Post by habiba123820 on Nov 2, 2024 14:15:33 GMT 10
This proverb from the Fable “ The Little Fish and the Fisherman ” by La Fontaine can be translated into the field of e-mail marketing.
According to various sources, French companies continue to opt for “One to many” type commercial strategies rather than more targeted “One to few” type approaches.
The "all-in-one" culture of sending leaflets without precise contact details and to a well-defined area is very strong in France. But this method is less effective when it comes to e-mailing.
Why? A French Internet user receives on wordpress web design agency average around thirty emails per day in their private messaging and around 93 messages in their professional world (source Radicati Group, Dec. 2007).
The average opening rate is around 30%. The time spent reading an email is very short, only 28% of Internet users say they take more than a minute to read an entire newsletter (source JDN, May 2007), and according to the same source, 50% say they unsubscribe after the first reading.
It is therefore important to be careful not to drown your recipients in a daily flood of newsletters or other commercial messages, even if the Internet user has given their prior consent. This observation is likely to create a risky situation:
– The nuisance of a reputation : In our close circle, have fun counting the number of people who complain in this way: “ Ah this company, it never stops harassing me with its emails! ” It can happen that a company that is a little too focused on “One to many” has to suspend its commercial communication for a while in order to be forgotten by irritated Internet users and consumer associations.
– A decrease in sales : A direct marketing campaign is an aid to sales. But overusing it can cause the opposite and encourage Internet users to push their purchases to less aggressive competitors whose image is less tarnished.
– Unsubscribe : Building a targeted and refined database is one of the most challenging aspects of being a marketer. It would be a shame to see the results of your work visibly diminish because of a high unsubscribe rate.
– A high non-opening rate and a message deleted upon receipt : the study conducted by JDN in May 2007 shows that 51.77% of Internet users click at least once on a newsletter link. A remarkable figure given that the average opening rate is below 30%. Repeatedly sending messages could tend to reduce these figures.
According to various sources, French companies continue to opt for “One to many” type commercial strategies rather than more targeted “One to few” type approaches.
The "all-in-one" culture of sending leaflets without precise contact details and to a well-defined area is very strong in France. But this method is less effective when it comes to e-mailing.
Why? A French Internet user receives on wordpress web design agency average around thirty emails per day in their private messaging and around 93 messages in their professional world (source Radicati Group, Dec. 2007).
The average opening rate is around 30%. The time spent reading an email is very short, only 28% of Internet users say they take more than a minute to read an entire newsletter (source JDN, May 2007), and according to the same source, 50% say they unsubscribe after the first reading.
It is therefore important to be careful not to drown your recipients in a daily flood of newsletters or other commercial messages, even if the Internet user has given their prior consent. This observation is likely to create a risky situation:
– The nuisance of a reputation : In our close circle, have fun counting the number of people who complain in this way: “ Ah this company, it never stops harassing me with its emails! ” It can happen that a company that is a little too focused on “One to many” has to suspend its commercial communication for a while in order to be forgotten by irritated Internet users and consumer associations.
– A decrease in sales : A direct marketing campaign is an aid to sales. But overusing it can cause the opposite and encourage Internet users to push their purchases to less aggressive competitors whose image is less tarnished.
– Unsubscribe : Building a targeted and refined database is one of the most challenging aspects of being a marketer. It would be a shame to see the results of your work visibly diminish because of a high unsubscribe rate.
– A high non-opening rate and a message deleted upon receipt : the study conducted by JDN in May 2007 shows that 51.77% of Internet users click at least once on a newsletter link. A remarkable figure given that the average opening rate is below 30%. Repeatedly sending messages could tend to reduce these figures.