Emailing: best practices for a successful marketing campaign

What are good email marketing practices? Also called emailing, this method of digital marketing consists of sending promotional campaigns, partnership proposals or simply making your company or business known to a wide audience. This very powerful direct marketing strategy is inexpensive (about 70% cheaper than another). A campaign effective requires applying a few rules, in order to optimize the chances of return on investment. Discover in this article 3 essential tips.

1| Targeting your contacts effectively: the first best email marketing practice to implement

It would be useless to transmit an email campaign randomly. It is essential to constitute a panel of precise contacts, but nevertheless evolving. It does not seem easy to find email addresses. However, by using all the resources available on the Web and social networks, Wikipedia Page Consultant will enrich your database in an intuitive and natural way. Through this process, you will be able to expand your list of contacts.

Observe how customers and contacts interact

In order to understand the dispositions of your customers and prospects and to define a relevant email marketing strategy, it is useful to identify the needs and desires of each of them. Their behavior on the Internet will tell you a lot about them. To achieve this, consider:

• the way they communicate;
• how they buy;
• their areas of interest;
• etc.

Use Inbound Marketing and specialized software

Marketing automation software, such as Mailchimp, Sensible, Mail jet, HubSpot, etc. provides you with valuable support in creating emailing. They integrate the principle of Inbound Marketing, which is based on the observation of the target audience, in order to help you correctly define your prospects. These allow you to compose and plan your email marketing campaign, offering various models, such as a newsletter. Using numerous tools including tracking and scoring, they automate processes and submit sample emails to you, while being able to analyze the results obtained. They also insert an unsubscribe link in all your communications, in order to guarantee the application of the GDPR, which has become essential since 2018.

2| Personalize your emails for incisive emailing

Personalized emails are by far the most impactful. To set up an effective mailing marketing campaign, it is necessary to follow two distinct lines of conduct, the details of which we will discuss below. Indeed, if you want to retain your customer database, you will correspond in a completely different way than if you are trying to convert prospects into future buyers. A common mistake is to deliver non-opt-in email marketing campaigns from email tools designed for opt-in contacts.

The opt-in email: communicating with your customers

This precept indicates that the recipient has given consent to receive email. These are therefore emails addressed to your audience. By definition, you already know it, so it is important to maintain the link with your personas, by communicating regularly. Make sure your content correlates with each of them. Through their interactions, it will become possible to obtain other email addresses and contacts.

Non-opt-in email: prospecting and converting

Unlike the previous one, this type of correspondence is intended for the general public. Adapt your content. To do this, surprise your prospects by showing that you understand their areas of interest, their field of activity or their company. This will make them more likely to contact you.

Smartphones and tablets are an integral part of our lives. This is why your emails must be optimized in responsive design: they must be able to be displayed correctly from any mobile device.

3| Send your email marketing at the right time

In general, when planning an email marketing campaign, there are two kinds of targets: individuals and professionals. You have to start by determining the periods when the target audience is the most available and attentive. Indeed, you will not send your emails at the same time.

 “There is no point in running, you have to start on time. Jean de la Fontaine.

B2C: email marketing addressed to the general public or individuals

Several time slots and days of the week are conducive to the distribution of your email marketing campaign to the general public and individuals.
Here are the main ones:

• weekday mornings between 6 a.m. and 8 a.m.: many people check their personal email before leaving for work;
• weekdays between noon and 2 p.m.: lunch break for the majority of the population;
• weeknights from 9 p.m. and before 11 p.m.: moments of relaxation after a busy day;
• Wednesday from 2 p.m. to 4 p.m.: a significant number of people do not work;
• Saturday and Sunday: rest time, often used to browse the Internet and social networks.

B2B: email marketing for professionals

Distributing your marketing campaign by email during office hours is not enough, there are other opportunities to do so:

• weekday mornings between 6 a.m. and 10 a.m.: start of the working day;
• Tuesday and Thursday between 2 p.m. and 3 p.m.: these are the two most favorable days of the week, because they bring together most of the employees;
• Sunday between 6 p.m. and 10 p.m.: many professionals consult their mailbox on Sunday evening, in order to plan their start to the week.

We have just seen the good practices of an effective email marketing strategy. This begins with the establishment of a relationship of trust with the various target audiences, in particular through compliance with the regulations, which is now fundamental. It must also be based on a precise analysis of its impact, with the aim of sustainably strengthening it, using Email Marketing Tools. In conclusion, to be sustainable, the optimization of your campaign remains essential.