Category: B2B email-marketing

Why focus on “clickers”?

You’ve carefully crafted the subject line, refined the content and precisely segmented your database, but in the end, some of your contacts clicked. This simple gesture reveals a powerful signal: the desire to find out more. Yet too many companies let this hot lead go cold, for lack of a clear follow-up plan. The result: a prospect ready to take action disappears, conversion stagnates and deliverability stagnates.

Relaunching your clickers means capitalizing on the interest already expressed, while maintaining commercial pressure on the rest of the base. Better still: if carried out methodically, the follow-up sequence nurtures the relationship, improves your reputation as a sender and reduces your acquisition costs.

In this article, you will discover :

• how to qualify and segment your audience to speak to the right contact ;

• ideal timing to maximize engagement (“1-4-11” cadence);

• three email formats that turn attention into action;

• the key automations to set up in Ediware to leave nothing to chance ;

• KPIs to track and mistakes to avoid to maintain optimal deliverability.

Get ready to turn a simple click into a real business opportunity.

1. Who are your “clickers”?

1.1 – Definition and qualification criteria

A clicker is not a simple opener: it’s a contact who has opened and clicked at least once on a link in your email.
These two actions together reveal :

• An explicit interest in your subject or offer;

• Active curiosity: they want to find out what’s behind the link.

Remember: a clicker is no longer a cold prospect, but a warm lead, ready to be nurtured or converted.

1.2 – The business value of a hot prospect

Why focus your efforts on them?

• Higher conversion rate: according to Ediware’s internal data, clickers convert 2 to 3 times more than the database average.

• Lower acquisition costs: each euro invested in a clicker yields a higher return than the same euro spent on broad prospecting.

• Positive impact on deliverability: addressing an engaged segment strengthens your domain’s reputation with ISPs.

1.3 – Tailor-made treatment is essential

If you treat a clicker like any other subscriber, you run the risk of :

• dilute its attention in a generic communication ;

• miss the opportunity to answer his immediate questions;

• see its interest wane in favor of a more responsive competitor.

Your mission: identify these signals, isolate the segment and build an appropriate follow-up sequence – timing, content, tone. This way, you keep the conversation going at the precise moment when the prospect is ready to move on.

2. Segment effectively before relaunching

2.1 – Extract the “clicked” segment in your platform

To begin with, it’s essential to isolate, in your emailing tool, all the contacts who have demonstrated this valuable commitment. In practice, most platforms – Ediware included – offer a “clicked on…” filter. In this way, you can identify the recipients concerned in a matter of seconds. As soon as this segment is created, remember to save it, so you can easily enrich or exclude it later.

2.2 – Refining segmentation: links, context and tunnel phase

Secondly, it is not enough to know who has clicked; it is also necessary to understand what they have clicked on and under what conditions:

• Type of link: a click on a product sheet has a different meaning to a click on a blog post.

• Device and time of day: a mobile click late at night may indicate a quick consultation; conversely, a desktop click in the middle of the morning suggests a more relaxed approach.

• Stage of maturity: in addition, if this contact was already in your funnel (e.g. free trial in progress), the follow-up should be calibrated accordingly.

By combining these parameters, you avoid sending the same message to everyone; you adapt the angle, vocabulary and degree of urgency to each profile.

2.3 – Clean and enrich data for advanced personalization

Finally, before triggering any sequence, make sure that the information associated with each contact is reliable. For example:

1. Check key fields (first name, company, sector); a misspelled first name immediately breaks the personalization effect.

2. Fill in missing data, for example via an enrichment API or a quick phone call.

3. Eliminate duplicates or suspect addresses, and preserve your reputation as a sender.

Thanks to a clean, rich segment, in the next phase you’ll be able to weave a tailor-made discourse; as a result, the recipient will really feel that this message was written for them – and not for an impersonal list.

3. The ideal cadence:
the “1-4-11” rhythm

Timely follow-up isn’t just a question of timing; it’s above all a psychological lever. In other words, it’s about reappearing at the precise moment when the prospect still remembers you, without feeling harassed. To achieve this, the most tried-and-tested method remains the “1-4-11” sequence, i.e. :

3.1 – Why relaunch the very next day?

