An e-mailing campaign is part of a marketing strategy used by many companies for its many advantages. It involves sending personalized e-mails to a maximum number of people in a database. Complemented by the use of a chatbot, it’s an essential technique for reaching the maximum number of people with minimum financial investment. We tell you all about this type of electronic campaign. Email marketing comes in many forms, and enables you to target the desired audience.
What is the purpose of an email campaign?
E-mailing is a very popular digital marketing tool. It enables a message or idea to be sent to as many people as possible. Its purpose varies according to the company’s needs. There are several types of e-mail marketing, to suit every purpose:
- Newsletter ;
- Prospecting email ;
- Promotional email ;
- Email loyalty ;
- Transaction email ;
- Email reminder.
The newsletter is used for information purposes, and is sent at regular intervals (weekly, monthly) to maintain a link with the customer. Prospecting emails are used to acquire new customers by reaching as many new targets as possible. Promotional mail helps to boost sales by offering attractive discounts or offers, both to retain existing customers and to target new ones. Loyalty mail is aimed at existing customers, to boost the company’s sales. As for transactional e-mail, it includes customer information such as orders, shipping and delivery.
Here are a few examples of the newsletters we’ve selected for digital monitoring: Audrey Tips’ popular newsletter / the Blog du Modérateur’s highly topical newsletter / E-marketing.fr’s marketing newsletter. / La Lettre de l’Expérience Digitale by Geoffrey Vion of Contentsquare / In Vision’s newsletter with expert insights
What are the advantages of an email campaign?
E-mailing is a practice that’s becoming more and more widespread, and it’s getting better all the time. There are many advantages to e-mailing, including
- Speed;
- Ease of use;
- Cost;
- Customization ;
- Targeting.
An emailing campaign is quick and easy to set up and design, and its cost is unbeatable compared to other marketing strategies, estimated to be 70% less expensive than other marketing media. It can be sent simultaneously, and the right database can be selected to target the desired clientele. It’s an effective communication medium that saves time and reaches the customer without intermediaries. Another important point is the interaction it creates between the customer and the sender, with the customer able to interact directly via the e-mail. The option of automating the campaign is an added bonus. Mailing is, however, a victim of its own success: it’s a widely-used tool, which means that the customer is over-solicited by the number of e-mails received by different companies, with the result that the customer’s attention is diffused and less receptive to these emailing campaigns.
What techniques are needed for a successful email campaign?
The campaign medium, the e-mail, needs to be creative and innovative to attract the recipient’s attention. To achieve this, it’s important to follow a design and execution strategy, and to keep abreast of the constant development of new techniques. E-mailing is a multi-stage process:
- Creation ;
- Targeting;
- Shipping ;
- Analysis.
This analysis is based on a number of indicators, such as the e-mail open rate and the number of visits to the site. These indicators can provide information on the quality and success of the e-mailing campaign. One of the most important aspects of e-mail marketing is the quality of the database used. Recipients must be well-targeted, so it will be easier for you to personalize the campaign and reach these categories. It’s important to choose the right e-mailing software, which must be adapted to the needs of the campaign and avoid spamming.
Linking your Chatbot to your Newsletter and Emailing solution
If you’re using a chatbot on your website or on instant messaging applications like Facebook Messenger or Whatsapp, be aware that there are free connectors on Botnation that allow you to transmit leads and subscribers collected by your chatbot to Mailchimp, Sendinblue or any other emailing solution.
Creating an emailing campaign: what steps should you take?
E-mailing is one of the most effective ways of improving sales on the Internet, or getting important information across. It’s a very practical method adopted by many companies and individuals, not least because of the various advantages it brings. So how do you go about e-mailing? What are the advantages of e-mailing? To find out more, click here.
Why e-mail?
E-mailing is a powerful and effective way to improve your services and promote your products. Here’s what you need to know about its various advantages:
Very attractive costs
The first advantage of e-mailing is that it’s very inexpensive to design and send – in fact, it’s the cheapest of all media. E-mailing allows you to personalize the e-mails you want to send automatically.
Mastering your target
With e-mailing, you can control all your recipients, especially their profiles when you build up your database. You can specify the demographic, geographic and even behavioral criteria of your recipients. The result is a targeted audience.
Quick and easy to use
E-mailing can be used in a very simple and rapid way, in particular it can have files, documents, images or other. Most importantly, it makes the message more effective.
A very high return
Sending out e-mailings generally results in very high, and even very rapid, response rates. E-mailing is a medium that allows the recipient to respond with a single click and access all the necessary information.
E-mailing is interactive
The return rate for e-mailing is generally high, between 5% and 15%.
How do you design an e-mailing to suit your needs?
To make an e-mailing, it is necessary to go through the following steps:
First, you need to set your objectives, which can be :
- Improve sales;
- Become more visible;
- More contacts ;
- Gaining market share.
Once you’ve set your objective, you need to prepare the message to be sent, which must be effective and contain all the necessary information and details. To do this, it’s important to know the profile of your target audience and take their requirements into account, in order to send a high-performance e-mailing.
Next, it’s necessary to send an e-mailing containing the sender’s name, the subject, the pre-header and the time of sending. These details will make the recipient want to read the e-mailing, and even respond to it. It’s also important to create a text with clear, relevant content.
Last but not least, to ensure the success of your e-mailing campaigns, since you can probably get a bit soaked at first, it’s a good idea to analyze all your e-mailings every time you send them, based on performance indicators.
Why continue e-mailing?
Digital marketing encompasses a large number of highly relevant tools and media that bring many benefits to entrepreneurs. E-mailing, for example, is a little neglected, even though it’s the best way to win more contacts and customers, and thus improve your business.
In fact, according to one study, 95.3% of companies use e-mailing as a communication tool, 91% use websites, and 73.4% opt for social networks. This explains why e-mailing has been adopted by many companies and is enjoying great success, particularly in France.
The most important thing is to create a high-performance, effective e-mailing campaign that complies with all the required practices, in order to win more customers, increase sales and enable your business to grow.
As you can see, conversational marketing is a whole, and emailing is an excellent complement to your chatbot, especially when the two communicate with each other to exchange data on the information and preferences of your prospects and customers.
