How to deploy an effective email marketing strategy?

Whatever your activity, one of your first objectives is to establish good relations with your customers in order to convince them and to retain them. Email marketing is an important lever to activate and you must create effective campaigns to achieve this goal. Many tools are at your disposal but a good knowledge of the issues and practices is essential.

1. Email marketing, an effective lever at the service of the company

The definition

The email marketing or email marketing is defined as the design and sending emails as a direct marketing channel. It is a mass communication medium whose objective is to promote a brand, a product or a service to your contacts. These contacts can be your prospects, your customers, your partners or even your ambassadors. E-mailing is a generic word that brings together several types of electronic mail.

The objectives of email marketing

Email is at the heart of all phases of the customer relationship: prospecting, conversion, loyalty . It is the most widely used marketing medium because it is easily accessible, including by audiences unfamiliar with the Internet. According to a SNCD Email Marketing Attitude B to C study, 90% of Internet users consult their main address at least once a day. 45% of them manage their purchases from this same address. If you haven't yet developed an email marketing strategy, then you are losing sales opportunities.

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Email marketing is an effective tool for addressing various targets, prospects and other Internet users recruited from address databases. The first objective is direct sales . The commercial e-mailing then contains all the useful information on the products. You can optimize your messages with promotional coupons or create emergency shopping situations to destock in a few hours.

Another objective is the development and enrichment of the customer relationship. It is a question of providing interesting information, of stimulating the customers who see regularly pass before their eyes the name and the image of the company. She then integrates it into her references and can call on the company. It is a means of loyalty which increases the notoriety and the attachment of the customers. For this objective to be achieved, emailing campaigns must be finely paced so as not to appear intrusive or to be declared as spam.

2. How to obtain consumer engagement by legally collecting emails and building a quality database?

Your goal is to collect as many email addresses as possible to increase the number of mailing list subscribers and generate better sales.

In USA, sending messages to individuals is regulated by the GDPR. Indeed, this USA law protects the personal data of Internet users and the email address is one of them. To legally harvest the email addresses of your prospects, you have two solutions: the opt-in or the opt-out .

The qualification of addresses , upstream of email marketing operations, is essential to achieve performance. Proper targeting of recipients is key to creating an effective campaign. You need to take care of your mailings, be relevant by targeting the right offer to the right person at the right time. Factors such as the season or the trading period and the shipping conditions are important.

3. Make an emailing campaign a success by giving yourself all the necessary assets

Choosing the right software

To optimize the performance of a campaign, good software is essential. It must be easy to use, ergonomic and best match the use you want to make of it. Its choice must be made with precision because it generates significant costs. There are good solutions on the market like Salesforce , Mailjet, MailChimp , Mailify or Sendinblue. They do not all offer the same functionality. To choose, you need to set clear goals, including quantifiable goals such as the number of views of your page on your site or the number of clicks to your payment page.

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Message design

Apart from the actual content of the emails established according to your objectives, certain elements must be included:

·         the subject of the message determines the opening rate. You want to keep the approach that matches your brand, but feel free to use catchy phrases or emojis. The subject line gives the first impression of the e-mail and must arouse interest, curiosity.

·         the name of the sender is essential for the recipient to identify the brand.

·         the preheader , or message displayed after the subject line, should be constructed and relevant to draw attention to the campaign.

·         the call-to-action or CTA, to optimize as a priority, is often presented in the form of a button that invites your visitors and customers to take action. It prompts recipients to choose various steps, fill out a form, purchase a product, or click another page. Your CTAs need to be compelling for them to work. Three factors are important: placement, design and message. If you place multiple CTAs on a page to increase the chances of conversions, make sure there is no competition between them. Strategically placed, they receive maximum visual attention. Recognizable and clearly defined visually within a page, their design must stand out with a color that matches the product and your graphic charter. The message conveyed is fundamental,

4. Schedule attractive email marketing campaigns

Produce original content

E-mailing campaigns, to be attractive and effective, must above all be rich in content. You owe it to yourself to formulate a value proposition to set yourself apart from your competition. Ask yourself what makes the originality of your products to add value to the content of your messages. Sendinblue, a company specializing in the development and growth of digital tools, published in 2017 an interesting study entitled “  5 examples of effective e-mailing campaigns that inspired us  ”. The means of action used by these companies to position themselves are sources of inspiration, such as offbeat e-mailing, personal letters to each user or even playing on a sense of urgency.

Design responsive or hybrid emails

In designing an email campaign, you need to make sure that your emails display correctly on all devices, computers, mobiles and tablets. If the post is hard to read, your followers won't bother reading it. The display is optimized with responsive design and hybrid codes. The design of a message restructures and resizes itself according to the size of the reading screen. It is based on media queries which use CSS3 language, a powerful technology which cannot be used everywhere. The hybrid approach, an HTML coding technique, is then used.

Ensure a good e-mailing deliverability rate

It is said that a sent email is delivered when it has reached its recipient. The deliverability rate therefore corresponds to the percentage of your emails that arrive correctly in the inboxes of your recipients. Large emails that take a long time to load are usually cut off by couriers. So you need to find the right ratio between text and images and know the appropriate size for them. It also prevents your emails from falling into spam .

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Other factors come into play to improve the deliverability of messages. ISPs or Internet Service Providers determine a sender's reputation by sifting through email campaign submissions. The criteria that make this reputation good or bad are in particular the identification of your IP address and your domain name, the behavior of spam filters. Build your reputation by respecting the principles that preserve your good reputation as a sender. This is very important in the current context where anti-spam rules are getting tougher.

5. How to improve the conversion rate?

List segmentation

To ensure the success of your email marketing strategy, create relevant messages that meet the needs of your customers. List segmentation is a very important marketing element. These are contact lists divided into smaller segments obtained by applying various criteria: demographics, industries and company sizes, number of downloads or views of website pages, etc. The imaginable combinations are very numerous. Your working method is conditioned by the data on your contacts that you have.

 

Segmentation is the way to get the most relevant content at the right time to the right people. Your audience is thus separated into different groups according to their areas of interest. Your goal is to generate customers, don't lose sight of that.

Marketing automation

In your e-mailing campaigns, the various tasks are as tedious as they are essential. Campaign automation is a valuable tool for saving time and improving productivity . Such an automated marketing action presupposes predefined conditions based on the data collected or the behavior of the actors and their actions. Thanks to pre-designed scenarios, emails are targeted (one to one) and triggered by specific actions from your contacts. Thus, a welcome email is sent when registering for a list and a follow-up email following the abandonment of a cart.

Request for feedback

To assess your email marketing strategy and determine if your campaigns have actually worked, you need to assess the feedback. The first way is to collect customer feedback so that you can hear what they think and get a glimpse of what they really like. The easiest metrics to collect are bounce rate, open rate, click-through rate or CTR, and conversion rate.

Conclusion

All the means discussed previously to develop an effective Email Marketing in Rhode Island are within your reach to succeed. A few additional points are worth highlighting. You must have a long-term vision that ensures real consistency in sending your emails. Identify the major events of your company as well as the general events on the occasion of which suitable commercial offers can be launched. These are benchmarks in your business for planning your email marketing strategy.

Also, don't forget social media in your marketing strategy. You can integrate share buttons within your marketing emails so that your content is delivered on social media. We see that the share buttons thus placed receive a higher click rate than the forward button. The e-mail and its content are found on the recipient's networks and those of his contacts.

Finally, e-mail remains today the major tool for communicating with your prospects and customers. E-mailing campaigns are very frequent and recipients are over-solicited. You must therefore take care of every detail for your operation to be successful.

Posted by: John Labunski Provider of financial services based in Plano, Texas.