First of all, a call-back within 24 hours capitalizes on the prospect’s fresh memory. Indeed, his click proves that he has already given a few seconds to your proposal; reaching out to him immediately reinforces the impression of responsive customer service.

3.2 – Four days later: food for thought

After that, allowing three to four days to elapse gives you time to reflect. During this time, your contact can compare, consult colleagues or simply digest the information. The second email then arrives as a welcome resource: case study, practical guide, customer testimonial… So you can continue the conversation without unnecessary pressure.

3.3 – Relaunch one last time a week later

Finally, by the eleventh or twelfth day, the prospect is likely to move on. Introducing a light notion of urgency (“there are only three demo slots left this week”) helps them to make a decision, while remaining respectful. What’s more, this deadline sets a framework: if the person doesn’t respond, you can switch them to a later nurture, without risking irritation.

3.4 – Adjust to your sales cycle

Of course, this rhythm is not set in stone. For example, in high-value B2B software, a longer purchase cycle may justify a delay: D + 2, D + 7, then D + 14. Conversely, for a limited promotional offer, a reminder on D + 3 then D + 6 may be more appropriate. The key is to remain consistent with :

• price and complexity of the offer;

• season (vacation period, trade shows) ;

• first-click behavior (time on page, new visit, etc.).

In short, the “1-4-11” cadence forms a reliable backbone; it’s up to you to modulate it to suit your audience’s expectations.

4. Three relaunch formats that convert

Once you’ve set the right tempo, it’s time to choose the right message. In practice, three email templates stand out as the most effective; each has a precise objective and an appropriate tone. In this way, you move step by step towards conversion without ever tiring your prospect.

4.1 – Relaunch 1: personalized callback(plain-text)

The very next day, you send a short, text-based message (like an individual e-mail). In this way, you strengthen your relationship with your prospects.

• Subject: “May I answer your questions?”

• Structure:

  1. Personal catchphrase: “Hello {First name}, I noticed your interest in…”

  2. Help proposal: “Would you like an example, a demo or a quote?”

  3. Minimalist CTA: button or simple prompt to reply.

Expected results: trigger a direct conversation, remove any obstacles and confirm the relevance of your offer.

4.2 – Relance 2: adding value (guide, case study, webinar)

Four or five days later, you come back with concrete content. In other words, you go from sales pitch to proof by example.

• Subject: “[PDF Guide] 3 best practices for {the prospect’s objective} “

• Contents:

  • summary of the three key points ;

  • download link to guide, video or case study ;

  • bridge to action: “If you’d like to apply these ideas to your context, book a call here.”

With this approach, you position your brand as expert and generous, while taking the prospect further in their thinking.

4.3 – Relaunch 3: gentle emergency (limited places, end of promotion)

As the deadline approaches, a measured sense of urgency drives the decision. However, it’s important to remain honest: the offer or limited window of opportunity must be real.

• Subject: “2 demo slots left this week”.

• Message:

  1. A reminder of the major benefit;

  2. Rarity indication: “Agenda almost full, I can still see you on Thursday at 10 a.m. or 2 p.m.”.

  3. Booking link via calendar or direct response.

In this way, you create a non-aggressive dynamic for taking action.

4.4 – High-performance objects & best copywriting practices

To maximize opening and clicks :

Keep these principles in mind:

• one idea per email ;

• a single, visible CTA;

• a concrete, benefit-oriented language ;

• moderate length (100 – 150 words) to remain readable on cell phones.

By combining these three formats, you offer a logical progression: first the help, then the value, finally the decision. In this way, your sequence respects the reader’s psychology while serving your conversion objectives.

5. Personalization and design: really talking to the right person

Relaying is good; relaunching with relevance is even better. In other words, every detail – from the first name displayed to the colors of the button – can strengthen (or break) the connection with your reader.
Here’s how to do it, step by step.

