Love them or hate them, sending e-mails is always a thing.
Whether to launch a new product, announce a major sales campaign or promote your new book, you will probably start with an explosion of email.
Even better, you started with an email campaign.
Is there a difference? – you can ask. We will talk about it in a moment.
You will also learn what are the best practices to follow when sending e-mail messages and inspiring examples that inspire you.
What's an explosion of e-mail?
When someone says that he is going to send an email, it usually means that he will send an email to a large number of recipients, all at the same time.
Many marketers (including myself), after hearing the explosion of the term e-mail, continue to imagine something similar to the following message:
Side note: Here is my reaction to this type of email:
This is because, at least in the past, the sending of e-mails:
Have been sent to as many people as possible, that the sender has appropriate permissions for these types of campaigns,
Have been mainly used on an ad hoc basis. They were not part of a broader strategy to build a long-term relationship with the public,
And no matter the recipient, the important thing was the number of clicks generated by the campaign.
Email attacks were very similar to spam.
But as the language evolves, the understanding of the term email explosion is also changing. Nowadays, many marketers use it indifferently with the term e-mail campaign.
However, I still consider them two slightly different things.
And as Google tends to display different results in the SERPs for these two terms, we will treat them here as two separate things.
Main differences: e-mail attacks and e-mail campaigns
What is the difference between an email attack and an email campaign?
Naturally, as an email service provider, we will only refer to the situation in which the sender has the right to communicate with its recipients (marketing with permission).
In theory, the email explosions are:
Sent to the full email list,
Untargeted or personalized,
Sent at the same time, regardless of subscriber location.
Now, again, in theory, e-mail campaigns can be:
Sent to one or more segments,
Customized to reflect the preferences or needs of the recipients,
Sent based on the recipient's time zone or in response to his or her previous behavior.
This is, however, only in theory.
In fact, our recent studies still suggest that 53% of email marketers send the same message to all of their recipients.
In other words, most email marketers still send email attacks.
Is there a better way to manage your email communication?
There are certainly some.
Below, we will give you several tips to achieve this.
To learn more about e-mail best practices, read our article on e-mail marketing best practices.
1. How to send an email explosion
First of all, how do you send an email for it to generate a high commitment and a positive return on investment?
The three key elements of this operation include the selection of the good public on set of tools, and the respect of purpose .
Here is what we mean:
Choosing the right audience
Rather than buying an email list (or even renting it), you should rather create one.
Organic email lists have many advantages over databases that you can scratch or buy online. They generate higher yields, help you maintain high deliverability and are well legal
You can learn more about this by consulting one of our previous articles, in which we compare lists of e-mail addresses purchased from organic listings.
Now, how do you create an email list?
The answer boils down to three things:
Generate traffic on the page where the form is presented
Something to offer in exchange for the email address
Test different list building methods
As these are rather large subjects, it is better to consult these three articles which treat them individually.
In addition, you may want to read this article in which we will explain how to create an email list using master funnels from start to finish.
But creating an e-mail list is not enough to make your e-mail communications effective. You must also make sure you keep your database clean and your contacts engaged. Otherwise, your messages will not produce the desired results, or worse, they may end up in the spam folder.
Let's see what needs to be done to make your communication appealing.
According to the Email Marketing Benchmarks report data, we can find that emails that exceed the average of the results in terms of open and click rates tend to present one particular problem. the following characteristics:
They are personalized, that is to say that the content is adapted to the needs of their recipients.
They contain visual or attractive content, for example videos.
They are often automated, which means they reach the recipients of the email at the optimum time.
While using this tactic does not guarantee immediate success, it can certainly help you increase your campaign engagement rates by e-mail – and also place you ahead of your competition.
A lead generation agency named Submission Technology is an example of a business that maintains a high subscription rate by subscribing subscribers by running A / B tests and customizing their campaigns via email.
To learn more, read the full case study in which they share the tips and tactics used to achieve a clickthrough rate 121 to 149 percent above the industry average.
