In this guide, we‘ve put together 11 steps to send a quality emailing campaign and maximize their potential. ⚡ By following these tips, you‘ll have all the keys to send campaigns effectively and succeed in your B2B prospecting. 👏
Emailing campaign = Definition and Advantages
Definition of an emailing campaign:
An emailing campaign or “emailing marketing” consists in sending promotional emails to large numbers of a lead list or customers; for promotional, loyalty or simply information purposes. 🧐 Email campaigns are therefore a form of marketing direct in the sense that they reach the target directly
Nowadays, an emailing campaign is an essential channel to attract, retain and generate revenue from potential customers. 🎯
However, consumers are increasingly attracted to emails that convey brand values, thus consumer loyalty becomes a valuable resource. 💎
For this reason, sending out emails is a constantly evolving communication medium. 🍃 Over the years, it has evolved in a more qualitative way based on user permissions and increasingly targeted content. (By the way, with the RGPD coming into effect in Europe, this quality requirement has become the norm for all companies). 📋
Advantage of the emailing campaign:
A good marketing email campaign should have the main objectives of gaining visibility, establishing you as an expert and allowing you to sell your products and services. 🛍️
For this reason, emails are the way to make your campaigns marketing simple and cost-effective way, let’s look at the benefits in more detail below : ⏬
- Low cost required to launch them. A marketing campaign can reach thousands of recipients, spending much less than in other acquisition channels like TV ads, catalogs, etc.
- The results of sending emails can be easily analyzed. This type of campaign is a quick and easy way to calculate your return on investment, thanks to indicators such as opening rates or conversion rates.
- Email campaigns are adaptable. You can change the format, the images, the content according to the discourse:information email, advertising.
💡 So whether your goal is to convert your leads into customers, promote your product or launch an event, your email campaigns can be simple, inexpensive and customizable! 💥
What are the different types of emailing campaigns?
There are 8 different types of emailing campaigns, here is a summary table to list them below: 👇
| Type of emailing | Objective | Target | When to send |
| Newsletter | Inform, maintain a relationship, create traffic. | Prospects, current customers, subscribers. | Daily, weekly, bi-monthly frequency. |
| Prospecting email | Acquire new customers. | Targeted prospects according to profile. | According to opportunities. |
| Promotional email | Prospect, build loyalty, boost sales. | Precise targeting of certain types of customers/prospects. | According to the company’s news. |
| Loyalty email | Build loyalty, boost sales. | Loyal customers. | After x orders placed or x amount spent. |
| Transactional email | Important information about orders and payments. | New customers, existing customers. | Upon account opening, order, shipping, delivery, etc. |
| Reminder email (old customers) | Remind inactive customers. | Not having ordered for x time. | After x time (life cycle). |
| Invitation email | Publicize and animate an event. | Depending on the type of event. | Between 1 and 2 months before the event. |
| Notification email (trigger emails) | Notify, build loyalty. | New customers/users, existing customers. | Depending on the customer’s actions and journey (welcome email, birthday, abandoned cart, etc.). |
👉 As you can see, there are many themes to create your campaign. The most common emails are the newsletters which provide information about new products, for example. 🤓
However, we can also send emails promotional to highlight products and services. You can send a prospecting email, using a prospecting database. ✅ All that‘s left is for you to choose the type of campaign that best fits your current goal! 🏹
There are many websites Web allow you to send emails. 📧 So me of the most famous ones are Sarbacane, Sendinblue, Mailchimp, Getresponse and Mailjet… However, doing multichannel prospecting campaigns via email + LinkedIn, is one of the biggest advantages of Waalaxy! 👽
If you want to test for yourself, it’s this way: 👇
Try Waalaxy Now 👩🚀
How to create an emailing campaign? 11 Steps to successful campaigns
To run successful email campaigns, 💯 you need to follow these 11 easy steps
- Make a targeting strategy,
- Set your objectives,
- Create a qualified database,
- Configure your email box,
- Take care of your subject line,
- Work on the content of your emails,
- Finish your email properly,
- Prepare your emailing sequence,
- Plan your emails,
- Make do A/B testing,
- Finally, Analyze your results.
Let’s go through each step in detail, below! ✨
1. Make a targeting strategy
First of all, you need to define the contact targeting strategy, this consists of sorting your contacts according to certain criteria. 🔍 For example, you can create lists by age, gender, location, profession or field of activity, etc. The more criteria you have on your list, the more leads qualified in your list.
This segmentation step is important, ⭐ because recipients are known to be more likely to click on emails from campaigns than on non-targeted ones.
2. Set your goals
To get off to a good start, you need to keep your campaign goals in mind. 🏹 Maybe you want to increase your sales, build loyalty with your customers or build trust with your audience. You need to prepare your email sequences according to the main objectives.