5.1 – Using dynamic variables with finesse

First of all, personalization isn’t just about inserting “{Firstname}” in the subject line of an email. You can – and should – go further:

• Offer consulted: “I saw that you’d downloaded the {Name of guide} guide”; in this way, you show that you’re really following its path.

• Identified sensitive point: use the Pain Point field to adapt the promise: “…to optimize your logistics costs”.

• Tunnel phase: if the prospect has already requested a demo, call him back; conversely, offer it when he hasn’t yet taken a step.

Ediware tip: harness the power of the email builder by combining several conditional criteria (first name, sector, link clicked, etc.). This approach generates ultra-personalized emails that give the impression of having been designed individually for each recipient.

5.2 – Adopt the right tone and consistent storytelling

Secondly, personalization also involves writing style. After all, a financial director and a marketing manager do not react to the same arguments.
Therefore:

1. Choose vocabulary that echoes your target’s everyday life; avoid unnecessary jargon.

2. Tell a mini-story: “Like you, Claire, Marketing Director at X, was hesitating…”. This technique allows you to project the reader into a similar situation.

3. Alternate formats: customer testimonials, metaphors, key figures; and vary the rhythm of sentences to maintain attention.

5.3 – Careful design: responsive, readable, frictionless

Finally, even the best text can fail if the layout discourages reading.
As such :

• Prioritize mobile reading: 50% + of emails are opened on smartphones. That’s why we recommend a maximum width of 600 px and buttons measuring at least 44 × 44 px.

• Keep just one CTA visible, above the waterline. The simpler the choice, the quicker the decision.

• Limit the use of heavy images; this way, the e-mail will load quickly, even with 4 G. Instead, use white space to air out the text.

• Contrast and typography: light gray text on a white background is tiring on the eye; prefer a charcoal gray (#333) and a legible sans-serif font (Arial, Verdana).

Good to know: Ediware includes a “responsive preview mode”; take advantage of this to check the display on iOS, Android and Outlook before sending.

5.4 – Reducing friction until the final click

In addition, each micro-interaction influences the conversion:

By applying these principles, you make the prospect feel at the center of the exchange; as a result, they naturally move towards action – click, appointment or purchase.

6. Measuring and optimizing: key KPIs

Once the relaunch sequence has been deployed, indicator analysis becomes the compass that guides your adjustments. In other words, without rigorous monitoring, it’s impossible to know whether your efforts are bearing fruit. Below you’ll find the main KPIs (key performance indicators) to monitor, along with the associated optimization levers.

6.1 – The six essential indicators

In practice: track these metrics on a weekly dashboard. This way, you’ll be able to detect any drift quickly and react before it impacts your domain’s reputation.

6.2 – Interpret signals and react step by step

1. Declining opening rates?

   • Check deliverability: have you changed the sender address or IP?

   • Fine-tune the subject line: add a concrete benefit, remove superfluous capital letters.

2. Stable CTR but low conversions?

   • Analyze the consistency between the CTA and the target page.

   • Shorten the form: three fields are all you need (email, first name, company).

3. Bounces or rising complaints?

   • Program a list hygiene: eliminate addresses that have been inactive for 90 days.

   • Re-examine the segmentation: relaunch only recent clickers, not the entire base.

6.3 – Continuous improvement loop

To turn your reporting into an engine for growth:

• Analyze your results: track performance by campaign, month or segment (new contacts vs. mature leads).

• Experiment methodically: change only one parameter at a time (object, visual, deadline). This will help you identify the variable that really influences the KPI.

• Document your tests: keep a record of hypotheses and results to avoid repeating experiments you’ve already carried out.

• Share the lessons learned with the sales team: a high response rate may herald a peak in demand. By adjusting resources, you can reduce response times and maximize customer satisfaction.

With this approach, you’ll turn every reminder into a measurable element, and every metric into an informed decision. As a result, your actions will no longer be based on intuition, but on tangible data – a guarantee of constant progress and controlled ROI.

7. Common mistakes to avoid

Even with a solid method, some blunders are enough to ruin your efforts. To prevent them, let’s take a look at the most common pitfalls – and above all, the simple ways around them.

