Email campaigns: corporate use

Mail campaigns are a very effective tool for professional to broadcast a message to many people, acquire new customers or maintain relationships with existing customers. Internet users are generally more receptive to this type distribution channel as conventional phoning campaigns.

Benefits of e-mailing

• Sending mail provides a massive, targeted, fast solution.
• The costs of a mail campaign is less: no shipping and low costs of enforcement.
• Sending mail is instant and fast feedback: about 80% of return customers take place in the 48 hours after dispatch.
• The target is generally receptive since the recipients have agreed to receive these emails.
• The immediate impact can be measured through statistics.
• The viral effect is in favor of e-mailing since some users do follow these commercial emails.

Tips for a successful campaign

Objectives of e-mailing

Set in the objectives of your mail campaign, it will help you create content for your mail.

• Prospecting and client retention,
• Dissemination of newsletters,
• Launch marketing campaigns
• Improvement and customization of the dialogue with customers

The title

A short and attractive title, 3 to 7 words is essential. This is the first information read by the user and if this information does not attract his attention, it is likely to delete your mail without even reading it, even to be classified as spam category.

The purpose should reflect the contents of your mail, be honest, no promises of easy wealth: people are not fooled!

Content

• Synthetic content
• Customized content reflecting the graphic of your business
• Content in line with the target customers or prospects, or business.
• Choice of format: plain text or html to insert images, colors, links
• Maximum weight 30K for not cluttering the inbox of the recipients

Sending

• Forget weekend, avoid Monday and Friday, do it Wednesday
• Sent it early in the morning

Analysis of returns campaign

With e-mailing, you can immediately and easily know the statistics of your campaign and the benefits to your company:

Statistics

• Rate of receipt (shipping / releases)
• Rate of initiation
• Clickthrough rate,
• Rate of visits to your swebsite
• Rate of post-click actions: registration, download forms on your site
• Unsubscribing rate

These data allow you to more precisely target recipients .

Constraints

• If your campaign is set to individuals, you must obtain the consent of recipients to send them your e-mail.
• You must be clearly identifiable as the perpetrator of the mail
• Recipients must be able to unsubscribe easily by clicking on a link.

Otherwise, your emails are viewed as spam and mail your campaign will have an undesired effect:
It is forbidden to use e-mails collected from public areas of the web.

For all your rights and responsibilities in e-mailing, see the law stuffs concerning digital economy.

Useful Links

Dolist: http://www.dolist.net/
Netmessage: http://www.netmessage.com/html/FR/03_email.html
Active Trail: http://www.activetrail.eu/
Express Mailing: http://www.express-mailing.com/


Benefits:

• Tips for targeting
• Proposal of models and e-mail creation
• Sale of a contact database, in the case that you don’t an sufficient address book .
• Sending e-mails
• Analysis of the impact of the transaction
• Management of returns and churn

Prices:

• Proportional to the number of emails sent, the prices are often regressive (100 mails for 10 €, 1 000 mails for 40 €, 100 000 to 600 € mails, etc.).
• E-mailing packs are from 100 to 500 000 email messages, or even 1 million for some providers.