Emailing is a must in sales. Many entrepreneurs have sleepless nights wondering what the right strategy is…
It has become important today to go beyond the simple information newsletter.
According to a study by the world’s largest consulting firm, Mckinsey, email marketing is by far the most effective marketing strategy.
For every euro invested in an email marketing strategy, the entrepreneur recovers 40 times more than on a euro invested in Facebook, YouTube, Instagram or other.
40 times more!!!
Except that today, the simple information newsletter is no longer enough.
If you want to get this level of performance from emailing, you’ll have to go much further than that.
The main question of this article is in fact: How do you create a resilient sales strategy via email marketing?
90% of Internet users consult their main address at least once a day. 45% of them use it to manage their purchases.
This is huge!
For a while, experts thought that emailing would eventually disappear.
But today, we can see that the opposite is true!
The vast majority of companies use this technique to improve their sales…
An email campaign has two objectives: a sale and customer loyalty.
This technique is effective because it allows you to reach a large number of people at the same time.
The cost of an email is low: it is about 70% cheaper than any other form of advertising.
Above all, one of the greatest advantages of emailing is that it allows effective targeting.
It is possible with certain emailing tools (Mailchimp, Lemlist, etc.) to segment your mailings in your database.
I’ll tell you more about this below, but in a nutshell, it allows you to select the right content for the right person.
Finally, it is possible to easily analyse the performance of your email campaigns to improve them and therefore increase your chances of selling.
In the following lines, we offer you 3 tips to improve your emailing strategy.
Without further ado, let’s start with the first tip in this article!
Quality rather than quantity!
There is no point in having a database full of false prospects.
Ask yourself this question. Would you rather send 100 emails with a 50% open rate and 15 clicks to your website, or send 200 emails with a 20% open rate and 10 clicks?
The prejudice that sending more e-mails brings more responses is not really true.
On the contrary, sending fewer but highly targeted emails increases your chances of conversion.
However, sending fewer emails requires you to build up a high-quality database!
You need to be relevant by targeting the right offer to the right person at the right time.
The drop in the opening rate of your emails can be interpreted as a negative signal by the messaging systems (Gmail, Hotmail, iCloud, etc.)
Let me explain.
The criteria for analysing mailboxes is very vague (Gmail, iCloud, Hotmail, etc.) but we know that an algorithm is constantly trying to improve the user experience. It will try to sort out as much as possible in the main inbox to keep only the essential.
If your open rate is poor, your email could end up in SPAM.
This is a disaster as you could become invisible to your subscribers and all your efforts would be wasted!
In short, you need to optimise your database.
Sort it out!
Here are some tips:
Make it easy to unsubscribe by making the unsubscribe link in your newsletter very visible.
Segment your prospects according to what they buy, their age, etc.
Segmenting allows you to know:
There are several tools to segment your database.
We advise you to use Sendinblue. It is not free, but it also has a free feature that can help you.
Segmentation is in fact giving your prospects a score. This is more commonly known as “lead scoring”.
Lead scoring is a calculation methodology that consists of assigning a score to your leads (qualified sales contacts or prospects) to determine a targeted and effective sales strategy.
In other words, lead scoring is the process of scoring your prospects according to different criteria such as
By doing this, you will be able to see your database more clearly and can define:
Asking yourself all these questions will make your communication easier…
A simple example :
A restaurant that has loyal customers will not offer the same deals to its loyal customers as to new customers.
Father & Fish, a gourmet fish burger restaurant, has a very specific marketing strategy.
Every time a customer enters the restaurant, they can give their phone number to identify themselves. It’s the same principle as a loyalty card. The more customers come, the more points they earn. The more points they have, the more gifts they get. The final reward is a trip to Europe. The Father & Fish team keeps a record of all the phone numbers and the points allocated to those numbers. This allows them to know who to promote, who the VIP customers are, etc…
We also advise you to do orchestrated launches: it is not enough to send a single email, on the day of the release of a new product, to announce it! That would ruin your efforts.
You have to prepare the customer. You have to warn them in advance to make them want to buy.
Do some teasing, so to speak!
There is nothing better than giving customers a voice. Send them surveys to find out which product really interests them! This will give you a clearer picture and improve your conversion rate!
For example, an e-commerce site for men’s fashion, organises surveys among their prospects to find out which item they would most likely like. One question was: “In winter, do you prefer to wear a parka or an undercoat with a jacket?