7.1 – Over-solicitation: confusing boosting with bludgeoning

Why is this a problem?
When prospects receive too many emails in a short space of time, they end up unsubscribing or, worse, flagging your messages as junk. Your domain suffers, and deliverability drops for the whole base.

How to avoid it?

• Stick to a maximum of three reminders over fourteen days.

• Program a pause period: then switch to monthly monitoring.

• From the very first email, offer a link to a frequency preference (“Receive a monthly summary?”).

7.2 – Generic reminders: forget personalization

Why is this a problem?
A “copy and paste” message loses its proximity effect and drastically reduces the click-through rate.

How to avoid it?

• Use at least two dynamic variables (first name + offer consulted).

• Segment your relaunches by type of link clicked: a PDF guide doesn’t follow the same pattern as a product sheet.

• Check the consistency of your fields; “%FIRSTNAME%” displayed in plain text is the best way to break trust.

7.3 – No clear call to action

Why is this a problem?
The prospect is interested, but doesn’t know what to do; their momentum is lost, and you lose the conversion.

How to avoid it?

• Limit yourself to a single, visible and explicit CTA (“Book your demo”, “Download the study”).

• Position it above the waterline; the contact doesn’t need to scroll to act.

• Use a contrasting design; a neutral button blends into the background, while a prominent one draws the eye.

7.4 – Inconsistent landing pages

Why is this a problem?
If the email promise is not found on the target page, the prospect feels cheated and closes the tab.

How to avoid it?

• Repeat the same benefit in the email and on the page (identical or very similar title).

• Keep the page light: a short form and a clear proposal, with no extraneous menus.

• Optimize loading time; every extra second reduces conversion rates.

7.5 – Ignoring deliverability warning signals

Why is this a problem?
A spike in bounces or complaints sends your domain into quarantine; your e-mails end up as spam, even for committed contacts.

How to avoid it?

• Monitor bounces, unsubscribes and complaints after each mailing.

• Suspend hard bounces immediately.

• Maintain an average engagement score (opens + clicks) of over 15%; below this, trigger a clean-up operation.

In short, avoiding these mistakes means protecting three pillars: prospect confidence, message consistency and sender reputation. Regular vigilance – combined with the KPIs in the previous section – will guarantee effective and reliable follow-ups.

8. Concluding & Actionable checklist

Key points to remember

• Capture the right audience first: your clickers are already interested prospects, so treat them as such.

• Fine-tune the segmentation before writing: the more closely the reminder matches the link clicked, the higher the conversion rate.

• Stick to the “1-4-11” tempo: a quick reminder, valuable content, then gentle urgency.

• Take care with personalization and design: a legible, mobile-first and truly relevant message makes all the difference.

• Measure each step: open, click, respond; then correct anything that falters to maintain the momentum.

Ready-to-use checklist

What’s next?

You’ve got the ingredients to turn a simple click into a real opportunity. Put the checklist into action today, and watch your conversions grow without increasing your marketing spend.

Need a technical boost? Try Ediware and build your dunning sequence in minutes.

FAQ – Relance emailing

What’s the ideal time to follow up a prospect after a click?
Follow up the next day (D + 1): the click is still fresh, the contact remembers you and the probability of a response is maximized.

How many reminders do you recommend?
Three reminders over a fortnight: a quick reminder, valuable content, then a gentle urgency. Beyond that, the risk of unsubscribing or complaining increases sharply.

How do you measure the success of an email relaunch?
Monitor six indicators: open rate, click rate, response rate, conversion rate, bounce rate and number of complaints. Focus especially on the conversion rate to assess the real business impact.

Do I have to change the object every time I relaunch?
Yes, adapt the subject line to the purpose of the email (reminder, added value, urgency). A separate subject line for each stage clarifies the intention and rekindles interest without appearing repetitive.

When should you clean up your contact list?
Perform a complete clean-up every three months: remove hard bounces, quarantine repeated soft bounces and remove inactives older than 90 days to protect your deliverability.

