🛎 Diiing. That's the (badly imitated 😅) sound of an email landing in your inbox. In less than a second, you know whether you're going to open it or not... Oops, missed! You didn't open it.
So you don't end up in the same position as that company you chose to ignore, I've put together a little guide for you. What am I saying? I've prepared THE ultimate guide to emailing in 2022!
Email marketing has become an essential tool for a company's communication. So today, I want to give you the keys to making your mailing campaigns top-notch! As you'll see, emailing is an effective way to grow your customer base and therefore your revenue.
If you want to start creating mailing campaigns tomorrow, know that there are solutions that can make the work easier.
On commence ? 🚀
Email isn't dead! Your overflowing inbox would certainly agree...
In fact, email has never been in such good shape: 294 billion emails are sent every day worldwide!
For companies, emailing can pay off big. Email is the best-performing channel for converting prospects into customers. On average, it brings in €39 for every €1 invested. An ROI that makes you want to get started, right? 🤑
By comparison, email is even 40 times more effective than Facebook and Twitter combined at acquiring new customers. What's more, according to the famous consulting firm McKinsey, the average order value driven by email is 17% higher than that generated by social media. Worth it, right? 🤑
At this point, if you're still not convinced of emailing's potential for your business, I don't know what to tell you...
Here are some other advantages of running email marketing campaigns, just in case:
I'll end this section with a figure: the average open rate of an email marketing campaign is around 24%. Worth sending some, right? 🤑
There are several types of email. Here, I won't be talking about the emails you get from Tom, Dick and Harry, as you can imagine. No, I'll focus on marketing emails and newsletters 👇
In fact:
💶 Email marketing is part of a marketing strategy with a commercial aim.
💡 A newsletter is an informative email designed to build loyalty.
The goal of a marketing email or newsletter is to get people to click a link.
In the vast majority of cases, a marketing email or newsletter includes design. You may choose to send a very plain, classic email, but that's rare.
The recipient of a newsletter or marketing email has given their consent for you to contact them; they chose you.
For a newsletter or marketing email, you target at least thousands of subscribers.
So, as you've gathered, the two terms are very close: a newsletter is considered a marketing email. But a marketing email isn't necessarily a newsletter: it can be an abandoned cart email, a welcome email, a win-back email...
However, please don't confuse these emails with cold mailing! 🙏
Cold mailing is prospecting by email. It's part of a sales plan.
💬 The goal of cold mailing is to start a B2B conversation.
Unlike a newsletter or marketing email, there's no design in a cold email. In form, it's a regular email whose goal is to convince, not to get someone to click a link.
The recipient of a cold email receives it out of the blue; they don't know you.
For cold mailing, you target small groups of people, or even individuals.
Now that the terms are clear, let's keep going 🏃♀️
Tip time ✨
The General Data Protection Regulation (GDPR to its friends) is an 88-page piece of legislation designed to protect European citizens' data.
According to the text, sending a prospecting email is allowed provided you have a legitimate interest in doing so. What's more, the CNIL (France's data protection authority) forbids sending a prospecting email to someone's personal address. You'll need to use their professional email to reach them 😊
Imagine your email landing straight in your recipient's spam folder. All that work for nothing... 😭
That's exactly what happens when your email address is blacklisted. To prevent this, your sending domain needs to “warm up” and look associated with natural, human behavior, not with a robot frantically sending sales emails in buuulk 🤖
To do this, there are “warm-up” services that help convince email providers so your emails get a positive reputation score and therefore good deliverability. You can also wait several days after creating a dedicated email address before starting a cold emailing campaign.
In this period of time, send emails in a natural way 🍃
Your email has arrived safely. The second challenge is for it to be open. For it to be so, you have only one option: write a good email subject! So you will have to capture Attention of your recipient and Convince him to open your email.
I'll give you an appointment below to get my advice 💡
AB testing is based on a simple idea: introduce A variation in two identical versions to define which approach works best. So, you can A/B test anything in your email, as long as you change one variable at a time. For example, you can specify one email subject in version A and another in version B.
It's exactly the same principle as a scientific experiment 😉
You have no idea how much you can improve the performance of your email campaign by changing simple elements... So why deprive yourself of it?
Put on your gown, test and analyze the results! 👨🏻 🔬
La personalizing is key. According to McKinsey “The best emails are the ones that give the impression of being personal.” Indeed, an email will not have the same impact if it is REALLY addressed to you and not to a horde of contacts from an obscure list... It sucks, it shows, it feels like a number!
Your recipient should feel special! 🤩 If you give himinterest And of the consideration he will be inclined to give you some in return... and therefore to respond to you.
Nobody wants to read an email for long. Everyone is chasing time, everyone is in a hurry in this world, don't forget it.
Think about what you can bring to your reader. He must have An interest in reading you : learn interesting things, discover an offer they need, save money, receive free advice... Something worth the effort to read to you 😅
Les KPIs, these Key Performance Indicators measure the performance of your emails. With them, there is no room for imagination and assumptions: everything is encrypted. Rates are calculated to allow you to assess and understand the performance of your email campaign.
Seriously analyzing your KPIs will allow you to learn from your audience and to do tweaks needed for the next one!
Building an email database is the base (hihi). Without email, no audience, logical.
To do this, I give you some tips:
Buying a mailing list is something you should definitely not do, because This seriously affects the deliverability of your emails. Many providers on the web promise you that you can access thousands of contacts for a few euros.
