Our tips for building an effective email strategy

If some doubt its performance, email remains an essential tool in any good marketing strategy, provided you know how to exploit it at its fair value. Discover all our tips.

Goal setting and goal analysis

The first tip is to clearly define your email campaign goals. According to the SMART method, These should always be specific, measurable, achievable, achievable and time-bound. For example, the goal may be to gain insight into the market segment, increase customer loyalty, engagement rate, etc. It is also necessary to identify and analyze your character (normal users). What are its main characteristics? their behavioral habits? their interests? their needs? All this will allow you to get an overview.

Building and splitting your contact list

Then it is necessary Build a high quality communication base. In fact, it is better to send your emails to 100 qualified potential clients than to 1000 uninterested people. Once that is done, the ideal option is to make a hash to send the right message to the right people. For this, it is advisable to classify your contacts by lists according to various criteria. This approach will improve your chances of getting an ideal opening rate. Don’t forget that the era of “mass email” is over. Today is the time to send a personal email.

Submit related content

Of course, for show high quality content Attracts more potential customers. Relevant content must meet two requirements. It should not only be related to the subject of your email and respond to the promise made to the recipient, but also tailored to your goal. Pay attention to the introductory text of your email, including reinsurance items And make sure that your text is “responsive”, i.e. accessible from all peripheral devices (computer, tablet, smartphone, etc.).

Encourage the reader to take action

It must be your email Include “call to action” links Allow prospects to continue reading, or even make a purchase. It can be a simple contact button such as “I’m testing for free”, “I sign up”, “Find out more”, or a link to your website or to your social networks. Also, timing is very important. It is essential to schedule the sending of your emails at the right time. Choose the date of the hour keeping in mind the specifics and limitations of your goals.

Analyze and improve your campaign

Finally, “after sending the email” is an equally important step. Any strategy includes a phase to measure results according to pre-established goals. The latter consists of Analyze the KPIs for your email campaign (open rate, click rate, unsubscribe rate, bounce rate, delivery rate, interaction rate, etc) and draw conclusions. In other words, this study makes it possible to know whether your email campaign is effective or not, and to improve the following campaigns if necessary. There are many monitoring tools that allow you to analyze all these indicators and adjust your strategy if necessary.

(Image credit: iStock)

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