We are getting close of the end of the year, as a business owner this is a time when you need to reinforce your customer relationship. Surely you can develop a mailing strategy to promote your products but why should you do it and hoe to make sure your mailing strategy is successful?

Mailing strategy — Email is a channel you should get used to

By the end of 2021, a report from Google it’s stated that 91% people spend quality time with their inboxes every day.

Connect with your customers through personalized email contents

Email marketing is a type of direct marketing that uses emails to deliver marketing messages to its audience. In fact it is an easy channel to reach customers and achieve your business goals. To do that, never forget that every email should be useful and interesting. Thanks to its personalized aspect, it is possible to send a different message and call to action to every single contact you have.

“Personalisation – it is not about first/last name. It’s about relevant content.”

— Dan Jak

A strategy should be S.M.A.R.T.

To make sure you are reaching your marketing goals, it’s important to track email engagement rates. Again, every email you send needs to offer something valuable to your audience. Since your email strategy should be inclusive, it’s mandatory for you to be able to measure if and how your contents create value for your target. Here are some elements you need to keep on check:

(% of people who clicked on your email links): it is the most important thing to measure because it helps you see if your emails are useful and interesting for your audience. In fact a potentiel customer get converted when they act as your call-to-action asked them to.
(% of people taking the action your email asked them to do).
(% of people who opened your email).
(% of people who decided to unsubscribe after getting your email)