Definition of email marketing
What is email marketing? Email marketing covers the various marketing actions carried out by sending targeted emails to a predefined group of people. It is a communication action that ensures a relationship between the company and its customers by automating the sending of marketing emails. This e-marketing operation promotes a specific service or product that is likely to be of interest to a customer or prospect.
Creating a link through email marketing
Email marketing is a highly effective solution for companies wishing to create or maintain a link with their customers or potential prospects. Email marketing can be used in a variety of ways to personalise each message sent. The task of the e-marketing department will be to define the segmentation parameters or targeting criteria based on the data in the e-CRM database, in order to select the best customers for the service offered or the product promoted.
The marketing email sent to a chosen recipient is defined by a digital marketing strategy (or e-marketing strategy) based on cookies and data associated with the consumption patterns of each Internet user. Each message will have been drawn up beforehand in correlation with direct marketing techniques. In short, each message must be appropriate for a defined e-marketing action, but also for the right target.
The different types of message used in email marketing
E-marketing has different messages to send depending on an event or action carried out by a customer or prospect.
Trigger marketing
Automated e-mail marketing is triggered when the customer performs an action on the website, such as purchasing a product or service, or when they complete a web form (request for information, submit a review, call an after-sales service, etc.). Transactional emails are very common, as they can be used to confirm an order, dispatch a parcel or re-launch an abandoned shopping basket. Effective, they stimulate the customer and are present in their daily life without inundating them with information.
Event emails
These are used to mark a particular event, such as the anniversary of a customer registering on the site. They can also be used to highlight a promotion, a private sale or a flash sale of a product that might be of interest to the customer. The e-mailing is targeted according to the consumer's buying habits, the products already purchased on the site or the pages visited. If the prospect does not make a purchase, you can still retrieve information about their visits to your site and highlight their interest in a product or service.
Evaluation and loyalty e-mails
This is an e-mail that rewards customer loyalty or invites them to evaluate the services offered by your company. This type of email marketing allows you to show your interest in customers and take their opinions into account, thereby helping to build loyalty.
Sending automatic e-mailings using marketing automation
With marketing automation, marketing emails are sent according to behaviour, interests and with the aim of reaching a target. Nothing is more ineffective than sending the same message to your entire customer base at the same time. With marketing automation, you can create scenarios based on customer actions or information. In this way, the emailing software automatically sends the marketing email at the ideal time with the most appropriate message.
Analyse every action taken by the web user
To find out whether your web marketing campaign is effective, take a look at the email open rate, the click rate and the conversion rate.
The open rate
The email open rate provides an overview of the number of customers who have consulted your message in relation to the number of marketing emails sent.
Click-through rate
The click rate corresponds to the number of people who have clicked on a link included in your marketing email in relation to the number of marketing emails sent. It differs from the number of messages delivered because some customers read the email quickly without taking any further action. Others will click on the link inviting them to discover the product or service on your site.
Conversion rate
The conversion rate is linked to the number of purchases made following consultation of your e-mailing. This will enable you to assess the effectiveness of your emailing and the contribution of email marketing to your digital marketing strategy.
Email marketing is a precise e-marketing tool that invites you to reach the right people with the right offer. It allows you to choose the best message to interest the customer or prospect, so as not to drown them in irrelevant information. Make your task easier by using marketing automation to automate the sending of marketing emails and make your email campaign more profitable. These days, it seems essential that email marketing be integrated into a company's e-marketing strategy.
Article translated from French