What’s the difference between plain-text and HTML dunning?
Plain-text looks more personal and passes through some spam filters better; light HTML allows you to add a visual or a CTA button that stands out. Choose according to your audience’s objective and profile.

Should I segment my relaunches by type of link clicked?
Absolutely. A click to a product sheet, a webinar or a blog post doesn’t translate the same need. By adapting the angle, you can often double the conversion rate.

How do you deal with contacts who don’t respond after three reminders?
Put them through a monthly nurturing program (educational content, case studies, industry intelligence). If they remain inactive after 90 days, place them in a “dormant” segment and reduce the frequency.

Can the same contact receive several reminder sequences?
Yes, but never in parallel. Block the entry of a contact already engaged in a sequence to avoid over-solicitation and contradictory messages.

What’s the best time to send a reminder?
Test according to your audience; for B2B, effective reminders often go out between 8:30 and 10:30 a.m., when the inbox is open but not yet saturated.

📧 Ready to turn your clicks into conversions?

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B2B emailing remains a key channel for communicating and prospecting. Unlike social networks, which depend on third-party platforms, it offers total control over the contact base and enables precise targeting. However, just because you send an email doesn’t necessarily mean it lands in your inbox.

That’s what deliverability is all about: getting past the technical and anti-spam filters set up by professional e-mail services. In B2B, corporate security rules are often more restrictive. To ensure that a campaign reaches its target audience, you need to take care not only of the technical aspects (SPF, DKIM, DMARC), but also of the relevance of the content and the frequency of delivery.

Understanding the challenges of B2B deliverability

Deliverability directly conditions the impact of a campaign: if your messages don’t reach the inbox, they won’t be opened or clicked. Beyond the loss of opportunities, there’s also the risk of damaging your brand image, as messages marked as undesirable can end up being blocked.

Unlike B2C, where Gmail and Outlook manage general-purpose mailboxes, B2B companies often use their own servers and security rules. The result: stricter anti-spam filters, restrictions on attachments or new senders. The issue of deliverability is therefore even more sensitive.

Finally, poor deliverability means wasted time and money: you’re sending emails that never arrive. Understanding these technical and organizational specifics is therefore essential to improving the effectiveness of your campaigns.

Technical factors to master

To prove that your e-mails really come from you, configure the SPF, DKIM and DMARC authentication protocols. Without them, your messages are more likely to end up as spam or be blocked by mail servers.

The sending server must be beyond reproach: dedicated (or trusted) IP, verified online reputation and correct DNS configuration. If your IP has a bad reputation, your e-mails will end up in the spam folder, even if they are legitimate.

Clean up your contact database regularly. Remove invalid addresses, keep track of unsubscribes and monitor complaints. This preserves your reputation as a sender and limits the bounce rate.

The importance of content and delivery strategy

Messaging providers analyze both form (high-risk keywords, links, visuals) and content (relevance, personalization). To improve your open rates, you need to :

• Make sure your email subject line is clear, personalized and not too commercial.
• Structuring content: avoid endless blocks of text, and ensure readability on mobile devices.
• Stay consistent: the sender’s name should inspire confidence, and the preheader should complement the subject line.

In B2B, we prefer fine-tuned segmentation and targeted mailings. It’s better to send few relevant campaigns than many generic messages. Here’s a quick comparison between B2C and B2B:

Criteria	B2C emailing	Emailing B2B
Content type	Promotions, flash offers	White papers, case studies, webinar invitations
Editorial style	More direct, emotional tone	Professional, more formal and argumentative tone
Sending frequency	Often high (daily deals, newsletters)	Less frequent, focused on added value
Purchase decision	Often impulsive or emotional	Well-considered decision, involving several people

Respecting these B2B specificities avoids saturating your targets’ mailboxes and ensures you stay on the radar of decision-makers. Think about the time of day too: sending an email at 11pm doesn’t always make sense to a B2B recipient.

