This figure reflects an evolution in marketing practices, particularly an overabundance of emails received (a situation you surely share!).
However, email remains one of the most effective communication tools for a company, allowing easy and cost-effective contact with prospects.
How do you stand out from the crowd?
Today, we're giving you 4 keys to consider to ensure the success of your e-mailing campaigns!
*Source: Le monde du mail, 2022
KEY #1 - Be More Interested Than Interesting
When you send a message (email, SMS, handwritten letter, etc.) to your loved ones, do you consider the recipient to adapt the content?
In a professional context, it's the same thing!
The main pitfall in writing a commercial email is contacting all your prospects in the same way by talking about one single thing: yourself.
The objective of your initial contact should be to address a challenge faced by your prospect, not to directly sell them your offer.
Before writing each email, we advise you to refocus on your target and your persona:
- What is their profile?
- What are their expectations?
- What are their communication and consumption habits?
The empathy map
To help you decipher your target, use the empathy map!
In addition to the persona, the empathy map is a visual tool that allows you to put yourself in your target's shoes in order to better understand their emotions and needs.
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Thanks to this precise definition of your target's behaviors and needs, you will more easily identify how your offer can help their daily life.
This will be the theme of your commercial email!
By providing a solution to a problem experienced by your prospect, you will attract their attention and increase the chances that they will want to collaborate with you.
KEY #2 - Work on copywriting
Copywriting is the art of writing persuasive content to capture your audience's attention and convince them to take a specific action. Good copywriting is therefore essential to maximize the impact of your email marketing campaigns and strengthen audience engagement.
Structure your message
As seen above, it is important to understand who your target audience is. You need to know what motivates them, their needs, their pain points, and their aspirations. Next, it is recommended to choose a guiding theme or common thread by email that will address a pain point or need of your target audience. This will make your message easier to read and understand.
The message structure must be clear and concise: titles, subtitles, and bullet points are elements that can help improve readability and guide the reader through the message.
Apply the AIDA method
The AIDA method is the most used copywriting method to convert a prospect into a customer. It consists of 4 distinct steps that guide the reader through the conversion process: Attention, Interest, Desire, and Action.
- To attract the reader's attention, use impactful elements such as design, the title, or a striking introductory sentence.
- Once you have captured the reader's attention, spark their interest in your solution by clearly presenting the advantages it offers.
- Encourage the reader to desire your solution by showing how it can solve their problems and why it is the best option.
- Finally, encourage the prospect to take action by offering them to buy your product or service, or to subscribe to your newsletter to receive more useful information.
Use storytelling
The choice of words and the emotions they evoke are also a powerful lever of persuasion. Tell a story to engage your target audience, using words that evoke emotions (positive or negative). You can create an emotional connection with your audience.
Consider the subject line and pre-header text.
The email subject line is also crucial to ensure maximum open rates; it's the first thing recipients see when they receive your marketing email. It should be clear, impactful, specific, and short. The email subject line should give a precise idea of the email's content and encourage recipients to open it. Avoid vague or generic subjects, and be as specific as possible.
For example, instead of using "Update of our company", use "5 new features to improve your user experience." Also, be sure to avoid "spamwords", that is, generic words that could send your message directly to spam.
In addition to the email subject line, the pre-header is another element to consider. This is the introductory text visible before opening the email. It should be used strategically to provide a glimpse of your message and pique the interest of your recipients.
KEY #3 - Align marketing and sales teams
Collaboration between marketing and sales is essential for converting leads generated by email marketing. Marketing is responsible for creating content and sending emails to attract the attention of prospects, while sales are responsible for converting these prospects into customers. When marketing and sales join forces, they can leverage constructive feedback from each other to maximize lead conversion.
Sales representatives can provide valuable information about prospects, such as their level of interest, budget, and specific needs, which can be used by marketing to personalize emails and increase engagement.
In return, marketing can provide salespeople with prospect data, such as website pages visited, emails opened, and clicks, which can help salespeople understand prospect 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 leads they receive, while sales can help qualify leads and provide information on their sales potential.
How to align sales and marketing teams?
It is crucial to harmonize these two departments in order to create robust sales processes, eliminate existing problems during sales cycles, and significantly increase the conversion rate.
To learn more about aligning marketing and sales teams, we offer a40-minute webinar dedicated to this topic.
KEY #4: Expert advice