When you launch a campaign from collecting email addresses, the first thing to send is often a message welcome message (this is a sample message on LinkedIn, however you can adapt it to your emails as well). 👌 You should save the promotional offer emails for the end of your sequence, for example. 😏
Your goal framework should include specific information about the total number of emails to send, the calls to action you’ll 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 engage your readers. 🤓 In addition, your sequences can be optimized by testing to better reach the objectives fixed.
We’ll look at all of this, below! 🚀
3. Create a qualified database
Creating a good mailing campaign also requires a good database with qualified prospects. 🏅 Actually, your emails can’t target everyone, and that’s okay… In fact, that’s even the point because not everyone can be your ideal customer!
Quality should always take precedence over quantity. 🪙 Keep your end goal in mind! It is important to sort your contact list, so you can optimize your leads in a targeted way. Also make sure there are no duplicates, with Waalaxy’s “Team” plan, you won’t have this concern, especially if you share your prospecting base with colleagues. 💥 Be aware that inactive or erroneous emails also affect your deliverability, so create in a dedicated “blacklist” to not contact them anymore!
4. Configure your email box
In addition, you need to configure your email box to be ready to send your campaigns! 👍 Delivery rate or “deliverability” is the percentage of emails that reach your recipient‘s inbox. This means:
- The email arrives in a valid email box.
- The email does not land in the “spam” box.
👉 The first point is directly related to the quality of your email database. Don‘t panic, you can use emails from your LinkedIn contacts (they are already verified by LinkedIn) or emails enriched by Dropcontact, which takes care of verifying them before sending emails.
The second point is a different 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:
- Trust in your domain name.
- Trust in the IP address that sends the email.
- Trust in the content of the email itself.
💡 If you want to know all the steps to set up your mailbox, then read this article on “Cold mails”! ❄️
5. Take care of your subject line
Just like your prospects, you too probably get tons of cold emails every day that you rarely open. 👀
So, if you think that sending emails without personalization is acceptable, forget that thought right now. It‘s not easy to cold prospect, but it’s possible to generate leads if you put all the chances on your side! ☘️
One element of your emails that should not be overlooked is the personalization subject lines. 🤩 Writing subject lines attractively is the foundation for optimizing your campaign‘s open rate. It‘s the first thing the recipient will read, either it will make them want to open your email or not…
However, you can personalize your emails with the name, the first name, the company, also play on the tone, use calls to action, and catch the attention with GIFs, or emojis... 🤓 In short, show originality by making your message fun and easy to read!
👉 Take the example of this email from Waalaxy, we can find the name of the sender (not a “no reply” email), the subject line that makes you want to know more, the personalization, the CTA and finally an optimized signature! Bravo. 👏
6. Work on the content of your emails
This step is perhaps the most time-consuming, ⌚ but also the most qualitative of all!
First, it is important to create content by focusing on your Call-To-Action. This way, you can write posts that get straight to the point! ⚽
Next, you need to choose your approach. 🎯 Storytelling that touches the reader‘s emotions, persuasive techniques that call to action and testimonials that provide a proof social. It all depends on the goals you want to achieve with each email. Likewise, you need to choose the social media that can best reach your audience. 📣 Email format options range from text to video, you can also use infographics, PDF documents and links to your network’s social media.
Again, choose the one that best suits the purpose of your communication objective (informational, promotional, etc.) In addition, the design of your email is important. Your entire campaign must follow a graphic charter consistent with the company‘s positioning. 🎨
Secondly, consider personalizing your messages so that your marketing strategy makes a mark on your targets’ minds. 🤩 However, repeating the same formula won’t work forever… So, think about innovating your approach to stand out from the rest and follow trends like sweepstakes or Black Friday promos. 🖤
7. Finish your email properly
Indeed, it’s important to make sure your emails match your brand image and highlight the most important aspects of your business. 👌 Also, it‘s important to understand how each element affects your recipient‘s perception. 👀
Each of the elements of the email, the subject line, the body of the email, the conclusion, contribute to a good or bad impression of your brand. 🤫 Some even say the closing is the most important element of the cold email. In this case, you need to pay special attention, as it has an impact on the message of what you want to convey to your prospect. 💥
👉 Knowing who your target audience is, as well as other contextual factors, will help you know the right way to end the communication.
In this article, you’ll discover how to use the right way to end your emails and improve your inbound marketing! 🔥
8. Prepare your email marketing sequence
Now, that you have segmented your contacts and determined the type of campaign to do according to each segment, it is time for the automation to come in play. 🕹️ Unlike traditional email marketing campaigns, automated campaigns are a form of emails that are more targeted and triggered based on actions taken by your prospects (this is called “triggers“).
For example, you can trigger these sequences when you have new subscribers, following an abandoned shopping cart or to offer discounts based on X number of orders placed. 🤑
👉 Automation has 3 key benefits for your marketing email campaigns:
- This allows to improve the communication with your customers and prospects.
- Win a time precious time and concentrate on the creation of content.
- Send from emails marketing automated highly targeted.
