How to optimize your acquisition emailing campaigns?
How many emails did you receive today? According to a study led by Radicati Group (march 2016), over 205 million daily emails are sent / received worlwide. This abundance highlights the fact that following good practices is a key to succeed.
First of all, let’s define the 3 types of emailing:
Email marketing: they contain informative messages to opt-in suscribers. They are messages sent independently of a specific action of the user (ex: flash sales, promotions…)
Notification emails: also called alerts, they allow the sender to notify the user for any particular event (product back in stock, birthday email…)
Transaction emails: they are expected emails sent to the client in order to confirm an action (welcome message, payment confirmation…)
We will focus on the first quoted. Over the years, Email marketing remains the number one digital channel used by the marketers before display, SEA and social media (source Experian).
Apart of the esthetic aspects (background, font colour, font, pictures) the main issue of the emailing marketing is the deliverability. To face the numerous abuses of unscrupulous actors, the Internet Access Providers and routers hardened rules. In fact, Return Path estimate that 20% of emails sent will never be inbox of the subscribers mailbox (even if they are OPT-IN).
The first key to succeed is the quality of your database and the way of collecting. Among the defective addresses called bounces we can distinguish soft bounces (ex: mailbox full) and hard bounces (ex: wrong email address).
You can find complementaries informations on 9 Email Marketing Trends in 2016, Trend 6 – Delivrability
Top 6 of best practices
Aside the quality of the database we can draw up a non-exhaustive list of advices in order to serve deliverability:
Have a clear sender name. It is legally compulsory. What´s more, your subscriber needs to know who is trying to get his attention and avoid emails type « noreply@ »
Produce a clean HTML code, respectful of the W3C (World Wide Web Consortium), avoid a complex code and ban scripts, videos and flash. Not to exceed a width 600 pixels
Balance between texts and images. Sarbacane recommend a 60/40 ratio
Prohibit some spam-words like « free », « win », advertising », « offer », « game » or « money »
Check that your domain (SURBL, URIBL…) and the IP address (Spam Score, Spamhaus…) are not registered on blacklist
Always test the deliverability and the general aspect of each campaign on all IAP. Some free tools are available online like Mail Tester or Email Spam Test.
Define your objectives
Once you have optimized the deliverability of your acquisition message you may build your strategy to reach your final goal. Now it is time to define the strategy: objective (traffic, branding or conversion), target and budget.
Theoretically, an objective of branding; which consist in establishing a unique presence in the user’s mind; will be more effective with display campaigns.
On another hand, if your business model is to monetize the audience (like content website, newspapers), what matters are the Uniques Visitors that are measured with tools like Google Analytics, GoingUp or StatCounter. In that case an emailing campaign based on a CPC model could help reaching your goal.
Most of the advertisers investing on emailing campaigns are willing to increase the numbers of conversions: leads, subscriptions and sales.
Arouse the interest of your users
Segmentation is the first key to succeed. All the emailing tools like Dr Sender, Mailchimp or Sarbacane… Not targeting is taking the risk to not convert, have a low open rate and consequently have a bad reputation near the routers and the IAP. This will inevitably lead to spam!
Once you have set up tools to avoid spam and targeted your message, you hope that your recipient of the emailing to discover the offer with a punchy subject that will show the advantage of the product or service.
The next step will be the optimisation of the content:
The mirror link enables your subscriber to see your emailing in the browser
The unsubscribement link is legally compulsory. The OPT-IN user have to be able to unsubscribe anytime
The logo: it may look obvious but the logo of the brand must be present on the right-left of the graphic charter. You need to be identified at first glance
Your CTA (Call to Action) must be the most visible topic of your creativity. It is the button that should lead your target to your website in order to accomplish the action
Here we are! After this long way, your potential client is now on your landing page. It is supposed to resume the promise of your offer. It has to be simple and understandable to use.
Congratulations, you managed to target Internet users bypassing the hard spams conditions, and you delivered new clients to your brand. Your acquisition work is done, it’s now up to CRM to take over for customer loyalty.