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.
