2.6 - 5 steps to a successful e-mailing strategy

Its name may have given you a hint: e-mailing is a strategy for sending commercial e-mails. It's a bit like the newsletter, but with a more commercial edge.

These strategies are extremely powerful marketing tools, since around 21% of e-mails are opened within an hour of being sent (source: Snov). That's huge! If this statistic makes you dream, look no further than these 5 steps to creating an effective e-mailing strategy...

Build up a nice mailing list 📝

The mailing list is the list of contacts who will receive your commercial e-mails. It's the basis of e-mailing, since it brings together people who may already be interested in your products. For it to work, therefore, it's preferable that it be relevant and made up of willing contacts. These can be your existing customers, but also curious visitors to your store: we recommend integrating a form section on your home page, or a pop-up asking visitors to subscribe to your mailing list using their e-mail address. To motivate them, you can also offer them a promotional code as a sign-up bonus.

Define your goals 🎯

Strategies are ALWAYS more effective when they have a precise objective, that's a fact! When it comes to e-mailing, there's something for everyone: conversion (obtaining a click or action via e-mail, such as purchasing a product), keeping in touch, generating more traffic to your store, getting feedback from your customers after they've placed an order... You'll see, once you've defined your objective, it's much easier to write effective e-mails.

Optimize your opening rate 📬

Half the work is done if your e-mail is opened. So it's obvious that you need to use the best tricks to catch your contacts' eye and get them to click... To optimize your e-mail open rate, use a rather personal sender name (your first name and the name of your store, for example), a concise title so that it can be read in full on all platforms, and an attractive preheader (the first sentence of your e-mail that appears next to the title).

Using CTAs 📣

Call-To-Actions (CTAs) are very useful links, in the form of a sentence prompting you to perform a particular action. If well formulated and highlighted, a CTA can be extremely effective! It will vary according to the objective set for your campaign: if it's a conversion objective to obtain more sales, it could take the form of a link like "I'm discovering the catalog!

Programming at the right time 🕐

The time of day the e-mail is received is (also) an important criterion. According to a Sendinblue study, the vast majority of e-mails are opened during the week, particularly on Tuesdays and Thursdays. On the other hand, avoid weekends and Mondays. When it comes to sending time, consider that your customers will consult their e-mails during their breaks (between noon and 2 p.m., for example) or after their working hours (between 5 and 7 p.m.).

All it takes to run a successful e-mailing campaign is the right basics! We wish you great results.