Email marketing has long been one of the most powerful and effective tools in digital marketing. With the ability to reach your target audience directly in their inboxes, it remains an essential way to build lasting relationships and promote your products or services. However, for your email marketing efforts to pay off, it is essential to follow best practices and intelligently integrate marketing automation.
Email marketing best practices
Email marketing and marketing automation
Key email marketing figures
Before diving into the details of best practices, let’s briefly look at a few key figures that illustrate the ongoing importance of email marketing in the digital marketing landscape.
70.1% of French people check their main inbox several times a day. As stated in this article: “According to the DMA, (editor’s note: Digital Markets Act regulation) most French people have at least 2 email inboxes. One main inbox for work and personal emails. But also at least one other inbox for advertising emails and newsletters that are less interesting to them.
70.1% of them check their main inbox several times a day. This figure drops to 36.5% for the secondary address.”
Email marketing has a high conversion rate
As specified in this article: ”According to a study carried out by Mailchimp, an email marketing conversion rate of 2 to 5% is considered a good average (across all sectors and objectives).”
Email marketing has a higher conversion rate than many other marketing channels. This can be attributed to its targeted and customizable nature, made possible thanks to marketing automation tools such as Webmecanik Automation.
A multitude of tools on the market
Many tools are available and some are even free! Before rushing into them, we recommend clarifying your email marketing needs, whether in terms of timing or the marketing resources allocated to these tools. To help you, we recommend carrying out a benchmark of the tools available. To assist you with this task, email marketing software comparisons are available, listing the advantages and disadvantages of each tool.
An attractive return on investment (ROI)
Email marketing offers one of the best returns on investment among marketing channels. Every euro spent on a well-targeted email campaign can generate significant revenue. In fact, according to a study published by an expert in customer relationship management, the ROI of email marketing is said to reach 3200%, meaning that for every euro spent, the return would be around 32 euros.*
Increased engagement: well-designed and relevant email campaigns can generate deeper engagement with your audience. High open, click, and share rates demonstrate the effectiveness of your messages.
One last figure? 82% is the average open rate of the simplest segmented and automated email: the “Welcome Email” (Get Response, 2017)
To design emails with excellent deliverability, it is essential to equip yourself with marketing automation software.
> Discover Webmecanik Automation
Why have good deliverability?
Deliverability is the ability of your emails to reach your recipients’ inbox rather than being filtered as spam or getting lost in other folders. Good deliverability is essential for your email marketing efforts to be successful. Here’s why:
Maintaining sender reputation
Email service providers assess the sender’s reputation to decide whether an email should be delivered to the inbox or marked as spam. A poor reputation can harm future deliverability.
Avoiding spam filters
Spam filters are becoming increasingly sophisticated. Following email marketing best practices reduces the chances that your emails will be considered unwanted content.
Improving engagement
Emails that reach the inbox have a much better chance of being opened and read. High deliverability therefore promotes engagement with your content.
How can you achieve good deliverability?
To optimize your email campaigns and maximize deliverability, follow these best practices:
Get permission
Only send emails to people who have expressly given their consent. This ensures that your emails are expected and appreciated. In fact, the contacts in your database must absolutely check the opt-in boxes authorizing you to send them newsletters.
> Discover everything you need to know about GDPR and marketing emails
Segment your list
Divide your list into segments based on your contacts’ interests, their behavior, and any criteria you find relevant (preferences, company size, stage in the funnel, etc.). This allows you to send highly relevant messages.
Personalize your messages
Use the recipient’s name and personalize the content according to their preferences and purchase history.
Create quality content
Offer useful, informative, and engaging content. Avoid purely promotional messaging. Share resources or invite your prospects to attend events and webinars; this will strengthen your credibility and the quality of your relationship with your customers!
Optimize for mobile
Most people check their emails on mobile devices. Make sure your emails are responsive, meaning easy to read on all screen sizes.
Take care with the email subject line
The email subject line should be concise, relevant, and compelling to encourage opens. A quick tip: emojis work well, but you absolutely must avoid capital letters, otherwise you risk ending up in spam.
Email marketing and marketing automation
There comes a point in your marketing strategy when email marketing is no longer sufficient to cover all of your needs. That’s when it’s time to move to more powerful tools. Marketing automation solutions make it possible to send messages (emails, SMS, notifications) automatically and at scale. Equipping yourself with such software allows you to multiply the results of your marketing strategy and save considerable time!
Three reasons to use Webmecanik Automation to boost your email deliverability:
Create automated scenarios
Use marketing automation tools to automatically send emails in response to certain user actions or behaviors, such as cart abandonment or signing up for a list.
Continuously nurture prospects
Marketing automation allows you to maintain regular contact with your prospects through automated sequences, which can lead them through the conversion funnel.
Tracking and analysis of your actions
Automation tools help you track the performance of your campaigns, measure open, click, and conversion rates, and adjust your strategies accordingly.
Email marketing remains a leading marketing tool, but its success depends on implementing best practices and wisely integrating powerful marketing automation software. Equip yourself to finally improve the deliverability of your emails, increase your audience’s engagement, and achieve exceptional results from your email campaigns.
