FIZ-MAIL : SPEAKING ABOUT YOURSELF (E-MAILING)

Thanks to e-mailing, optimise the distribution of your messages, keep contact with your visitors, reach new prospective customers!

First contact

E-mailing and more usually the newsletter has become one of the essential levers in any "E-marketing" strategy.

A few figures:

According to Forrester Research (http://www.forrester.com/), in Europe, consumers receive on average 250 e-mails a week, two thirds of them commercial e-mails, newsletters and spam.

Here are some figures per sector of industry:

Les performances emailing au second trimestre 2007
Secteur NPAI Ouvreurs Cliqueurs Désabonnés Réactivité

Médias-presse

12.41 %

19.25 %

3.15 %

0.20 %

16.36 %

Banque-assurances

12.23 %

42.79 %

9.50 %

0.23 %

22.20 %

Marchés publics

7.87 %

32.78 %

6.66 %

0.07 %

20.31 %

Luxe

6.08 %

33.27 %

10.34 %

0.10 %

31.06 %

Tourisme

10.96 %

18.39 %

5.22 %

0.17 %

28.37 %

Distribution

5.73 %

26.79 %

10.96 %

0.34 %

40.91 %

Ventes privées

4.88 %

23.37 %

3.69 %

0.13 %

15.79 %

Vente à distance

5.26 %

21.49 %

5.09 %

0.07 %

23.70 %

B2B

13.73 %

24.66 %

2.22 %

0.20 %

9.01 %

Total

8.79 %

26.98 %

6.31 %

0.17 %

23.08 %

Essential elements:

To be effective, an e-mailing strategy must be well thought-out and evolve according to the behaviour of your subscribers.  

Four main lines to be taken into account: 

  • optimisation of the message: the loading time, the title of the subject of the email, the length of the email and compatibility with the various email customers are just some of the criteria that have to be taken into account. If an attractive page setting is unquestionably a plus, the recipients want above all to find the information that interests them very quickly.
  • targeting: segmenting your data base according to information you have about your subscribers (branch of industry, geographical area, source of the contact…) makes it possible to refine the statistics and give a better response to each profile’s expectations. The more effectively targeted the campaign, the more positive the returns will be.
  • personalisation: send your subscribers the information that concerns them by adapting the content of your e-mailing campaigns to each target. Personalising the messages will enable you to address your recipients directly (by using their names and first names, for example) and increase the impact of your campaigns.
  • statistical analysis:  test various objects and catch phrases, different dispatch periods will allow you to make your campaigns more powerful by analysing the opening statistics and the rate of clicks of each sample. A thorough study of your campaigns is essential to make your newsletters more effective.