Here we are with the second article to address the practical implementation of an emailing campaign. In the first partIn the past, we have talked about the importance of having defined objectives and setting up a reporting system to measure the impact of a campaign against these objectives.
Now let's see how to define a campaign.
I know what I want. What do I do now?
With the definition of your needs in terms of reporting, you must now define your needs in terms of marketing logic in order to choose the tool that will suit you best. If you have light needs, let's say a newsletter per month and an automatic welcome email program, there is no need to go for a warhorse with which you can program a number of email campaigns, sms, social networks, have a reporting as long as a day without bread, manage a call center and make you coffee as a bonus.
However, if you want to get into complex marketing logic, such as segmentation, content personalization, cross-marketing programs, marketing pressure management, and so on, then you will probably need an advanced tool.
Advanced does not necessarily mean complex, but a period of learning, even taming the tool will be necessary before being able to use it to its full potential. Not to mention the implementation at the IT level. Without going into details, if you want to optimize your deliverability, interact with your website and other, there is a technical implementation that must be done. You also have to take into account the possible installation of the tool within your company and the secure access that goes with it. All this to say that depending on your needs, there may be an installation time and a learning time.
Okay, I have the tool. What do I do with it?
Now comes the marketing project management itself. In the context of email campaigns, depending on your objectives, you will set up certain programs, sometimes one-shot, sometimes automatic. A good approach is to define, on the medium/long term, a set of campaigns that you want to see implemented, even if one or another side project is added to your schedule along the way. This allows you to have a view on the marketing pressure you will give to your prospects. Too much communication, and people stop reading. Not enough, and they forget. It's up to you to find the right balance for your business and your customers.
So if we summarize, you have your objectives, you know how you want to measure them, you have chosen a tool that corresponds to your needs, you have defined your program, and now we can move on to implementation.
Hachtehaimèlle
Now comes the generally more familiar steps in the process. Setting up a creative, cutting the HTML, injecting the HTML into your tool and sending your campaign.
Need help?
Reading content isn't everything. The best way is to talk to us.
It may sound simple when you say it like that, but don't lose sight of the fact that this is a job in itself ( a job that Badsender does very well by the way 😉 ). People in charge of production who have some experience also often have a very good idea of the impact a campaign will have or things to change. A good interaction between the provider/technical teams and the marketing team can have a very positive influence on your campaigns.
It is in these steps that a good part of your future results will be played. The good implementation of your technical infrastructure will influence your deliverability, the choice of the subjectline will directly influence the opening rate of your email, the ergonomics of the creative as well as its good rendering in HTML will influence the click rate. And as all this is based on a delicate balance, your marketing plan defined beforehand will also influence the results of your emails depending on its relevance, the marketing pressure, and other factors specific to your business.
I came, I saw, I emailed. So it's over?
As you can imagine, there is more to come. In parallel to your marketing plan and the technical implementation and sending of each project, the maintenance of your database is just as important for your results, even a key element. A good contact database will allow you to have a good deliverability, and thus avoid being blacklisted by email clients. Having a reactivation program for inactive customers can also wake up part of your base and increase your results.
It is better to have a clear and consistent registration program that generates a low, but reliable number of registrations, than a program that collects random addresses only to see its deliverability rate drop, its unsubscribe rate increase or even to be categorized as spam.
Okay, I learned everything!
In terms of your marketing programs and your creatives, keep in mind that "sky is the limit"! And that nothing prevents you from testing on a part of your contact base if you are not sure of yourself. The same goes for the creas; users are bombarded with emails, to go out of the ordinary will allow you to stand out. In short, depending on your business and your inventiveness, you can develop your marketing program almost endlessly.
If you have any questions, please do not hesitate to contact us. Everything that has been said in these 2 articles is part of our business. We can accompany you from the definition of your objectives to the sending of your marketing programs, through all the intermediate steps.
