How about re-shaping your emailing strategy?
“No time, overbooked, we'll see when it calms down a bit...”.
How many times have you convinced yourself that it's better to put things off? Too many times, let's face it. That's what marketing is all about: always on the go. But then, a tiny hiccup in the machinery, no bigger than a hundredth of a micron, gave us the opportunity to turn the tables.
So why not take advantage of this unprecedented period to review your email acquisition strategy in depth. Are your practices still the right ones? Have your habits become too habitual? Why not take the opportunity to set yourself some new challenges? A quick review of the troops is in order.
Today we'd like to take you on a tour of the four key issues that will help you revisit your email acquisition strategy.
Put all the chances on your side during this crucial period of economic recovery.
Revisit your design and performance indicators
Design is a key element in your email campaigns. How long has it been since you've reviewed your email templates? ISPs will sooner or later spot a template that's used too intensively, inexorably increasing your spam arrivals.
What about your KPIs? Are they still as high as before? Taking stock of the performance of your latest campaigns helps to ensure that your prospects are still interested in your communications.
Need a refresher on your email design?
Here are three points to bear in mind to make sure you get off to a good start.
1. Revisit your template and design
“You'll be welcome in my home”. Email is the first gateway to your brand. Graphic design, user experience, and so on: your creatives must enable the web user to quickly immerse themselves in your universe and immediately encourage them to click.
- Choice of visuals: appealing to a wide audience, in line with your target audience's expectations, and allowing them to appreciate the product.
- Organization and layout of elements to optimize readability: clarity and visibility from the first third of the design.
- Adapt your creative to your target prospect: CRM codes do not necessarily work with prospects.
2. Adapt and take care of the editorial content
Years of marriage or first date? Let's face it, the approach is not the same. The same applies to your prospects and customers. It is imperative not to address them in the same way. The former need to familiarize themselves with your brand universe, while the latter will be more eager for content linked to your values or your news.
This difference in approach is crucial. The proof: a prospect will spend barely 6 seconds reading your email and only 2 to 4 seconds deciding whether or not to click. Hence the importance of being clear and concise in this case.
This is not necessarily the case with a recurring subscriber, who will be more attentive to what you have to say. The choice of words is obviously crucial to avoid landing in spam.
3. Make sure your HTML emails are properly integrated
You've ticked all the boxes for the ideal design. But the inbox display looks like the home page of your Uncle Michel's personal blog. In other words, nothing works.
Emailing is above all a matter of experience. There are key lessons and best practices to apply depending on your targets, your offer, your sector, and so on.
However, every brand is by definition unique, which is why we recommend A/B testing your campaigns.
Optimize deliverability to reach the inbox
As long as Internet users don't make their spam inbox their main inbox, it is essential to optimize the deliverability of your emails, both for PRM campaigns and for CRM-related mailings.
Spam can account for 55% to 95% of total email traffic, depending on the period observed. In fact, almost 9 out of 10 spam emails are blocked by ISPs and are not even visible in the junk folder.
Even if users sometimes look there for Uncle Michel's newsletter, which systematically ends up in spam much to the chagrin of its author, it is highly unlikely that your email will be read.
It is therefore essential to optimize the deliverability of your inbox emails.
Build and activate your prospect database
You run one traffic-generating campaign after another and, focused on your immediate ROI objectives, you don't take the time to build up your own prospect base.
However, building a prospect database offers two major advantages:
- Generating traffic and immediate conversions, just like a traffic-generating email campaign.
- Collecting leads which, if not immediately converted, have a strong chance of being converted in the future.
All that remains is to animate this prospect base with a communication strategy adapted to this target in order to boost conversions over time.
Rethink database animation and data usage
What if you took advantage of this unprecedented period to fine-tune your database animation strategy? Take stock of the different segments, their levels of engagement and their appetite in order to readapt your emailing content.
And above all, what about taking a fresh look at data?
So where do we start? Creative, deliverability, reviewing your lead collection and management objectives?
Emailing is one of the most ROI-driven media. A well-constructed emailing strategy that respects a certain number of rules can help you relaunch your business quickly and effectively.
Are there any issues you'd like to address? Would you like us to guide you through some or all of the stages involved in setting up efficient campaigns?
The Dataventure teams are always happy to share their expertise with you.
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