Advanced strategies to maximize the impact of your emails

Today, it's possible to communicate digitally with your customers. This means opting for an emailing strategy to keep your customers up to date with your company's news. With email, you can easily communicate about a new product or service, but also about promotions. It's an indispensable marketing tool for many companies. But what are the strategies for maximizing the effectiveness of these e-mails?

Targeting your e-mail recipients

First of all, it's essential to set a precise objective when sending your e-mails. You can't decide to send an e-mail just to send an e-mail to your customers. To have an impact, you need to have an idea to communicate in mind. In addition to this objective concerning the subject, you mustn't neglect to target your customers.

Defining a persona

The term persona is often used in marketing strategy, because it's a key element. For an email campaign, it's no exception. You need to address a profile that corresponds to your ideal customers and, above all, to the customers to whom you're going to send the e-mail. To define this persona, consider:

• age
• gender
• professional situation
• consumer habits
• passions, etc.

These are just a few of the elements that will make it possible to establish a precise profile.

Targeting customers to personalize the email

This persona is essential to personalize the message as much as possible. The content of the e-mail must be meaningful for the customers or potential customers who receive your e-mail.

Nowadays, certain tools allow you to go even further in personalizing messages, since the first name or surname is changed for each customer to target them uniquely and automatically. This detail increases engagement on the part of the email recipient.

The subject line: the decisive element!

Among the key elements of a successful strategy, don't neglect the subject line.

Why is the subject line important?

Whether it's when the notification is received or when the mailbox is opened, the subject line is the first thing the recipient sees. It's this element that will trigger the opening of digital content.

Here are a few tips on how to write the perfect subject line.

How to write a catchy subject line for your email campaign?

There are three criteria to consider for a successful subject line:

• it must be clear
• a sense of urgency can be created
• it's sometimes necessary to personalize it with the customer's first name. For example, “Claire, an offer just for you!”

For a clear email subject line, use direct and simple language. Customers need to understand in just 4 or 5 words what the email contains.

The sense of urgency helps to incite action, and therefore click on the email sent. Certain expressions work well, such as “Last days” “Last opportunity” or “Don't miss out”.

Choosing the right templates for your e-mails

The choice of templates is of vital importance in your email campaign.

The importance of templates

For a successful advanced strategy, the template is the key. It's the element that reinforces the visual effect of the e-mail. It's essential for presenting content in an attractive and professional way. With a template, you'll be able to properly organize your content and add visual elements that reinforce your brand identity.

How to choose the best template?

The most important point in this choice is the readability of the content. This content must be aesthetically pleasing and readable to make the reader want to read it. So you need to correctly choose the different placements of text and illustrations so that the reader quickly understands your message. In particular, the font affects the legibility of the text.

And don't forget the choice of colors, which should represent your company.

Choosing the right time to send your e-mails

For a successful e-mail campaign, there's another key criterion that shouldn't be overlooked: the right time to send the e-mail.

Choosing the right moment increases the chances of your e-mail being opened and read by the recipient. Nowadays, statistics are available to provide this information: the distribution of opens according to time of day.

This data will tell you whether your subscribers open their e-mails in the morning before 7 a.m., at lunchtime or in the evening, just before going to bed. Adapt your sending times to these statistics for an effective strategy.

Mistakes not to be made when sending e-mails

To maximize the impact of your campaign, there are a few things you should avoid.

Don't spam!

Recipients may report you as spam if you use capitalized words like “PROMOTIONS”, or if you send e-mails repeatedly (too much marketing pressure). To avoid getting in the way, avoid this kind of practice.

Too much information

Content with a lot of information is not pleasant to read. If you want to make an impact on the reader, avoid e-mails that are too long with a lot of information, and instead refer to your site using links or buttons.

Respecting RGPD rules

Another mistake to avoid is non-compliance with the RGPD. For several years now, the General Data Protection Regulation has provided a framework for your customers' data use and consent. Reinforce your customers' trustin your business by offering, in particular, a simple newsletter unsubscription solution.

Analyze your email campaign performance!

Finally, in order to optimize your email campaigns, you need to analyze your performance with the essential indicators!

Certain measurement tools such as open rate, click rate or conversion rate will help you. For example, calculating the open rate indicates the percentage of subscribers who have opened your e-mail. It shows the effectiveness of your subject line.

The click rate is the percentage of recipients who clicked on a link in your e-mail. This indicates how engaged your customers are, especially if the links were explicitly present in the content.

Finally, the conversion rate indicates whether subscribers completed a specific action after clicking, such as a purchase. Knowing this percentage allows you to see if your call to action was effective.

It's advisable to analyze these indicators on a regular basis to monitor the evolution of your strategy, and thus know your weak points in order to improve them.

Discover OxiMailing

As an e-mailing solution made in France, we can help you with all your e-mail and SMS issues. With top-quality support, always available by phone or e-mail, you'll be accompanied on all these issues!

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