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With the end of the summer holidays looming, it’s still a good time for companies to review their marketing strategy. One of the solutions consists of exploring new tools and solutions to come up with a relevant action plan. In an increasingly competitive economic environment, it is essential to know how to reach the right people at the right time and by the right means. We offer you 5 easy-to-adopt solutions in order to activate a winning plan to ensure an effective back to school strategy.

Affiliate marketing: an ROI-led driver

With affiliate marketing, the advertiser works with a network of publishers in order to be able to promote products and services sold online. By monetising its audience, the affiliate plays the role of intermediary between its community and the brand asking for its help. This guarantees qualified premium traffic as the advertiser only pays for clicks and/or actual purchases. This is the principle of performance marketing, which ensures effective ROI-led investment.

Affiliates take the form of content creator (bloggers, YouTubers, influencers etc.) but can also be found on price comparison sites, money-saving and cashback websites and email databases. Thanks to affiliate marketing, you can increase your repeat purchase, conversion and new customer rate.

Boost your brand’s visibility with online advertising

Display advertising is an effective branding mechanism. There are different types of formats depending on size and location, from just a banner to website skin ads. To stand out in a crowded market, display is a good practice for providing reassurance and confidence. This strategy works both on desktops and mobiles, and manages cross-device tracking in order to track your clients’ experience across all channels.

Online advertising also works by means of native advertising, which uses  a third-party website’s code and editorial line. The content is relevant, customised, anti-AdBlock and non-intrusive.

Stay in touch with email marketing

Despite apps, social media and private messaging services, email is still the easiest and quickest way of staying in touch with prospects and clients. It allows you to send customised information depending on the products and services on offer at the time from your files, and also include opt-in email addresses deduplicated from third-party websites. What counts is complying with European GDPR regulations.

All actions can be traced from an email (opening, click, location etc.). It is also an effective system as the advertiser only pays for email openings.

Drive-to-store: generate footfall to sales outlets

Let people find out about your stores and sales outlets thanks to mobile advertising! Most consumers use their mobile phone to look up whether the desired product is available at the nearest store before going to the store. This means it is necessary to invest in local listings, mobile geolocation apps and technologies able to reconcile online and offline data.

The best drive-to-store marketing practices include using SMS to send promo codes to people located within your catchment area, or even targeted and location-based advertising on social media.

Influence marketing

This is a marketing method that puts advertisers in touch with influencers presenting an affinity with a brand or business sector. Each influencer shares information with its community in order to promote a brand, product or universe. Sometimes, everything is highly coded, sometimes brands give influencers carte blanche to add their own creativity to the codes used.

Depending on the information shared, it is possible to track and measure ROI for campaigns, social engagement, shares, new subscriptions etc. Although influence marketing has a lot in common with B2C, it is also being developed in B2B. The networks and messages are different but the principle is the same, with consultants, researchers, speakers, figures from the worlds of economics and politics etc.

An effective back to school strategy in terms of marketing therefore means activating a variety of drivers that all work in synergy with each other. Between branding, marketing and performance, geolocation and influence, this convergence of approaches allows you to combine the best of technology and the human relationship to create a unique client experience. Contact us to find out more or assign your project to us for the best back to school strategy.

How a communication tool invented over 30 years ago is still so popular among marketing professionals and consumers? That said, email – since sending emails is exactly what we are referring to here – is regularly stated as nearing the end of its shelf life. Or at least this is what we are lead to believe since email has resisted all digital revolutions (social networks, chat, mobile notifications, applications, gamification, etc.). A study carried out by Adobe even shows that 61% of consumers prefer to receive marketing communications via email. Email may well be the main channel for digital communications, but what makes it the best conversion channel? Allow us to explain.

