Email marketing has become an essential component for all companies and start-ups wishing to develop their business.
For a very simple reason, this is where your customers are.
But another question arises.
If email marketing is essential in your business development strategy, how can you be sure that you are applying the right method and that your marketing campaign is a success?
1. Email marketing remains the preferred communication channel
Even if social networks have taken an important place to communicate with prospects and attract new customers, email remains the preferred communication when it comes to selling products.
Because social networks remain above all a form of personal communication where most people communicate with their families and share their photo and other events.
An email is a more professional communication that allows you to highlight your products and services.
2. Understand your audience effectively
When a potential customer registers on your website, whether it’s an online store or otherwise, he gives you his email address to create his account, but not only.
Indeed, it will also provide other data that is very valuable for your activity such as his name, first name, age, address…
In fact, your client simply had to fill out a registration form. It is therefore essential to analyze this data, because you will be able to understand who buys your products, for what use and how often.
3. Control how you delivered your message
Another reason to benchmark your email marketing performance is to have a look at how your email was delivered to the consumer.
You can have the best products or services in the world, if your potential customer does not open his email to see your offer, there is a problem.
4. Optimize your conversion rate
Now that your customers are opening your emails, the other important indicator to take into account is the conversion rate.
Whether it’s leads, sales, memberships, or something unique to your business strategy, the ultimate goal of your marketing campaign is to turn leads into paying customers.
This is called conversion.
The conversion rate is the number of conversions divided by the total number of visitors.
For example, for an e-commerce site receives 1,000 visitors in a month and makes 250 sales, the conversion rate is 250/1000, or 25%.
And when it comes to conversions, email remains the most effective communication compared to social media.
5. Improve your engagement rate
Once your potential customer has opened your email, the question is whether they will read it to the end.
In fact, it is simply a matter of understanding whether your email is engaging enough for the consumer. Quite simply, it’s how long a reader stays on your email and engages with it. It is generally described as the combination of 3 elements: read, browsed and watched.
- If a reader spends more than 8 seconds on your email, it is considered “read”.
- If he spends 2 to 8 seconds on your message, he has “skimmed” it.
- Finally, if a reader spends less than 2 seconds on your message, they are considered to have “peeked”.
It’s not about creating a different message for each recipient, but focusing on things like the friendly tone, incorporating the recipient’s first name, and sending by a real person rather than your name. business. This creates a more personalized email.