Definition of Emailing
Do you occasionally receive an email from an e-commerce site or a company?
This is called emailing, a technique used by companies to present a new product, service …
I’ll tell you more in this article, but first of all, here is Laurent’s definition:
Emailing is a marketing technique aimed at converting prospects into customers or retaining customers, in order to turn them into ambassadors.
Our Digital Marketing expert sent me an email this morning telling me to introduce you to this term .
My definition of emailing
The aim of emailing is to send an email simultaneously to several prospects or customers, in a targeted manner.
Stay in Touch with Your Customers
Depending on the purpose of the campaign, there are many types of email :
- Promotional,
- Transactional,
- Invitation email,
- Welcome email,
- Newsletter,
- Prospecting email,
- Loyalty email
- Notification email,
- Reminder email ...,
Either way, emailing is an essential lever for any marketing strategy.
What is email marketing for?
Email marketing is used to send a message, among other things to promote a product or service, announce an event, propose a promotional offer …
It offers several advantages :
- Low cost,
- Customization of the message,
- Speed and ease of use
- Analysis of recipient behavior and the impact of the emailing campaign
- Automation of sending according to triggers and sequencing of several emails thanks to Marketing Automation,
- A high return rate compared to sending by fax or post ...,
How to make an effective emailing campaign?
To create an effective email campaign, follow several steps :
- Determine your goals: this is a crucial step. It is based on your objectives that you define your emailing strategy (presentation of a new product, launch of a promotional offer, etc.). Define a precise objective to better develop your strategy in terms of targeting, design, etc.
- Define your targets: you must define your targets according to your objective. There is nothing better than a precise target to create a much more impactful email campaign
- Write the subject of the emailing: it must be written with care, as it determines the open rate. So take the necessary time and don’t hesitate to test it out with your colleagues. In addition, write at least 2 copies to perform AB testing to identify which one works best
- Create an aesthetic and responsive design HTML / CSS emailing: hiring a web designer may be necessary for optimal results.
- Launch the emailing campaign: a check is required before any campaign is sent. Check in particular the links, the display on mobile, the reply e-mail address ...
- Finally, analyze mailing statistics to identify opportunities for improvement and optimize the effectiveness of your next campaign.
- My advice: to send, you must have an email address database. They are considered personal data. Under the GDPR, you must treat them as such and therefore seek users' consent in advance. Email marketing experts call it the opt-in.