Whether you’re just starting out or have a well-oiled CRM and/or PRM communication plan, you’re faced with a big challenge: how to avoid increasingly strict anti-spam filters .
In 2019, spam accounts for between 55% and 95% of all email traffic , depending on the time of year. Most of it (almost 90%) is invisible to Internet users because the anti-spam tools used by email systems filter it upstream (so it doesn’t appear in the spam folder). These statistics are even more alarming when you consider that few Internet users regularly (or at all) check emails classified as spam…
To maximize the chances of your target audience overseas chinese in usa data reading it, it's vital that you do everything you can to get your message into their inbox.Always include an unsubscribe link in your email. Without a link, there is no trip back to the spam folder. Not to mention the Internet user who, uninterested in your communication, will look for this famous link and send you straight to the spam folder if he doesn't find it. This is even more true in the case of acquisition emails, in which you are addressing a potential customer.
However, it's true that every mailbox is different, and if Gmail lets you in, Outlook may not do the same.
Google Gmail, for example, uses behavioral filtering to analyze how users react to your communications. Opens, clicks, downloads, unsubscribes, etc. For example, if one of your potential customers doesn't open your emails several times in a row, it's very likely that the next time they do, they'll end up in the spam folder.Prospects know little or nothing about your brand, its world, its news... You're going to have to win them over. Remember, we already told you in a previous article that the time it takes to read an email is very short. So be efficient and get to the point.
Let's assume that the marketing aspect is stronger than the editorial aspect:
- The offer! The offer! The offer!... Take care of it. It has to be sufficiently attractive, impactful and... captivating! Above all, it is what will convert your potential client into a client.
- Put it in front of them. Our potential customers only have a few seconds to figure out what we're talking about. Make it a priority to highlight the products, range or collections that will make them want to know more. Be more pragmatic than aesthetic (not ugly either, we agree). Forget metaphors and reserve images and analogies for communications aimed at established customers.
- Multiply entry points and click opportunities. Don't limit yourself to just one product and offer multiple opportunities to learn more: special offers, new products, product variations, etc. And above all, intensify the presence of CTAs throughout your email.
