Email marketing is using emails (promotional emails, newsletters, etc.) to build credibility and establish a relationship of trust with your subscribers.
Is Email Marketing Outdated?
On the contrary! Despite the development of social networks, SEM campaigns and chatbots, the newsletter remains a unique medium that allows you to create strong links by presenting content that lands directly in the private universe of your subscribers: THEIR email box.
- With a return on investment (ROI) of $38 for every dollar invested, it’s a marketing channel that shouldn’t be overlooked.
- 90% of emails will make it to their destination (i.e. the subscriber’s inbox). For comparison, only 2% of a page’s fans will see a post that is not sponsored. But rest assured: when you have a good social media strategy, you get better results ;-).
- A third of a business’s newsletter subscribers will ultimately make a purchase.
Segment targets. One of the great advantages of the newsletter is the possibility it offers to segment the mailings to offer personalized content. For example, you can create mailing lists based on your subscribers’ interests, their activities, their age, their place of residence, etc.
Examples of Email Marketing Goals
- Assert your authority and credibility by sharing your expertise.
- Build customer loyalty by maintaining a relationship with your subscribers.
Drive -to-Web by presenting your products in their best light.
Why do you need it?
Social media is an exceptional showcase for gaining visibility, generating engagement and obtaining conversions. Our extensive experience in managing social media for businesses confirms that these networks are effective and generate results.
The importance of diversifying your channels. Betting everything on social networks is like building a house on rented land. At any time, Facebook, Instagram, Twitter, LinkedIn or YouTube can change the algorithm (without warning!), remove ads they deem inappropriate or even delete your account. So you should avoid putting all your eggs in one basket.
A good digital strategy. To be good, a digital strategy must be omnichannel, that is, it must integrate all sales channels, and include social networks and tools that you own, such as your newsletter or your website.
Your databases, a gold mine. Your email list belongs to you. You built it with your resources and the consent of each of your subscribers. It is therefore an asset of your company in which it is worth investing, just as it is in maintaining your relationships with your subscribers. You build your relationships one email or newsletter at a time.
The law. Everything we can and cannot do is governed by Canada’s Anti-Spam Law . And all our campaigns comply with this law.
No need to cheat!
What matters in email marketing is not the quantity french email list but the quality of our subscribers. How do we retain quality subscribers? By playing fair and being transparent, at all times.
At Spritz, buying lists is a no-no. Don’t cheat. Respect Bill C-28 by complying with the principles below.
- Be transparent. When someone gives you their email address, tell them what they can expect.
- Require double confirmation for any subscription to your list.
Offer the option to unsubscribe. Trying to retain someone who no longer shows interest in your content is a futile strategy.
How does it work?
Before you send a newsletter, you need a strategy. You probably want to convert, but the most important thing is to build a relationship.
Strategic thinking involves asking yourself the following questions.
- How to build your list? Where do your subscribers come from? How do you build a list with subscribers who are truly interested? Think of different ways to get new signups from leads who are potentially interested 17 keys to success for a successful email marketing campaign in your brand, products or services.
- Which platform to use? MailChimp, Active Campaign, AWeber, ConvertKit… If you haven’t decided yet, the Spritz team can guide you in choosing a platform that will meet your needs.
- What type of content is suitable for the newsletter? There is no shortage of content ideas. The important thing is to know deb directory your target audience well and create content that will have added value for the reader.
- How often should you send your newsletter? The killer question! It all depends on your resources, your goals and your budget. Regularity and quality are key. There is no point in sending a ton of insignificant emails for your target audience. Instead, create communications that meet their needs.
Some content ideas
- New or exclusive products to reveal to your subscriber list
- Informative content , such as articles or videos that match your followers’ interests
- Content related to current events (you can add your two cents!)
- Content related to seasonal events and activities (e.g. Halloween, Easter, summer season, etc.)
- Testimonials from satisfied customers
- At Spritz, email marketing integrates with other marketing channels and aims to deliver consistent and optimized communications. Email marketing is part of the company’s 360 approach to web and social media marketing and must complement other activities to achieve goals. This is the Spritz winning recipe, or the perfect mix. We create the content, prepare the templates, take care of the mailings and measure the performance.
Strategic thinking -> Objectives, personas, segmentation, key messages, etc.
Embedded Content -> Titles, Texts, Visuals, etc.
Container -> Design of templates, layout, etc.
Deployment -> Programming, A/B testing, optimization, etc.
Performance measurement -> Performance indicators, conversion, ROI, etc.
Some pro tips
- Define the right subject line for your email. The goal here is not trickery. It is a common misconception that the success of a newsletter is based solely on its opening rate. In fact, the important thing is that your subscribers read the newsletter and its content. The subject line should therefore reflect the content presented in the newsletter. Avoid the word “spam”, which could seriously harm your newsletter (and make it end up in the trash bin of your email inbox).
- Design an appropriate design. When it comes to newsletters, there is no one size fits all. Indeed, the design of the newsletter differs depending on the target audience, the type of content distributed and the graphic identity of the brand.
- Pique curiosity from the start. You only have a few seconds to interest the reader. The choice of the first sentences is crucial.
- Create a clear call to action. Is your call to action (CTA) clear? The golden rule is to use only one call to action per newsletter.
- Optimize the landing page . Mission accomplished! Subscribers click on your call to action. You need to make sure their experience continues without friction when they arrive on your landing page. Is the page optimized for mobile? Does it load quickly? These are some examples of crucial elements.
- Don’t waste your subscribers’ time. Right from the start, in the subject line, say what you’re talking about in the newsletter and answer the following question: “Why would this interest my target?”
