This difference in approach is crucial. The proof: a potential customer will barely read your email for 6 seconds and will only take 2 to 4 seconds to decide whether to click or not... Hence the importance vp engineering email lists of being clear and concise in this case. This is not necessarily the case for a recurring subscriber, who will be more attentive to what you say. Obviously, the choice of words is vital to avoid SPAM.
Make sure your HTML emails are properly embedded
So here we are. You've checked all the boxes for the ideal layout. But your inbox screen looks like the home page of your Uncle Michel's personal blog. In other words, nothing!
Email marketing is first and foremost a matter of experience. There are a number of key lessons and best practices to apply, depending on your objectives, your offer, your industry, etc.
However, every brand is unique by definition, so we recommend A/B testing your campaigns.
As long as Internet users do not make their SPAM inbox their main inbox (and we understand them, when we see what it is mainly made up of...) it is essential to optimize the deliverability of your emails, both in the context of PMR campaigns, and for CRM-related mailings.
SPAM can represent between 55% and 95% of total email traffic, depending on the period observed. Almost 9 out of 10 such emails are blocked by ISPs and are not even visible in the "spam" folder. And if Internet users happen to look for Uncle Michel's newsletter there, which systematically ends up there, to the dismay of its author, it is not very likely that his email will be read.
That’s why it’s vital to optimize your email deliverability in the inbox. Here are two articles that will help you find your way back to the sacrosanct inbox.
You run one traffic generation campaign after another, focused on your immediate ROI goals, and don't take the time to build your own potential customer base.
However, creating a database of potential customers offers two advantages:
- Generate traffic and therefore immediate conversions, just like a traffic-generating email campaign.
- Collect leads that, if not converted immediately, have a high chance of converting in the future.
All you have to do is keep this potential customer base alive with a communication strategy tailored to this target group, to increase conversions over time.