Test, analyze and optimize deliverability

To measure the real effectiveness of a campaign and anticipate deliverability problems, simply observing the open rate is not enough. Before sending to the entire base, set up a pre-test phase with a seed list (several test addresses from different suppliers, including B2B boxes). Then use tools that analyze the probability of going spam (e.g. mail-tester or GlockApps). They provide a “spamminess” score based on HTML structure, presence of trigger words, SPF/DKIM/DMARC configuration, etc.

Once the campaign is up and running, monitor indicators that are more refined than the traditional “open rate”. Observe responsiveness over time (click-through rate, conversions over several days), because in B2B, the decision to open and then click can be delayed. Also look for bounce codes:

• Permanent bounce (hard): the address no longer exists, and must be deleted immediately.
• Temporary (soft) bounce: box full or server temporarily unavailable. Watch out for repeated bounces, a possible sign of recurring problems on the recipient’s side or a bad sender reputation.
• Complaints: when the recipient marks the e-mail as undesirable. A few isolated complaints are inevitable. But too high a rate (over 0.1%) indicates a problem with targeting or content.

In B2B, this feedback may be less immediate than in B2C, as professional servers don’t always send automated loop feedback. Hence the importance of regular technical monitoring (routing logs, delivery rates) to spot any anomalies.

Keep in mind that deliverability is not static. Your reputation as a sender evolves according to your sending practices (volumes, relevance, complaints received). So test and adjust continuously:

1. IP warming: if you’re using a new dedicated IP, gradually increase volumes.
2. Rotation of segments: don’t always solicit the same contacts; prioritize those who interact positively to maintain a good reputation.
3. Regular A/B testing: test different objects, frequencies or content angles. The feedback will help you refine your next campaigns.
4. Domain reputation monitoring: reputation is as much about the IP as it is about the domain name. If your domain is associated with too many complaints, B2B filters may block you.

With this strategy of advanced testing, monitoring of key metrics and continuous optimization, you remain proactive: you quickly identify problems and correct your approach to maintain a good deliverability rate.

Concrete strategies to boost B2B deliverability

Start by clarifying your segmentation and targeting. In B2B, an email relevant to a marketing manager may seem irrelevant to a CFO. Create lists segmented by position, business sector or relationship history. This increases the consistency of messages sent and limits the risk of complaints or disinterest.

Vary your content to show your added value:

• Case studies: illustrate your know-how in real-life situations.
• White papers, e-books: delve deeper into a subject that your prospects need to master.
• Targeted invitations: offer a webinar or event where your contacts can ask their questions directly.

These approaches reinforce the idea that you’re not there simply to sell, but to provide solutions to specific problems.

From a technical point of view, a few essential reflexes:

1. Validate your authentication: regularly check your SPF, DKIM and DMARC configuration.
2. Balance the volume: if you suddenly go from 500 to 50,000 emails a day, the mail servers may see this as suspicious activity.
3. Monitor database quality: systematically clean up invalid addresses, quickly unsubscribe those who request it, and isolate inactive contacts to avoid a high bounce rate.

And don’t forget to personalize the experience. In B2B, your contacts prefer to receive a message that mentions their sector, their needs, or their previous interactions with you. This attention is reflected in your open and engagement rates.

To develop a relationship of trust, multiply your points of contact (trade shows, inbound calls, partner networks). A prospect who has already identified you is more likely to open your e-mails and read them to the end.

To conclude

Deliverability in B2B is not a secondary issue: if your e-mails don’t reach their target, all your design, writing and segmentation work is lost. It’s a key factor in ensuring the profitability of a campaign and, more generally, the credibility of your marketing and sales actions.

By mastering both technique (SPF, DKIM, DMARC, sender reputation) and editorial relevance (segmentation, high value-added content, consistent sending frequency), you give yourself the best chance of standing out from the crowd. Your business prospects are already in high demand; they expect targeted, reliable information, and deliverability quality helps build that trust.

Finally, a proactive approach is essential: test, analyze and adjust on an ongoing basis. As B2B e-mail servers evolve, so do recipients’ expectations. By adopting an approach of constant improvement, you’ll stay one step ahead, while consolidating your reputation with the decision-makers you’re targeting. In this way, B2B emailing remains a high-performance, sustainable and profitable channel.

