Why use emailing
After discovering the definition and use of emailing, we invite you to discover the reasons why you might want to carry out an email marketing campaign. There are many advantages to emailing, and you'll quickly see the benefits of using this e-marketing technique!
Communicate more effectively with your customers
It's hard to reach a public that is increasingly far away from your business and to avoid being drowned out by the number of companies, offers and products available on the Internet. In the past, retailers knew each of their customers and could personalise their communications by taking into account the information linked to each person. But with the advent of distance selling and the explosion in the use of the Internet, it is unthinkable to be able to maintain privileged and personal contact with each customer or prospect, whether in B-to-C or B-to-B.
Sending the right message to the right person
Obtaining opt-in contact details has become essential for setting up an effective emailing campaign. By using targeting and segmentation techniques, you can send customers or prospects the message that is most relevant to their information. With the explosion in the use of smartphones, email campaigns also need to be responsive (email marketing automatically adapts to the size of the screen) so that they can be viewed in ideal conditions.
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SMS marketing, a new way of communicating
Email marketing or SMS marketing for commercial purposes is an effective e-marketing solution for being present in people's daily lives without being intrusive. The recipient can consult the message whenever they like and can come back to it when they have more time, which is much less obvious with commercial telephone campaigns that grab the customer at a moment that may not be very opportune.
Building customer loyalty with relevant content
With the flood of information we receive every day in our email inboxes, it's easy to guess that a marketing email containing information of little interest to us will quickly go to waste. So it's vital to use an emailing solution to personalise the email with the customer's surname, first name, a personalised offer or a product they've viewed, proving to the customer that you care. Similarly, marketing automation sends a trigger marketing-type email at the right time, inviting customers to a private sale, a birthday voucher or a loyalty voucher to be used before a predefined date.
Broaden your panel of contacts
Email routing is a very effective way of ensuring that your email is not automatically sent to the spam section of your customers' inboxes. To avoid ending up in the web's oblivion or directly in the recycle bin, emailing software enables you to pass more effectively through the anti-spam filters set up to reduce unwanted messages. It's all about avoiding the pitfalls and demonstrating the legitimacy of your email marketing.
A low-cost marketing campaign
This is a factor that should not be overlooked. Professional emailing can be carried out at a reduced price and does not require a large investment. If your company doesn't have a very large e-marketing budget, you can opt for free emailing software (such as mailchimp or mailjet) and set up your email campaign yourself. Sending groups of emails is a very reasonable cost, depending on the emailing solutions, and you'll avoid saturating your computer network with mass mailings of marketing emails at the same time! It's important to understand that emailing is currently the least expensive e-marketing lever, so even if you invest in professional emailing software, it's still an excellent investment that will enable you to carry out high-performance emailing campaigns.
To find out more, download our emailing software comparison:
Making the most of your digital marketing strategy
As well as being the most financially attractive e-marketing lever, e-mailing is also the most relevant. If you send a postal mailing containing an advertisement, you cannot be sure that the customer has consulted your brochure or that they are really interested in your product. E-mailing solutions incorporate an e-mailing statistics tool that includes the open rate, the click rate (clicks made after reading the e-mail), the unsubscribe rate for your contacts (unsubscribing e-mail addresses) and the NPAI rate (number of false e-mails). By setting up tracking on your website, you can also measure the conversion rate showing that the customer has made a purchase following your email marketing. This gives you a very detailed picture of the type of consumption and interest shown by the customer or prospect in the email you sent them. If, however, you observe on your emailing platform that your mailing is not very conclusive, you can modify your message, the regularity of your emailings or the type of products offered to each person. Target more effectively by knowing your customers' expectations and habits more precisely and by consulting the statistics made available to you by the emailing solutions.
Bearing in mind that your contacts all have an email inbox and that they check it around once a day, it's clear that email marketing is the ideal channel for communicating with your prospects and customers. It also enables you to build customer loyalty and remind your customers that you are there for them with offers and services tailored to their needs. With its low cost and the possibility of becoming part of the customer's everyday life, email marketing is proving to be a highly profitable lever for small and medium-sized businesses.
Article translated from French