Opening and clicks, thanks to 5 good practices! Emailing remains the preferred channel of marketing operations, yet it is necessary to adopt the right reflexes.
Emailing is not dead! Admittedly, in 2014, the means of communication shows a serious decrease of 2.26% in volume, and of 5, 27% in value, according to the National Syndicate of the Direct Communication (SNCD). But, at 95.3%, it remains the preferred channel of targeted marketing operations, before the website (91%) and social networks (73.4%), according to Experian Marketing Services.Why? Because it can be tremendously effective if it is understood as one of the tools of a multichannel strategy in which personalization and immediacy are at the top of the list.
Defining its objectives, qualifying its base of contacts, adapting the email to its target, thinking about responsive design and providing an unsubscribe link is the fundamentals of a good emailingcampaign. Yet, more than anything, it is "learning" that is at the heart of the process. Getting to know his client, from his privileged moment of reception of the emails to his habits of consumption, by way of his age, his sex, his profession, or, still, his favorite device, makes it possible to adapt - and to personalize - the content and the format of its mailings. The key, of course, is the performance that is at stake.
A / B testing is the king rule of email marketing! To look at differences in click-through or opening rates, depending on the time, day, or month of sending, for example. For banking and insurance, the "good" day is Friday, and the "good" month, September, notes the 2015 benchmark of Experian Marketing Services. Thus, before sending an email, it is essential to test several versions: change object line, sender name, visuals, content, calls to action ... and see which ones are the most efficient. "A learning phase is essential, confirms Stéphane Coussement.We need to target a limited number of customers, then get to know them through tracking, before communicating more widely. "
Not to mention, also, to maintain well its base, by checking and cleaning the lists regularly - after each sending, for example - to avoid keeping inactive contacts or bounces (the erroneous addresses, the inactive mailboxes, the misspellings ) returning errors to you, and thus, improving transformation rates. The challenge is to ensure that the message is received by the "right" people ( see the "Finding contacts" point ), those who wish to receive it. For this, the good practice is to detect an event like the passage of the customer in the shop, triggering the sending of an email a few days later.
To track the performance of your campaigns and improve click-through rates, experts advise you to develop an action plan for your campaign. "Identify, understand and categorize the different types of emails you want to send (promotion, acquisition ...), to better measure the performance of each campaign, with similar references, " Judy Boniface analysis. Because, what matters is the final transformation, the ability of the message to reach the goal of the campaign - purchase or request for information, for example.
52% of Internet users consult their emails on their Smartphone, according to the SNCD. Thus, blocks of text, images, call-to-action buttons, must adapt to any webmail, browser, and device on which the email will be opened. This is the approach initiated by the Kiabi brand of clothing, shoes, and accessories. Accompanied by BMobile, an agency specializing in mobile relationship marketing, the company has thought about the design of its e-mails, in a responsive logic. The roadmap: simplify messages, prioritize information, focus on images or call to action. The result? A click rate for mobile and a rising turnover, says the brand. The but thinking responsive design is also thinking about the design of your website, "in order to be mobile compatible from one end to the other chain", recommends Benoît Enée. Thus, emails must redirect to payment solutions in one click, or offer the download of a mobile application to facilitate purchases.