The email marketing

Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.

The data  has 3 basic types :

1- Data collection: is a process of gathering informations about our customers that's can be "emails, numbers phone, behaviors etc" but in our case are "emails", there is many methods to get a data for example:

•  purchase it from many sources.
• we can get it from our website through the newsletter. 

There is 3 techniques for getting a data:

1- Opt-in: Express permission by a customer, or a recipient of a mail, email, or other direct message to allow a marketer to send a merchandise, information, or more messages. 

The image bellow is an example of an opt-in form

2- Double opt-in : that mean when a person who has subscribed to your list has given you permission to email them. Double opt-in is a two step version of that process. In step one, a potential subscriber fills out your online signup form. In step two, they'll click a confirmation link in a follow-up email to be added to your Data list.

This is an example of a double opt-in form:

3- opt-out : The term opt-out refers to several methods by which individuals can avoid receiving unsolicited product or service information. 

And this is an example of an opt-out form

Now let's talk about the 2nd type of Data:

2- Data segmentation: or customer segmentation is the practice of dividing a customer base into groups of individuals that are similar in specific ways relevant to marketing, such as age, gender, interests, behaviors and spending habits.

• You can for example collect these persons who opened your email.
• You can also collect these persons who clicked on your links in the email.
• also these persons who shared your product or something in the social media "Facebook, Instagram, Whatsapp etc ...".

The 3rd type is :

3- Data management: is an administrative process that includes acquiring, validating, storing, protecting, and processing required data to ensure the accessibility, reliability, and timeliness of the data for its users. 

After all that let's talk about an important thing in email marketing it's called "KPIs" or "Key Performance indicator" are one of the most over-used and little understood terms in business development and management. They are too often taken to mean any metric or data used to measure business performance. The role KPIs play is much bigger and more important. 

We can summarize this in 5 things:

1- Open rate : is the percentage of people who open your marketing email.

2- Unique open :  is the distinct number of recipients who have opened your email at least once. Unique clicks is the distinct number of recipients who have clicked one or more links inside your email.

3- CTR "Click through rate" : is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.

4- Unsubscribe : An unsubscriber is someone who clicks an unsubscribe link or requests to be removed from an email list. 

5- Abuse : Reports occur when someone marks your email as junk or "SPAM".

There is also the issue of the message delivery, is very important thing in email marketing, to evaluate this there are two ways:

1- Soft Bounce : means that the email address was valid and the email message reached the recipient's mail server. However, it bounced back because: The mailbox was full (the user is over their quota) ... The message was too large for the recipient's inbox.

2- Hard Bounce : is an e-mail message that has been returned to the sender because the recipient's address is invalid. A hard bounce might occur because the domain name doesn't exist or because the recipient is unknown.

Now let's talk about the email structure, we know well that's is the most important thing for the campaign's success, after a long search i found 7 steps that you must follow them: 

1- Sender : that's the name from where you send the email, can be your company's name, your personal name or an imaginary name, in general you must use a human name it would be good to use a girl's name to bring the attention of the receiver.

2- Adresse mail : that must be special, It is better to use an real adresse cause the SPAM filter can classify you into spam list.

3- Title : we know the importance of a title, its the key that helps the user open the message, so you must write a great title to your email.

4- Reply : you must reply you costumers and don't make an email without reply option.

5- Message Preview : It must attract the attention of the receiver through an interesting  text.

6- Email design : and this the most important step in the email structure, you must testing many designs for finding the best and the most requested by your costumers.

7- Social Media : is mean that you must added your social media links in the footer of email to win customer trust.