{"id":5989,"date":"2023-12-27T15:43:53","date_gmt":"2023-12-27T15:43:53","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/email-marketing-101-the-five-basics\/"},"modified":"2023-12-27T15:43:53","modified_gmt":"2023-12-27T15:43:53","slug":"email-marketing-101-the-five-basics","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/email-marketing-101-the-five-basics\/","title":{"rendered":"Email marketing 101: The five basics"},"content":{"rendered":"


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Inboxes are overflowing and attention spans are shrinking. Crafting emails that resonate with your audience and drive conversions is more challenging than ever. To stand out and build lasting connections, you\u2019ll need to make them as personalized, as possible.<\/p>\n

At the same time, repetitive tasks<\/a> can take 10 or more hours per week. No wonder many companies go for automation. Even if you go this way, mind that it\u2019s important to keep a human touch in your marketing and sales communications while optimizing your processes. Yet, sometimes it takes a lot of failures before you find the right balance.<\/p>\n

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That said, it\u2019s a good time to go over five basic steps to automate routine tasks and which can boost engagement with your leads. Even though they are obvious, it\u2019s easy to overlook one or more of them.<\/p>\n

1: Set up your mailbox<\/h2>\n

Think about how you as a sender are perceived. Make sure your message looks professional, and your mailbox won\u2019t be blocked by email service providers (ESPs). Here\u2019s how:<\/p>\n

Use the \u201cnormal\u201d email name<\/h3>\n

Ditch the generic \u201cno-reply\u201d addresses \u2014 they scream automation and do little to inspire trust. Choose a regular business name for your mailbox instead. It both enhances the human touch and positively influences email deliverability algorithms.<\/p>\n

\u2705 [email\u00a0protected]<\/span><\/a><\/p>\n

\u2705 [email\u00a0protected]<\/span><\/a>\u00a0<\/p>\n

\u274c [email\u00a0protected]<\/span><\/a><\/p>\n

\u274c [email\u00a0protected]<\/span><\/a>\u00a0<\/p>\n

Ensure a professional signature<\/h4>\n

Your signature is your digital business card, so make sure it reflects your brand and personality positively. Include your full name, title, company name, and contact information. Also, here are two nuances:<\/p>\n

If these are marketing or warm emails, don\u2019t be shy and add your photo, as well as any relevant awards or badges that prove your expertise. You can even provide the link to your website.<\/p>\n

This is an example of doing it right:<\/p>\n

\"8n2ex9\"8n2ex9<\/figure>\n

In this case, having only your name, title and company name would be too anonymous.<\/p>\n

However, with cold emails avoid images, links, and HTML signatures, as all these impact deliverability. In the best-case scenario, your emails will land in Promotions or Updates. In the worst case \u2014 in the spam folder. You can try it for smaller mailings under 2,000 leads, but I\u2019d recommend being careful with that. So, images and links are generally a no-go, but contact information is fine.<\/p>\n

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Configure the mailbox<\/h3>\n

The technical setup is extremely important to get your emails to your client\u2019s inboxes. If you want to improve your email deliverability rate<\/a>, you need to gain the trust of email service providers.\u00a0<\/p>\n

To authenticate your domain, configure four basic records:<\/p>\n