To stay close to our users, prospects and partners at Comeen Play (formerly DynamicScreen) we use emailing. Every two weeks we get in touch with our audience through an email to let them know about new integrations, features and news.In charge of this mission since 8 months, I have developed a database of 2000 contacts, prepared 32 newsletters and sent 11 184 emails.In this article, I review the key points of these last campaigns to help you in your email marketing strategy.
A thorough understanding of your target audience is one of the most important aspects to consider before you start sending email campaigns.Gather your audience's email addresses (while respecting the RGPD rules) and any additional information you may have on them (first name, last name, position, company) to have the most complete database possible.Then, to be as precise and relevant as possible, segment them with their languages, their functions (prospects, customers, partners, team) and ask yourself:How and when do they prefer to be communicated with? Is there a specific language or an email style to be favored? What types of actions or activities distinguish them from the general public? For example, you can send a thank you to your partners with their first name and an emoji at 5pm, but for a prospect you should favor a more advanced personalization and a time when the opening can be stronger (mainly in the morning between 8 and 11am). At the end of each emailing campaign, don't forget to sort and delete the emails of people who have unsubscribed, who have fallen into spam, or who have not opened your emails for several months. They lower the statistics and the open rate unnecessarily.
Emails with a bit of personalization in the subject line, such as a first or last name, have a higher open rate.
43.6% of users think a personalized, interest-based subject line is very important - even more important than a discount or promised offer.
Ideally, your subject line should be short and sweet, but also engaging, enticing and appealing to users. This is the most important part of your email campaign because it's what will decide whether or not the user opens your email.There are many ways to make your subject line stand out in the inbox.You can add emojis (being careful not to overdo it), add the recipient's name to give them a personal touch, include action verbs that invite them to interact or even choose the same shape every time you send it to be recognizable.
[ Newsletter n°1 ] DynamicScreen : Discover our tips for an efficient emailing
Whatever tactic you choose, it's best to test several and vary according to the targets.A/B testing can be a solution: you can test several different subject lines by sending each one to a small group of contacts, then the best performing one will be sent to the rest of your contacts.
The call-to-action (CTA) is the focal point of your email. It's what you hope your user will click on when they scroll through the message, so the CTA needs to stand out from the content of the email, which needs to remain simple to be effective. No one wants to click on an email and see several images, pop-ups and colors displayed on all sides.
Your CTA should have a color and text consistent with your brand image. Ordinary buttons like "click here" and "learn more" are not really eye-catching.In terms of placement within the content of your email, it is important to put one visible without having to scroll down. But don't forget to put a second one at the end of your email, if it's a bit long.You will have to find the right balance between content, images and CTAs. You should not put too many elements, at the risk of confusing the objective of your email.
By testing your email campaigns before sending them, you can make sure that everything is in order.
Don't forget to check:
Spelling and typos
Links and CTAs
Display of the email on mobile and computer
The list of recipients
The sender and the time and day schedule
It is also a good idea to send it to at least one other member of your team. At DynamicScreen, I send the email to the appropriate department to make sure I have the most appropriate lexicon and all the information on the subject verified.To take it a step further, we also ask for feedback from our readers at the end of our newsletters.
"What did you think of this format? Do you agree with the topic?"
Now that you have all the keys in hand you can send your email campaign.Don't forget to look at your statistics after sending, the next day and even the following week: they can tell you a lot about the types of emails your customers like, and perhaps more importantly, what they don't like.And you, what are your tips for a good emailing? Write to us at firstname.lastname@example.org, we'd love to talk about it and share our newsletters with you.
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