How to make an emailing? Key steps and software
Launching an email campaign shouldn't be done at random, and it's in your interest to prepare it carefully so that you can hope it will have a real impact on your customers. Choosing your target audience, segmenting your data file or using an emailing solution will help you make your email marketing more effective. Here are a few tips to help you along the way.
Collect opt-in e-mail addresses
Opt-in e-mail address data is information whose owner has given you permission to use it for commercial purposes. Therefore, to carry out your e-mail marketing campaign, you must first ensure that you have obtained the customer's or prospect's consent to send them advertising or informative e-mails.
Consult the constraints applied to the collection of personal data that you may need to use for commercial purposes. You mustn't use an e-mail address you've collected from a public or social networking website. It is essential that you obtain the agreement of each owner through voluntary consent. In fact, it's forbidden to pre-check the opt-in boxes giving you permission to use the e-mail address.
Use a free or paid emailing solution
There are a number of solutions available to help you run your email marketing campaign. Depending on your needs, you can opt for free or paid emailing software. Free versions sometimes offer less sophisticated parameters than paid solutions. On the other hand, they can sometimes suffice if your emailing campaign is limited. You can rely on Brevo (formerly Sendinblue), Mailjet or Mailchimp. These are real references in terms of emailing solutions for segmenting your audience, optimizing the design of your email campaign and analyzing the impact of your email marketing in order to readjust if necessary.
Creating a high-performance email campaign
Your email campaign must be based on a database sorted and segmented according to the products or services you wish to promote. We can't stress enough that a good campaign is all about delivering the right message to the right person at the right time. So you need to establish a strategy to ensure a positive image for your company. It's not a question of flooding your customers' or prospects' e-mail inboxes, who might define your marketing e-mails as spam. Design your e-mailing with care and focus on a clear, concise and effective message. It should be quickly understood and pleasant to read, inviting the recipient to click on the link you've included, which will direct them to your website.
Automatic email marketing
With email routing, you can ensure that your messages are delivered professionally and accurately. Both free and paid e-mailing software deliver your marketing e-mail directly to your customers' or prospects' inboxes. By setting a regular rhythm or predefined dates, targeted information can reach the right audience more successfully.
Analyze the results of your email campaign
By analyzing the open, click and conversion rates, you can assess the effectiveness of your e-mail campaign and make adjustments if the results are not conclusive. It's worth taking the time to consult the analysis reports offered by e-mailing solutions, which give you a real insight into your marketing action. There's no point in stubbornly producing marketing emails if you realize that your customers never read them. This may be due to an error of choice in the message, or to a spam filter problem that can be difficult to get past. You'll be able to remove blockages or redefine the type of messages sent to reach your audience more effectively.
New tools integrated into the emailing solution
To take your email marketing campaign a step further, you may decide to use the increasingly powerful tools offered by emailing software. To reach an increasingly connected population, emailing solution platforms have innovated by imagining the sending of SMS messages to customers' Smartphones. To do this, of course, you'll need a phone number that the customer has given you in advance. You can program the automatic sending of SMS messages through an SMS campaign, inviting your customers to take advantage of a promotional offer or participate in a private event, expressing your desire to reward them for their loyalty. SMS is a fast and effective way of reaching your audience in a less formal way than email.
Knowing your customers and taking their needs into account is essential to enhancing your company's image and ensuring the success of any marketing campaign. By devising a precise, targeted emailing campaign, you can achieve convincing results in terms of sales of your products and services. Choose a paid or free emailing solution that's perfectly tailored to your needs.
Article translated from French