The Bright Business Suite

By 2018, the average professional is expected to receive 97 business-related emails daily. That's a lot— and it's likely to increase. Despite this volume, email remains an effective channel for companies to communicate and market their products. Proof of this is the prevalence of weekly or monthly newsletters sent to loyal customers. However, sending an email doesn't guarantee it will be read; it merely means your marketing team has invested time in its creation. This raises key questions: Is this time well spent? How can you boost the return on investment for these efforts?

         The first priority is capturing readers' attention. To achieve this, personalized emails are far more effective than generic ones. For tips on crafting the perfect email campaign, check out our article “Send an Efficient Emailing Campaign”.

Manually sending thousands of personalized emails is impractical, which is why Atemis developed the “Newsletter & Tracking” module. This tool allows you to design and instantly send hundreds of thousands of personalized emails. Here’s how it works: All client contact information is stored in your CRM database. When creating an email, you select merge fields such as first name, last name, company name, contact status, last contact date, or last invoice amount—virtually any field from the database. These merge fields can be easily set up by you or with our assistance. Once configured, the tool automatically personalizes each email for your contacts.

Let’s look at an example. Beissier, a French industrial group specializing in substrate preparation products, launched a loyalty program. Through this program, Beissier maintains regular contact with loyal clients, offering insights and loyalty rewards. Purchase histories for products and gifts are managed within AtemisCloud’s "Companies and Contacts" module. Using this data, the “Newsletter & Tracking” module dynamically generates emails personalized with each client’s loyalty points and relevant information.

Now that you can send customized emails, it’s time to optimize. The best way to improve is by analyzing each campaign's performance. AtemisCloud enables you to create Key Performance Indicators (KPIs) for email campaigns. Built-in metrics provide insights such as how many emails were opened, links clicked, documents downloaded, forms completed, and more. You can even define custom KPIs. Here are some examples:

• CTR (Click-Through Rate): This is the number of clicks divided by the total emails sent, multiplied by 100 to give a percentage. It shows how engaging your email was.
• Conversion Rate: This metric is crucial for sales. It represents the percentage of recipients who completed a desired action, such as making a purchase, after clicking a link.
• Unsubscribe Rate: This shows the number of people who unsubscribed from your newsletter. It helps determine whether your audience still finds your content relevant.

These metrics help you better understand and target potential customers. With each campaign, you’ll refine your approach, creating more effective emails that drive sales growth.

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