The best strategies for a successful email campaign

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Over 80% of businesses rely on email as a cornerstone of a digital marketing strategy to communicate with their customers. The challenge now is to make your email stand out in an inbox that is often filled with numerous communications. While relevant copy can make a difference, email design also plays a crucial role. Discover the best strategies for a successful email marketing campaign with Esendex’s advice.

What is an email marketing campaign?
An email marketing campaign can be defined as a digital communication strategy implemented by a company. The company will then send emails to a targeted group of recipients in order to promote its services, products or events. Nowadays, it is inconceivable to manage a business online without using emails.

It is therefore a way to create a privileged connection with customers or prospects while providing them with relevant and personalized information. Newsletters, promotional offers, invitations to events, loyalty emails, order tracking, feedback requests, product updates… Many options are available to you to convey your message.

What are the main objectives of an email marketing campaign?
Email marketing can achieve three main goals:

Increase awareness: make your brand known to a wider audience;
Strengthen your brand image: position yourself as a reference in your field;
Drive action: Encourage recipients to purchase your products or services.
An email marketing campaign will therefore create or maintain a direct link with a target audience, since your communications are part of the recipients' daily lives. Companies will send messages that will not only promote their offers, but also strengthen customer loyalty, increase sales and generate qualified leads. An email campaign is therefore a powerful tool for achieving various objectives at each phase of the customer relationship: from searching for information, to loyalty, through prospecting and conversion.

How to make a good email campaign? The steps :
Setting clear and specific goals is a critical part of ensuring the success of your marketing strategy. Here are some steps to help you achieve this goal.



Identify the main goal

What do you want to accomplish with this campaign? Improve brand awareness, collect feedback, promote your offers, launch a new product or service, encourage event registrations, gain traffic to your website, increase revenue…



Analyze your audience

By carrying out an analysis of your audience, you will be able to understand the expectations of your contacts. You will then be able to set up an adapted marketing operation which will therefore have a greater chance of being successful.



Choosing a high-performance emailing software

For a successful email campaign , you obviously need to have an effective tool. Esendex has designed a tool that guarantees that your emails will be delivered to your target audience.



Define key performance indicators (KPIs)

Choose indicators that will give you the opportunity to measure the success of your campaign:

Deliverability rate;
Open rate;
Click-through rate (CTR);
Conversion rate;
Bounce rate;
Unsubscribe rate;
Spam complaint rate;
Transfer rate;
Return on Investment (ROI);
Average reading time…


Plan the campaign steps

To do this, you can establish a schedule for each stage of your campaign: from creating the content to analyzing the results, including the immediate or delayed sending of emails.

Best practices for a successful emailing strategy
Here are the best practices for running a successful email marketing campaign :

Precision and clarity;
The use of white space;
Visual guidance;
Images optimized for the web;
Responsive design;
Segmentation;
Personalization;
Automation of shipments;
A/B testing;
Performance analysis.

Precision and clarity
Internet users spend an average of 9 seconds reading an email. That's why it's essential that your emails are readable. To achieve this, you can focus on short paragraphs, well-defined sections, and content that's suitable italy whatsapp list for computers, tablets, or smartphones.


The use of white space
White space, also known as negative space, is the empty areas around design elements in an email. Contrary to what its name suggests, this space is not necessarily white, it just has to be empty. This area improves readability by avoiding visual overload. This makes it easier for the reader to focus on each section of the email. On the other hand, it is a way to highlight key elements, such as calls to action or headlines.


Visual guidance
Your design should encourage recipients to continue reading. You can use shapes and structures that naturally direct the eye down the page, such as inverted triangles, arrows, and leading lines for important notifications. Visual hierarchy is a key element in structuring information in a clear and logical way. You can use different font sizes or colors to contrast the content.


Images optimized for the web
Use images to break up text, but make sure they are well-optimized for the web and load quickly. The ideal size is between 600 and 650 pixels. Also, add descriptive alt text.


Responsive design
Optimize your emails to be readable on all types of devices, including smartphones and tablets. Responsive design ensures that your emails will display correctly, regardless of the device and browser used by the recipient.


Segmentation
For a successful professional email campaign, it is essential to have a well-segmented and up-to-date database, in order to precisely target your recipients. You can use various criteria: location, age, needs and interests, profession, purchasing behavior, stage of the purchasing journey, etc.