What is an e-mailing campaign?


An e-mail campaign consists of sending a series of e-mail messages simultaneously to a predetermined base of customers or prospects. This e-mail approach is part of a direct marketing strategy that addresses the target group directly with personalized messages.

And with what objective in mind? The objectives of an e-mailing campaign are multiple and can be, among others, the following:

  • Acquire leads
  • Convert prospects into customers
  • Increase customer loyalty
  • Reach subscribers at the best time
  • Promote a product or make promotional offers
  • Improve your brand image
  • Promote your content and drive traffic to your website or blog.

What are the benefits of an email campaign?

It is impossible to imagine an inbound marketing strategy without this communication tool, as it offers advertisers several interesting advantages, namely:

  • Low cost
  • The possibility to personalize the message to be sent
  • The speed of implementation
  • An ideal channel for the distribution of targeted content
  • The sending of emails is automated thanks to marketing automation.
  • Easy to use in case of interruption
  • Enable sales and customer loyalty
  • The ability to analyze recipient behavior and the impact of the email campaign allows you to realistically evaluate the return on investment and justify the marketing budget used for the campaign.
  • The performance indicators of the emailing campaign are very precise and significant

What are the different types of e-mailing?

If you are aware of the importance of emailing and you want to launch your campaign, you must know the different types of emailing at your disposal:

  • Newsletter

It is a newsletter that is sent regularly to your subscribers, prospects or customers to inform them about your brand’s latest news, promotions, special business events, etc. And when can you send a newsletter? The frequency of sending can be daily, weekly or bi-monthly, but you need to perform A/B testing to determine the best time to send emails based on the business area. These tests measure the success of an emailing campaign based on the open rate and the click rate.

  • Prospecting email

The prospecting email aims at attracting new customers who match the profile. This type of email is sent according to the need and possible opportunities.

  • Transactional e-mail  Transactional emails are all automated emails sent to new customers on e-commerce sites containing important information about their orders and payments. This type of email is only sent when an account is opened, an order is placed, a shipment is made, a delivery is… sent.
  • Promotional email

Announce a promotion within a certain time frame so that your customers can take advantage of a discount or special offer. This type of email is designed to attract new customers, build loyalty and promote sales. It targets a specific type of customer/power and its delivery depends on the company’s message.

  • Loyalty email

The loyalty email aims to retain the company’s customers and increase sales after a certain number of orders or a certain amount spent.

  • E-mail invitation

The invitation e-mail aims to invite a specific target group to participate in a company event (trade show, birthday party, etc.), 1 to 2 months before the event.

How to create a successful e-mailing campaign?

  • Set a goal

What is the goal of an e-mail campaign? The most important prerequisite for a successful e-mail campaign is a previously established goal. This objective will then help you choose the type of e-mail, define the target audience and design and create content tailored to your recipients. Remember to set a realistic, achievable and measurable goal for an e-mail campaign to avoid getting bogged down.

  • Identify your goal

Your goal is set according to your objective. You must first define your target criteria (needs, expectations, behaviors, interests of your target group…). The more criteria you have in a list, the more qualified prospects you will have. As with all other marketing activities, you can better tailor your e-mail campaign to the needs of your target group if you know the personas of your buyers.

  • Write your message

Write your message well. The text of the email should be meaningful, meaning that each word should have meaning and purpose to easily prompt the recipient to act. Some recommended guidelines?

  • Write a compelling and attractive subject line and pre-header text from the start.
  • Include the most useful information to get recipients to open your email.
  • Customize your email campaign based on the data you’ve collected.
  • First and foremost, the content should match the subject of your email.
  • You need to decide on a written approach: storytelling to touch recipients’ emotions, persuasive techniques to get them to act, testimonials to provide social proof….. This choice depends on the main objective of the campaign.
  • Finally, it’s time to choose a medium: from text to video, from visuals to infographics, from downloadable PDFs to social media links… However, you need to choose the medium that best fits the objective of the message.
  • Use A/B testing

Once your message is ready, you need to test it, test it, test it! The testing phase is very important because it allows you to test several versions of the same web page with a sample of your target audience. This will ultimately help you select the most effective content and optimize the results of your e-mail campaign. It’s obvious, but how do you go about it?

  • First, create an A and a B version of the content you want to test (email subject line, call to action, illustration or even the text itself…).
  • Choose two samples from your contacts and send one A version and one B version.
  • Analyze the statistics of both versions A and B
  • Based on the results, send the email that works best to the rest of your customers.
  • Measure and improve

After launching your email campaign, it is important to measure and analyze its performance in order to make the necessary improvements for the next campaign. You need to track:

  • the opening rate
  • click-through rate
  • bounce rate
  • the unsubscribe rate
  • number of forwarded emails
  • Detailed error statistics

Compare the statistics you receive with your expectations and goals to improve your email marketing strategy.

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