Emailing strategy: 8 tips for success

Emailing strategy: 8 tips for success

For decades, companies have tried to win over and retain customers with mailing lists. The time has come to take your email marketing into a new era. > Download this email marketing optimization checklist” align=”middle”/>Optimize your emailing campaigns by taking these elements into account:

Formulate a powerful email subject line

The subject of the message is the window of your e-mail and, perhaps, also that of your company. It is therefore its wording that makes or does not want the recipient to read your content. If you send emails with overloaded or monotonous subject lines, the majority of your messages will land unread in the trash and your customer will be looking to get out of your mailing list as quickly as possible.

Hence the importance of using subjects as short as possible: the benchmark length established for online marketing is between 40 and 50 characters, or no more than 6 words. Your subject line should of course give an overview of the content of your email without saying too much, in order to maintain the suspense.

This little space forces you to get to the point: avoid the superfluous such as the word “newsletter”, a formula designating the recipient or a reminder from the sender. Current mailboxes already display this type of information. Instead, find an elegant catchphrase that makes you want to know more. For the subject of your next e-mail, feel free to spend as much time as for the text of the e-mail. After all, it’s the subject that decides whether your recipients will give the rest of your text a chance. An email that is not read is no better than an email that is not sent.

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Write an e-mail adapted to the target

To capture the reader’s attention, the content of an email should be concise (250 words ideally). Mail is indeed a format that lends itself little to a strong user attention. This usually goes from message to message very quickly. It is therefore necessary to use good editorial techniques in order to maintain his attention once he has read the subject of the emailing and clicked on the message.

To make an email campaign more impactful, it is better to structure it visually. To do this, highlight the different parts of the message, for example in the following order:

  • An image in accordance with the company’s graphic charter.
  • A catchy title.
  • A châpo to present the objective of the e-mail.
  • A few paragraphs making up the body of the text.
  • A call-to-action.

Of course, the form of the message is not sufficient in itself. Basically, an emailing campaign must formulate a clear message to meet the verified need of a target identified in advance. It is therefore essential to adapt your content to the audience for which it is created.

Remember, once your customers decide to follow you, you don’t need the same online marketing as you used to acquire new customers. Your customers are no longer temporary visitors, they are “fans”. Use a light tone or even humor in your newsletters. Have your emails proofread and don’t manage them alone to get the best text quality.

Take care of the visuals

As with any other marketing tip, the following rule applies: your customers never have time. So limit the content of your e-mail as much as possible.

But your email marketing can’t just be text. Images make an email much more attractive to the reader. Be careful not to exaggerate, however: too many or too large images make the email long to download (think of your customers with a bad connection), and can even put off the reader if the information is relegated to the second plan.

Your images should therefore take up less space than your text. No one wants to have to scroll through an image in an email before they can figure out what it is!

Another important point: the visuals contained in your marketing e-mail must be in accordance with the graphic charter of your company or your brand. And for a simple reason: your prospects, and even more your customers, are familiar with your graphic universe. Try to stay as close as possible to the fonts, colors, and shapes you usually use. On this point, bet on sobriety. Use a graphic design tool if necessary for a professional look.

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Make it easier to take action

The goal of your content marketing is to always have the greatest reach possible. For this, it is necessary to facilitate and encourage the passage to action, whatever it is.

When it comes to signing up to your mailing list, use tools like HubSpot that allow you to integrate an opt-in feature. These appear after a certain time spent on the page or when closing the page and offer a form to the reader. Indeed, customers who only spend a few seconds or minutes on an ad won’t take the time to look for a hidden form.

A double opt-in can further build trust: this process relies on the customer getting a confirmation email after signing up to the mailing list. You then give him the opportunity to validate his choice once again, this creates a relationship of trust. Modern opt-ins also allow interested parties to define the frequency of newsletters themselves. So you are sure not to disturb your customers.

Finally, be sure to facilitate the transition to marketing action. If the reader has already subscribed to your newsletter, this could be, for example, to encourage them to download your latest ebook.

In short, for the subscription to the mailing list as for the other engaging marketing actions, the structure of the emailing must be a real guide for the user.

Define the sending frequency

Regularity is one of the most important criteria in emailing. The audience targeted by this type of content has in fact consented to receive messages, placing their trust in you. Although they are interested in what you offer, the reader does not want to be bombarded with too frequent messages. Multiple shipments after a long period without communicating are also to be avoided.

The ideal frequency of sending emailing depends directly on the nature of your target. While some people are used to checking their mailbox several times a day, in a professional context, for example, others only go there once or twice a week. The most important thing is to define a sending frequency and to maintain it as much as possible. Your contacts should not feel harassed or forgotten.

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Set up A / B testing

Testing a marketing email before you send it is essential. First of all, emails don’t always display the same way from one email provider to another. It is therefore important to check that everything appears as expected from a technical point of view.

The A / B testing methodology then makes it possible to precisely analyze user behavior in order to optimize the message in this direction. This test consists in comparing an object (in this case, an email campaign) with a variable (for example, another email structured in a different way).

Setting up regular A / B tests allows the company behind the campaign to gradually refine the personalization of its content. A / B testing practices aim to improve specific elements of the email such as textual content, the location of call-to-action, colors, etc.

Offer high added value content

Sending email campaigns on a regular basis meets the same requirements as other content strategies. It is an approach that requires time and organization. This is why the creation of an editorial schedule is recommended in order to vary the topics covered.

In addition, emailing is a complex format since it feeds on other content formats. An e-mail containing, for example, a video as well as a blog article and whose call-to-action at the end of the page invites the reader to register for training on the topic mentioned is a good campaign model. with high added value.

Rely on statistics

Collected as a result of an A / B testing process or simply a few days after sending a campaign, statistics are unstoppable allies when it comes to understanding what went wrong in a campaign. campaign or, on the contrary, to explain its success.

When you use an emailing software, all your statistics are gathered and analyzed. Enough to give you the keys to constantly improve your emailing strategy.

To go further, download this free guide and find out how write emails to maximize their impact and boost your brand to write the perfect email

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