Emailing campaign : 11 easy steps to success!

In this guide, we’ve put together 11 steps to sending a quality email campaign and maximizing their potential. ⚡

By following these tips, you’ll have all the keys you need to send campaigns effectively and succeed in your B2B prospecting. 👏

Are you ready? Good thing we are! 🚀

Definition of an emailing campaign

An emailing campaign or “email marketing” consists of sending promotional emails to large lists of prospects or customers, for promotional, loyalty or simply information purposes. 🧐

Today, emailing is an essential channel for attracting, retaining and generating revenue from potential customers. 🎯

However, consumers are increasingly attracted to emails that convey brand values, so consumer loyalty becomes a valuable resource. 💎

For this reason, sending emails is a constantly evolving means of communication. 🍃

Over the years, it has evolved in a more qualitative way based on user authorizations and increasingly targeted content. (Incidentally, with the RGPD coming into force in Europe, this quality requirement has become the norm for all companies). 📋

The advantages and disadvantages of email campaigns

The main objectives of a good email marketing campaign should be to increase your visibility, establish you as an expert and enable you to sell your products and services. 🛍️

For this reason, emails allow you to carry out marketing campaigns simply and cost-effectively. Let’s look at the benefits in more detail below : ⏬

💚 Advantages	❤️ Disadvantages
Low cost required to launch: a marketing campaign can reach thousands of recipients at low cost.	It’s advisable to use a suitable emailing tool to avoid wasting time on mass mailings.
Easy analysis of results: calculate return on investment using indicators such as open and conversion rates.	Creating a pleasant-to-read and relevant email can be tedious and time-consuming.
Adaptability of email campaigns: format, images and content can be changed to suit the message (information, advertising, etc.).	You need a reliable database to run effective campaigns.

So, if your aim is to convert prospects into customers, promote your product, or launch an event, your email campaigns can be simple, inexpensive and customizable! 💥

What are the 8 different types of email campaign?

There are 8 different types of emailing, here’s a summary table to list them below: 👇

Type of emailing	Objective 👀	Target 🎯	Sending frequency 📆
Newsletter	Inform, maintain a relationship, create traffic.	Prospects, current customers, subscribers.	Daily, weekly, fortnightly frequency…
Prospecting email	Acquire new customers.	Targeted prospects according to profile.	Depending on opportunities.
Promotional e-mail	Prospect, build loyalty, boost sales.	Target specific types of customers/prospects.	Depending on company news.
Loyalty emails	Build loyalty, boost sales.	Loyal customers.	After x orders placed or x amount spent.
Transactional e-mail	Important order and payment information.	New customers, existing customers.	On account opening, order, shipping, delivery, etc.
Reminder e-mail (former customers)	Remind inactive customers.	Haven’t ordered in x amount of time.	After x time (life cycle).
Invitation e-mail	Publicize and promote an event.	Depending on the type of event.	Between 1 and 2 months before the event.
Trigger emails	Notify, build loyalty.	New customers/users, existing customers.	Depending on actions and customer journey (welcome email, birthday, abandoned cart follow-up, etc.).

As you can see, there are many themes for creating your campaign. The most common emails are newsletters providing information on new products, for example. 🤓

However, we may also send promotional emails to highlight products and services.

You can send a prospecting email, using a prospecting database. ✅

Now all you have to do is choose the type of campaign that best suits your current objective! 🏹

11 steps to creating a successful email campaign

To make a success of your mailing campaigns, 💯 you need to follow these 11 steps. 👇🏼

1) Set your own objectives

To get off to a good start, you need to keep your campaign objectives in mind. 🏹Perhaps you want to increase sales, build customer loyalty or build trust with your audience. You need to prepare your email sequences with these main objectives in mind .

When you launch a campaign from the collection of email addresses, the first thing to send is often a welcome message (this is an example of a message on LinkedIn. However, you can adapt it to your emails too). 👌

You should save promotional offer emails for the end of your sequence, for example. 😏

Your objective framework must include precise information on the total number of emails to be sent, the calls to action you’re going to use and the content of each email. This work requires a lot of knowledge about your buyer personas and also, you need to be creative to pique your readers’ interest. 🤓

2) Define a qualified database

Creating a good mailing campaign also requires a good database of qualified prospects. 🏅 In fact, your emails can’t target everyone, and that’s normal. That’s even the point, because not everyone can be your ideal customer!

For example, you can create lists by age, gender, place of residence, profession or field of activity, and so on. The more criteria you have on your list, the more qualified prospects there will be on your list. 🥰 This is what we call segmenting.

