Email is probably one of the most powerful ways to engage your audience. Sending emails is an easy and anecdotal task for most of us, although it is not often done to achieve a marketing goal …
But look at these statistics instead: for every euro spent, emailing generates a return on investment of 33.5 euros. And the email is 40 times more effective to acquire new customers than Facebook or Twitter.
There are hundreds of additional statistics that demonstrate how powerful email can be, but the fact is, this channel is the best way to reach your audience.
Establish your goals
First, it is essential to have clearly defined objectives, and that these objectives correspond to your company’s overall marketing strategy.
Your objective could be:
- sensitize ;
- Develop your mark ;
- Generate more leads, upselling or cross-selling;
- Obtain returns;
- Increase the number of clicks ;
- Engage more of contacts with your audience.
By deciding what you want to gain with an email campaign, you will be able to customize your campaign for better results.
Choose the emailing tool
There are many emailing tools out there that will help you a great deal when it comes to creating mailing lists and measuring results.
There is no shortage of tools available on the market, but finding the right one is no easy task. To narrow the choice, you should start by making a list of the features you need.
A / B testing tools, user segmentation, email automation, in-depth analysis and a newsletter editor are essential. They should be included in the tool you are going to choose.
But there are also other things to consider, such as the integration of the CRM system and applications, ready-to-use templates or autoresponders.
Some of the best emailing tools include Campaign Monitor, MailChimp, and GetResponse.
Building the email address list
The most important thing here is to make it easier for users to register. A newsletter signup form on your website is the best place to start. You can place subscription forms in the header of your emails.
I generally also recommend pop-ups. They don’t always succeed, but depending on what you offer your subscribers, a pop-up can really increase the numbers. If you have an application, you must ensure that this option is available.
You also need to harness the power of social media, by creating Twitter cards or a Facebook call-to-action button that users can click to sign up for.
When creating a list, it is important to remember and accept that not all of your subscribers are turned into customers and are not subscribers for life. So always prepare an unsubscribe page that tells users that you regret their departure. And you have to be quite creative in this area.
Setting up an automated welcome email
The first impression counts a lot, because it can transform a subscriber into a paying customer.
Indeed, a bad first impression can damage the reputation of the company. Automated welcome emails have an average opening rate of 32%, higher than that of standard promotional campaigns.
Create reusable email templates
As your list grows, reusable email templates will save you time and avoid design inconsistencies.
When creating these models, it’s best to keep it simple; this makes it easier to import new content when needed.
Segmentation of the email list ensures that the correct emails are sent to the right people.
The lists can be segmented according to a certain number of criteria, such as location, age, sex, language, type of browser used or device used (computer or smartphone), centers of interest, social status and purchase history.
The more information you have, the easier it is to segment and tailor campaigns for maximum ROI.
Tests are the key to success, as they can cause dramatic changes in your results.
You need to do A / B testing to tailor campaigns to perform better.
Here are also some tests to perform: subject lines, pre-header text, CTA, title copy, user testimonials and press reviews, among others. There is no limit to what can be tested in an email campaign.
Results, like tests, are essential to improving the performance of an email campaign.
Don’t forget to follow the results to find out more about subscribers and how they interact with your emails. Results can be tracked through the analysis and reporting features of email marketing software and website analysis tools like Google Analytics.
Anyway, here are the key indicators you absolutely need to measure: single open rate, bounce rate, click rate (CTR), unsubscribe rate, number of spam complaints, number of visits, rate conversion, revenue generated and campaign profit.