Of course you know him! This communication channel (almost) as old as the Internet: emailing. In recent years, he had lost some of his strength. Declining popularity due to abusive and poorly controlled use by marketers. Above all, don’t give up too quickly on its abilities to win over your prospects.
A powerful communication relay, emailing is essential to reach a wider clientele. If this is done, at least, with relevance and integrated into a multi-channel communication strategy. You can both communicate with your prospects on a recurring basis using mass mailing or notify them of new products (catalogue, products, events, promotions, etc.).
According to deliverability observatories, nearly one in seven emails still does not reach the main inbox. Messages can end up in the spam folder, or be filtered by ISPs and webmails (Orange, Free, SFR, Gmail, Outlook, etc.). “Deliverability” is the generic term under which all problems preventing an email from reaching its recipient are grouped.
According to the latest consumer studies, email remains perceived by a large majority of them as the primary channel of professional communication in the next ten years, ahead of SMS, WhatsApp or social networks.
How to do it then? Some advice.
Acquire a relevant database
To build a good directory of prospects that you can subsequently contact during your next emailing campaigns, you must rely on your website. The people who browse your pages are the first who will feel concerned by receiving your news. So make their lives and subscribing to your newsletter easier with a visible insert on your site. Don’t flood themNo questions at this time: a simple first and last name and email address are enough.will do.
When organizing competitions (whether on the Internet or in physical stores), you will also be required to collect interesting information and contacts. Same thing with online surveys or requests for opinions on your products. In other cases, you can set up affiliate and co-registration strategies with other businesses to share information and email addresses.
You will pay particular attention to your contact database by updating it regularly, in particular by deleting inactive contacts and filling in fields when you have new information on a prospect. This will also help you segment your database, an absolutely relevant plus for a successful email campaign.e.
Opt-In rules
Companies are strictly prohibited from using information collected in public space, particularly on forums, social networks, directories, without the consent of their owner. Have an “opt” file-in” means having a “clean” file that you created fairly. If you purchased or rented files, you must for example ensure the good initial approach of the service providers who provided you with these documents.nnates.
You have a duty of information, if requested, to communicate to the people whose email addresses you collect: use, confidentiality and security, recipients, right of access, modification and withdrawal of information. It is therefore essential that all of your emails contain the possibility to diceregister clearly and instantly. An approach which is accompanied by the erasure of the data collected as quickly as possible.
Focus on relevance
Do you know “push” and “pull” marketing strategies?
As their name suggests, the “push” strategy is a pressure strategy which consists of pushing the product towards the consumer while the “pull” strategy », Conversely, aims to attract the customer to the product. A whole game of seduction and communication what your emails should include. Today, for an Internet user to feel concerned by the message qhen you send him, your offer must be sensational enough to appeal to him as soon as he reads the subject of the e-mail or you must make him benefit from “premium” content.
“Push” and “pull”, do you follow?
- In the first case, you must focus on precise segmentation of your contacts and on refining a message that is increasingly targeted to the consumer’s needs. You offer him an item that you know will be useful.
- In the second case, you are not necessarily using a promotional tone. You invite your prospect to visit your site to offer them professional and expert content. Quality traffic but not always immediately for commercial purposes, since Internet users come to explore, above all on your site, their interest in a subject.
After which of course, they can also browse and discover your offers thanks to a well-optimized site. Your content is the demonstration of your expertise and know-how. This can involve writing an e-book, a white paper, putting an infographic online or comparative tables including vWe will allow free downloading. By communicating in a different way with your prospects, they don’t feelare not in a hurry from all sides to make the purchase. But curious, it could be that you give them new information and then boost your audience and the conversion rate. Take a look!
