8 tips for successful email campaigns

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Email marketing is an excellent channel to attract visitors to your e-commerce site and develop your sales. In addition to its very attractive cost per sending, it allows you to segment to better understand your target and obtain immediate feedback. It is therefore an essential element of your digital communication strategy. For concrete results, we share eight tips for successful e-mail campaigns.

1. Define the objective of the email campaign
Before creating your email campaigns, the first thing to define is the objective you want to achieve. Is it, for example, to ask your customers for their opinions, to promote an offer or to present a new product? Each campaign responds to an objective . You must establish a strategy specific to email communication, as you would do, for example, for your social networks .

You can, over a given period (month, quarter, year, etc.), create a calendar with all the information relating to these marketing campaigns. You list your different objectives, related events (such as a product launch), your targeting and the main content. When you launch your campaign, you have a solid foundation on which to build.

2. Adapt the message to the target
With emailing, you create inexpensive and well-targeted content laos telegram data Segmentation depends on your objective. For example, you can target prospects to convert them into buyers, as you can target customers with a view to loyalty. Depending on the segments defined, you send quality and more relevant emails.

You thus contribute to effectively improving the conversion rate. You also facilitate the acceptance of all your marketing messages and cultivate a positive image among your audience. To strengthen the link with your brand , personalization is always to be favored.

Promotional emails are plentiful. That's why, by adapting your content to your recipient, you attract their attention more. Add their first name in the subject of the newsletter, challenge them based on their purchases or interests: these are ways to humanize your brand. The subject of the email is essential in this sense, because it is what encourages the recipient to discover the content. Clear and concise, it invites action and arouses emotions.

3. Multiply calls to action
A marketing email meets a primary need: acquiring or retaining customers to increase your turnover . To make your email campaign a success, calls to action (or call-to-action ) are key elements. Their goal is to transform the recipients' interest into sales. Call-to-actions are preferably placed at the beginning of the message to immediately capture the attention of your contact. Thanks to bright colors, distinct from the rest of the content, your customers can easily spot them. These call-to-action buttons are powerful levers for generating traffic on your online store or social networks. The number of clicks on calls to action allows you to measure their effectiveness.

4. Create an attractive email design
The quality of the content of your marketing emails is essential, but their design is just as important. To access their mailbox, your recipients use smartphones, tablets and different types of messaging (Gmail, iCloud, etc.).

When you create your newsletter template, you must ensure its responsive design, as well as the ability to read it from any device. Without this, there is little chance that your recipient will linger on the body of the email, no matter how high-quality it may be. It is therefore important to work on your emails as much on the content as on the form .

Design influences the success of your campaigns. The balance between texts and images and a harmonious choice of colors and typography make reading more pleasant. A beautiful email, which at first glance makes you want to read it, is also more convincing and reassuring. Consequently, it encourages your recipient to be tempted by a purchase on your e-commerce site.

5. Test marketing emails before sending
Your communication media are a reflection of your business. The slightest mistake can cause you to lose a sale or even tarnish your image. Before sending your email campaign, you must therefore scrupulously reread and test it. This is when you can check its compatibility on the different media. This way, you can ensure that the message is readable, understandable and meets the set objective .

Some emailing platforms offer to test your marketing emails using the " A/B testing " method. This consists of selecting a panel of prospects or customers, divided into subcategories. To these different targets, you send a variant of your campaign. Depending on the results, you can base yourself on the most effective one to establish the following ones .

6. Master the timing for sending
To ensure a good open rate, the timing of your marketing emails is key. Depending on your goals, Monday morning at 8 a.m. may not be the ideal time to capture your recipient's attention. To find the ideal time slot, you can use the " A/B testing" method and gradually refine your strategy. Timing is a matter of time or day, but also of experience.

Marketing emails can be sent at any point in the purchasing journey . In fact, they are one of the best ways to build a lasting relationship of trust with your customers. They work well before the purchase to convince them to place an order, thanks to promotional codes or personalized recommendations. They are also an ideal medium to keep in touch with your customers after the purchase.