Commercial Email: 10 Tips for Successful Campaigns

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By Fabien Paupier

Updated May 6, 2024, originally published July 6, 2017

Why do so many companies struggle to develop a real sales email strategy ? A few years ago, at the time of the emergence of social networks, many argentina phone number data gloomy minds were proclaiming the end of email.

Email marketing was dead and buried! However, while the Eldorado represented by social platforms is still relevant, it appears that email allows for higher conversion rates and, above all, the creation of a real customer relationship.

If your emails are not read, if the click-through rate is too low, or the number of unsubscribers is too high with each new sending, here are 10 best practices in email marketing to help you make your sales emails interesting.

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1 - Make people want to know from the subject line of your email
To do this, avoid phrases that are uninteresting or too vague. So, avoid "Important!" or "What's new and more." The goal is to spark curiosity and make your recipients want to read your content.

Use action-inducing vocabulary . Verbs or a promise work well for this. Here are some examples of sales prospecting emails:

“Download whatever you want for free from our stock photos”
“Don’t miss our free webinar to increase your prospect base”
“Create your first book with these 10 expert tips!”
“Quick, those items you liked are on sale.”
These formulas invite the reader to take action and offer an immediate and accessible benefit. Don't hesitate to offer a strong, limited-time commercial offer to stimulate your subscribers' interest.

2 - Be direct!
Don't waste time, and especially don't make your subscribers waste theirs. Deliver the important part of your message in your opening sentence. You can always elaborate further.

The idea is to quickly grab your readers' attention. Don't leave any surprises for the end of your sales email; most of your prospects won't read that far.

3 - Segment your database
Never forget: your recipients are just like you; they receive several unsolicited commercial emails every day. Often, the low value of the emails received and their lack of targeting send them straight to the trash.

You will need to know your customers and prospects.

What do they expect from you?
What are their purchasing habits?
Creating personas will allow you to identify ideal customer types and their needs.

By leveraging this method, widely used by marketers of all stripes, you'll be able to design customer groups and better meet their expectations.

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4 - Personalize the content of your email
Personalization is truly the key to the success of your emails. It doesn't just involve adding a field with your contact's first or last name in the body of your email.

For example, a travel agency looking to personalize its emails with offers tailored to its customers could offer a tour of London or Madrid to someone who has already visited Rome and Berlin.

This is a geographically similar area and similar commercial offers.

Personalization allows you to target your audience's needs more precisely. There are many email marketing solutions available today, too often geared toward large accounts.