Why are you so interested in this leverage? It is very simple. Contrary to what one might imagine, email remains one of the most powerful and most inked levers. With the arrival of social networks, the small digital world has predicted the decline of emailing. And yet, here are some statistics of emailing that are quite telling:
i) 4.3 billion accounts worldwide.
ii) 90% of messages delivered to the right recipient compared to 2% for social networks.
iii) 40 times more effective at acquiring new customers than Facebook and Twitter.
iv) A direct ROI 3 times higher than that of social networks.
1) What is email marketing?
This is the first type of email, and certainly the best-known classic business email. Email marketing remains a real lever for obtaining a good return on investment.
In addition to being a direct and important digital marketing channel in the business development sector, email marketing is a major pillar of the marketing strategy. Currently, it is impossible to have recourse to online business without using email. From current newsletters to purchase confirmation emails, email marketing is essential for good e-business management.
True direct marketing emailing offers a great strategy to obtain great customer relationships. To do this, brands must transform their classic emails into marketing emails that will retain their customers.
The messages contained in the email boxes allow companies to be present in the daily life of each of their customers. In addition, email messages are needed at each stage of the customer relationship. This includes the informative stage, conversion stage, and retention period.
2) classifications of email marketing?
There are 2 types of email marketing, which are automated emails and one-off emails.
A. One-off or regular emails: This category of email is anchored in time. In principle, the sending of one-off emails follows the rhythm of the life of a company. There are two branches of one-off emails which are newsletters and email campaigns.
a) Newsletters: They present the latest news from the company, whether it is about a new step taken or about new services or products offered. They make it possible to maintain an ongoing relationship with customers.
The newsletter will be a great ally to push content to your targets. And thus help position your company as the expert in your industry.
The newsletter must fit into an editorial schedule. It should follow a communication plan tailored to your targets. Another key point is the marketing pressure. Be careful not to be too intrusive.
b) Emailing campaigns: These are used primarily for boosting sales through business marketing. An email marketing campaign usually contains about two to ten emails over various days or weeks. It can correspond to an intense marketing moment or a promotion. It can be used especially for events such as Mother’s Day, discounts for Black Friday, or the launch of a new article.
B. Automated emails or email automation: Automated emails are personalized according to the information that the company wishes to convey. As the name suggests, they don’t need someone to hit the “send” button every time for emails to be sent to recipients. All you have to do is specify the email template that will be sent directly to customers, respecting pre-established criteria.
Generally, 3 types of automated emails are used, which are marketing automation emails, email retargeting, and transactions emails.
i) Marketing automation emails: Sending this form of an email depends on the nature of the relationship between the company and its customer. Marketing automation consists of creating automatic communication scenarios based on actions taken. Here is a concrete example of a deliberately very simple scenario. For a B2C car sales site. A customer comes to buy a vehicle from me. He will likely have to pass a technical check, in 2 years. You schedule to send an email 2 months before this check-up to make an appointment.
ii) Email retargeting: Another form of automatic emailing that is particularly interesting is email retargeting. This involves relaunching with a predefined email, prospects who have started a conversion funnel but have not completed it. The goal is to collect these prospects to get them to finish the conversion funnel and convert them into customers. Please note, this is not just e-commerce. This technique is valid on all sites with a conversion funnel. This can result in a multi-step form.
iii) Transaction emails: These are sent after the completion of a transaction. Examples are welcoming emails, booking emails, or confirmation emails.
Transactional email has a key role in the various forms of email. It corresponds to automatic responses following the completion of a form.
3) Marketing automation platforms
Marketing automation requires special attention to set it up. To be effective, you will have to go through email software that includes this option. You will have two possibilities. Or use emailing platforms such as Sendinblue or Mailjet. Or use dedicated platforms like Leadfox or Conversaa. In any case, these tools go beyond marketing automation and you will need to have a vision of the expected overall strategy.
4) Benefits of email marketing?
Email marketing has a lot of advantages because it is:
a) Easy to undertake: There is a wide choice of tools to create, deliver and analyze good quality emails.
b) Both flexible and fast: Thanks to the existence of the various tools that are available on the internet.
c) Precise and concise: It’s easy to target the target customers.
d) Responsive: Once the mailing campaign is launched, the first is quickly visible.
e) Offering a rich possibility of analyzes: All the information is within the reach of the company.
f) Inexpensive: Compared to sending a classic mailing, email marketing is not very expensive.
g) Helps to increase the awareness of a business venture.
h) It Improves brand image.
i) It enables a business venture to maintain a good level of communication between its customers.