Quality must always take precedence over quantity. 🪙 Keep your end goal in sight!

It’s important to sort your contact list, so you can optimize your prospects in a targeted way. Inactive or erroneous emails also affect your deliverability, so don’t hesitate to create a dedicated “blacklist” to stop contacting them!

3) Configure your mailbox settings

You also need to configure your mailbox so that it’s ready to send out your campaigns! 👍

As previously mentioned, the delivery rate or deliverability is the percentage of emails that reach your recipient’s inbox.

This means that :

• 🥇 The email arrives in a valid emailbox.
• 🥈 The email does not land in “spam”.

The first point is directly linked to the quality of your email base. Don’t panic, you can use emails from your LinkedIn contacts (they’re already verified by LinkedIn) or emails enriched by Dropcontact , which takes care of verifying them before sending emails.

The second point is another story. 🥲

Not all email providers have the same criteria for determining whether emails should be redirected to SPAM, so some are stricter than others.

However, there are 3 main criteria that affect deliverability: 👀

• Confidence in your domain name.
• Trust in the IP address sending your emails.
• Trust in the content of the email itself.

4) Take care with your subject line

Just like your prospects, you too probably receive tons of cold emails every day, which you rarely open. 👀

So, if you think sending emails without personalization is acceptable, forget that thought right now.

Cold calling isn’t easy, but it’s possible to generate leads if you give it your best shot! ☘ ️

One element of your emails that shouldn’t be overlooked is the personalization of subject lines. 🤩

Writing attractive email subject lines is the basis for optimizing your campaign’s open rate.

It’s the first thing the recipient will read, and the first thing that will make them want to open your e-mail.

However, you can personalize your emails with the first and last name, the company, also play on the tone, use calls to action, and attract attention with GIFs, or emojis… 🤓

In short, show your originality by making your message fun and easy to read!

5) Change the sender’s name

If you want your email campaign to stand out from the crowd, you need to pay attention to every little detail, including the sender’s name. Why would you tell me? 🤔

Well, here are a few reasons, among others:

• Avoid being considered spam ➡️ e-mails sent from a generic or unfamiliar e-mail address are more likely to be considered spam. However, if you use a familiar sender name, you can help prevent your e-mails from being filtered as spam.
• Increase brand recognition ➡️ By using your company or brand name, you can help your customers recognize you immediately in their inbox.
• Improve open rates ➡️ people are more likely to open e-mails from people they know and trust. By using a familiar name, you increase the chances of your e-mail being opened.

As you can see, the sender’s name may seem like a minor detail, but it can have a significant impact on the success of your email campaign!

6) Customize your header

The header is a bit like the hat on an outfit: it’s the first thing people see, and it can make all the difference. 👒

When you personalize your header, you can make your brand stand out and differentiate yourself from the other e-mails invading your customers’ inboxes.

Let’s take our hat example again, we’re wearing a colorful hat in a crowd of black and white hats. ✨

On a more serious note, a personalized header can help build trust. If they see an image that’s professional and consistent with your brand, it can encourage them to think you’re a serious, reliable company.

However, if your header is dull or unprofessional, it can give the impression that you’re careless.

Don’t worry, you can let your creativity run wild and add a touch of humor if it suits your brand image. 🥰

7) Write relevant content

This step is perhaps the most time-consuming ⌚ but also the most qualitative of all.

First of all, it’s important to create content focusing on your Call to Action (CTA) . This way, you can write messages that get straight to the point! ⚽

Next, you need to choose your approach. 🎯Storytelling that touches the reader’s emotions, persuasive techniques that call for action, and testimonials that provide social proof . It all depends on the objectives you want to achieve with each email.

Likewise, you need to choose the social media that will best reach your audience. 📣
Mail format possibilities range from text to video, you can also use infographics, PDF document sand links to your social networks.

Again, choose the one that best suits the purpose of your communication (informational, promotional, etc.) Also, the design of your email is important.

Your entire campaign must follow a graphic charter consistent with your company’s positioning . 🎨

So remember to innovate your approach to stand out from the competition, and follow trends like competitions or Black Friday promos! 🖤

8) Prepare your emailing sequence

Now that you’ve segmented your contacts and determined the type of campaign to do for each segment, it’s time for automation to come into play. 🕹️

Unlike traditional email marketing campaigns, automated campaigns are a more targeted form of email, triggered by actions taken by your prospects (known as “triggers“).

