Of the 90% of Internet users who open their main mailbox at least once a day, 45% use it to manage their purchases (Source: Email Marketing Attitude BtoC du SNCD). A true marketing strategy, email is one of the most effective methods of getting new contacts and converting potential customers into customers. By creating successful campaigns, your business can keep them while enjoying a satisfactory return on investment. So, what are the elements to consider for a successful email marketing strategy?
To attract and retain your customers, remember to speed up your email campaigns brilliantly. This way, they won’t end up in spam and won’t be considered spam.
Set your goals
Email campaign goals vary for different periods and the company involved. In general, it is used for:
- acquisition of new clients;
- Increase Sales;
- consolidation of the relationship with previous clients;
- Improve brand visibility.
Divide your contacts
To make sure you provide answers to everyone’s needs and expectations, based on the information you have about your readers, figure out what might interest each other, and then segment your contacts.
While some companies segment their contacts by gender, others may categorize them by subscription types. Depending on your activity, you can choose between these four main categories of segmentation:
- Psychological planning: aims to understand and analyze individual lifestyle, values and attitudes to determine your priorities;
- Behavioral: used to identify common behaviors in relation to your services and products;
- Demography: Its purpose is to learn more about the social characteristics of your personality;
- Geographical: This helps determine the location and conditions in which your target lives.
By segmenting your goal, you can develop a successful email strategy. By using this technique, you can multiply your chances of increasing your return on investment, because you have been able to better meet the needs of your customers by suggesting relevant offers. In addition, you better understand your customers and expectations and will be able to serve them effectively, retain and satisfy them.
Personalize your email campaign
With personalized, targeted and segmented marketing emails, you get around 122% ROI and generate close to 60% of your revenue. Compared to non-personal emails, personalized emails also help in completing transactions six times over.
So, don’t be afraid to call the recipient by name to make the emails sound more human and build a better relationship. Using typical profiles obtained through hashing, you can:
- adapting your landing pages;
- Create specific content that meets specific needs;
- Send emails in response to an action performed by the contact (abandoning a shopping cart, visiting a page, etc.).
Consider canceling a simple subscription
To avoid any frustration to your contacts, give them the possibility to easily unsubscribe at any time if they no longer wish to receive emails from you. This option can encourage the opening of emails that will not be classified as spam.
Pay special attention to email subject lines
A target is the first thing the recipient sees that grabs their attention and may not catch their eye. His recovery encouraged him to open the email. To be attractive, the subject of your email should be:
- be short;
- conveys a sense of urgency;
- use concise language;
- contain action verbs;
- Provide the information he will find in the email.
Avoid making false promises or using words that encourage reporting spam: visa, mastercard, money, casino, etc.
If you don’t have inspiration, these 51 phrases will help force you to open your emails.
Write easy, mobile-friendly emails
The majority of users prefer to check their emails via their mobile phones as this practical and quick solution saves time. When developing your email strategy, do not forget about this parameter.
Consider behavioral emails
For good behavioral targeting, use CRMs or web tracking tools, as they help you implement an effective email marketing strategy. A behavioral email can be the email you receive when you place an order and forget to check your basket. This type of highly targeted email is different behavioral data.
Use storytelling style
Stand out from your competition with storytelling. By appealing to sentiment, this approach aims to solidify the corporate identity, to elicit association with the brand, to get the maximum positive impact of your email campaign.
Aiming to increase your sales, FoMO is an effective psychostimulant. Littéralement « Fear of Missing Out » (la peur de rater un bon plan) incite le client à acheter le produit, à le mettre dans l’urgence en utilisant des mots exprimant la rareté, comme « il n’en reste plus que deux » for example. You can also make your product desirable by showing that many want it at any cost or by providing promotional coupons in your messages. By creating emergency purchase situations, you can easily remove the stock of your products in a short time.
Choose the right moment
Choose different time periods for sending emails, then based on the recipients’ reactions, you can draw a conclusion about the right time. This may vary depending on your goals and target audience in general.
Test your email campaigns
Change the content, themes, formats, call-to-action or call-to-action to see which works best. Although some sectors are unstable, you will notice certain trends when making shipments. To perform these A/B tests, analyze one item at a time to arrive at relevant conclusions for each analyzed item.
Analyze user feedback after sending emails and then track and analyze many parameters: unsubscribe, open rate, feedback, etc.
Make sure all sent emails arrive in the inbox. To improve deliverability:
- use a dedicated IP address;
- request verification of your mailing list;
- Clean your mailing list frequently;
- Avoid phrases and words that trigger spam alert filters;
- Use whitelists to send your messages: secure addresses, domains, certified servers).
Analyze your performance
This step is necessary to improve your email campaign in the long run. This will likely change over time, especially as your audience and business develops. But to find out what to improve, follow the KPIs or KPIs:
- click rate
- conversion rate;
- reaction rate
- froth rate;
- delivery rate.
To master good email marketing practices, feel free to train yourself. By enrolling in this web marketing training, you will know how to improve the performance of your email marketing campaigns, marketing in particular, and measure your actions. By having the right basics, you will also have all the keys on hand to accelerate the growth of your business.
Email marketing aims to develop and enrich customer relationship by regularly providing relevant information to customers. The more she is used to seeing your brand and company name, the easier it will be for her to contact you, because you will now be part of her references. Associated with the brand, customers are really loyal, while gaining fame. By optimizing your email marketing campaigns, you will be able to quickly get a satisfactory return on investment.