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!