Email is easily automated

Email is crucial for receiving purchase and delivery confirmations, signing up to events, and setting automated reminders (incomplete baskets, upcoming marketing campaigns, etc.). We are all permanently connected to our emails whether in our personal or professional lives, and this link is crucial in creating emotional connections with brands sending out the right messages. Email marketing is the easiest way for non-specialists to test automation. Tools are available which require no technical skills and can be used very easily.  Email marketing is also very easy for professionals to integrate into existing tools (databases, CRM, CDP, etc.).

Email is a unique identifier

Email is a bit like a digital passport: something you always tend to keep, and more reliable than a postal address or telephone number. Even if you move house or change jobs, you always keep your personal email address. In B2B, if a business undergoes changes, users keep their professional email addresses. Email ensures data unicity and facilitates quality control of contacts (duplicate addresses, non-existent addresses, etc.).  This is essential for high-quality CRM tools and CDP platforms.

Email facilitates segmentation and scoring

An email marketing campaign provides extensive data on the behavior of prospects and is the best way to reach the right people thanks to unique targetting. You can accurately measure the impact of a campaign and automate the scoring of your prospects according to openings, clicks and forwards. Measuring performance is clear and easy to obtain thanks to email marketing. Each profile can be personalized according to persona criteria, and it works just as well with A/B testing campaigns designed to measure the performance of actions and optimize your decision-making.

Email is an ROI conversion channel

Email marketing costs next to nothing and can have a significant return. The cost of customer acquisition remains low. Recouping the cost of a database is easy within an omnichannel approach, wherein email plays a central role (landing pages, promo coupons, exclusive offers, etc.). Email is also an effective loyalty channel. It is important to remember that gaining customer loyalty is less expensive than looking for new customers. In this respect, well-built email marketing campaigns enable you to keep in touch with your community, previous customers and representatives. Beyond gaining the loyalty of your customers, email is also an acquisition channel for new customers. Testing email campaigns on external databases are essential and also considered to be a source of ROI. Would you like to know more? Get in touch with our experts!

Email is easy and accessible

You can, of course, create an email campaign using a graphic designer, data analyst, and UX designer. But, generally speaking, creating a campaign is easy as soon as you have access to a template with proven effectiveness. You don’t need to be an IT specialist to make it happen. You simply need to update your product catalogue, visuals, titles, and hooks in order to create a high-impact campaign in just a few minutes. Check our Studio to make an effective and high-performing Kit Email!

Email is cross-device

Email marketing works on all devices: smartphones, tablets, and mobile phones. It adapts to all page layouts and even captures new interactive functions. With AMP open-source technology (supported by Google), soon it will be possible to fill in and send forms directly from your email software, as well as browse photo galleries, make hotel reservations and order plane tickets. There are so many new functions on the horizon that will enrich email. Email marketing is by far the best way to reach out to prospects in a reliable and cost-effective way, while the reduction in the reach of social platforms is causing advertisers to constantly reach back into their pockets. Alongside well-managed data and a clear strategy, email marketing remains by far the best conversion channel for boosting your online sales.

What’s the purpose of creating the perfect email kit? Despite the existence of social networks, instant messaging and mobile apps, email still remains one of the most effective means of communication. Performance email campaigns are, furthermore, a marketing lever that should not be underestimated where marketing via an opt-in contact database in the context of an affiliate marketing campaign is concerned. To make the work involved easier, advertisers provide publishers with marketing kits designed for use on third-party websites. Amongst these is the email kit, which enables the advertiser to remain in control of its marketing, its design and the key messages to be shared. Creating the perfect email kit, however, is not an intuitive process. Here we explain everything you need to know about maximizing the effectiveness of your messages!

What is the perfect email kit composed of?

You certainly don’t want to ask your publishers to do the design work in your place. Though some may well be technophiles, others will not be as comfortable with the email design process. This will be especially true if they are not familiar with the subtleties of your graphic charter (colour codes, logo, fonts, etc.). This is where the advantages offered by the email kit come in to play, as it’s ready to be used out of the box and doesn’t require any technical knowledge. Advertisers simply provide an HTML file that the publishers can then import into their email marketing campaign management tool. All the images are hosted on a third-party server – usually the advertiser’s own – which guarantees a high degree of availability and optimized loading times. The kit can also contain tips and advice about integrating the email content into the most popular tools used for hosting opt-in email addresses.