For example, of scenarios can be created and used to automate your email campaigns. 🤖 A script is a series of emails sent automatically, with intervals between each message sent. For example: send a welcome email to your prospect and 3 days later, email them with a tutorial video, along with a promo code or 2 weeks free trial.
A big advantage of automating your email campaigns is that once you set it up, it’s done! 😏 The contacts you put in a list or campaign, will automatically receive the emails you set in the sequence. This is a huge time and efficiency saver. 💪
💡 Of course, in order to do this, you need to choose the good tools. For example, Waalaxy has a number of features that make it very easy to create, customize and optimize your email marketing + LinkedIn campaigns. 😉
9. Plan your emails
Once the sequences will be ready, you need to schedule the email sending. 🗓️ You can create a communication plan for your email campaigns, taking into account special dates, such as back-to-school in September, 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, that is, the time between each message. Avoid daily messages so you don’t come across as too pushy to contacts, but keep a steady pace, so they have your name/brand in mind. 🧠
Maybe sending 2 emails a week is a good choice, but every campaign is different, so many frequencies or scenarios are possible. ⏯️ 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. In any case, we recommend testing to determine the best time slot. 👇
10. Make of A/B testing
Besides, even if you write the perfect email, it won’t do any good if no one opens it. 😬 That‘s why doing A/B testing is essential. Plus, setting it up is very simple. 🙌 The idea is to test 2 or 3 email templates to different ones, in a sample of your prospect list, and see which ones have the rate of opening the highest.
This method can be applied to several key elements of your message, such as the subject line, CTA buttons, graphic elements or body copy. 💪 Only one element needs to be changed in each test to isolate the element that works better than the others.
11. Analyze your results
To conclude these steps, you should analyze the results and aim for continuous improvement. 💹 Emailing tools, like Waalaxy, give you metrics on the performance of your campaigns, including open rate and response rate, for each message sent. 📨
This data will help you identify vulnerabilities and fix them over time. ⏳ However, this data does not tell you what the contact did after they clicked on the link in the email… 🧐 For that, you can also install custom “tracking” links on your emails.
Here’s an easy tutorial to do it. 👽 (By the way, this is an upcoming feature at Waalaxy!)
💡 A good email marketing strategy is perfected over the long term, by analyzing campaign results and building trust with your contacts. 🙂 Email campaigns are a great way for marketers to maintain long-lasting relationships with their customers, attract new customers, and make e-commerce successful.
Start creating successful email campaigns today campaigns email success with Waalaxy : Check out our “Business” subscription. 👏
Conclusion: how to do an emailing campaign for inbound marketing?
In conclusion, an email marketing campaign is a sequence of emails campaign that a company uses to communicate with its customers current and potential customers. They are used to convincing customers to interact with the company. 🤝
👉 With an email automation tool like Waalaxy, you will be able to accurately determine the “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. 🧲 If you are reading this article, you can confirm that you have at least one email address (or two, or three…). 😜 In fact, you’ve probably been sending and receiving emails for years, and you’ve certainly received suspicious emails in your inbox.
Even though emails have been around for years, many marketers still haven‘t updated their strategy of prospecting. 🙊 So, to ensure that you send modern emails, worthy of the valuable time and attention of your recipients, we’ve shown you the 11 steps to creating effective email campaigns. Plus, learn how to send “cold emailing” without landing in spam. 🧨
FAQ: Emailing campaign
What is an emailing campaign?
An emailing campaign is a means of communication that consists in sending a batch of emails to a list of more or less qualified contacts. 🏹 Each message fits into a predefined framework and achieves a specific objective that guides the audience target through the steps of the prospecting funnel. A campaign consists of a sequence of emails that can provide different content such as promotions, customer testimonials, contests, etc. 📩
Why do B2B email marketing?
Email campaigns help you maintain quality relationships with your audience target audience. 📣 It’s a great way to grow your list of qualified leads, increase your sales and build customer loyalty. 🥰 It‘s also a way to distribute targeted content and implement “lead nurturing” strategies.
Moreover, it is a cheap means of communication, quick to set up, and easy to update. The KPIs are very accurate and offer the possibility to create detailed analysis throughout your marketing campaigns.⚡ This allows you to get realistic estimates of your ROI and justify the resources used for your campaigns.
What is the price of an emailing campaign?
An emailing campaign can cost you between 80 euros and 700 euros per month, 👀 it’s up to you to choose the best tool that will be adapted to your needs and above all, to your budget. 😉
Discover the price of a Waalaxy subscription, compared to other automation tools on the market. 👽 (Let me tell you that the choice is quickly made!)
Find out more 🔥
Where to find mailing templates?
Mailing is a great way to find hot prospects. 🔥 In this article, you have the best templates to create your email marketing campaigns. However, stay original and add that little extra touch that differentiates your brand from the others!
Cool, now you know how to create an emailing campaign from scratch. 😘
