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Email marketing: 3 key elements for best campaigns

By:Publipage

How many emails do you receive per day? 100? 200? 1000? And among those, how many do you open? How many do you read? Much less than half to one-third?

Do not worry: capturing and maintaining the attention of the reader is not an impossible mission. You simply have to apply good practices. Here are a few.

Write a title that attracts your readers

A good title is the key ingredient that helps emails stand out in the eyes of your customer. It is what will make him take a second look and capture his attention. It must be brilliant, efficient and powerful!

Here are a few things to incorporate:

  • Action verbs
  • Figures
  • Simple phrases
  • Short sentences (approximately 55 characters)

Choose the correct time range

Before you press the ‘Send’ button, make sure it is the best time to send your newsletter. And to answer this question, here are some questions you should ask yourself:

  • Who really are your customers?
  • When do they consult their e-mail?

You would expect: there is no right answer. If, for example, you are looking to sell travel packages to Cuba and that your target audience consists mostly of young people aged 18 to 25 years, it is perfectly acceptable to send your newsletter during an evening on Wednesday or a Thursday night, for example.

However, if you are looking to reach SME managers to sell group insurance, you should run your campaign during the week (prioritize Tuesdays and Thursdays). In order to clarify the behavior of your customers, consult the analytical reports of your previous mailings.

Balance the nature of your content

Many people wrongfully believe that the contents of a newsletter are exclusively promotional. On the contrary! Readers prefer educational rather than promotional content.

What percentage are we talking about? According to several studies, more or less 80% of educational content (or educational content) against 20% promotional content. This therefore requires you to brainstorm for ideas!

Some examples of educational content often found in the newsletters:

  • The most popular blog articles of the month.
  • The advice specific to your domain (and only present in the newsletter).
  • The relevant external blogs to read in your domain.

Curious to learn more about the art of making your email marketing strategy a success? Visit our blog regularly!

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