But having a targeted database is not enough. This is only the key to being able to personalise your email!
The day of sending, and even the time of sending count!
A successful email campaign requires the same rigour. As you know, your contacts’ inboxes are cluttered and their attention is becoming increasingly scarce.
By choosing the right time to send your campaigns, you will increase your chances of generating engagement.
Here, the question to ask is: how to adapt the email to its personas and objectives?
Personalisation starts with the subject line, which is the gateway to the email.
Be creative and concise. It must attract attention!
Let’s take an example.
Let’s say you are addressing Julie in your database and you sell yoga and wellness products via an e-commerce site.
You have several options to capture her attention with an effective object:
Offer a promotion (50% discount for you, Julie …)
Provide added value (Julie, what I have to say to you…)
Build on belonging (Julie, do as hundreds of our subscribers have done and …)
Bring surprise or intrigue (I have a tip for you, Julie …)
In these examples of objects, we address Julie directly.
Why do we do this?
Simply because calling a client by her first name shows that I value her and give her importance. Julie needs to feel that I have written this email especially for her and that she matters to me.
You should therefore take care to set up your mailings with the first names of the people on the list.
There are many ways to make the subject of your email attractive: Playing on fear, competition, guilt, etc. can also be an approach in certain sectors of activity.
Our tip for choosing the subject line: A/B test your email subject lines.
Create email subject lines in different ways for the same campaign.
When sending the campaign, you will compare which subject line has the highest open rate.
You will then know what works best in terms of subject lines!
After choosing the subject line comes the content of your email.
It is essential that you personalise your offers otherwise people who don’t feel involved will inevitably unsubscribe.
Ideally, the email is personalised according to your customer’s profile (surname, first name, products owned, order history, etc.).
In other words, you must personalise your emails according to your personas.
Let’s say an individual reads an article on the WordPress category of this blog. They subscribe from the article to our email list. This individual will receive 5 emails providing value on WordPress, before receiving the sales newsletter.
Hence the importance of constantly updating your database to see what products each of your subscribers are interested in.
Ask yourself: What would I like to receive from a brand I like?
We have one last piece of content advice: don’t be afraid to contextualise your offers to the calendar or an event!
Sometimes sending out promotional messages on a very recurring basis can be counterproductive.
Our advice is to justify them by contextualising them to a time of year: Christmas, Valentine’s Day, Birthday, etc.
Also you must be careful not to do only sales emails. You must vary your mailings with value emails (resources, exclusive content, etc.) to give customers confidence and then, only then, to follow up with a sales email.
You have to create a feeling of reciprocity!
A customer subscribes, you offer him 5 free courses on WordPress and a free video of the first module of the training. The customer feels indebted (a sense of reciprocity).
He then receives the last 3 emails of the sequence which are sales emails.
You see: you have to provide value before the sale!
Here is an example of a mail sequence:
It doesn’t matter if what you are selling is a product or a service, the logic is the same. An email sequence is like a staircase where each step is an email that aims to lead to a sale.
1st email: Make an email that talks about your customer’s biggest problem. You need to talk about their biggest desire to get them interested.
2nd email: Provide concrete value (resources, advice to improve your customer’s needs)
3rd email: Start the pitch for your product. That is, introduce it, show its difference and why people should buy it.
4th email: Make your CTA and send a link to your sales page.
This is just an example, it’s up to you to add sequences depending on your product or service 🙂
Finally, we would like to remind you that the vast majority of people check their emails on their mobile phones.
Make sure that your email, your newsletter, your website, is optimized for mobile.
It’s a detail, but it could ruin everything if not taken into account!
To conclude there are many emailing strategies, but some things are invariable:
Have a targeted database to have committed prospects.
Prepare the sending of your campaign (get the maximum of information on your customers and schedule the sending).
Personalise your emails according to your personas.
What counts is the regularity of the mailings. This is the only way you can build a loyal and committed customer base over time.
Above all, automate your mailings! You need to be prepared to be able to anticipate. It’s a huge time saver!
This is what we do at Digitrone Group and the results are very convincing.
We create a personalised email sequence based on the customer’s journey and we send it automatically…
Are you struggling to optimise your email campaign or build your business? Do you want to implement an effective strategy? Our email marketing consultants are here to help you. Do not hesitate to contact us.