Placing the website itself as the geographic starting point of the strategy since

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That is where the subscription takes place, Web Analytics is the information source where you can find out which products get the most attention from the user, data that helps personalize contact and communication. After launching the campaign, Anne-Sophie Mullier urges "analyzing the data that the tool itself allows you to obtain from each delivery: Opening, clicks, purchases generated, average basket, even the Facebook "shares" that were made from the campaign...". She goes further and states that combining this data with the information offered by web metric tools "gives almost infinite possibilities."Email Marketing in Spanish companies: Towards a definitive commitmentAnalysing the use and implementation of emailing strategies in Spanish companies, Anne-Sophie Mullier states that "there is still a lot to do" and is firmly committed to having the tools and resources necessary for these communications to be effective.

Although companies show their willingness to improve their actions, they now have to have the resources necessary for everything to work. "I am not only referring to having a sending tool to send many emails quickly, but also measurement and segmentation tools that allow us to take another step forward towards customer knowledge," Mullier clarifies for Webpositer. However, she maintains that in recent years in Spain companies are betting on more advanced actions, a bet especially motivated by the success stories produced in other countries. Anne-Sophie points to interaction as one of the aspects that Spanish companies work on the most in their email communications, a take-off motivated by the growing relevance of social networks. Far from the famous saying "the money is in the list", Email Marketing is based on people, not on lines in a file.

Mullier states that in "90% of cases, feedback fails." The sending statistics are not properly analyzed, so the data obtained is not taken into account when studying and planning future actions. For this online media enthusiast, optimizing the entire process involves "feeding the files with the information that the company has at home and that is updated every day: The data on the latest purchases or the average basket are two good examples." When measuring the results of a campaign, the opening rate "is a dangerous indicator" because it is measured when the image of the sent communication is downloaded, with many email providers blocking the downloading of images by default. Based on her extensive professional career leading emailing projects for clients such as Yves Rocher, RENFE, Barceló Viajes or Expo Hotels & Resorts, Anne-Sophie clarifies that "you can have a low opening ratio but a high reading rate," which is difficult to measure but with experience and by analyzing other indicators it is possible.

In the first communications with a client or subscriber, Email Marketing address indonesia plays a decisive role.Mullier suggests that companies inform their customers that their subscription has been successful by not using confirmation emails with plain text. Although many companies carry out this practice, it is a mistake because "it does not give a good image of the program, making them think that future communications will be like this, while not allowing identification between the website and the email," in addition to being much less attractive. Having overcome the technical limitations of yesteryear, these first communications are the perfect excuse, according to Anne-Sophie, to "present the benefits that the user will have for having subscribed," making attractive proposals that make clear the exclusive benefit that they will receive for being part of this list (discount coupons, half-price shipping, etc.) is very effective.

Likewise, this is a good time to clearly communicate what type of communications they will receive and "when so that there are no surprises." But she goes further and indicates that the first contacts are undoubtedly the perfect opportunity to "encourage the user to make their first purchase," offering them, for example, a discount if they make it. Consistency, simplicity and clarity: Key factors for the effectiveness of emailing campaigns Anna-Sophie Mullier maintains that when designing email marketing actions, consistency is essential to ensure that users "feel at home with our communications", and that they remember and respect the "editorial line" of the website. Simplicity is always more effective, which is why simplicity must be a constant in these actions. In her words, "if the user does not see clearly and quickly that this is of interest to them, they will move on to something else." The final touch is clarity.

Far from putting a multitude of different value propositions, "4 or 5 are enough or we could confuse the user." In fact, Mullier recommends that, if you want to include long texts or extensive explanations, the best way to do so would be through landing pages because they also "allow us to measure who has read our page." The subject of the email, along with the name of the sender, the address and their reputation, are essential ingredients because they "involve trust." Short, descriptive and attractive, the subject of an Email Marketing campaign must tell the user "why they should open the email and what benefits they will get by doing so" with calls to action, avoiding indifferent subjects such as "Newsletter number 1245." The evolution of Email Marketing With "massively one-to-one communication," Anne-Sophie Mullier believes that brand communication with the customer will become increasingly stronger through this medium.


What's more, she states that "the vocation of email, compared to media such as social networks, will increasingly be that of being a small island of privacy," where every aspect must be taken care of in detail to make communications much more personal. In addition, and to conclude the interview with Webpositer, he points out that "the arrival of 4G in Europe will clearly favour M-Commerce and T-Commerce, radically changing purchasing habits", new habits that must be known in order to optimise the execution of Email Marketing campaigns in the near future.