The aim, therefore, is to avoid the need to touch the code, thus saving time and ensuring a coherent style is used. An advertiser that works with several different publishers will thus see its message broadcast in a homogenous manner and in the context of a reliably defined working relationship.

The essential components of the perfect email kit

The better the email kit is put together, the greater the potential return on investment. Trying to manage your kits on the cheap is generally the quickest way to end up with rickety and disappointing campaigns. To avoid this situation, here are the essential elements to retain and include:

Conception and design

A responsive email

Your design must be optimized so it displays perfectly on all platforms and devices. It’s essential that the code is competently and professionally written if the final output is to be of high quality.

Inspiring visuals

The images that make up the email (header, footer, illustrative and background images or ones are taken from the product catalogue) must be optimized (in terms of resolution and file size) to avoid hindering page loading.

Working links

A link that leads to a 404 error or a non-existing image on your server are the kinds of beginner’s errors that it’s essential to avoid at this stage.

Relevant trackers

All the links, buttons and CTAs (Calls to Action) must be tracked using tools that are useful for measuring your campaign’s performance (and improving it in the future, if necessary).

The content

Dynamic tags

If possible, give your message a more genuine and honest feel by personalizing your email using dynamic tags (first name, surname, sex, geographical location, etc.).

A strong tagline and legible content

An email is not a webpage. The content must be short and comprehensible. The choice of which words, titles, and fonts to use can make the difference between a relevant email and a message that will simply end up going straight into the spam or trash folder.

Content that’s free from spelling mistakes

A simple, basic point perhaps, but always worth repeating!

Content that’s managed and up-to-date

Don’t duplicate old and existing email kits without first checking that the information they contain is still relevant (links, promotional offers, message, visuals, etc.). Always apply quality control measures.

Legal obligations

Compliance with the GDPR

European law places certain responsibilities on the advertiser, including when working with subcontractors. Work only with partners you know you can trust and that are compliant with the rules of the GDPR. Here at Kwanko, we work with databases that are signatories to the “Charte CPA” (a French email marketing quality charter).

Unsubscribe link

One of the classic rules, though it should be properly integrated and visible.

The advertiser’s address and contact details

Must be included so the advertiser behind the message can be identified.

Confirmation message

To explain why the recipient is receiving the email and in what context.

Armed with all these tips, you now have all the good practice advice you need to create the perfect email kit and optimize your future campaigns. All that remains for you to do is launch yourself into the project and transmit your messages to a receptive and engaged community. Need the services of a graphic design studio? We have a team of web designers that specialize in performance marketing. Contact us to find out more!

Implemented in May 2018, the GDPR (General Data Protection Regulation) is a text which has flipped the marketing industry on its head by offering increased rights and protections to European consumers. Between the management of consent, new obligations in terms of responsibility, security measures, and managing data protection, the GDPR has often been presented as a big bang which will lead to a total overhaul of marketing practices. This applies especially to email marketing. It’s, therefore, time to adapt, given that the regulation is now in force, but it is still possible to use the GDPR to boost your email marketing. How? Allow us to explain.

GDPR : TRANSPARENCY AND TRUST LEADING TO INCREASED ENGAGEMENT

The GDPR sets out new rules aiming to protect the privacy and data of consumers. Beyond the obvious restrictions, this change can potentially act as a driver for the business of conscientious advertisers. Guaranteeing that the data belonging to customers and prospective customers will be protected is now an important value which is currently the subject of much discussion in the media. While scandals, piracy and other abuses of personal data are making headlines, a responsible advertiser can stand out from the crowd by integrating the GDPR into its internal values. Protecting user data is also a means of protecting a brand and image.

