Like every year, at this time which smells of holidays and
delicacies, your boss asks you to activate yourself by sending this dear
newsletter of wishes . The goal? Remind you in good memory of the people with
whom you interact on a daily basis (customers, prospects, service providers and
partners). Yes, but here it is, this newsletter for which you will sweat body
and soul will certainly be of no use… for nothing! Let's take a look at the
reasons for an announced failure .
Your newsletter is (still) not personalized
Whether it's your long-time customer, your newest
professional acquaintance, or your service provider, all of them will receive
the exact same message . However, we are, more than ever, in the era of
personalization!
The solution
We segment and personalize our emailings ! The segmentation makes it possible to
constitute general groups according to assigned criteria. It can be, for
example, geographic, typological, behavioral, purchasing criteria ... In short,
everything will depend on the data (the "data" according to the word
used) that you will have gathered in your CRM or failing that in your lists on
Excel . The goal of this segmentation is to deliver the right content to the
right person, at the right time . And since the content will be adapted by
overall groups and by criteria ( persona,scoring, geography, type of business,
etc.), it will be more likely to appeal to your recipient and will promote the
open rate. The goal being, first of all, that they read your good wishes and
your message.
According to a Hubspot study , sending segmented email
increases the open rate by 16% . Worth a try, right?
Your emailing speaks about you
As every year, it is the Chinese puzzle to know what you
will be able to talk about in this newsletter once the words "Happy
Holidays" are entered… So, you organize a meeting for a
"brainstorming newsletter"! Finally, it was decided that you will be
talking about:
• your year
in numbers
• your
store openings
• your new
young and dynamic team
• your
upcoming product launches
• your
marketing campaign that went extremely well
• your
annual seminar
• the
loyalty of Jean-Pierre commercial for 30 years in the box and Maryse at the
account 'which has 25 ...
• ...
In short, you, always you, and again you ! Except that on
the recipient's side, it is not information that fascinates them that much. And
for good reason, what interests them is ...
The solution
We stop talking about ourselves and we are more interested
in the problematic of its recipients. Ideally, we talk about their challenges
and how we could help them solve them.
Your newsletter leaves your email box
Don't you see how it could be annoying to send 689 emails
from your own inbox ? Mmm… What if I told you about the management of 169
returned emails, 35 errors, 10 responses and 8 emails indicated as spam…? Not
to mention that they may not be "opt-in" and comply with GDPR
legislation.
The solution
We use an email platform specially dedicated to this task.
Already, we will avoid being potentially blacklisted via our own email address
and then the management will be so much easier! To you the statistics of
opening rate, clicks, indication of spam. … These data will make it possible to
analyze what worked and what should not be repeated in the future.
And don't tell us that it's expensive and reserved for large
boxes. Most solutions now have a free version for the first thousand emails
sent.
If you want one that kills and links to your website and
forms with a CRM included, activate it here for free or ask us for a demo.
Now you can also create, customize and optimize your
marketing emails for free via Hubspot Free. Do not hesitate to register here .
It's free and without obligation !
Your newsletter does not encourage engagement
What do you really expect from sending an email? What is its
purpose ? What the recipients think of you? That people open it up and have an
overwhelming urge to do business with you? No, the objective of any newsletter
is to encourage clicks, that is to say to provoke engagement and emotion .
The solution
Whether it's a reference to a section blog you wrote or a
commercial offer "Christmas special" that you currently have running
on your website , we do everything to encourage the reader to achieve desired
action. We therefore integrate call-to-action ( call-to-action button) to
encourage recipients to click. The ultimate goal is to convert the Internet
user following this click!
Your newsletter is sent without prior testing
The tools, methods and legislation have evolved considerably
in recent years. As well as the visuals and other formats which have been
enriched. Video, for example, is a way to differentiate yourself, but not the
only one.
Do not forget, before sending your Christmas or New Year
emailing, to send you a test email , as well as to your teams in order to
check, among other things:
• If the
message is clear and structured
• If the
subject of the email prompts you to click
• If the
redirect links work and if they lead to the requested page
• If the
display following the email boxes is consistent, depending on whether you use a
mobile or desktop version or whether you are on gmail or yahoo ...
• If a typo
hasn't slipped into a sentence. Admit that "Bones Fetes" is going
badly ...
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