5 basic good practices of an emailing campaign
Email campaigns raise many reflections and questions about their optimization and their contribution to a global marketing strategy.
Let’s discover together 5 important practices to succeed in email marketing.
1. The title (the subject)
This is obviously one of the major components of your email. This title, i.e. the subject of the e-mail, will very often be one of the first two pieces of information that the recipient will look at (with the sender’s name). So, to maximize the opening rate, the object must be striking and original in order to reach the recipient, to “talk to him”.
The analogy with the title of an article is obvious: if the title does not attract an Internet user, it will certainly not read the content. The same goes for an email, with the added risk of ending up directly in the trash, or even spam. Thinking about the title is not an exercise in style, but an obligation to encourage the recipient to open the email to read its content.
Avoid flashy spam terms like “Free”, “Unbelievable” or capital letters. Go to the essential with a short object but giving the desire to open to know what hides this “teaser”. Test several possible titles to determine the most effective.
2. The content (the message)
Interested in the object, the recipient then sees the content. What message do you want to send? The time of thousands of recipients being precious, the message must be short and concise, just like its title.
An email that is too long can discourage a recipient from reading it. Be concise, to the point, to the spelling – that is to read again – to adapt the style of writing and the formulation to the target (in short, elementary advice).
Finally, don’t forget to set up a call to action directing your prospects to an external page. These can be blog articles for a newsletter, promotional offers for an e-commerce site, or a new proposal from your company for example.
3. The signature
Don’t forget to sign! Your signature, accompanied by your social networks and your website for example, gives weight and credibility to your message.
The Internet user who reads the e-mail will feel more confident.
4. The sender’s address (the source)
The sender’s address or name is the first thing the receiver of the email looks at. It is also one of the major criteria of the opening, or not, of email.
This is explained by the multitude of emails received each day by the average Internet user, and the “automatic” processes of his brain to save time. His eyes will turn away from the emails that he deems uninteresting and that will go straight into the recycle bin.
Today, the credibility of a message depends a lot on its source. If the receiver knows you personally, if he associates you with an image or an entity, if he trusts you, your email will have every chance of being opened.
5. The responsive design
Smartphones are now adopted by a wide audience, and over 60% of emails are viewed on smartphones or tablets. The emails sent must therefore take into account the reading media and be optimized accordingly.