This transparency should also feature throughout the whole of the data processing chain. Indeed, the GDPR is a reminder that those responsible for data processing and their subcontractors may be held responsible for all damages in order to guarantee effective compensation. Making sure that partners are trusted is a guarantee of transparency and a potential lever for communication.

By taking a rigorous approach, the GDPR doesn’t have to be seen as an additional burden for marketing professionals; instead, it can be viewed as an opportunity for them to distinguish themselves. An added value which can change everything if communicated correctly, particularly as a part of inbound marketing.

BETTER QUALITY DATA

The implementation of the GDPR has led to a clean-up of marketing databases everywhere. This means that the individuals remaining are those genuinely interested in your offers and products. Unsubscribing has been simplified, and the double opt-in guarantees that there is interest and ensures that the web user provides explicit consent. Ultimately, the fact that neither a soft opt-in nor a soft opt-out are allowed, makes it easier to complete the collection of relevant data.

In terms of email marketing, while quantity is important, relevance and quality are even more so. This is why the loss of many users from internal files does not present a genuine threat. Indeed, the GDPR has a direct impact on KPIs. Data is actually actionable and key ratios are considerably more effective. Opening rate is higher, conversions are more frequent, engagement is increased and deliverability is enhanced. While web users are said to more mobile and prone to surfing than ever, the GDPR has contributed to a strengthening of strategic quality criteria. Good news for putting a strategy into action which focuses upon success and performance.

BETTER CAMPAIGNS

The segmentation of your data coming from email marketing campaigns allows you to personalise messages. Thanks to the GDPR, you can go into greater detail with the individuals who actually wish to do so, allowing you to send the right messages at the right time. You’ll no longer waste time creating useless campaigns and you can instead focus your energy where it really matters. This is an approach which fosters greater customer retention. Indeed, your time investment can now revolve around those individuals who are more likely to make a lasting commitment to your brand.

Finally, the GDPR also highlights the issue of security. It has made the notion of “privacy by design” compulsory, providing further security to data, communication flows and any internal processes affecting databases.

Better quality, better-protected data, and the development of values which really focus upon the security of personal information. These are just a few examples of the concrete impacts that the GPDR has had on email marketing. A change requiring integration from all service providers and specialised agencies, as well as online retailers and businesses handling data. A good opportunity to improve the effectiveness of internal practices in order to optimise operations.

 

If you have any questions about the General Data Protection Regulation and email marketing, contact our expert team at Kwanko.

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We all receive lots of emails. Too many? In actual fact, too many bad emails. Whether at work or at home, the decision to read a message is made in a few seconds. The subject, the recipient, how often messages are sent, the layout of the content: everything is interpreted consciously and unconsciously in the minds of your potential customers. However, there are multiple possible options: unsubscribing, marking an email as spam, deleting, opening and deleting, opening and marking as “unread”, forwarding to another account, opening then clicking or conversion, etc.

With an email campaign, you need to focus on quality to increase your key KPIs such as deliverability rate, opening rate, click rate and conversion rate. These KPIs can be improved with our practical tips to boost the success of your email campaigns.

Master the art of efficient targeting

There’s nothing more annoying than receiving an advertisement for a product you’ve already bought, a service which has nothing to do with your needs or an invitation to an event to which you’ve just signed up. However, these errors can be avoided quite easily with a tailored strategy and some consistency.

It all begins with targeting. Knowing who to talk to so that you know what to say and, most importantly of all, how to say it. Even if you have an identical product, you don’t communicate with a young adult in the same way as a 50-year-old senior executive or a beginner blogger. That’s why it’s important to create buyer personas: customized profiles which are linked to sections of your database.

Depending on your needs, using your experience, internal data and precise research and analysis work, you must be able to divide your users into homogeneous groups. Working section by section helps you to deliver the right message at the right time and on the right device.

