveying business messages to predetermined goals.

Email marketing broadly includes any email that is sent to an existing or potential customer. There are generally three types of emails: those that are sent with the goal of improving the relationship with your customers, those that aim to increase their loyalty as well as the rate of repeat purchases, and those that aim to attract new customers. They may include advertisements within email messages sent by other companies, usually through a partnership.

Rules to follow

To achieve success in your email marketing campaign, there are several rules to follow. In the beginning, you will have to ensure the quality of your database and segment it as much as possible in order to deliver the most appropriate message for your goal, according to their profile. Before sending your emails, make sure the text looks optimized for you, to prevent it from falling into the recipients’ anti-spam boxes. This is to check the “deliverability” of your message. Don’t skip this step! Your text should create the added value needed to grab the attention of the recipient. You can also consider creating different standard messages in order to save time during your next campaigns and to be able to tailor your offerings. Your turn doesn’t end once you’ve sent your email, and you’ll still need to analyze responses. These findings will shed light on some issues. Then, it will be up to you to define them well so that you can solve them. As much as possible, hone your knowledge of customers and enhance dialogue with them. Make no mistake, keeping a customer or potential customer who doesn’t want to receive your emails is useless, except to tarnish your reputation.

Traps to avoid

Once you understand the basic rules well, you will have to avoid the pitfalls that many businesses fall into. Avoid overly complex messages or those that use formats such as Flash or JavaScript. Your email should remain legible and well ventilated. You can, if necessary, redirect the recipient to your website if the content is too complex. Don’t forget to include an address available to respond to you. This will first allow you to remove the incorrect email addresses from your database. Second, it’s a simple way to get feedback from your audience. Before sending an email, it remains important to check that all the automatic fields or those are working, and if this is not possible, the lack of information is not inconvenient. To address recipients, you prefer “Dear Customer” rather than “Dear Sir” unless your database proves that it is able to auto-populate each recipient’s name. Take the time to check if your message is readable. Remember that many messengers only display images if people have downloaded them, so your text should stand alone. Make sure your message doesn’t include generic terms associated with spam such as “earn,” “donate,” “free,” or “100%.” Remember that the subject line is the first thing that is read and therefore should make an impact.

Email Marketing Benefits

Email is still a relatively inexpensive tool compared to traditional mail which involves production, postal and printing costs. The immediacy of effects and returns, as well as their measurability, is also one of the great qualities of this type of approach. It is also a modern method that takes into account the evolution of uses, and in particular the fact that there are more and more users who check their emails very regularly, especially with the advent of smartphone usage.

Disadvantages of this technique

Many people will find this approach intrusive and may view your email as spam. There is a fine line between marketing email and spam. Unintentionally, the email can damage your image because it reminds your customers of the techniques used by malicious companies. Reading is not guaranteed because many email boxes have reinforced the anti-spam filter, thus preventing the correct reception of the latter. You will need to check the evolving anti-spam laws and rules of your access provider, which are updated regularly. You should also look at your database, and ensure that it is obtained in accordance with the requirements of the National Commission on Informatics and Liberties (CNIL).

Email Marketing by Numbers

On September 25, 2019, SNCD and Dolist published their study on the occasion of the Retail Week exhibition in Paris. Annual EMA – Email Marketing Position on me Perceptions and their attitude towards email and SMS to clients and professionals.

Key numbers to remember in BTOB

  • 50% use more than one professional mailbox
  • 62% subscribe to more than 4 newsletters
  • 58% visit a website after receiving an email
  • 50% bought a product after receiving an email
  • 78% have already used the ‘Report SPAM’ button
  • 44% say they care about emails received on their mobile phone

Key numbers to remember in BTOC

  • 78% of respondents have at least two personal email addresses
  • 51% of headlines are 10 years or older
  • Respondents use an average of 3 devices to connect to the Internet
  • Email maintains its status as the number one source of web traffic
  • Email continues to be the leading digital channel for store visits
  • 88% of Internet users check their main inbox at least once a day

In conclusion, 57% of respondents receive more than 10 emails per day and 49% buy a product as a result of receiving emails. So the stakes are high!

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