We repeat: two rooms, two environments! On the CRM dance floor, customers like to be recognized by staff. That’s why personalization is often beneficial in your email subject terms of KPIs.
But it’s a completely different story if third parties (publisher databases) retransmit your campaigns. Firstly, because they don’t always have basic information. But above all, because Internet users may have made a typo when registering in the database… There’s nothing worse than receiving an email with a truncated name, Starbucks coffee style!
Trust the editors
Some marketers like to define their own subject line for their lead generation email campaigns for two main reasons:
The search for coherence with what is transmitted in CRM.
The certainty that publishers phone numbers of rich people will use a unique object validated by the brand.
While this practice is well-intentioned, it is unfortunately counterproductive to your recruiting campaigns. Why?
1. The threat of spam
A single, widely distributed object multiplies the chances of being flagged as spam by ISPs. The same goes for CRM, and even more so if you have a single object for both of these purposes. In both cases, your open rate will suffer.
To each his own…
The opening rate will skyrocket! Yes, publishers have a precise idea of the profiles that make up their databases. They know exactly what type of object works… and, what’s more, they have no interest in spreading a campaign that is not opened. Trust the specialists!
3. A good compromise: the list of objects
If you’re a bit reluctant to let go of the reins entirely, you can always propose a list of objects for your campaign. Suggest at least four or five options. This way, the emailing prospects or customers highly objectionable editor can vary the objects and select the one that’s most likely to boost their KPIs.
Last but not least… be original!
When sending acquisition emails via partner publisher databases, try to stand out in your chosen editorial during peak periods. When it comes to “sales”, “private sales” or “Black Friday”, it is clear that Internet south sandwich islands leads users and email inboxes are in high demand. The same applies to CRM.
Using these words directly in highly broadcasted acquisition campaigns risks drowning you in the mass. Worse still, it could send you straight to SPAM. Now is the time to show off some creativity and ingenuity…
What are your goals? To skillfully bypass these potential filters and capture the attention of your potential customers.