E-mail marketing remains a powerful tool for reaching and engaging customers. But expectations are changing, and yesterday’s strategies are no longer enough. In 2025, brands will have to go beyond traditional campaigns to offer e-mails that are more personalized, interactive and respectful of subscribers’ preferences.

Artificial intelligence 🤖, inclusive design 🌍 and ethical commitment ✅ will play a key role in this transformation. Faced with more demanding consumers and ever-stricter data protection regulations, it’s becoming essential to innovate while strengthening trust and closeness with its audience.

Discover in this article the 7 major trends that will shape e-mail marketing in 2025 and how to apply them to improve your campaigns 📈.

1. AI to create relevant and engaging content

Writing a powerful e-mail takes time and creativity. Finding the right words, structuring the message and capturing the reader’s attention isn’t always easy. That’s where artificial intelligence comes into its own ✍️🤖.

💡 Time-saving content creation

AI can come up with topic ideas, formulate punchy sentences and structure an e-mail in seconds. It helps overcome lack of inspiration, and quickly provides a solid foundation on which to work.

❤️ More impactful, better-targeted e-mails

Thanks to its analysis of large quantities of data, AI can identify the writing styles that work best and suggest formulations suited to your audience. It helps to:
✅ Find effective hooks that capture attention right from the email subject line.
✅ Write clear, fluid messages tailored to recipients’ expectations.
✅ Test different versions of a piece of content to see which generates the most engagement.

🎯 Combining AI and human creativity for high-performance emails

AI is a powerful tool, but it cannot replace human sensitivity and intuition. The ideal is to use it as an assistant that makes writing easier, while leaving the final touches to the human touch. This makes it possible to produce more engaging e-mails, more quickly, while retaining a true brand identity.

❤️ How can we maintain a human and authentic approach?

Even if it’s automated, an e-mail should give the impression that it’s addressed personally to the recipient. To achieve this:

• Use a natural, engaging tone 🗣️.
• Add the recipient’s first name to create a more personal link.
• Encourage responses by avoiding no-reply addresses.

👉 With AI, content creation becomes more fluid and efficient, without sacrificing quality or personalization.

2. Advanced customer journey scenarios ⚙️

By 2025, email marketing sequences will have reached an unprecedented level of sophistication. Simple automatic responses will give way to multi-step, adaptive scenarios, capable of guiding each user through the 🛤️ customer journey.

Key points:

• Intelligent journey mapping 🗺️: Thanks to automation platforms, companies will be able to design workflows that adapt to customer actions (clicks, cart abandonments, downloads, etc.).
• Behavioral responses 🕵️: Systems will continuously analyze user interactions to send perfectly tailored e-mails, such as a cart abandonment reminder with a specific discount.
• Time-based personalization ⏰ Using data on time zones, browsing preferences and opening habits, campaigns will be able to reach users at the ideal time to maximize open rates.

Case in point:

A user adds a product to his shopping cart, but leaves the site without completing the purchase. Here’s an automated three-step scenario:

1. D+1: A personalized reminder e-mail with a photo of the product.
2. D+3: An e-mail including a time-limited promotional code to encourage purchase.
3. D+7: A suggestion of additional products if the user has still not purchased.

Each e-mail is sent automatically based on the user’s behavior, without human intervention.

Key figures :

• On average, automated campaigns generate 320% more revenue than standard e-mails (source: Campaign Monitor).
• Multi-step workflows increase conversion rates by 50% to 100%, according to a Salesforce study.

Thanks to advanced automation scenarios, your e-mailing strategy will become more responsive and better aligned with your customers’ expectations, while reducing the time spent on manual tasks.

3 Interactive e-mail: making communication more engaging

Emails are no longer just static messages 📩. Today, they’re becoming truly interactive tools that capture attention and encourage action.

🎬 Integrate videos to capture attention

The image of a video player 🎥 with a play button is a great way to entice subscribers to click. This approach allows you to:
✅ Present a product or service in a few seconds.
✅ Share a quick tutorial to guide the user.
✅ Highlight an authentic customer testimonial.