Be sales-oriented: keep it brief and simple

A promotional email succeeds or fails as soon as it’s received. The choice of wording for the recipient and the subject has a very significant impact on your opening rates. Be distinctive and keep it brief. It’s like journalism: you need a powerful heading to make people want to read the article.

Don’t forget those who are reading on mobile either. Long subjects and names don’t mix well with small screens. Once opened, a promotional email isn’t an administrative notice or a novel.

Cut down on the number of words, work on your headings and subheadings, add colour and create a template which is attractive, both in terms of the layout and the overall appearance. To be effective, your email marketing kit must be sales-oriented.

Think about showcasing a key product with a price incentive, best-sellers or a particular new item. When it comes to prices, one-off promotions and exclusive, short-term deals always have a significant impact, just like promotional codes which have the dual advantage of monitoring and measuring usage whilst encouraging readers to buy. At a glance, the reader must understand your message and be able to interact immediately. Lastly, remember that most emails are opened on mobile. So create your templates for a smartphone, test them and then adapt them to computers or tablets.

Test your content

A/B testing is becoming more common for websites, but we tend to forget that it’s also a very effective tool for email campaigns. The principle is simple: you create two slightly different versions of the same content which is then sent randomly.

Half will receive version A and the other half will receive version B. Depending on the interactions and behavioural impact the versions elicit, you can decide whether the change you’ve made is relevant and whether your hypothesis is confirmed in a statistically proven way.

Testing your content, your layout and your subject for an email campaign is strongly recommended. It’s a very simple and effective way to make the necessary adjustments to increase your click-through rates, interactions and conversion rates. The more you test, the more effective your campaigns will be.

Send it at the right time

Timing also plays a role in the success of an email campaign. It is possible to determine the optimal day to send an email, based on previous behaviour and data about your customer groups. Incorporating this time factor into the seasonal nature of your campaigns makes it possible to better plan the creation of your content and to better highlight your promotions using all of your tools.

In terms of how often you send emails, you need to find a balance between your analytics and the proper analysis of your data. If you send emails too often, there’s a risk of readers “overdosing” and unsubscribing. If you don’t send emails often enough, you risk being forgotten. In both cases, you compromise the image of your brand and the success of your campaigns.

A well-constructed email is a subtle combination of form and content, combining technicality, big data, and design. Although mobile has transformed the uses of email marketing, the fundamentals remain the same. A well-constructed email kit will always rely on good data analysis, optimized HTML code and design which maintains the visual balance between images and text content. With a message adapted to your target, their rhythm, and consumer habits, your email campaigns will very quickly boost your conversion rate!

Do you have an email campaign you want to share? Contact our sales team!

Email: the Tool that lies at the Heart of Professional E-Commerce

Today, in 2017, 100 billion commercial emails are sent out every day across the world. In France, working professionals received 46 emails per day on average in 2015, 11 of which were marketing emails. 96% of French web users check their email at least once a day.

B2B Email Marketing, the ROI Champion amongst Marketing Channels

On average, every dollar spent on email marketing generates 38 dollars in revenue. B2B email marketing is, therefore, more effective than other channels, such as affiliate marketing, paid search, display and offline marketing. Furthermore, the average ROI generated by this channel increased by 53% between 2013 and 2015, though barely 29% of marketers take the time to analyse the ROI produced by their B2B email marketing campaigns.

The Open Rate for B2B Email Marketing is on the Rise

in 2016, 43.5% of all B2B marketing emails were opened. Additionally, an increase of 1.17% in the open rate for B2B marketing emails was observed in 2015 and 2016, with the click rate also increasing to 0.70% over the same period. Click rates are higher when email subjects contain between 45 and 60 characters.

Profile type of French Professional Web Users

The mobile phone is playing an increasingly important role where accessing and reading emails is concerned. In 2016, 33% of professionals used mobile to access their email service. This average varies by business sector. For example, in the hospitality industry, the construction industry and the public works sector, more than one-third of professionals use their mobiles to read their emails.

