Emailing is outdated, isn’t it? We would be tempted to think that now, to pass the information, everything happens on social networks, on online chat services, or even via banners or retargeting. In the moment we are.
In fact, the truth is more contrasted because the modes of communication have become specialized and complex. What place does good old email have in all of this?
Let’s take a leap in the past: A former e-marketing with the emergence of the first e-commerce sites, e-mailing (or email) quickly filled email boxes like tourists in summer on southern pages to inform us, in overabundance. We had all (yes, you too) developed a whole avoidance technique by creating “trash boxes” for you, even by recycling your old out of fashion email boxes so as not to suffer from these waves of communication.
On the other hand, we all have this image of these trash spam or phishing that tarnished its image, not very glam either.
Over-solicitation, unwanted e-mail, and the emergence of new modes of communication: It is true that emailing had few advantages a short time ago.
Welcome to our daily life
Then the smartphone arrived in our pockets, and with it, the ease of access to our electronic mailboxes. In practice, we are now more permissive since we can deal with everything in the moment, at any time, at any place. The days of the 20 advertising emails that await you as soon as you open your laptop in the evening when you come home are (almost) over. Today, we look at his e-mails in the flow, from the metro to the lunch break while relaxing during the coffee break.
Knowing that each person checks their cellphone about 221 times on average per day * (yes, you read that right). Admit that there are many opportunities to go through your email box.
So, in the end, this good old email is not that intrusive!
This is all the more true as users have become more and more mature, the distribution and sending rules more drastic, which today prevents us from a lot of junk emails, a qualitative improvement in a way.
We recommend reading: Professional email address ideas.
“Emailing doesn’t work”
Another tenacious idea!
In a large number of B to B or B to C business models, e-mail can contribute around 10-15% to turnover, or even more.
Obviously, your idea of emailing comes down to a tinkered design, sent anytime to a base bought from someone else with a very catchy PROMOTIONS title (so managed at the same time to accumulate the majority errors to be avoided), the performance may not be there …
Here as in any e-marketing lever, the key will be to find the right time, to send an email to someone who does not expect it not, to surprise her with beautiful and interesting content at the same time to generate clicks.
We can decently say that the old email marketing is dead (anyway, no one wants it anymore, and no one will regret it), long live the new emailing: personalized, responsive design, scripted and well thought out: with it, you have great growth prospects!
Recommend a reading: Email marketing strategy plan
A few ways to be more efficient
Here are some general principles that will help you improve performance:
- Regularly check the hygiene of your base: clean erroneous emails, re-launch inactive “dormant” people, blacklist is proven inactive ones.
- Track your emailings with proper UTMs; data is essential to progress
- Segment your bases: stop full-base on the fly!
- Manage the marketing pressure: do not harass your contacts and stick to your frequency of purchase for commercial actions and your product renewal frequencies for new products.
- Avoid Spam words in your items: Exit Promotions, prices, free, easy, urgent, exceptional, save, etc … A little brain juice to find beautiful items
- Do not neglect the design, which must reflect your brand and be at the service of the user experience. Think responsive, responsive, and … responsive (since we tell you)
- Develop scenarios. After all, it’s not just your customers who come, but also your prospects. Welcome each registrant and give them the desire, the opportunity to become a customer. If this registrant is already a customer of yours, build loyalty.
- Adapt your emails: Each case is different; each database has its particularities, its codes. For example, a Newsletter that has the sole purpose of communicating should not look like a Commercial Newsletter.
- Personalize your Newsletter. If you have correctly uploaded the data, that you are using the right tools, you will know that you have a blue Newsletter intended for your Segment A to leave on Monday morning at 10:30 a.m. and a red second, less graphic to leave on Tuesday evening at 6:00 p.m. for segment B
- Test! A / B testing also makes perfect sense here, especially if you are hesitating between several designs or several objects.
You may also be interested in reading: Tips for writing emails that attract customers.