What is email marketing?
Email marketing uses emails (promotional emails, newsletters, etc.) to build credibility and establish a relationship of trust with subscribers.
Isn’t email marketing outdated?
Just the opposite! Despite the popularity of social media, SEM campaigns and chatbots, newsletters remain a unique medium for building strong customer relationships by sharing content that lands directly in your user’s private world… their inbox!
- With a return on investment (ROI) of $38 for every dollar invested,it’s a marketing channel you don’t want to miss out on.
- 90% of emails reach their destination (the subscriber’s inbox). By comparison, only 2% of fans will see a post that isn’t sponsored. fans d’une page verront une publication qui n’est pas commanditée. Mais rassurez-vous : quand vous avez une bonne stratégie de réseaux sociaux, vous obtenez de meilleurs résultats ;-).
- Le tiers des abonnés d’une infolettre d’un commerce vont ultimement faire un achat.
Segment your targets. One of the biggest benefits of newsletters is that you can segment your subscribers to offer them personalized content. For example, you can create mailing lists based on your subscribers’ interests, age, activities, place of residence and more.
A few examples of email marketing objectives
- Showcase your knowledge and credibility by sharing your expertise.
- Build customer loyalty by maintaining a relationship with your subscribers.
Drive to web by presenting your products in their best light
Why do you need it?
Social platforms are the perfect place to boost visibility, engagement and conversions. Our extensive experience in managing social platforms for businesses confirms what we know to be true: these networks are effective and generate results.
The importance of diversifying your channels. Building a brand on social media is like building a house on a rented lot. Facebook, Instagram, Twitter, LinkedIn and YouTube can change their algorithms at any time and without warning. They can also remove ads they deem inappropriate or even delete your account. That’s why it’s so important not to put all your eggs in one basket.
A strong digital strategy. To qualify as strong, a digital strategy must be omnichannel, meaning it has to integrate all sales channels and include all social platforms and tools that you own (like your newsletter or website).
Your databases are a gold mine. Your email list belongs to you. You built it with your own resources and with the consent of all of your subscribers. That makes it an asset worth investing in, just like it’s worth investing in maintaining your subscriber relationships. And you build these relationships one email or newsletter at a time.
The law. Everything you can and can’t do is dictated by Canada’s Anti-Spam Legislation. And you should know, all of our campaigns comply with this legislation.
No need to cheat!
What matters in email marketing isn’t the quantity but the quality of your subscribers. How do you hang on to quality subscribers? By playing fair and being transparent at all times.
At Spritz, we never buy our clients’ email lists. There’s no need to cheat. Just follow these principles, among others, to comply with the anti-spam legislation:
- Be transparent. When someone gives you their email address, let them know what they can expect.
- Request double confirmation before accepting any subscribers.
Give people the option to unsubscribe. Trying to retain someone who’s no longer interested in your content is a futile strategy.
How does it work?
Before sending out a newsletter, you need a strategy in place. Of course you want to convert, but the key is to build a relationship.
Ask yourself the following questions:
- How do you build your list? Where can you find subscribers? Ow can you build a list of subscribers who are genuinely interested? Think of different ways to attract leads who are potentially interested in your brand, product or service.
- Which platform should you use? MailChimp, Active Campaign, AWeber, ConvertKit? If you haven’t decided yet, the Spritz team can guide you in choosing a platform that will meet your needs.
- What kind of content is appropriate for the newsletter? There’s no shortage of content ideas. The important thing is to understand your target audience and create content that will have added value for the reader.
- How often should you send your newsletter out? That’s the million dollar question! It all depends on your resources, objectives and budget. La régularité et la qualité sont de mise. There’s no need to send a bunch of insignificant emails to your target audience. Instead, focus on creating communications that meet their needs.
A few content ideas
- New products or promos to share with your subscribers
- Informative contentlike articles or videos that match your subscribers’ interests
- News-related content(you can add your own special touch!)
- Timely content related to seasonal events and activities (Halloween, Easter, summer, etc.)
- Testimonials from satisfied customers
- At Spritz, we integrate email marketing with other marketing channels to offer consistent and optimized communications. Email marketing is part of a company’s 360 approach to online and social media marketing, so it has to complement all other activities in order to achieve objectives. Spritz’s winning recipe is to create the perfect mix for you. We create the content, prepare the templates, handle the mailings and measure the performance.
Strategic thinking -> Objectives, personas, segmentation, key messages, etc. Integrated content —> Titles, texts, visuals, etc.
Integrated content-> Titles, texts, visuals, etc.
Contents-> Template, design, layout, etc.
Deployment -> Programming, A/B testing, optimization, etc.
Performance measurement-> Performance indicators, conversion, ROI, etc.
A few pro tips
- Write a strong subject line. L’objectif n’est pas la ruse ici. There’s a misconception that the success of a newsletter depends solely on its opening rate. But the truth is, the most important thing is that your subscribers actually read the newsletter. That’s why you need a subject line that reflects the content of the newsletter. P.S. Never use the word “spam.” It can be detrimental to your newsletter (and send it straight to your subscriber’s spam folder).
- Create a relevant design. When it comes to newsletters, there’s no one size fits all. In fact, the design of your newsletter depends on your target audience, the type of content you’re sharing and your brand’s visual identity.
- Pique their curiosity from the start. You only have a few seconds to hook your reader, so the first few sentences are key. so the first few sentences are key.
- Create a clear call to action. Is your CTA clear? The golden rule is to only use one call to action per newsletter.
- Optimize your landing page. Mission accomplished! Subscribers clicked on your CTA. Now you have to make sure their positive experience continues once they reach your landing page. Is it optimized for mobile? Is it quick to load? These are just a couple of elements you need to think about if you want to keep your visitors engaged.
- Don’t waste your subscribers’ time. Use the subject line to let them know what the newsletter is about and ask yourself why the target would be interested in it.