Make your email marketing campaigns effective

Although the newsletter is itself a form of email marketing, it often takes a very different turn. This practice is still used in general for the purpose of conveying commercial messages to predetermined targets.

Email marketing broadly includes any email sent to a current or potential customer. In general, there are three types of emails: those that are sent with the aim of improving the relationship with your customers, those that aim to increase their loyalty and repeat purchase rate, and those that aim to attract new customers. . They may embed advertisements within emails sent by other companies, usually through a partnership.

The rules to follow

To be successful in your email marketing campaign, there are several rules to follow. Initially, you must ensure the quality of your database and segment it as much as possible in order to offer the most appropriate message to your target, according to their profile. Before sending your email, check that the text seems optimized to you, to prevent it from falling into the recipients’ anti-spam boxes. This is to verify the “deliverability” of your message. Don’t skip this step! Your text must create the necessary added value to capture the recipient’s attention. You can also think about creating different standard messages to save time in your next campaigns and to be able to adapt your offers. Your role doesn’t end once your email has been sent, you’ll still need to parse responses. These results will shed light on some issues. It will then be up to you to determine them well in order to solve them. As far as possible, refine your knowledge of customers and promote dialogue with them. Make no mistake, retaining a customer or prospect who doesn’t want to receive your emails does no good except to tarnish your reputation.

traps to avoid

Once the basic rules are well understood, you will need to avoid the traps that too many companies fall into. Avoid messages that are too complicated or that make excessive use of formats such as flash or java scripts. Your email must remain legible and airy. If necessary, you can redirect the recipient to your website if the content is too complex. Don’t forget to include an address available to reply to you. This will allow you to remove bad email addresses from your database first. Second, it’s an easy way to get feedback from your audience. Before sending the e-mail, it is still important to check that all the automatic fields work or that, failing that, the absence of information is not a problem. To address your recipients, prefer “Dear Customer” over “Dear Sir” unless your database is capable of auto-completing each recipient’s name. Take enough time to check if your message is legible. Remember that many messengers only display images if people download them, so your text needs to stand alone. Check that your message does not include generic terms associated with spam such as “earn”, “give away”, “free” or “100%”. Remember that the subject is the first thing that is read and therefore it must be impressive.

The benefits of email marketing

Emailing remains a relatively inexpensive tool compared to traditional mail, which involves production, postage, and printing costs. The immediacy of effects and returns, as well as the possibility of measuring them, also represent one of the great qualities of this type of approach. It is also a modern medium that takes into account the evolution of uses and, in particular, the fact that more and more users check their email very regularly, especially with the irruption of the use of smartphones.

The disadvantages of the technique.

Many people will find the approach intrusive and may view your email as spam. There is a fine line between email marketing and spam. An email can inadvertently damage your image because it reminds your customers of the techniques used by malicious companies. Reading is far from guaranteed since many email mailboxes have reinforced their anti-spam filter, thus preventing the correct reception of the latter. You should check the evolution of the anti-spam laws and the rules of your access provider, which are modified periodically. You should also search its database, making sure that it has been acquired in accordance with the requirements of the National Commission of l’Informatique et des Libertés (CNIL).

Email marketing in numbers

On September 25, 2019, the Syndicat National de la Communication Directe (SNCD) and Dolist published their study on the occasion of the Paris Retail Week fair Annual EMA: Email Marketing Attitude sure the perceptions and their attitude towards email and SMS of consumers and professionals.


  • 50% use more than one professional mailbox
  • 62% subscribe to more than 4 newsletters
  • 58% visit a website after receiving an email
  • 50% bought a product after receiving an email
  • 78% have already used the “report as SPAM” button
  • 44% say they pay attention to emails received on their mobile


  • 78% of respondents have at least two personal email addresses.
  • 51% of primary addresses are 10 years old or older
  • Respondents use an average of 3 devices to connect to the Internet
  • Email retains its status as the #1 traffic generator on the web
  • Email remains the number one digital channel driving store visits
  • 88% of Internet users check their main inbox at least once a day

And in conclusion, 57% of respondents receive more than 10 emails per day and 49% buy a product as a result of receiving emails. Therefore, the stakes are high!

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