10 conseils à faire et à NE PAS faire en e-mail marketing

▷ 10 Do’s and DON’Ts in Email Marketing

Email marketing is such an important channel that it’s not going away anytime soon. But even if each brand uses it in a different way, its principle remains and will remain the same. To get the most out of your email marketing strategy and ensure you reach the maximum number of prospects and customers, here are 10 DO’s and DON’Ts in your email campaigns…

But before that…

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Email marketing is not dead and won’t be anytime soon!

According to recent statistics, those who claimed that emails were dead are now biting their fingers, because the number of emails sent and received each year is increasing amazingly! In 2017 alone, 269 billion emails were sent and received every day worldwide. This rose to 281.1 billion in 2018, and it is expected to continue to rise with around 347.3 billion emails sent and received every day in 2023.

Digital marketing experts are therefore unanimous on the subject: even with the wide availability of smartphones, messaging applications and other forms of digital communication, email remains the most used means of getting in and staying in touch with its customers. prospects and customers. An email campaign is therefore probably the easiest and most profitable way to reach a large number of people with just one click.

So, what to do and what not to do in email marketing?

To do

Define your goals

Before launching an email campaign, make sure you know both your target and the objective of your campaign, but also what you are looking to see in the results. For this, don’t hesitate to use email with other channels in a more general digital marketing campaign, in order to consider the role that email plays in the general objectives of your campaign.

Make your emails mobile-friendly

We will never repeat it enough, yet it is clear that there is a lack of initiative in the context of email marketing campaigns adapted to mobiles.

Desktop-friendly format is still important, but every year its importance diminishes. More and more people are using their mobile devices to read their emails and if your communications are not compatible with their device, guess what? They won’t be interested!

So it is certain that emails that are not mobile friendly do not increase your bounce rate due to poor user experience.

Decide what type of email you want to send

Want to send out a newsletter or provide your subscribers with the latest information about your business? Are you looking to promote your business, offer new services or present special offers? Or do you just want to welcome new subscribers or let them know that their purchase is in progress? Determine in advance what type of email you want to send so you know what appropriate wording to use in the body of the email. This is essentially what will attract new customers and drive sales.

Create an eye-catching subject line

The first item a subscriber will see when you send an email is the subject. A subject line that grabs the reader’s interest will get them to open the email and keep reading what you have to say, so think carefully before choosing one.

To learn more, discover 51 catchphrases to force the opening of your emails.

Try A/B testing

A/B testing can be extremely helpful in determining the most effective email marketing strategies. Try playing around with objects, messages, colors, images, and calls to action to see how users react to different options.

You can also try A/B testing your mailing lists, in which one group of people receives a differently formatted email from another group, to find out what your audience is looking for.

Discover in this article the best tools to A/B test your marketing emails.

Not to do

Don’t send the same email to everyone

It’s extremely important to segment your contacts so they receive more personalized and relevant emails. There are many ways you can segment, and it will really depend on how much data you have and what your goals are.

Do not send your email without checking for errors

Sending your email without checking for typos, broken links, and other errors is playing Russian roulette with your email campaign. Remember that you have a chance to engage readers through your email.

Don’t use the same images

Using the same images for each of your subscribers ruins the customer journey. For example, if you run a promotion on clothes and you use images of women only for example, you will surely lose the conversion of most of the men in your mailing list.

Don’t Buy Mailing List

A company’s email address list is valuable. By pressing a simple button, a company can send an advertisement directly to people interested in its product. However, this list is difficult to accumulate. A tempting solution is to buy a list of email addresses. At best, such a shortcut may prove ineffective. At worst, sending spam or junk mail to multiple people can damage your company’s reputation.

No option to unsubscribe

Don’t prevent users from unsubscribing. Not including a way to allow them to unsubscribe from your emails is not only unethical, it’s also illegal under various consumer protection regulations.

Ultimately, successful email marketing campaigns depend on the human element present in the email itself. The days of automated text blocks are over. The most successful campaigns these days target people who need to know they are seen as such, not just prospects. So keep it simple, keep it personal, and keep it interesting, and you’ll soon see the success your hard work can bring.

Need help getting started or looking for ways to boost your email marketing strategy? Sign up for this certified training in webmarketing to create an effective emarketing strategy.

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