3 good practices of an email campaign

Email is a primary tool for promotion and communication. Its primary reason is to find new customers. It will also allow you to keep your customers loyal at a lower cost because it is very cheap.

In the era of smartphones, where it has become regular to check your emails several times a day, you should certainly not deprive yourself of such an opportunity to make your company known and especially attract new customers.

It can be used in many circumstances. To announce a special offer, a new product or service, invite to an event or promote an experience. This is a very profitable marketing lever, when we know that 62.9% of Internet users consult their inboxes several times a day. An emailing campaign is very easy to set up and you will have immediate results.

 Find and target your recipients

Build yourself a solid base of recipients. Instead of, saving contacts via orders and quotes. Attract your prospects in different ways; by offering them the chance to subscribe to the newsletter, to contests. Use your blog if you have one. Don't ask them for too much information (most people don't like to give away their personal data) and offer them something in return for their commitment: coupons, a white paper. You can advertise from the outset an interpersonal program, frequency of sending, type of content: “Receive our promotional offers every Monday”. Use emails especially quickly.

If you don't want your emailing campaign to end up in the trash can or worse in your recipients' spam, just send it to your customers. Manage inactive emails and unsubscribes, the goal being not to be listed as a spammer, as you would lose all the benefits of emailing.

  Optimize your content

An emailing campaign is used to announce something, a promotion, a new offer, a new product. Your content must be compelling and have a call to action. Give it a title, place a button or link on your email that will redirect them to your announcement. Don't use words such as “free”, “gift”, email systems recognize these words and quickly classify you as spam. Offer curated, visual content (images, your logo).

Introduce yourself from the beginning, avoid using no-reply addresses, it does not encourage the prospect's confidence, he needs to feel that he can reach you. Moreover, you can personalize your email campaign, and send it for specific occasions, birthdays for example. Give them the ability to unsubscribe with a single click (the primary goal is always to prevent them from calling you “spam”). Propose content that connects with your target audience (obviously target your customers well). Know what they are waiting for and give it to them.

 Use the right tools

There are tools to create email campaigns, which are highly recommended. To make it simple, if you send your own mail to a large number of people, you risk being blocked from accessing certain email systems that will have identified you as a spammer. These software solutions allow you to focus on the editorial part of emailing, not the technical part. You will be able to insert tables, photos, pictures, images, customize the email, etc.

The implementation of an email campaign is certainly a powerful marketing lever, but as you have seen, it is a question of targeting your prospects and doing it properly to see how effective it is.