According to Les Marketers, email marketing generates $84.2 billion worldwide. It is also a channel that is 40 times more effective than social media for acquiring new customers. This clearly demonstrates the importance and value of this communication channel for businesses. So, to help you create effective email campaigns, in this article we are sharing a few tips and steps to follow for your email campaigns.
Before the campaign, prepare your strategy
During the creation of your email campaigns
After your campaigns: analyze and improve your performance
Webmecanik Automation for your email campaigns
Before the campaign, prepare your strategy
Marketing specialists work with many people on designing their email campaigns. This is why it is essential for them to be able to collaborate effectively with others on their emails. To do this, there are simple solutions to put in place.
Segment your database correctly
Before creating and sending email campaigns, segment your database. It is important that your contacts are properly categorized. This will allow you to better target and personalize your messages in order to reach your prospects more effectively. This personalization improves the relevance and engagement of emails, increases open and click rates, and leads to better conversions.
Keep control of your email templates
You must make sure that the style and content of certain sections of your emails are properly respected. Your goal is to guarantee compliance with your graphic and editorial guidelines. Once this is in place, all you will have to do is create templates according to the communications you want to send.
Set goals
By setting goals for yourself, that is to say by determining the purpose of your email campaign, it will be much easier to create its content.
Here are some examples of different campaign objectives:
- Generate leads
- Convert leads
- Build brand awareness
- Increase traffic to your website or social media
- Improve engagement rate
Each objective may require specific strategies and tactics to be achieved.
During the creation of your email campaigns
Optimize your deliverability
Deliverability refers to the ability of legitimate emails to reach the inbox rather than landing in the spam folder. To improve your deliverability, it is important to follow several best practices recommended by the main players in the industry. You therefore need to pay careful attention to the content of your emails.
In terms of content, several elements trigger alarms for ISPs (Internet Service Providers) and can cause your emails to end up in your recipients’ spam folder. That is why we have compiled a few tips here to help you avoid being mistaken for a spammer:
- Do not use words in uppercase in the subject line or the body of your messages.
- Avoid as much as possible the use of words frequently identified by anti-spam filters as risky, especially when they are used in the subject line.
- Make sure your email subject line does not exceed 35-50 characters.
- Insert an unsubscribe link (mandatory) in each of your messages.
- Respect the following text/image ratio: 60% text vs. 40% images.
- Send relevant content in line with the expectations of your recipients.
To give you an idea, here is everything you should avoid doing. ??
Creating your email campaigns
Once your templates are in place, it is time to create your content. It must be designed and created for your target audience, always in line with your objective. Choose focus points that will help you write your content. Have someone proofread it for you; even if writing emails seems obvious to you, you are not necessarily the right person to judge the message you want to convey. Having a colleague proofread it gives you an outside perspective on what you have produced.
Adopt AI to send your emails
At Webmecanik Automation, we have integrated artificial intelligence into our software. Our system sends your email at the time when your contacts are most likely to read it. This allows you to optimize your email open rates with AI in 3 clicks. ?
Webmecanik tips for your email campaigns✨
The quality of your contact lists plays a crucial role in the deliverability of your emails. Internet service providers assess recipients’ interaction with the messages they receive, thereby influencing open and click rates while minimizing unsubscribes and spam reports.
We strongly recommend avoiding the purchase or rental of third-party lists, and instead favor optimization through a double opt-in system to collect subscriber addresses. This method involves a two-step confirmation of the user’s consent, strengthening the quality of your lists.
At the same time, A/B testing allows you to compare different versions of emails to optimize the subject line, content, design, and calls to action, while the integration of dynamic content automatically personalizes messages based on recipients’ behavioral, geographic, and demographic data. This approach improves engagement, open, click, and conversion rates, thereby optimizing the user experience and increasing the results of your email campaigns.
Webmecanik has chosen to combine A/B testing and AI to allow you to test various email subject lines with your database, all in just a few clicks. ?
After your campaigns: analyze and improve your performance
For your email strategy, keeping an up-to-date contact list, creating attractive content, and pressing the “Send” button is good. Tracking and analyzing the performance of your campaigns to improve them continuously is even better! ? I’ll explain how to analyze them and, above all, how you can improve them. These KPIs should help you continuously improve your email campaigns.
Sending and deliverability rate
The sending rate is the percentage of emails sent from the server, and the deliverability rate is the percentage of emails that reach the receiving server. According to LaGrowthMachine, this rate should be around 80%. If this is not the case, review your deliverability practices.
Open rate
The percentage of emails delivered and opened at least once, generally between 15% and 25% (Source: Leptidigital.fr). A low rate means you need to review the email subject line, the pre-header, and the sender address.
Click-through rate
According to Rédacteur, for a good percentage of opened emails on which recipients clicked the links, it must exceed 3%. If the rate is low, improve the design and the position of the Call-To-Action (CTA) and make sure the content is relevant.
Unsubscribe rate
This is the percentage of recipients who unsubscribe via the provided link. If this is the case, review your methods for adding contacts and make sure you have their consent in compliance with the GDPR.
Bounce rate
This indicator is the percentage of emails not delivered due to temporary errors (full inbox) or permanent errors (invalid domain). Remember to update your databases regularly.
Spam rate
This is the percentage of emails marked as spam. If this rate is high, make sure that the unsubscribe link is easily accessible to avoid being classified as a spammer.
Webmecanik Automation for your email campaigns
Webmecanik Automation is a tool that allows you to create email campaigns. Thanks to the various features the software offers, you can easily segment your audience, personalize your messages, and automate the sending of targeted emails. Webmecanik Automation lets you track your performance in real time. You also have the option of creating A/B testing and emails with dynamic content. Thanks to this tool, adjusting your strategies to maximize engagement becomes child’s play. By choosing Webmecanik Automation, you benefit from a complete and intuitive solution to effectively manage your email campaigns and achieve your marketing objectives.
