With 3.9 billion users worldwide (Radicati Group, 2019), email offers multiple opportunities for companies in terms of communication and marketing. It allows you to quickly communicate with an audience, easily promote a product or service and effectively address your target audience. For 80% of business professionals, it even increases customer retention. In a white paper, Sendinblue, the French digital marketing specialistreveals how to take advantage of this channel and the best practices to implement your emailing strategy.
Succeed in your emailing strategy
To succeed in your emailing campaign, you should follow certain steps that will allow you to develop an effective action plan. First, it is essential to define strategic and achievable objectives based on your business plan. They can, for example, be more effective lead nurturing, increase loyalty or gain visibility in a particular market. This step allows you to see more clearly as to the direction to choose and the key performance indicators to be interested in.
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The development of an emailing strategy also involves defining its personae and its audiences. This involves noting the main characteristics, needs and goals of each typical user. Demographic, behavioral and revenue data must be analyzed to determine which market has the highest percentage of prospects or customers.
To make sense of these figures, it is necessary to contact its customers, for example through a survey, to have more specific information on the ideal customer. All these elements will make it possible to accurately write the profiles of the personae. This process is essential to create appropriate content and choose the ideal moment of contact in the journey of each of them.
By getting this guideyou will discover in detail three other fundamental steps in setting up an emailing strategy and Sendinblue’s advice for each of them:
- the development of a mailing list;
- identifying the buyer’s journey and the relevance of the email at each stage;
- the definition of the stakeholders and the choice of a tool which corresponds to your criteria.
The keys to successfully executing your strategy
Once an effective action plan has been developed, comes its execution. At first glance, it may seem wise to communicate massively with your newly acquired list of subscribers. In the long term, however, it is preferable to bet on an email segmentation strategy, by sending the appropriate message to the right people.
For this reason, specific lists should be created according to everyone’s preferences, in particular by taking into account their preferences and bringing together their common characteristics, such as location. Segmentation then makes it possible to send more relevant emails and to have better campaign results, to improve deliverability and to create a solid and honest relationship with its audience.
When executing its strategy, one should not neglect its brand image either. The emails sent must be engaging and reflect the values of the company. For this, you have to opt for an attractive visual and clear written content that delivers the voice of the brand.
These are just two of the best practices delivered by Sendinblue. By downloading this white paper, you will learn more about:
- optimizing your campaigns for better results;
- writing adequate content in your emails;
- the enhancement of your transactional emails;
- the benefits of automation to drive conversions.
This guide is a real point of support for any professional who wishes to set up a successful emailing strategy. Don’t forget to download it for all the advice from Sendinblue experts.