Even though email marketing seems sexy at first sight, it often turns out to be a nightmare for marketers.
On the one hand, it is a great way for marketers to convert and reactivate beloved customers.
… On the other hand customers gets tons and tons of emails everyday.
How could you craft the an emailing strategy that converts?
That what we are covering today through these 6 aspects you SHOULD consider!

Aspect #1: Define The Goals And Frequency Of Your Newsletters

Whether your business is in the B2B or B2C sectors and depending on its sectors, your emailing campaign will have different goals. For example, your goals might be to:

  • Generate online sales
  • Bring traffic to your website
  • Bring visitors to your store
  • Raise your brand awareness

For each goal, it is essential to determine the key performance indicators (KPI) that will measure the success of your campaign and help you optimize it for the future.
The environment of your business will also impact the frequency of your mailing campaign. Your resources will also be important as the most common mistake is start an emailing strategy and not be able to stick to it. To give you an idea, once a month for B2C and twice a month for B2B are considered as industry’s standard.
The choice of your KPIs is essential. Do not fall into the trap of “more metrics is better”. You must choose actionable metrics that will let you realize you have some issues and will point you in the right direction to start solving them!

Aspect #2: Personalization Is Important – Avoid Mass Emailing

To make things clear: you do not have any single valid excuse to keep sending mass emailing campaigns, no matter your business.
Sound quite harsh but you have a tremendous amount of opportunities to collect valuable information about your visitors and targets. Some only visited your website one time, some are daily visitors, some subscribed to your customer loyalty program in their last visit to your store, others dropped while entering their credit cards information, etc. Depending of your data you should thus be able to determine in which category of customers they belong to. It is fundamental to personalize your strategy depending on these criteria.
The opportunities are numerous and could range from a custom “name & surname” in your email to a “scenario-based emailing funnel”.
Some ideas of personalization: name/surname, age category, gender, points-of-interests, loyalty score, stage in your customer acquisition funnel, latest connection on your website, interactions with your social media channels, Klout score, etc.

Aspect #3: Avoid Promises You Cannot Keep

Keep in mind that the purpose of your emailing strategy is not to get the highest opening-rate of the galaxy. Your purpose is rather to outperform your conversion rates and beat your competitors. You must thus avoid any fake promises, buzzwords or any other incentives for your readers to report you as a spam.
Various studies exist about the words you should/shouldn’t use in your subject line (see example below from Marketingprofs). However, you should always remember that each business is unique and therefore testing might become your best friend. Some tools like Mailchimp offers you to A/B test your emails and other like Mailjet even allow you to A/X test your emails (only relevant if you have high volumes list).


Aspect #4: Stand Out Through Your Creativity And Value Creation

Beyond the best practices often cited in blog articles (e.g. importance of balance between images and text, short sentences, etc.), it is important to stand out through your creativity and the value you could create. As with your content strategy, it is important to define your tone of voice (i.e. formal vs informal) and keep in mind your persona. Nevertheless, the most important factor is to keep the focus on the core message of your email and the action you want your readers to do. Pay attention to your call-to-actions and the landing page it redirect to. To illustrate a great creativity example, we love to point out the case of ModCloth originally illustrated by Hubpost. They had the objectif to segment their email list and managed to do so through the creation of an interactive ‘Style Whiz Quiz’ email. As recipients were having fun filling the survey it allowed them to get valuable information about them. We let you figure out how rich their database and how “cool” their brand felt afterwards. Clever, isn’t it? 🙂

Aspect #5: Think Mobile!

As the mobile penetration is rising around the world and as more and more people have access to the Internet on their devices, your email has a big chance of being opened on mobile (see Google’s Mobile Planet report). You should thus not neglect the mobile optimization of your emails. Further than these statistics, we recently came across a case study on Kissmetric’s blog based on the analysis of 2 billion emails. The results could be summarized as follow:

•If users open an email on a mobile device, they are more likely to open it a second time than they are to click from their phone or tablet
•If the subsequent open happens on a desktop, users are more likely to click.
•iPhone users are more likely than iPad users or Android users to make a second open from a desktop (14.5% clicked the link)
•Users are 14% more likely to click through when they move from iPad to desktop vs. 56% for iPhone users who move to a desktop vs. 264% for Android users who move to a desktop
•Android users are the most likely to open a second time but the least likely to make that second open on a desktop.

 Aspect #6: Show Up In the Right Place At The Right Time

In order to craft email that convert, sending email to the right person would obviously be a great start. However, businesses often neglect the importance of sending their campaigns at the “right time”. Of course there is no such thing as the “right time” and you will have to test and optimize your campaigns.
Nevertheless, some studies can already help you in your first trials. The illustration below comes from Vertical Response and show that you might higher response rate late at night and early in the morning:


Hope this helped you in your emailing strategy and that it provided you with practical tips you could directly apply to your business! What are your thought on that? Would love to hear them 🙂

Nicolas Finet

Nicolas is a business engineer passionate about marketing. He is the co-founder of Sortlist, a platform that connects web agencies and companies.


Bryan V. · 11/09/2014 at 23:40

Nicolas any thoughts on email list management when using MAS. We are accumulating bounces over time, there are a myriad of bounce codes with some more detrimental than others. Does anyone ever validate thier bounce lists with a third party to get them reinstated in thier MAS?

    Nicolas · 15/09/2014 at 07:36

    Hi Bryan,
    Thanks for for this interesting question!
    Unfortunately, can’t help you on that. Hope someone will be able to 🙂

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