Marketing Emails Primarily Opened in the Morning

Fifty per cent of B2B marketing emails are sent out between 9:00 am and 1:00 pm, with Tuesday tending to be the most popular day for these types of messages. Additionally, March and June are the most significant months in terms of the volume of B2B marketing emails sent out.

Professional Web Users in Search of Information

The need for information is the primary reason mentioned for opening a B2B marketing email (51% of professionals). Next comes the desire to find out about a new product, a new development etc. (32% of professionals) followed by the need to keep up to speed with the latest developments in one’s profession (one in four professionals), and finally the presence of promotional offers (11% of professionals).

 

B2B Email Key Figures - Kwanko

Email Database is a valuable business asset for distance selling. You can rent your database to third parties, giving you an extra income stream. Databases are also a great tool for getting to know your customers, their expectations and needs. Here are 5 tips to help you optimize and make the most of your emails database.

1 – Enhance Your Email Database Regularly

Whether your database contains factual or relational information, it needs to be enhanced regularly to be effective. At the very least, you need to have key data about your customers, such as their email address, phone number, and even their Facebook and Twitter IDs. Another essential task is to remove any duplicates and errors.

You should be aware, however, that you are not allowed to create an email database containing sensitive data. About the racial origin, political opinions, religious or philosophical beliefs. Physical or mental health, criminal convictions, or sexual orientation.

You then need to set your goals based on your marketing strategy. For example, if you’re focusing on customer retention, you’ll want to find out more about each customer. Identifying their preferences and behaviour. Such as their favourite products and preferred payment method.

On the other hand, if you’re prospecting for new customers, you’ll use your database to target high-potential profiles.

2 – Run an RFM Ranking

Are you familiar with RFM rankings (Recency, Frequency and Monetary Value)? This method enables you to determine buying cycles based on the frequency and value of each new order. Be sure to use this information to highlight any changes in your customers’ habits. Analyzing the results of each marketing campaign is a vital step: by understanding and fully exploiting your customers’ responses, you’ll be able to fine-tune your future campaigns.

It’s also smart to segment your email database into small, medium-sized and large customers, based on the sales and profit generated by each one. Through long-term tracking, you can measure the evolution and quality of your database.

Scoring is another useful technique to adopt. This involves giving each user a score based on criteria such as age or income. Your targeting will be all the better for it!

3 – Describe the Profile and Potential of each Customer

At this stage, it’s important to draw up a detailed picture of each customer. By maintaining information about their preferences, motivations and behaviour, you can continue learning more about them. For example, let’s suppose a jeweller has just sold a silver wedding anniversary ring. This time next year, he can offer this customer another silver model in the right size, or he can suggest similar products.

Another way to monetize your email database is to promote other advertisers to your contacts. So, in the above example, the jeweller could recommend a particular florist to his customers, thus monetizing his database.

4- Fully Leverage your Customer Data

For each group of customers, you need to adapt your campaigns to take full advantage of your database segmentation. For instance, if 70% of your ‘small’ customers buy a specific product or service, you can increase this percentage further by launching a special promotion.

If you want to target several groups of customers, you’ll need to bring together all the information needed to launch appropriate marketing campaigns. For example, your small customers may be interested in buying a high-end product, while you’ve been pushing them towards low-end products.

5- Rent your database

Selling your customer database is highly inadvisable. It may end up being reused several times over, then sold on to third parties without your consent. However, we do recommend renting out your database, as this gives owners an extra income stream which helps them recoup the cost of maintaining and managing their database.

Also, bear in mind that your database needs to be large enough to attract the interest of advertisers. Your database must contain at least 100,000 to 200,000 BtoC contacts before you can consider renting it out.

