Le ciblage est un élément déterminant lors de la mise en place d'une campagne d'e-mailing. Il est essentiel de s'adresser aux bonnes cibles avec un message adapté pour optimiser les taux d'ouverture et de transformation. L'un des critères de ciblage les plus intéressants concerne les données démographiques disponibles. Une segmentation des prospects en base de données peut être effectuée en fonction du sexe, de l'âge ou de la profession. It is essential here to prepare emails adapted to each category, with personalized content relevant to each target.

More and more companies that regularly run email campaigns are refining their strategy by combining internal and external resources. Time saving and efficient, outsourcing consists in using service providers with large databases that can be used in B2B. Not all B2B companies have this type of resource at their disposal, especially SMEs and VSEs. It is therefore essential in this case to obtain accurate data that will serve as a basis for future marketing campaigns.

A company that rents out databases is very useful in this respect. It allows you to count on new active addresses that can be transformed into leads after a successful operation. An email campaign manager can also be contacted to set up this process from A to Z. When a company does not have the internal know-how in this field, outsourcing a campaign is definitely the best strategy.

Not all companies have the time or resources to build up a relevant database for email marketing purposes. Renting an up-to-date database offers a reliable set of information to set up an efficient B2B strategy. Professionals in the sector are able to offer a very comprehensive data package including several hundred thousand addresses. By using an external campaign manager, a campaign can also achieve high standards in terms of deliverability and open rates.

Outsourcing a campaign is also a relevant way to achieve high precision targeting ensuring better results. A trustworthy company can take care of the entire process, from the creation of the email marketing to its routing. More qualitative messages are a definite asset in order to achieve better overall performance. Lead generation is essential for turning prospects into customers.

An effective marketing strategy can be measured once the emails have been sent to the predefined targets. With the right tools, you will know if an action has been successful. We can distinguish 9 performance indicators based on the behavior of the recipients. These are the completion rate, the open rate, the click rate, the reactivity rate, the conversion rate, the bounce rate, the unsubscribe rate, the deliverability rate and the complaint rate.

For each indicator, an external manager can provide you with the calculation details, explain the results obtained and give you advice on how to improve the performance of your next campaigns.

Choosing the right strategy is essential for successful email campaigns. In 2022, a few trends are emerging in the prospecting methods used by companies for customer loyalty. Professionals are now choosing a combined approach, mixing emails with another communication channel. The most relevant formula to increase the visibility of a website is to link email and catalog. The optimization of emails is also planned for an ideal display on smartphones allowing great flexibility in the time slots for consulting emails. Lastly, the personalization of messages is considered a necessity to retain the attention of the contacted prospects.

Recent studies have shown that email marketing remains the best customer acquisition channel for generating leads and obtaining new orders. With an adapted strategy and a good targeting, the email marketing can be used in B2B to reach professionals who already have a purchase project but also to gain notoriety with potential buyers. This approach has proven to be really efficient, especially if segmentation work is done beforehand with a specialized manager.