FAKE NEWS / NOT FAKE NEWS episode 2: 4 ideas to boost your prospecting emails
Posted: Wed Dec 04, 2024 5:15 am
You've been waiting (almost) as long as GOT season 8! Here's episode 2 of our Fact Checking column dedicated to email marketing misconceptions. In this second installment, we review 4 misconceptions (or not) to boost prospecting emails.
It's all very well coming up with eye-catching designs, but there are certain codes that must be respected. Some ideas seem good, original... but are they really effective?
So here we go, FAKE NEWS or NO FAKE NEWS?
News #1: Drive-to-store: Using Internet users' geolocation is the solution... Fake news!
We agree, but ideally our prospecting emails would have a direct effect on online sales AND in-store sales. The chimerical meeting of the digital and the physical. So why not offer the drive-to-store mechanics in acquisition emails?...
After all, it's very simple: just geolocate the potential overseas chinese in usa data customer at the time of opening, using their IP address, and send them a tempting offer to the nearest point of sale. But unlike fluid mechanics or the study of knights in the year 1000 at Lake Paladru, IP addresses are not an exact science...
The IP address cannot (yet) be used to determine the exact location of an Internet user. It can cover tens of kilometres. The most advanced location services only provide correct information in 50% of cases within a 10 km radius. And let's not forget the use of proxy/VPN services (such as NordVPN or certain antivirus services), which can locate an Internet user hundreds or even thousands of kilometres from their actual location. It's like offering a special offer of pains au chocolat to those who buy chocolate bars... Get out!
Another limitation of drive-to-store techniques used in recruitment is that the potential customer knows little or nothing about your brand. Therefore, the offer must be impactful enough for the potential customer to want to visit the store. Bring out the big promotional artillery, because a free rose on Women's Day may not be enough...
Fact #2: Personalizing my email will increase my KPIs... Fake news!
We've already talked about how and why you should tailor your communications to the target prospect. What works for CRM/loyalty is not necessarily a panacea when it comes to acquisition. While an Internet user who is a customer and subscriber to a newsletter may feel valued by receiving a personalized newsletter (last name, first name, last visit, etc.), this may not be the case for a potential customer, who may be less sensitive or even downright refractory to too much familiarity . It's a bit like addressing your future mother-in-law as a first-name when you're eating your first roast chicken on Sunday.
Premature personal communication (even a simple "Hi Juliette!") can seem intrusive and produce the opposite effect to the one initially intended ... making the potential customer run away!
Finally, you should keep in mind that an error by the database editor cannot be ruled out, and any mistake in the first or last name of the potential customer could be particularly damaging...
"- His name is Juste Leblanc... - Seriously, he doesn't have a first name?"
Tip #3: Displaying dynamic elements will keep potential customers’ attention and increase your response rate… It’s not fake news!
To stand out in email inboxes, especially during periods of high demand for potential customers, such as sales or holiday periods, we are tempted to use a certain number of dynamic elements that capture the attention of Internet users.
A good idea! Given that the average reading time for an email is about 6 seconds, it's a good way to grab their attention and make them want to know more about your offer or collection. Certain formats, such as a gif or a countdown, are particularly virtuous. Not to mention the sense of urgency they inspire, which increases the reactivity rate...
So, as the saying goes: “Move with the post !” But beware, animated formats must be handled with care:
Certain animated formats make your emails heavier and can penalize their deliverability.
For everything you need to know about best practices in animated formats, read our article: "Animate your acquisition emails: which format to choose?
It may be worth testing content or offers that dynamically adapt based on the day or time the email is open or stock levels. But it involves a very general email subject line, which can have a detrimental effect on the open rate.
Finally, you should know that animated formats are like good words: you should not overuse them in the content of your emails...
It's all very well coming up with eye-catching designs, but there are certain codes that must be respected. Some ideas seem good, original... but are they really effective?
So here we go, FAKE NEWS or NO FAKE NEWS?
News #1: Drive-to-store: Using Internet users' geolocation is the solution... Fake news!
We agree, but ideally our prospecting emails would have a direct effect on online sales AND in-store sales. The chimerical meeting of the digital and the physical. So why not offer the drive-to-store mechanics in acquisition emails?...
After all, it's very simple: just geolocate the potential overseas chinese in usa data customer at the time of opening, using their IP address, and send them a tempting offer to the nearest point of sale. But unlike fluid mechanics or the study of knights in the year 1000 at Lake Paladru, IP addresses are not an exact science...
The IP address cannot (yet) be used to determine the exact location of an Internet user. It can cover tens of kilometres. The most advanced location services only provide correct information in 50% of cases within a 10 km radius. And let's not forget the use of proxy/VPN services (such as NordVPN or certain antivirus services), which can locate an Internet user hundreds or even thousands of kilometres from their actual location. It's like offering a special offer of pains au chocolat to those who buy chocolate bars... Get out!
Another limitation of drive-to-store techniques used in recruitment is that the potential customer knows little or nothing about your brand. Therefore, the offer must be impactful enough for the potential customer to want to visit the store. Bring out the big promotional artillery, because a free rose on Women's Day may not be enough...
Fact #2: Personalizing my email will increase my KPIs... Fake news!
We've already talked about how and why you should tailor your communications to the target prospect. What works for CRM/loyalty is not necessarily a panacea when it comes to acquisition. While an Internet user who is a customer and subscriber to a newsletter may feel valued by receiving a personalized newsletter (last name, first name, last visit, etc.), this may not be the case for a potential customer, who may be less sensitive or even downright refractory to too much familiarity . It's a bit like addressing your future mother-in-law as a first-name when you're eating your first roast chicken on Sunday.
Premature personal communication (even a simple "Hi Juliette!") can seem intrusive and produce the opposite effect to the one initially intended ... making the potential customer run away!
Finally, you should keep in mind that an error by the database editor cannot be ruled out, and any mistake in the first or last name of the potential customer could be particularly damaging...
"- His name is Juste Leblanc... - Seriously, he doesn't have a first name?"
Tip #3: Displaying dynamic elements will keep potential customers’ attention and increase your response rate… It’s not fake news!
To stand out in email inboxes, especially during periods of high demand for potential customers, such as sales or holiday periods, we are tempted to use a certain number of dynamic elements that capture the attention of Internet users.
A good idea! Given that the average reading time for an email is about 6 seconds, it's a good way to grab their attention and make them want to know more about your offer or collection. Certain formats, such as a gif or a countdown, are particularly virtuous. Not to mention the sense of urgency they inspire, which increases the reactivity rate...
So, as the saying goes: “Move with the post !” But beware, animated formats must be handled with care:
Certain animated formats make your emails heavier and can penalize their deliverability.
For everything you need to know about best practices in animated formats, read our article: "Animate your acquisition emails: which format to choose?
It may be worth testing content or offers that dynamically adapt based on the day or time the email is open or stock levels. But it involves a very general email subject line, which can have a detrimental effect on the open rate.
Finally, you should know that animated formats are like good words: you should not overuse them in the content of your emails...