CREATING A SUCCESSFUL EMAIL MARKETING CAMPAIGN: OUR TIPS AND STEPS

Email marketing consists of sending regular mass personalized emails to your customers or prospects. These personalized emails are a real communication channel for your company and allow you to meet different objectives while building loyalty with your audience; for a prospect for example, the goal will be to make your products or services known and to arouse interest. For your customers, the goal will be to retain them through special offers or your news. 

To succeed in your email marketing campaigns, it is essential to follow several steps to ensure your performance and reach the right people at the right time. 

As with any marketing operation, content strategy or promotional campaign, it is important to define your objectives in advance. Email marketing is a channel that can meet many objectives such as: 

• Attracting traffic to your website
• Informing about your company's news
• Creating a special promotion to sell your products/services
• Making your products and services known to Internet users
• Promoting an event and/or sending an invitation
• Sharing value-added content about your business (blog posts, dedicated videos...)

In marketing, the persona represents the characteristics of your ideal customer: many criteria are taken into account such as age, family situation, income, location, online behavior or even their field of activity. Building a persona is a good way to better visualize who you want to sell your services/products to.

When you want to create an email marketing campaign, your persona will then allow you to better adapt the tone and content of your emails in order to best reach your target audience. 

Without a database, there is no email marketing campaign! To be successful, you will need to build a database with the emails of the customers or prospects you want to reach. You may already have an established database, but here are some ways to get new ones:

• Add a sign-up form to your website: sign-up forms are a simple and effective way to get prospects and customers who are really interested in your business. So offer a form accessible on each of your pages and easy to fill out to get new emails.
• Create a blog on which users can subscribe: in addition to being a good way to improve your natural referencing (discover our tips to improve you SEO), The blog is also very useful for collecting new email addresses. On your blog and in your articles, think about adding calls to action, inviting people to subscribe to your content.
• Add a chat module to your site: chat modules not only allow you to answer questions in real time, but also to collect email addresses. Internet users can thus have direct access to a customer service, and in this case you can invite them to have more information by subscribing to you.
• Create competitions: internet users on social media are particularly interested in contests. Easy to set up, you can propose to the Internet users to participate to win something in exchange of their email address. 
• Participate in events: Events such as trade shows, conferences and networking events are the perfect place to increase your visibility! You will have the opportunity to meet potential prospects with whom you can exchange information, allowing you to collect several email addresses. 
• Buy databases: this technique is not very recommended because of its price, but it can allow you to obtain a large quantity of email addresses very quickly according to the criteria you have chosen. If you have a budget to invest and wish to reach a very large audience, buying a database can be a good short-term solution for your email marketing campaign.

With our Logicake software, you can easily import your existing database and segment it!  We can also add registration forms to your website, whose data will be automatically added to your Logicake database! 

The title of your email is the first thing that the user will see and that will attract attention. It is the determining element, which will determine if the user will decide to click or not on your email to read it. The impact on the success of your email marketing campaign is crucial. Here are some tips for a catchy headline that people will notice : 

• Create a short title: a short title is generally better noticed in the amount of emails that people receive each day. In addition, a short title is not truncated when displayed in email boxes
• Addressing your reader: the use of the terms "you" or "your" allows you to create a better personalization and proximity to the people to whom you send your emails. 

To have a catchy email that will make the user want to go further, you must structure your content well; the most important information must be at the top of your email, to be visible as quickly as possible.

Then, in order to facilitate reading, think of adding titles, subtitles and organizing your content with different paragraphs each time illustrating an idea. Reading will also be more pleasant with visual elements such as images or videos. Indeed, the quality of your email marketing campaign will determine whether or not the user wants to continue reading. To facilitate reading, remember to keep a consistent font and a graphic identity that reflects your company's colors.

Write a short and effective text: the quality of a content often takes precedence over the quantity. An Internet user does not necessarily have the time to read an entire email, which is why it is essential to get to the point with a message that is understandable as quickly as possible. 

In order to increase the performance of your campaign, you must absolutely integrate call-to-actions in your email. Calls to action can be characterized as a button or a form that encourages readers to perform an action (redirect button to the website, call button, redirection to a promotion on your site, form to fill out to obtain information...). These calls to action increase your campaign's conversion rates and allow you to better measure its success.

Finally, when you create your personalized email, think about the mobile version! In fact, more than 2/3 of Internet users will open your email on their phone or tablet. Make sure that your email is responsive, that is to say that it adapts to different screen sizes and devices. Don't hesitate to do some tests before sending your email. 

A very important and often neglected step is to analyze the results of your email marketing campaign. This step will allow you to identify the success or not of your campaign and to identify improvements for future campaigns. 

Compare the results of your different campaigns, identify which headlines worked best, measure the opening rate and conversion rate of your messages, which days of the week were the most beneficial during your campaign...

So many indicators to measure in order to identify the best possible results of your email marketing campaign.

You need advice and tools to ensure the success of your email marketing campaigns. At Dubuc Marketing, web and SEO agency we are true specialists in creating and sending email marketing campaigns in Montreal and on the South Shore (Brossard, Saint-Constant, Sainte-Catherine, Longueuil...).

Our team of email marketing experts will work with you to create effective and eye-catching emails that will promote your business and build loyalty among your audience. With our personalized software Logicake, you will be able to follow and realize all the steps of your email marketing campaigns on a single platform: database import, email editor and personalized templates, mass emailing option, personalized statistics...