If email is not a modern marketing technique, Still one of the most effective marketing levers. The stakes are high: According to the Email Marketing Attitude Study conducted in 2017, Eight out of ten internet users have subscribed to at least one newsletter and 76% of subscribers said they have already purchased a product or service online by clicking on the link in the email. For the purposes of marketing automation, discounts, targeting, personalization, responsive database and customer base segmentation, a newsletter is an essential tool, especially if it is well-formed. For Jean-Paul Leaux, co-founder and president of Dolist, content is key: “The right approach is not necessarily to showcase the best product, it is to tell a story. It’s more about explaining why the product exists rather than how it works. The goal is to promote core values, to evoke emotions to develop brand association. It is clear that email marketing has evolved a lot since its beginnings with a strong ability today to incorporate new digital trends and enhance the entire communication device.”
Excessive newsletters and the entry into force of the GDPR could be a huge setback for this channel. But it is nothing. On the contrary, the leaflet, in the opinion of some experts, has a new holiday of life, Driven by a strong desire for proximity and differentiation. “The newsletter is exceptionally effective,” says Anne Dumont, COO of The Welcoming Group, which publishes 80 newsletters daily. On average, its opening rate exceeds 20%.so that the return on investment is no longer justified. Depending on the brand, the content, purpose and format differ significantly: “You have to pay special attention to the format to upgrade this content and make it attractive: motion design, cinematography, dynamic real-time content, video…”recommends Jean-Paul Leaux (Dolist).
Generate some movement
It’s a matter of finding the right balance between the ratio of images and text that make up an email message, and attention to form, which obviously requires investing in dedicated software. The ideal ratio? 60% text and 40% images, to be weighted by sector. Thus, for TheFork and its base of 1 million subscribers to its newsletter, the quality of the images is of paramount importance, as they are necessary to whet the appetite of netizens to encourage them to book a table at one of its 60,000 partners. Restaurants. This is why the company has partnered with Meero, a platform to connect professional and corporate photographers. It has also invested in a geolocation-specific newsletter. About Elizabeth Le Gall, Marketing Director of TheFork for France, Belgium and Switzerland, “It’s a way to retain customers”. The site sends out several newsletters a week – often before lunch or dinner – but not all contacts receive the same content: it offers one-time offers in certain geographies and exclusive offers for some customers. With open rates from 5 to 50%, the newsletter will account for between 5 and 10% of TheFork’s sales volumeAccording to the Marketing Director.
Artificial intelligence in service From the newsletter
like that, Private sale sites use the newsletter to offer exclusive discounts to their subscribers. “It’s our historical model and our primary source of visits,” he says. Julian Henry Morris, Director of Digital Marketing at BazarChic. In the private selling sector, it is undoubtedly the most profitable channel.” To consolidate its position in a highly competitive world, Thus, the specialist in private sales has devised a cutting-edge using artificial intelligence to customize the sending of his newsletters as much as possibles. The tool “passes” the CRM database before sending emails in order to identify only subscribers who are likely to be interested in premium products. The results were immediate: After three months of testing, the volume generated by the newsletter has nearly doubled.
The brand, which was acquired by Galeries Lafayette, has not since been pulled from this channel, which puts it far ahead of affiliation, social media and SEO. BazarChic has a database of 10 million members and boasts a “double digit open rate”. “In each newsletter, we present 14 new sales per day at 7 am to our members. In addition, emails conveying business processes are sent with different targeting”says Julian Henry Morris. “The newsletter is the perfect medium for optimal access. Tinyclues allows you to run targeted campaigns by adapting the message. You have to rethink your campaign strategy towards better targeting to achieve greater relevance and better customer satisfaction.”confirms Francois Laxalt, Tinyclues Director of Product Marketing.
Read also: Newsletter: 3 Simple Ideas to Make an Impression!
targetingThis is the other key to email marketing. This is well understood by the jeweler Mate, who, to do this, uses the artificial intelligence of Tinyclues. “The newsletter remains our primary channel, the channel with the best conversion rate and the most traffic”, says Pauline Plaisance, Multi-Channel CRM Project Manager at Mate. The brand tested the technology with a campaign featuring Disney jewelry. consequences : “The opening rate increased from 13% to just over 20%, and above all, orders increased by 53% during the periodIt confirmed that two other campaigns were implemented in August 2018 and January 2019. “Our opening rates are up 62% and orders during this period are up 58%”Pauline Plaisance welcomes you. Building on these excellent results, Maty will enhance the Tinyclues system by integrating Facebook campaigns and reactivating inactive customers.
Inspiration for the media
The media is not excluded. To gain subscribers, they are inspired by e-commerce techniques, with strong marketing and the use of personalization techniques. Some have even made it their exclusive channel, like Brief.me. This pure news operator sends out a hierarchical, streamlined newsletter every day at 6:30 PM. “Thus, we set up a daily meeting. Ultimately, this allows us to control our customers’ data”, explains Edmund Spaniel, CEO of Brief.me. Thus this small email newspaper is a very practical way to follow the news without having to monitor different news websites. After introducing a weekend edition that is more comprehensive than the daily emails every Saturday at 9:30 a.m., the media now sends out a newsletter dedicated to the economy in order to understand the issues and their consequences for our daily lives. As a result of this strategy, progress is a red thread in its recent history: Brief.me is said to have grown from 5,000 subscribers in early 2018 to 8,000 a year later, with an open rate of 80%..
National media is also investing in order to generate subscriptions. In May 2019, Le Journal du Dimanche launched a daily newsletter : As a daily newspaper published only once a week, We were looking for a daily point of contact with our readers. The leaflet was quickly approved by the editorial board, Remarks by Cyril Petty, Editor in Chief and General Secretary of the JDD Editorial Board. This is the best way to provide them with content that comes directly to them. It is also a way to recover lost readers.” Wanting to adapt its offer to the new consumption habits of the press, the weekly Le Journal de Demain publishes every evening, except on Sundays, a digital version sent to subscribers by e-mail. “Dozens of content are published exclusively in the newsletter every evening at 6:30 p.m. It’s forward-looking, hence the name. Our newsletter is based on the same editorial promise as JDD on Sunday, which is to determine what makes the news and not what makes the news”, identifies Cyril Petit. A few weeks into its existence, the newsletter appears to be on the right track: “At the beginning of July, we already had 30,000 subscribers, and on top of that, we were close to 40% opening rate.”, announces Cyril Petit. The newsletter is part of JDD’s enriched digital offering strategy, which aims to develop paid subscriptions.