▷ 4 Proven Techniques to Increase Your Email Marketing Performance

Email marketing remains by far one of the best email marketing tools to increase traffic to your website or point of sale. In fact, a McKinsey study reported that email was 40 times more effective than Facebook and Twitter combined! But on the other hand, consumers are flooded with emails. They receive an average of 416 commercial letters each month. (source return path) …

The reception context is also becoming more stringent, especially with the increased strength of granular mail management, which is different from anti-spam filtering. In the face of the many advertisements and newsletters we receive, carriers use additional filters that filter our emails to prevent us from being overwhelmed. So we’ve seen the rise of the popular Gmail Promotions tab, which now collects the majority of newsletters and ad campaigns you receive, even if you’ve agreed to receive them.

In this context, email marketers should double down on their tips and techniques to continue to benefit from the exceptional profitability of email. The challenge is to maximize open and click rates. I suggest 4 particularly effective marketing techniques to increase your performance…

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1: be generous

The principle of “give to receive” applies perfectly to email. In B2B, offering a white paper of tips for subscribing to your newsletter is now one of the classics but remains especially effective. At B2C, for e-merchants, we’re seeing a boom in discount offers for newsletter subscriptions. Once you get the email address, continue to be generous by regularly sending free tips, virtual gifts, etc. Your emails will gain exposure quickly and your brand association and capital will only be boosted with empathy. Purely commercial emails will be more accepted by puncturing your submissions with uninterested emails.

Here is an example of a blog popup offering a free ebook download in exchange for your name and email.


2: Customization to the fullest

Too few email marketers still customize their emails with the basics of first and last names. However, one study has shown that personalized promotional emails have a +29% open rate and a +41% click-through rate compared to non-personal emails. Even better, this same study also showed that personalized email generates six times more transactions than non-personalized email!

In addition to the so-called basic customization, you can always go further by creating truly unique emails. Take a look at this example that uses multiple assignment fields for efficiency. Using the recipient’s company name and the customer’s business contact strongly contributes to the performance of such email.


3: View exclusive privileges

We are all used to receiving a lot of promotional emails with maximum discounts. It’s a good start to get attention but you should create email-only promotions that don’t exist on your site without receiving the email. In fact, the more your recipients feel privileged, by receiving exclusives, the more addicted they will be to your emails. So feel free to tell them, this will increase waiting for emails and reduce unsubscribe rate. Promotional emails are especially appreciated. According to the latest SNCD study, receiving promotions is the main reason consumers abandon their email.

Here is an example of Lancôme using the concept of exclusivity:


4: Create proximity

The tone you use affects the degree of affinity you have with your customers. If your tone of voice is friendly, readers feel a personal connection to you. Consumers want businesses to approach. More and more of them are starting conversations on social media for speed and ease. This begins with your sender’s email address. Don’t use a noreply @type address but an email address people can reply to you with. You will collect feedback (positive and negative) about your shipments as well as about business opportunities. Write your emails like a real person. Remember that the email addresses you type belong to real people! When you write like a real person and don’t feel like a business, recipients will listen more to your message.

Using a friendly tone is easier for companies that speak directly to consumers, but that doesn’t mean B2B companies can’t improve affinity with beneficiaries. Even in B2B, your emails go to those who make purchasing decisions. Find the right balance between a friendly and professional tone in your emails to fully express your brand personality. If in doubt, do a split test with a classic tone on one side and a friendly tone on the other and see which one got the most clicks.

We are constantly told about customer knowledge in marketing. But we often forget that consumers also want to know and interact with their favorite brands.

So you have to get to know your recipients to segment them better but also let them get to know you. Your brand will become more connected to its purpose. The more you know about your customers, the more you will be able to connect with them on a personal level. The more customers who know you, the more they will relate to your business. This is why many startups detail their adventures, failures, and successes. People love to be told stories, so use the marketing tactic of telling stories for your business.

One famous example of proximity in email marketing is Vente-Privée’s use of a fictitious character: Cécile de Rostand.

The closeness occurs through several elements: this name is not chosen by chance, it conveys an elegant and refined atmosphere that expresses the personality of the Vente Privée brand. The email sent personally used appears to be [email protected] and the emails are signed by Cecil.

This character represents Vente Privée customer service and has her own Twitter account: https://twitter.com/cecilederostand

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You now have some keys to improving the relevance and performance of your email campaigns, don’t hesitate!

To create, customize, test, send and measure email campaigns, Free Sarbacane Desktop TestThe email reference program chosen by over 20,000 users.

Also discover more free email tips on the www.mailing.biz blog.

Illustration source at top of page: Shutterstock.

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