Email is not dead! Certainly, in 2014, communications showed a serious decline of 2.26% in volume, and 5.27% in value, according to the National Syndicate of Direct Communications (SNCD). But the truth is still at 95.3%, Preferred channel for marketing operations, ahead of website (91%) and social networking (73.4%), according to Experian Marketing Services. why ? Because it can be very effective if it is understood as a multi-channel strategy tool where customization and immediacy have the upper hand.
Define your goals, qualify your contact base, and tailor email to your goalThinking about responsive design and providing an unsubscribe link are essential to a good email campaign. However, it is more than anything else “learning” Which is at the heart of the process. Getting to know your customer, from the distinct moment they receive emails to their consumption habits, including age, gender, occupation or even their preferred device, makes it possible to adapt – and personalize – the content and look of your emails. In the end, of course, performance is at stake.
Jodi Boniface, Director of Marketing at Mailjet, Email Sending Service
Stéphane Coussement, co-founder of Akamis, a marketing strategy acquisition consulting firm
Benoît Enée, Director of Solutions Consulting at Experian Marketing Services France
Obviously, it’s good to remember: A “good” email is an email that is delivered to its recipient. The first step in an email campaign consists in focusing on the deliverability of its messages, in order to ensure that they display in the recipient’s inbox, and not in spam. But to ensure optimal delivery, it is necessary “Make sure the contact lists you are going to use are clean and that they are. formed in accordance with national legislation.”explains Jodi Boniface, director of marketing at Mailjet, the email messaging service. Thus, each of the future recipients must have explicitly given their consent to the advertiser for the latter to send their emails to them, by checking a box on the online registration form, for example: This is Voluntary opt-in principle, a necessary condition (But Not Enough) Email Strategy Success.
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Any communication opportunity can be used to collect an email address: on the website and during online competitions, for example, nothing prevents you from introducing your customers and prospects to sign up for a loyalty program. Similarly, setting up registration forms that will appear when visitors arrive or are about to leave may be relevant. finally, Use the different content you create to promote your newsletterJodi Boniface continues. The more interesting the content (tutorials, tips, case studies…) and diverse (webinars, guides, white papers…), the more likely you are to create recordings that feed into the databases.
However, caution and clarity should be exercised: a visitor, interested in participating in a contest, will be able to fill out a form, without wanting to receive a commercial newsletter!“Email appending – the set of email addresses traversing the company’s database (populated with postal addresses, for example) with subscribeable email files from advertisers or service provider partners – no longer works”Benoît Enée warns. So it remains the ideal model in terms of performance Individuals who have voluntarily enrolled in an online and offline marketing program.
Split your database
After configuring the contact list, put this black gold in a hash. For brands, three types of data are enabled and pave the way for personalizing messages sent to prospects or customers: demographics – surname, first name, gender, place of residence, hobbies, for example -, behavioral – purchase and / or navigation on the website, transactions carried out, in particular -, contextual – Weather, events or even periods of the year.
Personalize your content
Personalize the subject of an email by greeting the recipient by their first name
At this point, put in Personalization ! En segmentant ses lists de contacts en fonction de l’âge, du lieu d’habitation, des comportements d’achat passés… de ses contacts, il devient possible d’envoyer des messages répondant aux besoins d’immédiateté et de localisation de everyone of them. For example, an advertiser can take into account the activity of visitors to his site: at what time did they purchase his products or what types of products they chose, in order to send offers to visitors that correspond to their tastes and the context of the purchase. . By the same token, using their customers’ data, they are relevant to Customize the email subject (Greetings the recipient by their first name, for example).
general trend? Play on the content without forgetting the look: Great and beautiful visuals, impressive, accompanied by a very clean message. The place, too, should be designed for the ergonomics in accordance with the goal. Thus, given the audience – age, gender, CSP …-, the . buttons Click to action, such as payment or redirection to e-commerce site, will be placed differently in the email. Basic personalization methods will depend on demographic data: like a campaign where personalization is done only on a different email background color depending on whether it was sent to men or women.