For email marketing, as with any communication, both form and content are essential. Amid the mass of emails your target audience receives daily, you need to find your trademark. Nearly 77% of B2B marketers use newsletters in their content strategy*. You need to find the element that will separate you from spam and trash.
Responsiveness is now an element we can no longer neglect. When we know that 79% of people today use their smartphone to read their emails, a company that wants to communicate cannot afford this blunder in its email sending.
Your mailing must also be personalized. The advantage of a medium like a newsletter is that it creates a sense of connection with industry email list prospects. Segmenting your email base then becomes even more important. Simply adding your recipient’s first name to your mailing isn’t enough! Each of your prospects has a very different relationship with your company. Adapting your content is therefore key to capturing your audience.
How to encourage your targets to take action?
The first step to achieving your goal lies in the subject line of your emails. This often overlooked yet incredibly important text is the first thing your prospects will see upon receipt. Your goal? To be quickly identified by your prospects as a serious and interesting contact.
The subject line of your email should contain a promise for your recipient. An exclusive, a news item, a good deal… something on the document below we can already see the impact will make them cross the line between opening and deleting your email.
Just like the subject line, your email description (preheader) should also be be numbers considered. Personalizing it will give you a better chance of optimizing your open rate.
Maximize the opening rate of your emails
The open rate is the number of people who opened your email out of the total number who received it. This rate allows you to evaluate the performance of your email.
But what exactly is a good open rate? How can you properly evaluate the performance of your email marketing?
The answer differs depending on whether you are sending B2B or B2C, but knowing this benchmark will allow you to assess the quality of your current and future mailings.