Segmentation and test, 2 solutions against the very limited interest of contacts solicited by commercial message
Low opening rates and the low performance of your email marketing campaigns are common pitfalls when sending your first email marketing campaigns. To avoid these two problems is important to implement technical and marketing actions based on the segmentation of your contact list.
Marketing segmentation, insurance of an interested recipient
Turnkey delivery of a recipient base by an email marketing professional should not be synonymous with bulk mailing. Already being solicited by other companies, prospects may feel advertising pressure and are inclined to qualify as "spam" messages with a weak relation to their real needs. To limit this disastrous outcome for the reputation of the sender and opening rate, it's necessary to quantify very precisely the potential audience and to favor the prospects closest to the commercial offer.
The permanent adaptation of the promise of the email
If this first step ensures the advertiser of a generally receptive audience, the opening rate nevertheless remains conditioned by the commercial promise of the message.
A humanized identification of the issuer, personalization of the recipient and an attractive editorial marketing message reduce the risk of being qualified as 'spam'. The test, combined with continuous responsiveness, is an unavoidable solution to easily identify the elements of the email to be improved.
See also:
- Treating the risk of spam reporting, the main limit of email marketing