What is Email Marketing?
Dans un monde digital, les moyens de communication se multiplient et les canaux favoris ne cessent de changer. Mais depuis le début d’internet l’email marketing est l’un des canaux de communication les plus important. Il permet de conserver le lien avec ses contacts.
It seems important to us to remember What is Email Marketing?
According to definitions-marketing.com, Email marketing is the domain that groups together all the uses of email for marketing purposes: Prospecting and loyalty.
All businesses that want to grow their bottom line, and they all want it, need an inbound strategy.
Email Marketing is the foundation of the inbound strategy. In fact, to have an effective inbound strategy, you need an Email marketing strategy that achieves the marketing objectives of the company, with a return on investment.
Email Marketing allows you to connect with your audience, talk about your brand and grow your business by increasing sales.
How to manage contacts for Email Marketing?
When your contact base begins to grow, its structuring becomes essential. The most important element of email marketing, aside from the content of the email itself, is contact.
Knowing who to target, what to tell them, how to tell them, and when to tell them is essential for effective Email Marketing campaigns.
To answer all your questions, you need to have a well-managed, identified contact base.
That is to say, the way your contacts are organized necessarily has an impact on the performance of your emailing campaigns.
The contacts are known and grouped by segment. Each segment groups the contacts with the same characteristics. The contents and time of sending the email depend on the contact segment.
Segmentation allows you to contextualize and personalize the email. An effective email is a personalized email.
The quality of the personalization depends on the quality of the management of the contact base, and on the quality of the segmentation.
Email Marketing is not just prospecting?
Many people associate Email Marketing with prospecting. It’s fair, but not exclusively.
Email Marketing and also all email communications, which the company:
With a Prospect. for example :
- Appointment email for a presentation
- Reminder for an unfinished basket
- Notification of the validation of an order
With a Client. for example :
- Send invoice
- Reminder for an unpaid invoice
- Satisfaction questionnaire
It is important that all of these communications are handled in a consistent manner. THE Email Marketing strategy is the guarantee of this consistency
Email Marketing must have a specific objective
Emails to customers are often overpowered because the context, objective and triggering event are clear.
For example :
- An invoice must be sent as soon as the order is confirmed, or as part of a recurring service at a specific frequency, its content is known and personalized.
- A satisfaction questionnaire is sent after the completion of a service, or at a specific frequency for customers who have recurring services
However, a customer may receive an email whose objective is inconsistent with its context.
For example :
- An email offering him to buy an offer he already has, or that he has just canceled.
- An email with a satisfaction questionnaire, when he has just received a collection email, which warns him that his service will be suspended for default of payment.
Defining a clear goal on dispatch helps ensure consistency by including relevant targets and excluding those that are not. With criteria based on the information contained in the contact database.
The content of Email Marketing
As mentioned before, the content of the email must be personalized, that is to say according to the context of the targeted contact. And also depending on the goal. So you have to set goals and try to prioritize. It is advisable to set up an editorial calendar to allow a broad view of all messages. This will make it possible to offer varied and attractive content
The presentation is not to be taken at random, it must respect a specific architecture to lead the recipient to click and perform an action consistent with the objective.
To maximize the effectiveness of email marketing, the content must be polished. And it is also necessary to take care of its form and its presentation. The content must also be optimized to engage the contact and lead them to take action to achieve the goal of Email Marketing.
The content should be engaging and consistent, and the work of the graphic designer is essential to achieving compliant content.
Deliverability in Email Marketing
One of the most important concepts in Email Marketing, and one that remains neglected, is deliverability.
Deliverability is the rate of email opened compared to emails sent. A sent email may encounter several obstacles to opening:
- Email address does not exist
- Email that falls into spam (junk mail)
- Subject and overview of content that does not prompt the recipient to open
To increase the performance of your Email Marketing, your recipient must first read the content of your email. Consequently, deliverability must be improved all the obstacles (above) to the opening of your mail by the recipient.
So the primary goal for you is to improve deliverability.
Monitoring and improving Email Marketing
Like any production activity, a continuous quality system must be put in place.
A system that allows:
- Test before launching an email marketing campaign
- Analyze the results:
- deliverability
- Action rate
- Unsubscribe rate
- Implement improvement actions
This quality loop must always be activated, to improve Email Marketing quality and consequently improve commercial performance.
In your Marketing strategy, it is essential to integrate your email Marketing strategy. And you continually ensure its quality and performance.
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