Definition of email marketing
What is email marketing? Email marketing covers the various marketing actions carried out by sending targeted emails to a predefined group of people. It's a communication action that ensures a relationship between the company and its customers through the automated sending of marketing emails. This e-marketing operation promotes a specific service or product likely to be of interest to a customer or prospect.
Creating a link through e-mail marketing
Email marketing is a highly effective solution for companies wishing to create or maintain a link with their customers or potential prospects. Email marketing can be used in a variety of ways to personalize each message sent. The e-marketing department will define the segmentation parameters or targeting criteria based on the data in the e-CRM database, in order to select the best customers for the service offered or product promoted.
The e-mail marketing message sent to a chosen recipient is defined by a digital marketing strategy (or e-marketing strategy) based on cookies and data associated with each Internet user's consumption patterns. Each message will have been established beforehand in correlation with direct marketing techniques. In short, each message must be appropriate for a defined e-marketing action, but also for the right target.
The different types of message used in email marketing
In e-marketing, different messages can be sent depending on an event or action carried out by a customer or prospect.
Trigger marketing
Automated e-mail marketing is triggered when the customer performs an action on the website, such as purchasing a product or service, or when they complete a form on the Web (requesting information, submitting a review, calling for after-sales service, etc.). Transactional emails are very common, as they can be used to confirm an order, ship a parcel or re-launch an abandoned shopping cart. They are effective in stimulating customers, and are present in their daily lives without inundating them with information.
Event e-mails
These are used to mark a special event, such as a customer's or site registration anniversary. They can also be used to highlight a promotion, private sale or flash sale of a product that may be of interest to the customer. E-mailing is targeted according to consumption patterns, products already purchased on the site or pages visited. If the prospect doesn't actually make a purchase, you can still retrieve information about their visits to your site, highlighting their interest in a product or service.
Evaluation and loyalty e-mails
This is an e-mail that rewards customer loyalty or invites them to evaluate the services offered by your company. This type of e-mail marketing enables you to show your interest in customers and take their opinions into account, thus helping to build loyalty.
Send automatic e-mailings with marketing automation
With marketing automation, marketing emails are sent according to behaviors, interests and with the aim of reaching a target. Nothing is more inefficient than sending the same message to your entire customer base at the same time. Marketing automation lets you create scenarios based on customer actions or information. In this way, the emailing software automatically sends the marketing email at the ideal time, with the most appropriate message.
Analyze every action performed by the web user
To find out whether your webmarketing campaign is effective, take a look at the email open rate, click-through rate and conversion rate.
Open rate
The email open rate provides an overall view of the number of customers who have consulted your message in relation to the number of marketing emails sent.
Click-through rate
The click-through rate corresponds to the number of people who have clicked on a link integrated into your e-mail marketing message, in relation to the number of e-mails sent. It is different from the number of messages delivered, because some customers read the email quickly without taking any further action. Others will click on the link inviting them to discover the product or service on your site.
Conversion rate
The conversion rate is linked to the number of purchases made following consultation of your e-mailing. This enables you to evaluate the effectiveness of your e-mailing and the contribution of e-mail marketing to your digital marketing strategy.
Email marketing is a precise e-marketing tool, inviting you to reach the right people with the right offer. It enables you to choose the best message to interest the customer or prospect, so as not to drown them in irrelevant information. Make it easy for yourself by using marketing automation to automate your email marketing and make your email campaign more profitable. Today, it seems essential that email marketing be integrated into a company's e-marketing strategy.
Article translated from French