There are 3.9 billion email users worldwide. Today, it's an essential digital marketing lever for boosting traffic to your website. Its return on investment (ROI) is estimated at 28.5%. This is due to high reader loyalty and ease of use.
Email marketing can be exploited in a variety of sectors to boost your online sales. In this article, discover our 5 tips for generating traffic via e-mailing.
- A well-stocked address book
To obtain a list of contacts, you must follow the .opt-in. The recipient must give explicit consent to the brand to receive its e-mails. If the recipient has not clearly said "yes", you must consider this to be "no". There are two types ofopt-in :
- Passiveopt-in . The prospect gives non-explicit consent for offers to be sent by e-mail. This often takes the form of a pre-checked box at the end of a form (participation in a competition, downloading a white paper, etc.).
In B2C, this practice is not authorized by the CNIL. In B2B, it is strongly discouraged.
- Activeopt-in . The prospect gives explicit consent for his e-mail address to be used for commercial purposes. This type ofopt-in usually involves ticking a box.
Upstream, to get as many email addresses as possible, multiply your contact opportunities:
- Competitions ;
- Registration forms ;
- Newsletter ;
- Download a white paper ;
- Special discount offers to be sent by e-mail;
- Save your shopping cart, etc.
Would you like to benefit from a larger list of contacts? You can call on the services of a digital expert. Dataventure has over 100M opt-in partner databases to distribute your e-mail marketing campaigns.
- Segment your customer database
Before launching an email marketing campaign, you need to decide to whom you want to send a particular e-mail. Here are some examples of segmentation:
- Socio-demographic data ;
- Behavioral data ;
- Contextual data ;
- Active vs. inactive customers;
- The stage reached in the sales funnel ;
- The most popular types of content ;
- Previous purchases.
Without good segmentation and targeting, the unsubscribe rate will be high.
- Personalize e-mail content
Thanks to segmentation, you can send personalized messages to your prospects and customers. You need to talk to them about subjects that interest them.
Good to know: what are the main challenges of customer knowledge?
Knowing your customers better means better personalization of marketing e-mails, but that's not all. Customer knowledge allows you to :
- Identify customer growth drivers ;
- Optimize customer relations by focusing marketing efforts on customer value;
- Gather the right information, process it, then present it in the form of an analysis or dashboard;
- Stand out from the competition to boost performance;
- Measure the customer capital of your business.
An attractive visual attracts the attention of your contacts. If your e-mail marketing convinces them, they'll be more likely to visit your website and increase your traffic. Make sure your e-mail's subject line is carefully crafted, so they'll want to open it and browse its contents.
5 tips for writing optimized e-mail marketing subject lines
- Keep your subject line short. Depending on the mailbox, it may be truncated if the number of characters exceeds a certain threshold. To make sure it's displayed in full, the subject of your marketing e-mail should be no longer than 50 characters.
- Include the most important information at the beginning of the subject line. This information should attract the interest of your contacts. For example, the amount of a promotion, an event, a deadline, etc.
- Don't use spam words. These are words monitored by e-mail service providers to identify unwanted mail. They include: promotion, free, hot, urgent, casino, etc.
- Consider adding emojis to the subject line of your marketing e-mails. If used sparingly, they make it more attractive and expressive. Emojis are ideal for brands with a light-hearted approach. As well as reinforcing complicity with your recipients, you make your e-mails stand out in their inboxes.
- The watchword is sobriety. Capital letters, punctuation marks, special characters... If you use them excessively, your e-mails risk ending up in your target's spam folder.
- Follow the events calendar
There are many good times of year to send out e-mails: the festive season, sales periods, back-to-school time, and so on. All times when your customers are ready to spend money. In your marketing e-mails, you need to create the illusion of an opportunity that is not to be missed.
To boost the performance of your campaigns, generate a sense of urgency among your contacts. You can also tap into the potential of FOMO (Fear of Missing Out). It represents the fear of missing out on important information or a good deal.
If you're planning to launch a sales operation, build up the pressure several days in advance. On the big day, don't hesitate to send them emergency e-mails to speed up their decision-making.
- Integrate CTAs
Creating the perfect e-mail is all very well, but if it doesn't link directly to your site, it's pointless. Choosing the right CTA can greatly increase the number of clicks. It's important to explain to the reader what he'll get by clicking on the button. Highlight the CTA so that the reader doesn't miss it.
We have selected the best practices for effective CTAs:
- Write a brief call-to-action;
- Customize your call-to-action button;
- Position the CTA below the waterline;
- Use bright colors and larger font sizes that contrast with the rest of the e-mail marketing;
- Perform A/B tests to choose the most effective version of your clickable button.
Would you like to launch an email marketing campaign on opt-in exclusive databases? Contact Dataventure , a digital partner specialized in traffic generation and customer acquisition.
