Email marketing refers to the design and sending of emails as a direct marketing channel. Long assimilated to mass mailing, today it is based on the consent of the contacts and the personalization of the messages.
Email marketing is a cornerstone of the digital marketing strategy and the most important direct marketing channel with an estimated ROI of 3800%.
Impossible today to have an online business without resorting to emails!
From order confirmation emails to newsletters, they are essential for the management and growth of your business.
In this guide for beginners, we explain everything there is to know, in a simple way, about email marketing.
What are the main objectives it serves, where to start, the different types of emails to send and the various aspects to take into account.
Summary
Why email marketing is unavoidable?
The objectives of email marketing.
Email marketing in 2020
Where to start: the choice of software
The interest of an emailing software
Comparative solutions.
The different types of marketing emails
One-time emails
Automated emails
Good practices of email marketing
Collect emails legally
Segment your mailing list
Treat your deliverability
Create a nice design
Customize your exchanges .
Why email marketing is unavoidable?
The objectives of email marketing.
Email marketing consists of informing and retaining a base of contacts interested in your products or services and generating sales by encouraging them to visit specific pages of your site.
Email marketing can fulfill 3 objective types:
of notoriety (to make known to you),
image (position yourself as an expert) and
action (sell your products & services).
The communications you send are received directly in the email box of your recipients, which allows you to be present in the daily life of each of them.
The email is thus involved at each stage of the customer relationship: the informative and prospecting internship, at the time of conversion, but also later for the loyalty.
The advantage of email marketing lies in its great scalability: it is possible to easily send emails on a large scale, while customizing as much as possible according to what you know about your recipient.
Email marketing in 2020
The email is not new. On the contrary, it is one of the first digital media that appeared. But far from obsolete, email marketing is now more used than ever.
Because of its high accessibility, it can reach a variety of audiences that are not necessarily comfortable with the Internet - it is the most widespread marketing support.
Using emails for your marketing allows you to establish a lasting relationship with your customers and prospects.
According to a study, 90% of Internet users consult their main address at least once a day.
Almost half (45%) of them also manage their purchases from this same address.
Email is described as the most popular marketing lever for both professionals and people who view their emails from their mobile.
If you do not have an email marketing strategy in place, you lose sales opportunities, and a great opportunity to connect with your customers to get to know them better! let's explain how.
Where to start: the choice of software
The interest of an emailing software .
The first step in setting up an effective emailing strategy is choosing your sending software.
It is indeed essential to use a software to send your emails for several reasons.
The first is that email sending platforms (like Sendinblue) allow you to make sure that your emails are delivered to your recipients.
No interest in sending emails if nobody receives them, is it?
An email sending software allows you to manage the registrations to your emails (a legal obligation which I speak to you below) but also to design your emails easily.
With just a few clicks, you can design a nice newsletter to read that fulfills your goals.
The email sending platforms also allow you to follow the statistics of your emails sent: you can see what are your best-performing emails and learn more about your audience through the rate of opening, click and reactivity.
Last but not least - emailing software saves you time! Sending emails one by one via Outlook or Gmail is risky but also very time consuming and produces few results.
Comparative solutions.
There are several software for sending emails. To make an informed and relevant choice for your business, here are the questions to ask yourself:
How many contacts do you have and are you planning to have in a year?
How many emails do you plan to send in a year?
What type of email would you like to send? (Automatic and / or marketing)
Are you comfortable with English? (some software is only available in English)
These questions will help you determine your emailing platform according to your needs.
The different types of marketing emails
One-time emails
One-time emails are emails that are anchored in time. You design and send them over the water. They keep pace with your business:
Newsletters present the news of your company (new milestone, new feature or service) and / or highlight an example of use of your products. They allow you to stay in the minds of your recipients and inspire them.
Email campaigns are more focused on marketing & sales. A campaign can consist of 3 - 10 emails over several days or weeks. They correspond to a promotion / a strong marketing moment. For example: an offer for Black Friday, specials for the holiday season, the launch of a new product, etc.
Automated emails
Automated emails save you time and money.
These emails are customized based on the information you have, but do not require someone to press the "send" button every time.
You define an email template that will then be sent directly, without human intervention, to your recipients based on conditions that you have pre-established.
There are two types of automated emails:
Transactional emails: sent following a transaction. These are for example booking confirmation emails, welcome when someone subscribes to your newsletter or appointment reminder.
Marketing automation emails: sent based on your relationship with your recipient. This is for example emails sent after sending a white paper, or following a first visit to your site without purchase.
Best email marketing software .
The 15 best emailing software tested and compared .
It is often difficult to make the right choice of emailing software knowing that there are several hundred solutions. on the market. To help you, I have selected the 15 best emailing software in a complete comparison!
1. Sendinblue
2. Sarbacane
3. eTarget
4. Newsletter2Go
5. Mailjet
6. GetResponse
7. Benchmark Email
8. AWeber
9. Digitaleo
10. Active Trail
11. Infomaniak Newsletter
12. MailChimp
13. Campaigner
14. Zoho Campaigns
15. MailerLite
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