Email marketing remains one of the most effective means of information and customer acquisition, with average opening rates often good or very good, especially in BtoB. However, for your emailing to be effective, it must meet certain rules. Here are 5 tips to maximize the performance of your campaigns.
Do you know the brakes that prevent your reader from clicking on your CTA? It is about ego (lack of feeling with your offer), inertia (no sense of urgency in your email), fear (your email does not inspire confidence). By following these tips already, you increase your chances of countering these brakes!
The first thing to identify before you start writing an email is of course, your goal. What are you looking to create with this emailing?
An emailing = a goal. Your goal will be different if it is an informational, promotional, or transactional campaign.
The objective may then be, for example:
registration to an event (analysis of the click-through rate on the «I register» button then compare to the number of registered via emailing, inform about a new product (analysis of the opening rate of the email) or encourage the purchase of this product (Click rate on the "I discover" button, or generate traffic on your website (number of leads generated… ).
Once your goal is defined, you will be able to precisely target your mailing list!
An essential step in preserving your sender reputation, you must have a healthy contact base. That is to say, no duplicates, no erroneous formats, and especially no referral to recipients who have unsubscribed. Remove them from your contact list. Similarly, it is strongly discouraged to send your emails especially to addresses that have returned permanent errors, «hard bounce». If this work is not done, in the long run, you will find yourself blocked by your sending platform. This blocking, temporary or permanent, will hurt the profitability of your future campaigns.
Another element that will have an impact on the quality of your emailing and your sender reputation: the relevance of your targeting. No need to send to a complete mailing list if your email concerns only 50% of recipients. This will affect your statistics, including lowering your open rate. Segment, for example, by need.
Once these elements are predefined, we can start writing and building your email! With to begin, the work of the title. Short and efficient, which allows you to identify the final benefit for your customer, create an emotion and lift the brakes. Yes, all in a few words!
To avoid: capital letters and words considered spam by mailboxes (free, win…), exclamation points...
Another rule not to be considered spam is the text/image ratio. There must be a balance between the two. We avoid images in full page, we favor an eye-catching visual at the top of the page, and text side, there too, we avoid capitals, or very sparingly.
Finally, the key, the grail of your emailing: CTA. It will define whether your campaign is successful or not (depending on your goal, obviously). Has it generated a good click-through rate? Was it convincing enough, well placed, and visible for your reader to drop a click? To maximize your chances, we recommend putting it either directly at the top of the page, in the first place (on the visual hook), or at the end of reading, centered, and well contrasted with the rest of the page.
LucieCustomer director
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UX Design - Good practices
