Sending an effective sales prospecting e-mail isn't as easy as it sounds! There are a few rules to follow. Some may seem trivial, but they have a major impact on your open, click and conversion rates. In this article, discover our tips for boosting the effectiveness of your e-mail prospecting.
7 tips for starting an effective e-mailing campaign
- Collect e-mails legally
The way you collect e-mail addresses is very important. To comply with the law, you are obliged to go through a process called " opt-in ". This enables you to obtain the recipient's consent.
There are two ways to get your targets to agree:
- Theopt-in simple. One of your contacts fills in a registration form, then clicks on "send". The information is automatically saved in your emailing software.
- Theopt-in double. It involves an extra step, but is still easy to use. The contact receives an e-mail to confirm their subscription to the mailing list. Once they've clicked on the link to validate, they're added to your database. The advantage of this practice? You can be sure that the e-mail address is attached to a valid inbox. It's an excellent way of combating false registrations.
- Segment your audience to offer relevant content
Above all, don't send the same marketing email to all your contacts. It's essential to target your audience according to their profiles (interests, progress in the buying process, etc.). Ideally, you should group together prospects who are at the same stage of the buyer's journey in a dedicated list. To attract their attention, you need to send them useful content at each stage.
Throughout the year, the most profitable scenarios and events are :
- Follow-up visits without purchase (10.4 million euros generated in total).
- Welcome e-mails (7.1 million euros).
- Dunning of abandoned baskets (5.6 million euros).
- Cross-selling (3.8 million euros).
- Black Friday (approx. 626,000 euros).
- Take care of your deliverability
To guarantee your prospecting performance, it's important that the e-mails you send are well received by your customers. You must avoid spam at all costs. If they do, the chances of them being read on time are very slim.
The quality of your e-mails influences their deliverability. Take care with the subject line. For example, talking about money or putting the word "free" in the subject line has an impact. Include an unsubscribe link. Don't send too many e-mails at once, to avoid over-soliciting your contacts.
It's best to send e-mails in the morning, so that your contacts have time to read them during the day. If we look at the open rate and the click-through rate (CTR), the best times to send prospecting e-mails are :
- Saturday, with an average open rate of 45.2% and a click rate of 4.8%;
- Friday. It has an open rate of 40.7% and a CTR of 3.4%;
- Tuesday. This day has an average open rate of 38.7% and a click rate of 3.6%;
- Sunday, with a CTR of 3.7%.
- Creating a pleasing design
You have to make your target want to read your sales prospecting e-mail. If the medium isn't readable, your e-mail won't be read. Create e-mail templates/templates to provide a common thread and make it easier for prospects to identify you. This saves precious time, as you only have to modify the text between each e-mail.
- Personalize your exchanges
Address your target directly! Start the e-mail with "Hello (first name)". This lets the reader know that the e-mail is addressed to him/her, and not a mistake. It's more interesting to read a prospecting e-mail in which you feel that the brand or company is considering you.
Good to know: For 6 out of 10 marketers, personalization is one of the best ways to boost user engagement.. Companies that use personalization boost their performance. They generate 40% more revenue than those who don't..
- Automate the process
This is made possible by marketing automation scenarios. This technique enables you to manage all aspects of an e-mail prospecting campaign in a single place. By tracking and analyzing contact behavior, marketing automation software enables you to create personalized paths. It's based on the automated sending of targeted e-mails, triggered by precise actions. The aim? Reduce manual tasks and send a large number of 100% personalized e-mails.
- Do not send unsolicited e-mails
Don't send daily e-mails to your entire contact list. You risk having a high unsubscribe rate and falling into spam. Find out how to prevent your prospecting e-mails from being considered spam:
- Use the same sender name for every sales prospecting e-mail;
- Avoid using words associated with spam in the subject line of your e-mails: free, urgent, win, prize, €, etc. ;
- Mention your company's physical address;
- Don't include too many images in the content of your B2B prospecting e-mail;
- Do not add attachments if the e-mail is being sent to a large number of recipients;
- Highlight the unsubscribe link.
The advantages of Dataventure for an e-mailing campaign
At Dataventure, more than 400 exclusive opt-in databases are available for your performance-based campaigns. You have access to a creative studio to create, integrate and host the visuals for your email marketing campaigns. Benefit from tracking and lead delivery management tailored to your needs. Want to find out more? Contact one of our experts.