For example, you can trigger these triggers when you have new subscribers, following an abandoned shopping cart or to offer discounts based on X number of orders placed. 🤑

👉 Automation offers 3 key advantages for your email marketing campaigns :

• 📈 It enables you to improve communication with your customers and prospects.
• ⏱️ Save valuable time and focus on content creation.
• 💌Send highly targeted automated marketing emails .

Scenarios can be created and used to automate your email campaigns.🤖 A scenario is a series of emails sent automatically with intervals between each message sent.

For example: send a welcome e-mail to your prospect. 3 days later, email them with a tutorial video, along with a promo code or 2-week free trial.

9) Schedule your emails

Once the sequences are ready, you’ ll need to schedule the email dispatch. 🗓️

You can create a communication plan for your email campaigns, taking into account special dates, such as back-to-school in September, end-of-year holidays, Valentine’s Day, etc, etc. 💘

The important thing is to think about the best time to send it, based on your business and the needs of your target market. Next, you need to think about the duration of your campaign, i.e. the time between each message.

Avoid daily messages so as not to be perceived as too insistent by contacts, but maintain a regular rhythm so that they have your name/brand in mind. 🧠

Finally, determining the best time to launch a campaign is more complicated, but ideally, you should find a time when your target audience can check their emails, like early evening or Friday afternoon, for example .

10) Test your email campaigns

By the way, even if you write the perfect email, it won’t do any good if no one opens it. 😬 That’s why A/B testing is essential. What’s more, it’s very easy to set up. 🙌

The idea is to test two or three different email templates, in a sample of your prospect list, and see which ones have the highest open rates .

This method can be applied to several key elements of your message, such as the subject line, CTA buttons , graphic elements or body text . 💪

Only one element needs to be changed in each test to isolate the element that works better than the others .

11)Analyze your results with KPIs

One of the most important aspects of any marketing strategy is the analysis of campaign results using KPIs.

KPIs (Key Performance Indicators) enable you to measure the effectiveness of your email campaign. Using these indicators, you can identify what’s working and what’s not.

For example, if you find that the open rate of your e-mails is low, it could mean that your subject line isn’t catchy enough, or that your recipient isn’t targeted enough. 🎯

Here, just for you, are some relevant KPIs: ⬇️

• Open rate: percentage of recipients who opened your e-mail.
• Unsubscribe rate: percentage of recipients who unsubscribed from your mailing list.
• Click-through rate: percentage of recipients who clicked on a link in your e-mail.
• Conversion rate: percentage of recipients who took a desired action after clicking on a link in your e-mail.

However, this data doesn’t tell you what the contact did after clicking on the link in the email… 🧐

For this, you can also install personalized tracking links on your e-mails.

Email campaigns are a great way for marketers to maintain lasting relationships with their customers, attract new customers and successfully conduct e-commerce.

How about a recap?

In conclusion, an email marketing campaign is a sequence of emails that a company uses to communicate with current and potential customers. They are used to convincing customers to interact with the company. 🤝

👉 With email automation software like Waalaxy, you’ll be able to accurately determine “ROI” (return on investment) and thus know whether your email campaign is successful or not. 🙏

Email marketing campaigns are an important part of inbound marketing. 🧲

Frequently asked questions

What is emailing?

Emailing is a means of communication that involves sending a batch of e-mails to a list of more or less qualified contacts. 🏹

Each message fits into a predefined framework and achieves a specific objective that guides the target audience through the stages of the sales funnel.

A campaign consists of a sequence of emails that can provide different content such as promotions, customer testimonials, contests, etc. 📩

How to set up an emailing campaign?

Email campaigns help you maintain quality relationships with your target audience. 📣

It’s a great way to grow your list of qualified prospects, increase sales and build customer loyalty. 🥰

It’s also a way to distribute targeted content and implement“lead nurturing” strategies.

What’s more, it’s an inexpensive means of communication, quick to set up and easy to update. The KPIs are highly precise and offer the possibility of creating detailed analyzes throughout your marketing campaigns. ⚡

This enables you to obtain realistic estimates of your ROI and justify the resources.

How much does an e-mailing campaign cost?

An e-mailing campaign can cost between 80 and 700 euros per month, 👀 it’s up to you to choose the best tool for your needs and, above all, your budget 😉

Discover the price of a Waalaxy subscription, compared to other automation tools on the market. 👽 (Let me tell you, it doesn’t take long to choose!)

Which tool for e-mailing?

When it comes to emailing, you have a multitude of choices. You can use one of these marketing software packages:

• MailChimp.
• Sendinblue.
• GetResponse.
• Sarbacane.
• Campaign Monitor.

Cool, now you know how to create an email campaign from A to Z. 😘