Emailing strategy

Overview

Mailing has always been a complete marketing tool that brings very impressive results to those who know how to use it. By way of example: The revenue generated by B2B emailing increased by 60% between 2019 and 2020. Emailing Strategy is very essential to increase your traffic to your site. In this article, I will show you 9 essential steps.
Emailing is 40 times more likely to generate income than social marketing.
Now that you know why this is important, let’s go over the decisive points to define your emailing strategy.Emailing marketing strategy

What are the objectives of your emailing strategy?

We’ll start by setting goals. Quick reminder, use the SMART methodology:

  • Specific
  • Measurable
  • Accepted
  • Realistic

Resources to put in place for your emailing strategy

What makes email a powerful channel is everything that revolves around it and drives conversion:

  • The email itself.
  • The landing page associated with the email.
  • Any promotions or call to action that you can provide to the recipient.
  • This all has a big impact on you in human and financial terms, so think about this before you start.
  • An email that has neither landing nor content that brings value to its recipient has little chance of converting!
The segment, the basis of the emailing strategy

Each campaign must have a specific target. Segmentation is the key to a successful emailing strategy. If you get to know your interlocutors well, then you will be better able to understand their expectations and speak their language.

So take the time to define your personae, it’s essential. A personalized message has on average 14% more chance to generate a click to your landing and a 10% more chance to convert the recipient.

Tips: To help you know your targets when sending an email, you can use an enrichment API like a supportive or clear bit or block spring. These services allow you to find information about your personae (Twitter account, last name, first name, Facebook account, company…).

Emailing strategy-The 3 possible types of emails

Transactional emails:

These emails are intended exclusively for customers. They are at the “heart” of the user experience. These emails are there to mark the relationship with your customers.

Example of transactional emails: the welcome email, payment confirmation,….

They play a crucial role in the quality perceived by the user of your service. They are essential for working on loyalty/retention.

Notification emails:

Notification emails allow you to send the news to recipients according to your criteria (a particular event, an action triggered by the user, etc.).

One of the most successful examples is the auto-responder ( drip campaign ).

The auto-responders allow you to create sequences of emails according to trigger (= action) activated by the recipient (opening an email, action on your site, no action for x time …)

Example of notification emails: birthday email, new product, request for feedback (NPS), auto-responder …

These types of emails are fully automatable and allow you to work on the retention of your users regardless of their stage of life (prospect, customer, recurring customer, etc.)

Marketing emails:

Marketing emails

Marketing emails or “bulk-email” are incentive emails without action on the part of the customer/prospect.

Example of marketing emails: newsletter, sale …

You can also add cold emails in this category. Email marketing aimed at a population that has not, a priori, specifically requested it.

Emailing strategy-The frequency of sending emails

The frequency of sending emails

The frequency of sending emails will affect your ability to convert your prospect or customer. You need to keep the recipient warm all the time so that they don’t forget you, but you also don’t have to bombard them with emails, otherwise, they may run away and make you look like a spammer.

Remember to test different timings, different intervals between your emails. Statistics show that recipients are more likely to read them on Tuesdays and Thursdays.

Be careful, I repeat, there is no going back once you are labeled as a spammer, so beware. Read the article on email delivery ability

Email, the heart of the emailing strategy
an email has two parts: subject and content, each with its own purpose.

The subject of the email:

The object is the first interaction you will have with your prospect or customer. It’s like a first date: you have to be intriguing, convincing, mysterious, and thoughtful. The important KPI here is the open rate.

Here are some tips to increase your open rate:

The subject line of the email should be short:

2 to 5 words are enough, you don’t want to say too much otherwise the recipient will have no interest in opening your email.

Then the subject of the email must be intriguing, mysterious:

keep a touch of mystery helps to arouse the interest of the recipient.

The subject of the email must include emojis: every day we receive tens or even hundreds of emails for some. So you have to go through the mass, catch the eye in one way or another. An emoji plays this role and the statistics show it. You can boost the open rate by + 20% just by doing this.

The subject of the email must be personalized:

if you have usable data on your users: name, first name, or other, do not hesitate to use it in the subject.
here are two examples:

One in this email
Happy New Year {{FirstName}}

Emailing Marketing strategy-The content of the email:

The content of the email

Once you have well defined your subject, all you have to do is work on the content of the email. The important KPI is the click-through rate (CTR).

Here’s the procedure to follow :

Personalized: use what you know about your interlocutor, address them directly (you/you: depending on your sector).
KISS: Keep it Simple Stupid: keep it short, clear, and above all simple.
CTA (call to action): an email equals a goal don’t try to do everything or you won’t do anything. The CTA must be engaging and have a unique purpose.
Offer him what he wants: promotion, free content, etc.

Emailing strategy-Avoid images:

I know, we tend to think that the more beautiful the better it is, but it is wrong. You have a goal: to click on the link or the CTA to your landing. In addition, the trend is mobile, so you need to have the ability to load the email as quickly as possible for the recipient (images take a long time to load for mobiles).
Play on urgency: the offer is only available today. He has to make a decision quickly or he will miss out on a good deal.

If possible put a PS: the subject, the title, and the PS are the three most-read elements in an email.
Remember to use the wording, the same offer, in your email and on your landing page.

Tracking & Analysis of the emailing strategy

Remember to track your emails, if you use a service like [af_link id = ”526 ″ titles =” Aweber ”target =” _blanck ”] Aweber [/ af_link] then it’s pretty simple everything is explained in the interface of the ‘tool. Otherwise use Google analytics trackers for your links (CTR) and boomerang, banana tag, or other types of tools.

You can now monitor your performance and test different objects, content, frequencies… to find what converts the most.
Clean up your base or your strategy will go down the drain!

Some basic precautions to take to avoid ending up in spam :

Emailing strategy-Remove duplicates.

Retrieve the information available on spam or hard bounce complaints and delete them.
Retrieve the email addresses of people who never open your emails, the same for those who never click (during the last 6 months). Send them one last email asking if they are still interested. If you don’t receive a response, delete them.
When registering for your email database, it is better (except cold email) to request a double opt-in (confirmation).

To see also-Best Email Marketing Practices for Sending Better Emails

Emailing strategy- Bonus:

The moment when the user is the hottest and therefore the most inclined to meet your indirect objectives, is during his registration. So do not hesitate to ask him to fulfill a secondary objective in the reconfirmation email (Sharing on social networks, opinion …)
If you liked this article share it, if you have any questions, please do not hesitate: the comments are there for that.

 

Conclusion:

Email marketing is a very powerful tool for a company if there is a well designed and planned strategy. Otherwise, it will become your main enemy when people label a message as spam.

And you, do you run successful email marketing campaigns? Would you add another key to the list?

 

 

 

 

 

 

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