If these conditions for renting out your database seem somewhat restrictive, we recommend that you become affiliated with a platform. With Kwanko’s NetAffiliation , which has a publishers’ network of about 170,000 websites, you definitely won’t miss out on any big campaigns… And there are other benefits too: you can choose which mailouts you want to be included in and can send emails without disrupting your ongoing campaigns. It’s a triple winning formula!

If there is one marketing tool that has very little to prove, it’s the email. Used right since the beginning of the internet, it remains a central part of a good strategy. The reasons for carrying out best practices in email marketing campaigns are numerous: inbound marketing strategy, promotions, online games, draw, events invitations…

It’s a personal way to stay in touch with your clients and community, but also the main lever for gathering leads.

But, to be truly effective in collecting leads, the best practices email marketing campaign must be framed in a certain way. To be efficient and generate a good return on investment. So, let’s find out more about these best practices to structure your strategy better.

For Best Practices in Email Marketing, Content is King!

Competition is hard when you are trying to attract new users to join your subscriber lists. For this reason, you need to work on your content.

By showing in truly transparent way examples of the information you share, on your blog, for instance, you encourage people to subscribe so you can build a reliable and well-structured list.

On the other hand, whether it’s a newsletter or a one-off email marketing campaign, you need to keep a good balance between informative, useful and promotional content. The 80/20 rule should apply here: 80% useful content and 20% commercial content.

You need to develop topics that will interest your readers and add value to your content marketing strategy. It could be a press review, highly targeted news, exclusive offers or special content. Or like a look behind the scenes of your brand, an invitation to an event or a product test.

Best Practices in Email Marketing is Finding the Right Pace

Among the best practices of email marketing campaigns the problem of rhythm is central. You need to find the right email frequency to avoid losing your prospects but do not bore them either. One possible option is to let them decide by offering two options: e.g., daily or weekly mailing. One of the best practices of email marketing is to adapt yourself to the needs of your readers.
Another option could be to analyse your statistics:

By constantly analysing your analytics you can act upstream to improve your campaigns.

Foster Registration

Your prospects may unsubscribe, no longer read your mails or get bored. Because a subscriber list is frequently renewed and is constantly changing, you must also be constantly nurturing it, and thus encouraging registration.
A landing page dedicated to your newsletter is good practice to explain the value you will bring readers: news, information, promotional or exclusive offers, etc. Be honest. It’s pointless promising analyses or practical information if all you want to do is send commercial offers (which, by the way, is a highly questionable practice). Your landing page should reflect your image in order to create a virtuous circle and build trust between you and your community.

Control and Optimise Your Lists

The more time passes, the more your lists will grow, hence the importance of segmenting your mailings according to the profiles of your subscribers. Subscriber list management is a critical process that must be managed with great professionalism: detecting duplicate and false addresses, developing loyal subscribers … is the driving force of your campaign!
The more you can refine your lists, the more your campaigns will benefit.

Think “Responsive”

Your templates must maintain consistency in terms of design and layout so that your subscribers are not lost and can, little by little, have their own routine for reading when they receive one of your e-mails.
Once your templates are in place, make sure you test them on all platforms, especially mobile ones. Your email must be perfectly legible to an Apple Mail client on the small screen of the iPhone SE, as well as in the Gmail or Outlook inbox on a tablet or computer. By thinking “responsive”, you will guarantee an optimised layout and experience for the reader.

Do A/B Testings

Whether you have a doubt about the effectiveness of a campaign or want to thoroughly review a design or visual style, you need to have a basis of quantitative and qualitative data, not intuition. Do A/B testing to see which newsletter performs best. It will help you to improve the quality of your content and add value to your action. Always base your decisions on reliable statistics and precise analytics, rather than on simple intuition.

E-mail marketing is a common practice, but it has several components that must be tightly controlled to ensure success. Observing these good practices will allow you to structure and professionalise your approach, and also to develop a new habit of thinking “marketing”, to optimise the user experience of your prospects and build your brand image, and thus your revenue.