challenges and best practices to know in 2022

Julien Gauthier, Customer Success Engineer, Sendinblue

My job is to help business clients achieve their marketing goals through the Sendinblue platform. More specifically, as a Customer Success Engineer, I support our clients on the business side of the Email API, enabling them to send millions of personalized communications (emails or SMS) with optimized processing time.

Today, what are the main problems that brands face regarding their email campaigns? Is the newsletter still an effective lever?

Today, companies are becoming aware of the need to establish a privileged relationship with their customers. More than ever since the pandemic, digital plays an important role in this relationship.

Mass newsletters (considered by many to be spam) disappeared a few years ago, and companies have revised their marketing strategy to personalize their newsletters and create rich experiences.

Unfortunately, the tools brands used to use didn’t follow suit. Therefore, they must migrate to more agile and accessible tools that allow them to activate all their data in a few clicks. When choosing a tool, it is important to check its ability to ingest all available data, to present it in an understandable and easily actionable format, to use it to personalize messages, which will then be spread to generate engagement. .

Email is no longer the only channel to create engagement and they need to move towards multi-channel tools (email, push, WhatsApp, etc.). However, it retains many advantages: it is an inexpensive channel, with a very good return on investment, and it allows the creation of rich content. The era of spam is completely over and email has become the most accepted way to build a one-on-one relationship.

In terms of email personalization, in general, what methods work best with audiences? Do you have examples of data that can be used to personalize an email?

Personalization of an email is a key element nowadays! It is important to provide a consistent and personalized message to each of your contacts according to their background.

You have to go beyond the basic personalization elements like first name, last name, customer number or birthday, for example.

The customization depends a lot on the specific use cases of each one. In the case of electronic commerce, the status of the basket is basic, but we recommend going further, including the notion of stock of each product to create a sense of urgency, insert the recommended products, or the status of the last order. All this is possible in a very simple way from the product catalog, orders and navigation data. It is not about segmenting the customer base, however small the segments may be, and sending them a common message, but on the contrary, sending many personalized emails at the individual level.

Why has “mastering your data” become an essential element for effective email campaigns?

Technically, what can brands put in place to “know their data” and take advantage of it?

As we have been talking about from the beginning, the goal is to provide your contact with personalized, relevant communication at a time when they are receptive. Without knowing your database, it is impossible to achieve this goal!

A clean and qualified database will have many positive impacts: creation of personalized and relevant communication paths for different segments (through automations, for example), better managed marketing pressure, a positive impact on deliverability (the art of ‘send emails to mailbox).

To set up this database and qualify it, there are several important items to pay special attention to:

  • Obtain visitor identification as soon as possible (for example, with email address collection pop-ups promising a discount),
  • Propose a complete registration/account creation form and make sure you always get consent,
  • Set up a double opt-in system to validate email addresses and ensure participation,
  • Be clear and transparent about the communications that the contact may receive,
  • Define engagement scores and marketing pressure for each of your contacts.

Beyond the profile, it is also necessary to retrieve the activity. This is very easy thanks to modern tools, such as Sendinblue, which usually offer a script to install on your site or, even simpler, a plugin if the client uses a CMS. From that moment on, all control and navigation data will be actionable. Now it is possible to fully control your data and develop complex marketing campaigns without resorting to a developer.

On the marketing automation side, what types of scenarios can enable brands to increase their conversions? Do you have examples?

Marketing automation is a powerful tool that can trigger a marketing action in response to an action taken by the contact. Used in conjunction with personalization, it allows you to contact the person at the most opportune moment with the correct message. Specifically, an automation is the implementation of an automatic communication channel using entry conditions and several “branches” according to sociodemographic criteria and their activity.

Depending on the conversion goals, we can configure different scenarios:

  • Conversion of purchases on the site: Abandoned cart automation allows you to re-launch contacts who left the website with items in their cart and did not confirm their order. This scenario has very good results in terms of conversion among our clients. It is also possible to go further with navigation abandonment scenarios. The principle is the same, but we will use the products seen by the contact and not the products added to the basket.
  • Lead Conversion: Lead qualification automation provides a real personalized journey to communicate with potential clients and future clients. Depending on the contact’s reminders, discussions, and interests, we can automate and personalize exchanges with them.
  • Site traffic generation conversion: Several automations accomplish this goal. We can set up a “Welcome” course to personalize the first communications with our contacts and give a good first impression of our brand. A loyalty, promotion or ambassador program also allows us to generate traffic and integrate our contacts into our engaged community.

The content of the email is also very important. What advice could you give to brands to optimize this point?

The content of the email is the message you want to communicate to your contacts, so it is very important to do it in the best possible way. We then seek to find the right balance between a clear and precise message and a design that is pleasant to read.

The advice we regularly give to our clients is:

  • Respect a known email structure (header, email body and footer),
  • Respect your brand image and transmit a clear and complete message.
  • Keep in mind that the reader never reads every word, he only skims the important parts, so you must clearly define the objective of each element that you want to add to your content to bring the contact to the goal of your content. communication.
  • Use images that attract the customer’s attention, favor short and precise texts to convey the desired message and links in the form of CTAs (call to action) to redirect the contact to the desired page.

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