What are the essentials of an effective and sustainable email marketing strategy? How can more profitable email campaigns be achieved by reducing efforts?
First of all, it is important to remember the importance of targeting in email. Sending more accurate campaigns not only leads to a better conversion rate, but also leads to better acceptance of marketing messages by the recipients.
Ironically, today many companies still refuse to personalize their mailings, and the efforts to deliver them seem too overwhelming and too unprofitable. However, it is now easier than ever to implement these email operations while reducing costs in terms of time and money.
Determine the goal of the email campaign
An email can have many goals: to inform, to advise, to promote, to sell, to advertise … It is important that you define in advance one goal for each campaign so as not to get confused.
But this is not enough. An effective email strategy depends primarily on your ability to be meticulous in the initial process: How should you address the recipients? What level of marketing pressure should you use? What messages do you want to convey?
Another important question to ask is the frequency of transmission. After all, an effective email strategy cannot be reduced to a single sending. The transmission rate should align with the initial goal you set for yourself.
It is therefore essential to create an annual mail schedule for yourself to get an overall view of your email strategy. Use the key moments of the year (holidays, parties, events, etc.) to frame your strategy and create a retrograde layout by goal (prospects, clients, ex-customers, subscribers, etc.).
To increase the effectiveness of your emails, it may be beneficial to implement a behavioral marketing strategy. To do this, simply connect your CRM to your email marketing solution so you can implement smart targeting based on the loyalty of your customers, for example.
Create your own email campaign
The look of your email is a key element to embed in your strategy. First of all, it is important to distinguish clearly between newsletter and email marketing: a newsletter allows you to inform the recipient and email marketing allows you to sell.
So the two will not have the same shape. The letter should have a consistent design that reflects the company’s image while email marketing can have different forms. explanations.
There is no point in coming up with a new design every time a newsletter is sent, only the content has to be changed. So the simplest and fastest way is to create a generic form that you just have to copy for any new mail. In addition, recipients get used to the design and this enhances your brand image.
Marketing email design
In the case of commercial email, we can meet several scenarios:
- In B2C: Most of the time, B2B business emails are similar to newsletters, that is, a graphically functioning email. But the goal is not the same, it is necessary to adapt the design by placing attractive images, motivational action buttons, videos, etc. The goal is always to bring traffic to your website and ideally to a landing page dedicated to purchases.
- In B2B: Depending on the goal and field of activity, you can either start with an email as in B2C, or with a purely text email, especially for prospecting and building loyalty. With careful customization (last name, first name, civility, age, geographic location, agreement on qualities, participants, etc.), the effectiveness of plain text email is much higher than that of HTML email. The reason is simple: if it appears to be a “classic” email sent from person to person from a mailbox like Outlook, the recipient is more likely to respond and be less wary on the advertising side.
In any case, it is necessary to adapt the email campaign format and templates to the objective, context and initial objective.
Check email view
Finally, perhaps the most important point is the testing phase. Before sending any email campaign to your recipient base, remember to send yourself tests on different messaging systems.
The goal is to make sure it is displayed correctly everywhere so that all recipients can see it as you want it. Don’t forget to check out the responsive design view on mobile as well.
If most email programs today allow you to create responsive emails and are therefore suitable for reading on mobile, tablet and computer, then this verification step is irreplaceable and only takes a few minutes.
Ideally, you should create accounts on different messaging services (Gmail, Hotmail, Orange, SFR, Outlook, Yahoo, etc.) and keep your addresses in memory to save time during each testing phase.
Statistical analysis at the heart of strategy
A well-thought-out, organized, and well-equipped email campaign can significantly increase your sales and attract your customers. Thanks to the statistical tracking systems offered by most solutions, you can accurately assess the effectiveness of your correspondence.
This allows you to correct your past mistakes, continually improve your strategy, and improve the profitability of your emails. All you have to do is check why this or that campaign worked better than the previous one, or why it didn’t, and check back regularly.
Statistical analysis is an integral part of email strategy, and a lot of companies ignore this step, considering it to be a simple inventory of a particular campaign. However, these statistics give an overview of the state of your marketing strategy, and should be taken into account in the same way as any other data.
About the author
Roman Kochi: Marketing Officer and Community Manager at Sarbacane Software, I write primarily on email and web marketing to help small and medium businesses with their digital strategies. Also an Editor at Emailing.biz, my job is to give advice and tips to enable everyone to set up effective email campaigns. I also run a self-help forum on Facebook entirely dedicated to email marketing.
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