Of the 90% of Internet users who open their main mailbox at least once a day, 45% use it to manage their purchases (source: Email Marketing Attitudes BTOC from SNCD). A true marketing strategy, email is one of the most effective ways to get new contacts and convert prospects into customers. By creating successful campaigns, your business can maintain them while enjoying a satisfactory ROI. So, what are the elements to be kept in mind to have a successful email marketing strategy?
To attract and retain your customers, remember to speed up your email campaigns efficiently. That way, they won’t end up in spam and won’t be considered intrusive.
define your goals
The objectives of an email campaign vary by duration and the company concerned. In general, it is used for:
- acquire new customers;
- increase sales;
- strengthen relationships with former customers;
- Optimize brand visibility.
split your contacts
Find each other’s interests, then segment your contacts, making sure to answer everyone’s needs and expectations based on the information you have about the readers.
While some companies segment their contacts by gender, others may categorize them by membership types. Depending on your activity, you have a choice between these four main categories of segmentation:
- Psychological: It aims to understand and analyze lifestyle, values and personal attitude and then establish one’s own priorities;
- Behavioral: Used to identify common practices in relation to your services and products;
- Demographic: It aims to know more about the social characteristics of your personality;
- Geographic: This helps to determine the location and circumstances in which your target resides.
By segmenting your goal, you can develop a successful email strategy. With this technique, you multiply your chances of increasing your ROI, as you manage to better meet the needs of your customers by offering customized offers. In addition, you understand your customers and prospects better and will be able to serve, retain and satisfy them effectively.
Personalize Your Email Campaign
With personalized, targeted and segmented marketing emails, you get an ROI of around 122% and generate around 60% of your revenue. Compared to non-personal emails, personal emails also help in completing six times more transactions.
So, don’t be afraid to name your recipients to make the email more human and build a better relationship. With specific profiles obtained through segmentation, you can:
- Optimize your landing page;
- Create specific content that meets the identified needs;
- Send email in response to an action taken by the contact (leave cart, visit a page, etc.).
Think about canceling a simplified subscription
To avoid any disappointment for your contacts, give them the possibility to unsubscribe easily and at any time if they no longer wish to receive emails from you. This option may encourage the opening of mails that would not be classified as spam.
Pay special attention to email subject lines
The object is the first thing the recipient sees that may or may not attract his attention. Heal her by encouraging her to open the email. To be attractive, the subject of your email should be:
- be small;
- express a sense of urgency;
- Use concise language;
- Action verbs include;
- Submit the information he or she will receive in the email.
Avoid making false promises or using words that encourage spam reports: Visa, MasterCard, Money, Casino, etc.
If you’re out of inspiration, these 51 catchphrases will help force you to open your emails.
Compose easy, mobile-friendly emails
Most of the users prefer to check their email through their mobile as this practical and fast solution saves time. When developing your emailing strategy, don’t forget this parameter.
Consider behavioral email
For good behavior targeting, use a CRM or web tracking tool, as they help you implement an effective email marketing strategy. A practical email may be the one you receive when you’ve placed an order and forgot to validate your basket. This type of highly targeted email considers various behavioral data.
use story telling
Stand out from your competitors with storytelling. By attracting emotion, this approach aims to strengthen the identity of the company, instil brand attachment, to maximize the positive impact of your email campaign.
Test FoMO technology
For the purpose of increasing your sales, FoMO is an effective psychological trigger. Literally “fear of missing out” encourages the customer to buy the product, for example by using words like “only two left” to keep it in a hurry. You can also make your product desirable by showing that many people want it at all costs or by placing promotional coupons in your messages. By creating an emergency shopping situation, you can easily destroy your products in less time.
choose the right time
Choose different time slots to send the email, then based on the responses of the recipients, you can conclude when is the right time. This can vary depending on your goals and the target audience in general.
Test your email campaigns
Change the content, theme, format and CTA or take action to find out who performs best. Despite the volatility of some segments, you will see some trends when shipments are made. To perform these A/B tests, analyze only one element at a time each time to reach the relevant conclusions for each element analyzed.
Analyze user responses after sending an email and then track and analyze a number of parameters: unsubscribes, open rates, responses, etc.
Make sure all sent emails arrive in the inbox. To improve delivery:
- Use a dedicated IP address;
- Request verification of your mailing list;
- Clean your mailing list frequently;
- Avoid phrases and words that trigger spam alert filters;
- Use whitelists to send your messages: secure addresses, domains, recognized servers).
Analyze your performance
This step is essential for optimizing your email campaign in the long term. This is likely to change over time, especially as your audience and business evolve. But to figure out what elements to optimize, follow your KPIs or key performance indicators:
- Click through rate;
- conversion rate;
- reactivity rate;
- churn rate;
- delivery rate.
To master the good practices of email marketing, don’t hesitate to train yourself. By registering for this certified webmarketing training, you will learn how to optimize the performance of your emarketing and email marketing campaigns specifically and measure your actions. By having the right basics, you will also have all the keys to accelerate the growth of your business.
The purpose of email marketing is to develop and enrich customer relationships by providing relevant information to customers on a regular basis. The more the latter gets used to seeing your brand and your company name, the easier it will be for him to contact you, as you will now be part of his references. Branded, customers are genuinely loyal, while you gain notoriety. By optimizing your email marketing campaigns, you will be able to get a satisfactory return on investment quickly.