Why use emailing
After discovering the definition and use of e-mailing, we invite you to discover the reasons why you might want to carry out an e-mail marketing campaign. There are many advantages to emailing, and you'll quickly see the benefits of using this e-marketing technique!
Communicate more effectively with your customers
It 's hard to reach a public that's increasingly far away from your business, and to avoid being drowned out by the number of companies, offers and products available on the Internet. In the past, retailers knew each of their customers and could personalize their communication by taking into account the information linked to each person. But with the advent of distance selling and the explosion of Internet use, it's unthinkable to be able to maintain privileged, personal contact with each customer or prospect, whether in B to C or B to B.
Send the right message to the right person
Obtaining opt-in contact details has become an essential part of any effective emailing campaign. By using targeting and segmentation techniques, you can send customers or prospects the message most relevant to their information. And with the explosion in smartphone use, email marketing must also be responsive (automatically adapting to the size of the screen) so that it can be consulted in ideal conditions.
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SMS marketing, a new way of communicating
Email marketing or SMS marketing for commercial purposes is an efficient e-marketing solution for being present in people's daily lives without being intrusive. The recipient can consult the message whenever he or she likes, and can return to it when he or she has more time, which is much less the case with telephone sales campaigns, which grab the customer at what may be an inconvenient moment.
Build loyalty with relevant content
With the flood of information we receive every day in our e-mail inboxes, it's easy to guess that an e-mail marketing campaign containing information of little interest to us will quickly go to waste. That's why it's vital to use an emailing solution to personalize the e-mailing with the customer's first and last name, a customized offer or even a product they've viewed, proving to the customer that you care. Likewise, marketing automation sends a trigger marketing-type e-mailing at just the right moment, inviting customers to a private sale, a birthday coupon or a loyalty voucher to be redeemed by a predefined date.
Broaden your panel of contacts
Email routing is a highly effective way of ensuring that your e-mailing doesn't automatically end up in the spam section of your customers' inboxes. To avoid ending up in the web's oblivion or directly in the trash, emailing software enables you to pass more effectively the anti-spam filters set up to reduce unwanted messages. It's all about avoiding the pitfalls and demonstrating the legitimacy of your e-mail marketing.
A low-cost marketing action
This is a factor that shouldn't be overlooked. Pro emailing is affordable and doesn't require a major investment. If your company doesn't have a large e-marketing budget, you can opt for free emailing software (such as mailchimp or mailjet) and set up your own email campaign. Depending on the emailing solution, group mailings are very affordable, and you'll avoid saturating your computer network with mass mailings of marketing emails at the same time! It's important to understand that emailing is currently the least expensive e-marketing lever, so even if you invest in professional emailing software, it's still an excellent investment that will enable you to carry out high-performance emailing campaigns.
To find out more, download our emailing software comparison:
Making your digital marketing strategy profitable
As well as being the most financially attractive e-marketing lever, e-mailing is also the most relevant. If you send a mailing containing an advertisement, you can't be sure that the customer has consulted your brochure or is really interested in your product. However, e-mailing solutions integrate an e-mailing statistics tool that includes the open rate, the click rate (clicks made after reading the e-mail), the unsubscribe rate (unsubscribing e-mail addresses) and the NPAI rate (number of false e-mails). By setting up tracking on your website, you can also measure the conversion rate showing that the customer has made a purchase following your email marketing. This gives you a very detailed picture of the type of consumption and interest shown by the customer or prospect in the email you sent them. If, however, you find that your mailing is not very conclusive, you can modify your message, the frequency of your mailings or the type of products offered to each person. Target more accurately by knowing your customers' expectations and habits, and by consulting the statistics made available to you by emailing solutions.
Bearing in mind that all contacts have an e-mail inbox and consult it around once a day, it's clear that email marketing is the ideal channel for communicating with your prospects and customers. It also enables you to build customer loyalty and remind them that you're there for them with offers and services tailored to their needs. With its low cost and the possibility of becoming part of the customer's daily life, email marketing proves to be a highly profitable lever for small and medium-sized businesses.
Article translated from French