5 good practices for a successful e-mailing campaign
5 best practices for a successful e-mailing campaign
If you decide to use e-mailing, either to promote yourself or to build customer loyalty, there are some basics to consider. If your e-mailing campaign is well designed, you will get better results. Here are some good tips on how to do this.
Segment your database for an e-mail campaign’Successful e-mailing
Your database contains many contacts that are important to differentiate. Your e-mail will not be the same for a loyal customer as for a potential future customer. This segmentation will allow you to target your e-mails, but also to be able to personalize them according to the impact you want them to have and the data of your interlocutors.
This may take some time, but you will get better results.
Respect the graphic charter of your brand
To be easily recognizable, your e-mails must be in your company’s colors and graphics. Like all marketing channels, e-mailing must be consistent with your brand image but also with the other campaigns you manage for your company.
Thus, loyal customers will immediately recognize your emails and those you wish to prospect will be more receptive if they directly recognize the brand that contacts them. If you emphasize your uniqueness through your graphic design, prospects will remember you more.
Take care of the call to action in an emailing
The call to action incites the reader to perform an action (click on a link, download a PDF, fill out a form, etc.). Here are some features to look out for:
- choose a strategic place, the best being at the beginning of the message so that the reader doesn’t have to go to the bottom of the page to access it;
- Study its design and its color in order to attract the eye of your interlocutor: the call to action must stand out with the rest of your e-mailing without deviating too much from your graphic charter;
- Clearly state what you want the reader to do through the call-to-action text.
The call to action will give you an idea of the engagement rate of your audience.
Think about the readability of the email on all media
It is important that your email has a good readability, whether on a computer or a smartphone. Indeed, many people read their e-mails on their phone, so it is essential that your message is perfectly readable on this type of terminal.
If the message is not displayed correctly, the reader will not bother to read your email. So think about optimizing your images correctly, for example, so that your interlocutor does not give up reading and you do not lose a potential customer.
Think carefully about the subject of the email
The subject of your email is as important as its content. If it doesn’t catch your reader’s attention, it may not be read.
- Use keywords that will encourage your interlocutor to open the email.
- Avoid overly “sensational” hooks, e.g., “the content of this email is incredible ! “
- Use a limited number of characters so that the message appears entirely on the home page of your recipient’s e-mails.
- Test your object with the A-B testing method (comparison of two different objects) to determine which object is more effective.
As you can see, a good e-mailing campaign includes several points that are important to respect. The time you will have invested to set it up is negligible compared to the results it can bring you. So do not neglect it !
