What are the keys to success in creating the perfect email? What are the points not to miss to reach your target? Creating a perfect email campaign is the key to the success of your marketing automation strategy and an element that should not be neglected.
To send a perfect email, you will have to be patient and test many possible combinations, or use a 100% automated tool like Kiliba that will do it for you and optimize your campaigns.
This guide to creating a successful email campaign will detail the questions to ask yourself when creating your campaign, or the points to check in your marketing automation software.
What is a perfect marketing email?
Before going through our checklist to make sure you have created a successful campaign, it is important to set the goals you want to achieve. In a nutshell, the perfect email marketing is the one that will allow you to generate a sale on your e-commerce site following the reception of an email by your contact. To achieve this conversion, a good email marketing is a message that targets the right person, at the right time, and with the right content.
How can I segment the receivers of my marketing emails?
The targeting of your contacts is the first crucial step of a successful email campaign. If you send "full base", that is to say to all your contacts in base, your conversion rates and your email performances will be catastrophic. To optimize your open rates, you must absolutely target your recipients by segmenting your contacts to create emails that meet your customers' desires. There are several methodologies to segment your contacts. The finer the customer segmentation, the more effective the personalization of emails will be and the better the conversion will be. Here are the different levels of targeting, in order of complexity, automation and therefore performance:
Level 1 of customer segmentation: checking the deliverability of emails.
The deliverability of your contact base is the first thing to check in any email marketing campaign. Indeed, it is frequent that contacts register on your site with false emails. If you don't check the deliverability of these email addresses, you risk damaging your reputation. Your provider may cut off your emails. The best practice in deliverability is therefore to check the existence of the email using third party tools like Bouncer.
If you use Kiliba, you can import a blacklist to improve the deliverability and performance of your campaigns. To avoid spamming your subscribers, it is important to send emails with the same sender address. The name and address of the sender must inspire confidence. Use the name of your website or brand preferably. Test to find the best version.
Level 2 of customer segmentation: segment by categories.
To go further in customer segmentation, you can identify categories that allow you to segment your target contacts. Identify the characteristics in your customer data that would allow you to segment effectively, for example
- gender (male/female), if you have the information
- the date of registration or last purchase on your site
- the country or region of your contact.
This manual segmentation will increase your conversion rates by allowing you to personalize your messages a bit more. If you use Kiliba, you don't have to do anything: the artificial intelligence automatically targets your contacts by identifying only the most effective customer categories and segments for each campaign.
Level 3 of customer segmentation: RFM segmentation.
RFM segmentation categorizes customers according to their purchasing behavior, using 3 indicators:
- recency (R): how long has your customer been buying from your site? How long has your customer been visiting your site? In short, how long has your customer been interacting with your brand?
- Frequency (F), which measures the number of times your customer has interacted with your brand in a given time period.
- the amount (M), which measures the amount spent by your client in a given period of time.
This RFM segmentation allows you to classify your customers by purchase category. If you use Kiliba, this segmentation is 100% automated and Kiliba creates for you customer segments based on the buying behavior of each: champion, loyal customers, recent customers, customers at risk, customers not to be lost, dormant customers and lost customers.
To borrow a 100% marketing term, this practice is called lead scoring. It consists in scoring prospects according to their actions on your website. This scoring, or categorization at Kiliba, is assigned automatically. This is called dynamic segmentation.
Level 4 of customer segmentation: personalized segmentation by AI.
The personalized segmentation by artificial intelligence is the most advanced level of customer segmentation, as it allows you to send a unique and personalized email to each of your contacts. The marketing automation platform does not send emails to a segment composed of several contacts, it identifies the characteristics of each contact to send him a personalized email with content that only he will receive. Kiliba is the only platform in the business that uses artificial intelligence and machine learning algorithms applied to marketing to target customers and optimize your conversions.
When is the best time to send my marketing emails?
The second question to ask is: when to send your emails? The day and time of sending an email effectively impacts its opening. Although each recipient's behavior is unique and different, some recommendations can be taken into account to send emails at the best time. If you have a B2B e-commerce site, your customers are used to receiving and processing their business emails during the day, on weekdays.
According to recent studies, the most suitable time for B2B marketing emails would be Monday and Tuesday, early in the morning or after lunch break. If you have a B2C e-commerce site, you should send emails at the end of the day, after your contacts have finished their workday. You can also send emails on weekends, preferably early in the morning.
8 tips for creating a perfect html email template
If you have followed our first advice, your recipient has received and opened the email. Now you just have to make them want to visit your e-commerce store.
First important step: the design of your html email template. It must both look like your brand and appeal to the recipient of the email. Here are the key tips to create a perfect html email template:
Tip #1: Use your brand colors.
To create an email that looks like your store, the first tip is obviously to use the colors of your graphic charter. Stay sober in the use of these colors, a simple reminder of the main colors on the buttons and in small touches in the email is enough to convey the emotion of your brand. Avoid frames and colored backgrounds, the fashion is for clean emails. If you use Kiliba, the platform will create for you html email templates in the colors of your graphic charter by analyzing your logo. You will have the possibility to modify each detail afterwards.
