Promotional emails : These are intended to reward loyal customers, but also to boost sales. They are mostly targeted at a specific audience. They are sent based on company news.
Post-sale follow-up emails : After a purchase, the company sends emails about usage tips. They may also invite the customer to order related products, recommend the brand, or refer their friends.
Lead nurturing emails : Offer prospects useful content such as white papers, guides, or blog articles. The goal is to convert them into customers.
Prospecting emails : These are the first emails that a company sends to a prospect. They are an alternative to telephone prospecting, which works less and less well. Their objective is to acquire new customers.
Transactional emails – As the name suggests, these are transaction-related. They communicate to new or existing customers information about their orders and payments. They are sent at key moments such as account opening, shipping, delivery, etc.
Follow-up emails – These are intended to reactivate inactive customers who have not placed an order for a certain period.
Invitation emails : You can send them to your contacts to announce the date of an event.
5 KPIs to analyze and measure the performance of a marketing email
Delivery rate
It allows you to find out what portion of emails reached vp quality email lists the inbox of the selected recipients. To calculate it, you just need to perform this operation:
Technical aspects : identification protocols, incorrect email addresses, etc. Some easy-to-implement optimizations can generate very fast positive results.
Behavioral factors : inactive email addresses, low open rates, etc. Working on these issues is more complicated. It will all depend on the engagement of your audience. This is affected by the quality and relevance of your email sends.
The 5 steps to improve the deliverability rate of your email marketing campaigns
Regularly clean your contact lists . Doing a cleanup prevents you from lowering your deliverability rate with inactive addresses. They can become inactive for various reasons. For example, if your emails end up directly in spam and are not seen by the customer.
You may also receive too many emails and not have enough time to read yours. Keep in mind that email service providers penalize you if your marketing emails are not opened. Another reason to manage your stale contacts well! You can try to re-engage them by launching a targeted campaign or delete them altogether.
Delete non-existent email addresses. There are two types: old customer addresses and misspelled addresses. Do you have a lot of addresses blacklisted in your email marketing software? There may be a problem with data collection. To find out, take a look at the sign-up forms on your website.
The problem may also be in contact management. For example, if the date of collection of email addresses is very old.
follow email marketing best practices . Among them, of course, is consent. The contacts you send emails to must have given their consent to receive them.
Another important point is to make sure you choose your sender name well. Choose one that is easily identifiable (your company or website name). You can also personalize it by indicating the name of one of your collaborators.
