Estimated time to read: 8 minutes.
Emailing is considered one of the most effective ways to develop a business’s marketing strategy. It is a very popular tool, whether it is to generate more revenue, to increase brand awareness, or to raise awareness. Emailing is therefore classified as an essential communication channel for a business. Therefore, it is essential to optimize this privileged lever to maintain customer relations and above all to reach as many prospects as possible. So how do you do it? Here are some tips.
The aim of emailing is to send an email simultaneously to several prospects or customers, in a targeted manner.
Depending on the purpose of the campaign. There are many types of email:
Either way, emailing is an essential lever for any marketing strategy.
One of the things in favor of email marketing campaigns is the ability to measure results in real time and instantly as there are many platforms that allow you to analyze the campaign in detail. We must keep in mind that most likely the expected results will not be achieved the first time, it is possible that not even in the short term, so it takes a little patience, perseverance, and a lot of preliminary work to get a campaign effective email marketing that we will see in the next post.
Running an email marketing campaign takes dedication, although it is easily adaptable to your business and needs, all you need is a little creativity. Thanks to the Smartphone, users are reading more and more e-mails, but for this reason they are also more demanding. The cost of a campaign is low, so it becomes one of the best tools a business has for direct marketing.
Before you start looking for the right eye-catching object, ask yourself:
Create a relationship of trust with your visitors by thanking them for registering on your site or making a purchase.
Like everyone, you access the statistics of your email campaigns to better understand its results and identify areas for improvement. Start by analyzing the reports of your previous campaigns to learn more about the behavior of your audience as well as the current performance of your emails.
The openness rate is the first indicator to analyze. It corresponds to the ratio of open emails vs. the number of contacts in your mailing list who have received it (deliverability).
Generally, email software automatically calculates this rate. But how to interpret it?
This rate will allow you to understand the relevance of the subject line of the email, but also the engagement of your customer base. It's also a good way to see which sending days and times to bank on.
The click-through rate is an even more targeted data, since it highlights the interaction that your contacts had with your email. It corresponds to the ratio of number of emails sent vs. the number of clicks made by your audience.
This allows you to understand the attractiveness of your emailing, but also of your offer. Has the offer generated enough excitement? What elements of your email are the most clicked by your Internet users?
Mandatory in your email, the mention of unsubscribe also allows you to learn more about the performance of your campaigns. Is the message focused enough? Wouldn't it be better to segment your mailing list to better target your messages? Is the frequency of sending of your emailing too close?
Several emailing solutions allow you to configure your campaigns. However, this requires marketing and e-marketing resources: collection and qualification of leads, segmentation of customer files, creation of scenarios and relevant content, visual universe specific to your brand positioning ... emailing is a channel that remains technical, which must be used strategically.
Modeling, storytelling, segmentation of your audience, data exploitation, marketing analytics ... Email marketing is a central pillar of expertise. There are many specialists who can help you build your emailing campaign, so don't hesitate.
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