These results are not beyond the reach of the marketing specialist.
Let's take customization, for example.
In the example of submission technology, they segment their audience and broadcast personalized email campaigns based on the gender of their users.
For an electronic trademark, this should be a relatively easy tactic to apply.
Similarly, you can segment your audience based on the history of their purchases or their level of commitment.
You can get there quite easily by using the GetResponse Engagement Score feature.
The system automatically identifies and evaluates the activity of your contacts based on their interactions with your emails. The score is represented by the number of bars 1 to 5 listed under the contact's name in the Find Contacts section of your account.
Here's what it looks like when you consult one of your contact lists:
To create a segment using the engagement score, you just need to select the right set of conditions, for example, contact information> engagement score> is equal to > very committed.
Once your segment is created, you can submit a more personalized offer or use them to create a similarity audience when you create your ads on Facebook.
To learn more about this feature, visit our FAQ page.
And this is just one example of how you can divide your audience into distinct groups. Here are other ideas on how to segment your contacts, depending on the type of company you are in.
To come back to what I already mentioned, that the content must be attractive, here is an example of an email explosion that follows this practice pretty well.
You will find other inspiring examples in our article summarizing the best email marketing campaigns.
Choosing the right set of tools
Whether you have already built an e-mail list or are about to set it up, you will need a technology partner to back you up.
Your email service or your email service provider plays an important role in creating and maintaining high deliverability.
The ESP generally supports various processes such as claims handling and bouncing, managing unsubscribe requests, transmitting your messages, communicating with Internet service providers, l & # 39; authentication of your communication and the provision of analytical reports.
If you are not currently using any vendor or are considering switching to another vendor, GetResponse can help you effectively manage your email campaigns.
Keeping in mind the ultimate goal
In email marketing, as is the case with other marketing channels, it pays to keep your end goal in mind.
What do you want your campaign or email campaign to achieve?
Clicks on your site? Resource Downloads? Product orders?
The answer to this question should guide you in designing your messages.
This should dictate what you will include in your subject, the heading text, the copy and, more importantly, the call to action.
All elements of your message should tell your audience the action you want them to perform.
Ideally, you will have a key call to action. In this way, it will not compete for attention with other buttons or text links.
If this is not realistic in your case, be sure to keep it most prominently.
You may want to test this approach, but it's usually best to limit the number of options you present to your audience. By offering too many options, you may think that you are providing value, but in reality you are pushing them into paralysis by state of analysis.
The following is an example of an e-mail message with only one main button called for action.
2. What is the best time to send an email explosion?
Here is one of the most frequently asked questions about email marketing campaigns.
It is not easy to answer, even though we have already addressed it several times in the report on the criteria for email marketing or in this infographic.
In my opinion, it is not wise to generalize the idea that your entire audience will open your email breath at a given time or day of the week.
Consumers are all different and change their behavior patterns according to the situation in which they find themselves.
Here are the steps I propose, in this specific order:
Rather than choosing the ideal time for everyone, use an algorithm that will adjust to adjust the time of sending e-mail to each of your contacts. In GetResponse, this feature is called Perfect Timing.
If you prefer your e-mail to reach your audience at a specific time, analyze this report to choose the optimal time.
Once you have selected the appropriate time slot (10h and 14h seem the most promising possible, send your e-mail using the time travel function.
In the same way as Perfect Timing, the time the sending is adjusted, but this time only to ensure that the message reaches your audience at a specific time according to their time zone .
Explosion of emails, broadcasts, campaigns – whatever
As long as your campaigns are based on permissions and you follow the best email marketing practices, naming is a secondary task.
So go ahead and start preparing your next email campaign.
And if you need help, check out the guide we have prepared below.
How to Plan and Send Your First Email Marketing Campaign
Sending your first email marketing campaign may seem like a challenge. This short action plan will help you prepare and influence your target audience and your business. It's easier than you think! Follow these six steps to launch an excellent email marketing campaign that delivers results.