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Emailing Essentials: Best practices

5 crucial steps for your emailings.

Emailing consists in sending mass email campaigns. It is a very efficient communication channel provided that you respect these few but essential rules.

Manage your contact

Create your own contact database

You have a list of email addresses that represents a contact database. How did you put together this list? Did you get these addresses with the consent of their owners? Be aware that if the recipient of your emailing does not know you, you are substantially reducing chances that he or she will open your email. 80% of emails are opened because the recipient recognizes the sender’s address.

Segment your contact database

Your contacts are not necessarily interested by the same type of content. There are two types of emailing:

  • global campaigns, sent out to all your contacts.

  • personalized campaigns sent out to only a targeted audience amongst your contacts.

Beware! Bad segmentation can lead your contacts to unsubscribe from your emailings.

Optimize your dispatches

Statistics tell us that some days are more appropriate than others to send out emailing: tuesdays and fridays.

Manage your contact database

The recipients of your emailing must be able to unsubscribe, it is a legal obligation. An unsubscription link must appear on your emailings and be visible (generally at the bottom of the page).

Your contacts will have a bad image of you if you do not respect these first 4 tips.

Develop your content

Start by a description of your emailing

Keep your contact from losing time on content that could not interest them: clearly tell them what your emailing is about in a few concise introductory sentences. This transparency between you and your reader base will encourage them to read your emails.

Vary your content

Be careful that your emailing campaigns are not redundant, that your content is not too similar from one email to the next. If your content does not vary a lot, your recipients might not read it anymore, and delete your emails without even having opened them.

Therefore, think to diversify the topics you explore: upcoming exhibitions in your gallery, openings, a new artist or artworks that have just arrived...

Technical advice

The layout in your emailing is crucial. Your contacts probably receive a lot of emails. Yours will be mixed with many other. For it to be read, you must stimulate the desire to read it. A few technical recommendations (to be linked with “Graphics and Ergonomics advice”):

Optimize display

50% of emails are opened on smartphone. A phone’s screen does not have the same size as that of a computer, your must adapt your emailing: this is called responsive design, or “adapted design”.

Even with a responsive email, some of your contacts will encounter issues concerning display (of different nature). So that your contacts overcome these problems, do not forget to never put a web copy in your emailing. This link will allow the contacts for which the email is not displaying correctly (statistically, 5 to 10% of recipients) to open the emailing with flawed display in their inbox, on their web browser.

Encourage concrete actions

Think to include a clickable button on each of your emailing, that redirects to your website for instance. The message on this type off button must be affirmative and act as an incentive: for example, a “Come meet us” button that displays the page mentioning your location and the address of your gallery.

This button is called a Call To Action, the goal of this is to encourage your contacts to take a precise action (in the previous example, that would be going to your gallery).

Graphics and ergonomics advice

The layout of your emailing is fundamental. It will allow you to distinguish yourself from the other emails that your contacts receive.

However, avoid an excessively complex or overloaded presentation, at the risk of it being totally unreadable. Alternate and pair text and image while approximately respecting the following ratio: 40% of text for 60% of image.

Do not hesitate to turn to a graphic designer to create a basic model (just once, so that you can manage the integration of text and media afterwards).

Improving your sendouts

Test your campaign

Before sending your emailing, check that all the links that you have put up work and display the right web pages. To do this, send yourself a test email. Be careful that the “TEST” term does not display in the final version destined to your contacts.

Do not use a no reply mail address

Do not use a “no reply” address to send your emailings. If your contacts can send you an email to reply, maybe they will share with you what to improve.

Improve your emailings thanks to statistics control

Once your emailing campaign has been sent, do not forget to look at the email’s statistics: how many times it has been opened, the click rate on the inserted links… Considering this data will allow you to progressively know more about your recipients, and namely the type of content that interests them. Beyond your future emailing campaigns, this information could be useful for curating your gallery in the future.

You now have all the keys to put together a successful emailing campaign !

One last thing: do not send too much emailing to your contacts at the risk of them unsubscribing: neither too little, at the risk of them forgetting (remember, 80% of opened emails are processed because the sender is know).

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