Banner mail: Best practices for an effective marketing campaign

Discover the best practices for an effective marketing campaign.

Email remains the first communication channel for most companies with nearly 30 emails sent daily by each employee.

Have you ever thought about using the email signatures of your teams as a communication channel?

Although optimized, email signatures are a very powerful support to relay any type of message: announcements / offers, newsletters, contests, events …

Discover several cases of use of campaigns made by our customers.

01 – Targeted communication

Segmentation and targeting are the essential components of a successful marketing campaign: Transmit the right message to the right person.

To achieve this, it is necessary to take the time to know his target and build his personas. To define them, it is possible to carry out field surveys and / or interviews in order to clearly identify their function, their motivations, their habits and the problems that animate them on a daily basis.

Once these personas are identified, the targeting and customization phase can begin.

02 – The right message of communication

Communication is ubiquitous and practiced by everyone every day. Yet there are many obstacles between the message we want to convey and the way it is interpreted by our target. Communicating is often a long way from the transmitter to the receiver. Thus, for the message to be well understood by your targets, it is necessary to respect certain fundamentals as for example: the rule of 7 C: Clear, Concise, Concrete, Correct, Coherent, Complete and Courteous.

This step is even more important in digital communication practices. Indeed digital offers a multitude of opportunities to communicate but it is also, source of more complexity with many players, a multitude of publications and communication channels.

03 – Beautiful visuals in your mail banners

The visuals are essential: they are the ones who will catch the reader’s attention.

2 trends are affirming today:

• sobriety: clear colors, with font sizes in the hierarchy of writing, a minimalist style ….
• the human: the photos of people are generally more seen and more clicked

The visual is a differentiator, so let your creativity speak. Feel free to experiment and test what works or not.

These good practices must be part of a customer-oriented strategy adapted to the target market. Finally, it is difficult to judge a good or a bad visual, because it depends a lot on its target and its sector of activity. Only results obtained and prospects’ interactions will validate if the chosen approach is relevant.

04 – Effective call-to-action for your marketing campaigns

Your banners are a powerful lever to increase your traffic!

Call-to-action (CTA) is an indispensable element in measuring whether the message arouses interest and arouses the curiosity of the interlocutor for whom it is intended.

For effective call-to-action, the best practices are:

• Privilege the action verbs of the type “continue” “discover”
• Use a friendly tone that invites dialogue and establishes a relationship
• or involve the target using the first person singular: “I’m interested” “I’m curious to know more”

Call to action is also a good way to do A/B testing. Again do not hesitate to experiment by regularly analyzing the results obtained. Finally, CTAs largely participate in the analysis of the performance of your campaigns and make it possible to be part of a continuous improvement process.

Our administration console integrates detailed dashboards with indicators to measure these interactions, allowing you to experiment, analyze and progress.