Tip #2: Use your brand tone.
To create an email that looks like you, the second tip is to use a tone close to your brand. If you have a B2C e-commerce site that is very playful, opt for a light tone of voice and consider being on first-name terms with your contacts. You have a B2B e-commerce site, prefer a solemn and professional tone. If you use an emailing solution like Kiliba, you just have to select the tone: "neutral & sober", "fun & quirky" or "professional & serious", and the artificial intelligence will write texts that look like you.
Tip #3: Personalize your emails.
Personalizing your emails means giving your recipient the impression that you know them perfectly and that this email is only for them. The trick that works: start the subject line with the recipient's first name. This will increase your open rate by several points. Another idea, send emails at key moments in your contact's life: on their birthday, on their anniversary... The email will be unique and dedicated to your recipient. With Kiliba, this personalization is 100% automated, both on the integration of the first name in the subject and the body of the email, as well as on the sending of emails on important dates of your customer.
Tip #4: Send the right content.
What is "good" content for an email? It's content that your contact will like enough to go to your site and convert this visit into a purchase. On standard software, content integration is quite rigid since you send the same content to a whole segment of contacts. If you add images or photos of products that you select yourself, the content is unlikely to really interest the recipient. On the contrary, Kiliba's intelligence integrates 100% autonomously the products most likely to interest each contact, sending unique emails.
Tip #5: Choose a responsive design.
The recipient of your emailing must be able to read the content of your email correctly, text and images, regardless of the support type: tablet, PC, smartphone, etc. With a campaign creation tool like Kiliba, your emails are automatically adapted to all types of media. Easy peasy!
Tip #6: Integrate your social networks.
Integrating your social networks in the email footer is obvious: Facebook, Instagram, Youtube, Twitter, Pinterest... The prospect often needs to know about a brand, to be interested in it, before making a purchase. On his side, the customer, already loyal to your company, likes to follow his favorite brands on social networks. The combination of emailing and social networks is efficient to relay your content and offers.
Tip #7: Don't forget the unsubscribe link.
Don't forget to add an unsubscribe link in the footer of the email to give your customers the possibility to stop receiving your emails. Privacy is precious, let's preserve it as much as possible by avoiding soliciting contacts who do not wish to be disturbed. Moreover, by giving the possibility to your subscribers to unsubscribe, you will be in conformity with the RGPD, or General Regulation on Data Protection. Just like you have to get your contact's consent to send them an email.
Tip #8: Track your links in Google Analytics.
Now that you know how to create a perfect html email template, think about adding a UTM tracking link on each outgoing link of your email (hypertext link, call to action). This link will allow you to track the performance of your email campaigns in Google Analytics by identifying the source and the appropriate medium.
How many emails should I send to my contacts without offending them?
As a brand, sending the right number of emails is a complex task: some customers like to receive emails frequently, others hate to receive them...
How do you intelligently regulate the marketing pressure you put on your customers?
If you trigger your email campaigns manually, you can choose the frequency that suits you best.
In marketing automation, it is the platform you choose that will send the emails, most of the time according to the behavior of the users on your site.
If it is difficult to give a relevant sending rule for 100% of your customers, try to limit the frequency of sending to 3 or 4 emails per week maximum.
Kiliba an intelligent marketing pressure platform
On an intelligent platform like Kiliba, the marketing pressure will be personalized, contact by contact, and the software will analyze the behavior of each contact upon receiving your emails.
Your customer doesn't open emails anymore, reduces his clicks and visits to your site? This is a sign of fatigue! Kiliba will slow down the frequency of emails sent to avoid over-soliciting him.
Your customer opens his emails, clicks and visits your site regularly? Take advantage of it! Kiliba will keep a high frequency of emailing because this customer likes your brand and appreciates your emails. The importance of analyzing the results of your emailing campaigns. This guide wouldn't be complete if we didn't give you this last tip. This is the last step of your emailing, but one of the most important, often neglected for lack of time.
If you want to optimize your future campaigns, it is important to analyze the type of content that works and the one that does not. It is important to understand that your email must have generated an action from the recipient.
Depending on the results, you can optimize your next campaigns by focusing on content that makes your subscribers react. With a better understanding of your target, you will gradually set up a long-term emailing strategy, specific to your company.
On Kiliba, you can access detailed statistics with important data for each of your emailings. The results of your email marketing are measured by several performance indicators (KPI):
- the number of emails sent to your contacts
- the email open rate
- the click rate
- the unsubscription rate
- the conversion rate
- the turnover generated by your emailing
In Google Analytics, if you have added a UTM link to each of your email links, you can also track your results by viewing the data here: Report - Acquisition - All Traffic - Source/Support.
All you have to do is run a lot of tests to find the type of email campaign that will encourage your subscribers to take action. Equipping yourself with a marketing campaign management tool like Kiliba makes this task easier for your company. To reach a defined goal, mass campaigns do not deliver the right message to the right person, so personalization is essential.
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