This figure reflects an evolution in marketing practices, and in particular an over-abundance of incoming e-mails (an observation I'm sure you share!).
But e-mail remains one of the most effective communication tools for a company, enabling easy and cost-effective contact with prospects.
So how do you make the most of it?
Today, we're giving you 4 key points to bear in mind to ensure the success of your e-mailing campaigns!
*Source: Le monde du mail, 2022
KEY No. 1 - Be more interesting than interested
When you send a message (e-mail, text message, handwritten letter...) to a friend or family member, do you take the recipient into account when adapting the content?
The same goes for business!
The main pitfall in writing commercial e-mails is to contact all your prospects in the same way, talking about one and only one thing: yourself.
The aim of your contact should be to respond to a challenge faced by your prospect, not to sell your offer directly to them.
Before writing any e-mail, we advise you to refocus on your target and your persona :
- What's its profile?
- What are its expectations?
- What are its communication and consumption habits?
The empathy card
To help you decipher your target, use the empathy map!
Complementing the persona, the empathy map is a visual tool that lets you put yourself in your target's shoes to better understand their emotions and needs.
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Thanks to this precise definition of your target's behaviors and needs, you'll be able to identify more easily how your offer can help them in their daily lives.
This will form the theme of your sales e-mail!
By providing a solution to a problem experienced by your prospect, you'll attract their attention and optimize the chances that they'll want to work with you.
KEY No. 2 - Work on your copywriting
Copywriting is theart of writing persuasive content to grab your audience'sattention and convince them to perform a specific action. Good copywriting is therefore essential for maximizing the impact of your e-mail marketing campaigns and boosting audience engagement.
Structure your message
As seen above, it's important to understand who your target is. You need to know what motivates them, their needs, their pain points and their aspirations. Next, it's a good idea to choose a common theme or thread per e-mail that addresses one of your target's pain points or needs. This will make your message easier to read and understand.
The structure of the message should be clear and concise: headings, sub-headings and bullet points can help improve readability and guide the reader through the message.
Apply the AIDA method
The AIDA method is the most widely used copywriting method for converting a prospect into a customer. It consists of 4 distinct stages that guide the reader through the conversion process: Attention, Interest, Desire and Action.
- To grab the reader's attention, use impactful elements such as the design, the title or a punchy catchphrase.
- Once you've got the reader's attention, get them interested in your solution by clearly presenting the benefits it offers.
- Stimulate the reader's desire for your solution by showing how it can solve their problems and why it's the best option.
- Finally, encourage the prospect to take action by offering to buy your product or service, or to sign up for your newsletter to receive more useful information.
Use storytelling
The choice of words and the emotions they evoke also play a powerful persuasive role. Tell a story to engage your target audience, using words that evoke emotions (positive or negative). You'll be able to create an emotional connection with your audience.
Think about the subject line and pre-header
The subject line is also crucial to ensure maximum open rates, as it's the first thing recipients see when they receive your e-mail marketing. It needs to be clear, impactful, specific and short. The subject line should give a clear idea of the e-mail's content and encourage recipients to open it. Avoid vague or generic subjects, and be as specific as possible.
For example, instead of using "Company update", use "5 new features to improve your user experience". Also be sure to avoid "spamwords", i.e. generic words that could send your message straight to spam.
In addition to the subject line, the pre-header is another element to consider. This is the introductory text visible before you open the e-mail. It should be used strategically to give an overview of your message and arouse the interest of your recipients.
KEY No. 3 - The alliance of marketing and sales
Collaboration between marketing and sales is essential for the conversion of leads generated by e-mail marketing. Marketing is responsible for creating content and sending emails to attract the attention of prospects, while sales is responsible for turning these prospects into customers. When marketing and sales combine forces, they can leverage each other's constructive feedback to maximize lead conversion.
Sales reps can provide valuable information about prospects, such as their interest level, budget and specific needs, which can be used by marketing to personalize emails and increase engagement.
In return, marketing can provide sales with prospect data, such as website page views, emails opened and clicks, which can help sales understand prospects' interest and personalize their sales approach.
Close collaboration between marketing and sales can also help improve lead quality. Marketing can adjust its strategy based on feedback from sales on the quality of the leads they receive, while sales can help qualify leads and provide information on their sales potential.
How do you align sales and marketing teams?
Harmonizing these two departments is crucial to creating robust sales processes, eliminating existing problems during sales cycles and significantly increasing conversion rates.
To find out more about aligning your marketing and sales teams, we offer you a 40-minute webinar dedicated to this topic.
KEY No. 4: Expert advice