Don't fall into the trap, at the risk of having your emails go directly into your audience's spam!
It's an art 👩🏽 🎨
The base. To succeed in your emailing campaign, it is necessary toadapt your message to your target audience. You must therefore first of all define your customers, your personas.
Depending on your business sector and the characteristics of your customers, you need to determine what message they want to receive. A good marketing strategy is necessary to target the audience you want to correspond with.
You can also build on the information you already have about your customers.
Of course, you're not going to send an email individually for each person on your contact list. To create, automate and analyze your email marketing campaigns, there are many tools available according to your needs. I present them to you later ⏳
To get a good opening rate, it is essential to write the subject of your email well. A bad email subject and your email won't be opened 😥 I know, it's hard.
You must therefore make the recipient want to read yourself. I already mentioned it above, but in concrete terms, here are several strategies 👇
I wanted to write a bit more but it swore by my last piece of advice:
Your message is important, it is even the heart of a campaign! So it must be relevant and adapted to the target audience. Of course, it must have a Link to the title ... it's always useful to remind the 2-3 little tricksters who would be tempted to write “putaclics” titles as they say in high circles 😅
Your content should also be well-structured and presented clearly. Work your Copywriting - or call in an expert (👋).
In principle, this content should not be too long either. Indeed, a study carried out by MailChimp shows that Internet users do not want to receive messages whose text exceeds 20 lines...
It is important for Attract the eye of your reader and be immediately recognizable by him. No need to do tons of them, it all depends on your Branding. Everything must be consistent with your brand image and match your visual identity ✌🏼
👉 We distinguish between the tools of Cold mailing Tools ofemail marketing. Depending on the nature of your campaign, you will need to go to a dedicated tool.
It is a reference tool in the B2B environment. One of its strengths is that it offers original email templates. Likewise, a great deal of prospecting content is available to help you improve yours.
It is an intuitive tool that has a clear and ergonomic interface. The reporting functionality is very easy to analyze. In addition, deliverability rates are excellent.
YAAM for Yet Another Mail Merge works very simply. For example, the contact base is on a Google spreadsheet. The price of a YAAM subscription is extremely competitive (40 dollars per year regardless of your volume of shipments). In fact, the tool is more suitable for small campaigns.
It is a tool for sending cold emails to sales teams. You will find email templates, a voice call function and many other features.
It is a simple and easy to use tool. Initially, Mailshake was an email marketing tool before becoming cold mailing software. It is a safe bet, a solution that offers many functionalities such as a lead scoring or integrated telephony module.
It is a good alternative to Mailchimp: the platform offers as many functionalities while being less expensive. If we go back to the previous example, with the same data, you will pay €39.55/month. In addition, its deliverability rate is higher than that of Mailchimp: 89% against 85.8%.
It offers numerous functionalities, allows you to create beautiful email campaigns and provides a complete analysis of shipments. However, the tool is expensive: the more contacts you have, the more expensive the cost will be. For example, if you have 10,000 contacts to whom you send a weekly newsletter, the cheapest subscription amount is €79.11/month...
It is a French tool that is very easy to use, but limited in terms of functionalities, especially in terms of design and automation. On the other hand, its deliverability score is very high. For 15,000 shipments per month, you will be charged €14.
👩🏻 💻 An email is a html and css code. Yes, it's like a website! And as for a website, it exists no-code tools to create them.
Among them, there are Stripo. At Elias, we consider it to be the best no-code solution on the market for designing marketing emails. Attention, I repeat it is a design tool and not a tool for sending emails.
In short, Stripo allows you to quickly build responsive email templates without any html skills and gives you access to over 300 free email templates! Of course, the tool is widely integrated with many email service providers such as Mailchimp for example.
If you want to test Stripo, don't deprive yourself, a free version awaits you 🎉 You won't regret it 😏
Let's get serious! Analysis of numerical data.
By taking note of Key Indicators Performance (KPIs for those close to you) you can't tell yourself stories... To know the performance of your emailing campaign, I invite you to focus on these indicators:
This is the percentage of recipients who opened an email divided by the number of emails delivered.
Opening rate = (number of opens ÷ number of emails delivered) × 100
It is the percentage of recipients who clicked on the link of an email divided by the number of emails delivered.
Click rate = (number of clicks ÷ number of emails delivered) × 100
It corresponds to the percentage of recipients who unsubscribed from the campaign or the email list via the unsubscribe link.
Unsubscribe rate = (number of clicks on the unsubscribe link ÷ number of emails delivered) × 100
This is the percentage of recipients who clicked on a link after opening an email. This value makes it possible to better understand the click rate based on the open rate.
Responsiveness rate = (number of clicks ÷ number of openings) × 100
It represents the percentage of failed shipments based on the total number of recipients. This rate takes into account hard bounces (non-existent or blocked email) and soft bounces (email temporarily unavailable). Emails received as spam are also included in the bounce rate.
Bounce rate = (number of failed mailings ÷ number of emails sent) × 100
Here is a last tool that could save the opening rate of your next email. It is an attractive text generator, a copywriting AI in short, that will help you write your objects (I hope so ❤️). I give it to you, it's my generous side (take advantage of it 🕺): click here to find out!
It's not that I'm bored, but I'll leave you with these nice words. I wrote a lot today... Luckily it wasn't an email!
This guide is over! Do you want to read another one? On the processes of creating a website? Come over here 🎉
.jpg)
.jpg)
