There is certainly an element of truth in the idea that an excellent product can be marketed almost on its sole attractiveness, but in reality you always have to put in place marketing tactics to optimize sales and develop your turnover. continuous manner. And by far the most effective marketing strategy, which has higher performance rates than social media, is email marketing.
Not only does mailing – or email marketing – offer a higher overall ROI than social media marketing, it is also the preferred method of communication for consumers. An email is 5 times more likely to be seen than a personal Facebook message or a newsfeed post, and 70% of people prefer to receive promotional content via email, compared to just 18% via their social networks.
In addition, over 90% of people check their inbox on a daily basis. Based on these statistics, there is a good chance that your email marketing campaigns will be read by your target audience.
To create messages that really reach your target audience and run an effective email campaign, here are 5 steps you can take:
1-? Request permission from the recipients of your campaign
This first step is crucial. Imagine that you receive unsolicited mail in your mailbox every day. The likelihood of you reading it is low. The same goes for emails. Too often businesses overlook good manners and don’t question whether it’s okay to send an email to a recipient who hasn’t given their prior consent. Since it is very easy today to collect email addresses and even buy them, although it is not recommended, many companies consider that sending an email campaign to random recipients is acceptable. It is in any case not an effective marketing solution. The best email marketing campaigns are those where recipients have deliberately chosen to receive your emails.
So you will need to ask permission from your audience using signup forms on your landing pages. Then you will know if your target audience is open to receiving marketing emails and believes that they will benefit from the content you offer. Those who accept will probably even be eagerly awaiting your emails. A platform like ConvertKit is an excellent tool for getting what is called an opt-in from Internet users, that is, their agreement, as well as for tracking your conversion rates once you are them. welcome to their inbox.
2-? Check your contact database and mailing list
Email marketing is an overall strategy that takes a lot of work and preparation. To save time and reduce the number of tasks, many businesses skip an important step: checking their contact and mailing lists.
Verifying your mailing list is essential for your email campaign to have a high deliverability rate. If you send emails to outdated contacts, your campaign is going to be a waste of time and money. Be careful, because the deliverability rate plays an essential role in the performance criteria of your campaign, as well as the reputation of your domain name and even your natural referencing. Taking the time to check the emails you have in your contact database will ultimately save you time and especially money, for example by reducing the bounce rate of your campaign. When you check the validity of your email addresses in your database, you make sure your targets are active and increase your chances of getting a return,
Businesses that skip the process of verifying email addresses in their mailing list are wasting precious time and wasting resources creating campaigns only to find out that campaigns have high bounce and deliverability rates. Checking email addresses and your contact lists can also help you identify silly mistakes, like a misspelled email address or an incorrect domain. Get in the habit of checking your database to keep your listings up-to-date, active, and engaged.
Effective verification of your email addresses will result in a higher open rate, fewer unsent emails, and a more engaged audience, which can eventually lead to more conversions, whatever they are.
3-? Segment your email campaign list
Now that you have the email addresses of the people who want to receive information about your product or services, and you’ve verified that they have provided real, active email addresses, it’s time to segment your email list.
Segmenting your mailing list into multiple categories increases your email open rate and CTR on your link or Call-to-Action, simply because the content your target will receive is personalized. and adapted to its needs.
Marketing automation tools like MailChimp, Hubsport or Marketo allow your teams to easily pre-segment their audience into different groups: subscribers, active or inactive subscribers, potential customers / prospects, recent customers, new customers, regular customers, etc. Of course, you can also create your own segments tailored to the needs of your campaign. Remember to consider what prompted your audience to sign up in the first place! Think about their interests, their issues, their possible history as a customer of your business, etc. This will help you more easily segment your email list and send personalized content that will reach each group more accurately.
With every email campaign, you should check to see if your segments are still relevant and current. This includes deleting all inactive or obsolete subscribers, and all customers who have unsubscribed.
4-? Create content that will make your subscribers want to click
The content that you will create and deliver to your subscribers plays a huge role in the success of an email marketing campaign. You may have crafted a well-segmented email marketing campaign that included sending out multiple individual emails spread over several weeks, but if one of your emails is showing weak content and is not relevant to your customers or your prospects, they can simply unsubscribe.
Above all, you want to send emails that your recipients will open, and with which they will engage. Recipients who will not open your email or click on a link in your email will not make a purchase on your website.
So make sure that the content of your email marketing campaign remains relevant and attractive to your audience. Keep track of the best performing content so you can reuse it later when adapting.
If you notice that click-through rates and open rates are dropping and your email list is gradually getting stale, you’ll know it’s time to re-evaluate your content strategy and message.
Your email must of course include a powerful CTA (call-to-action) or a link to a landing page or the desired page of your website.
Don’t be afraid to bring in knowledgeable copywriters and invest in quality content. This is how you build the trust of your audience, and it is one of the most important aspects of any marketing campaign.
5-? Monitor the performance of your e-mailing campaign
Now that you’ve created your email list and developed a personalized message and content for your different audience segments, you need to collect as much data as possible to see if you’ve achieved your goals. Analyzing data relating to the performance of your email marketing campaigns is essential to better understand how you can optimize and improve your future email marketing campaigns.
Here is the information you will need to scrutinize:
- What is the deliverability rate of your e-mailing campaign?
- How many people have opened your emails?
- When are people opening your emails?
- What percentage of your audience clicks on a link or CAT in your email?
- What is the average churn rate?
- How much money did you spend on this campaign, and what is your return on investment?
- How many conversions have you seen?
- Which segment presents open rate, click-through rate, engagement rate, etc. The highest ?
The best way to track and analyze all of this data relating to the performance of your email campaigns is to use the campaign management dashboard contained in the tools we mentioned earlier. Using a dashboard, you can convert raw data into intuitive and visually appealing tables and charts. This way, you will have all the information you need in a format that is easy to understand and analyze.
At the end of the day, to run effective email marketing campaigns, you will just need to follow all the steps that we have developed above, including measuring your performance, which are essential to better prepare and optimize your future campaigns. based on the data you have collected.
Do not forget either an elementary principle, valid for any type of marketing campaign: your e-mailing campaigns must correspond to very precise defined objectives, whether they are objectives of increasing sales, notoriety, or a promotional action.