🔹 A concrete example: an e-mail with a video thumbnail showing a play button. When clicked, we’re redirected to the video on YouTube, a landing page or an e-commerce site.

💡 Why does it work?

• Videos are more engaging 🎥: They hold attention longer than text.
• They increase click-through rates 👆 : Subscribers are more inclined to interact.
• They explain more than just text 📖 : Ideal for product launches or demonstrations.

✨ O ther interactive elements to be integrated

In addition to videos, other formats make your emails more engaging:
📊 Polls to collect one-click reviews.
📅 Appointment buttons to simplify scheduling.
🛍️ Links to personalized products for a tailored experience.

👉 By making your e-mails more interactive, you better capture your subscribers’ attention and boost their engagement 🚀.

4. Approaches focused on respectful and ethical personalization 🎯

E-mail personalization will be more essential than ever, but it will have to be based on responsible practices to earn users’ trust. Brands that master the art of personalization while respecting user preferences and control will stand out from the crowd.

Key points:

• User-provided data 📊: Focus on zero-party data, where information is shared directly by the user via surveys or integrated forms.
• Customizable preferences ✉️: Offer the possibility of defining content types and frequency of delivery. Users appreciate e-mails that they have configured themselves.
• Trust through transparency 🤝: Be clear about how data is used, and adopt a reassuring tone. For example, mention that the information collected is used exclusively to improve the user experience.

Case in point:

A clothing retailer sends out an e-mail asking customers for their preferences in terms of styles or brands. This information is then used to make personalized recommendations for future campaigns, increasing the relevance of the e-mails.

Impact:

Ethical personalization:

• Increases engagement 📈: Users are more inclined to open and interact with content tailored to their interests.
• Strengthens loyalty ❤️: By respecting expectations, brands build lasting relationships based on trust.
• Improves conversions 💰 : Relevant content naturally generates more clicks and sales.

By combining personalization and respect for user preferences, companies are combining efficiency and ethics – an essential strategy for this year.

5. Greater accessibility: inclusive e-mails for all 🌐

Now,inclusivity will become a key criterion in the design of e-mail marketing campaigns. Brands will need to ensure that their e-mails are accessible to all users, including those with visual, hearing or cognitive limitations. Beyond its ethical aspect, this approach broadens the audience and optimizes the impact of campaigns.

Key points:

• Inclusive design 🎨: Use legible fonts, high contrasts and adaptive text sizes to enhance the experience of visually impaired users.
• Alternative descriptions (alt text) 🖼️: Provide clear, useful descriptions for images so that they can be understood by screen readers.
• Optimized structure 📋: Favour a logical hierarchy with clear headings (H1, H2, etc.) and avoid long blocks of text to facilitate navigation.

Case in point:

An e-mail campaign offers :

• A design with large, contrasting buttons for easy clicking.
• Descriptive texts like “Click here to see our new spring collection” instead of a simple “Click here”.
• A version adapted for screen readers, enabling visually impaired users to hear a precise description of the content.

Impact:

• Broadening the audience 🌍: Accessible e-mails reach a wider audience, including people with disabilities.
• Increased engagement 📈: Clear, inclusive content increases the chances of clicks and interactions.
• Legal and ethical compliance ✅: Comply with international standards (such as WCAG) while reinforcing brand image.

Investing in accessibility means not only respecting your users, but also maximizing the effectiveness of your campaigns in an inclusive digital environment.

6. Omnichannel integration for a seamless customer experience 🔗

From now on, e-mail marketing will no longer operate in silos. The most successful brands will integrate their e-mail campaigns into omnichannel strategies, offering a consistent, harmonized customer experience across all digital touchpoints.

Key points:

• Channel synchronization 🔄: Combine e-mail, SMS, social networks, push notifications and mobile apps for a single, seamless message. For example, a cart abandonment reminder can be followed by a push notification or targeted advertising on social networks.
• Cross-channel personalization 🎯: Use data from interactions on one channel (e.g. clicks on a Facebook ad) to personalize content on another channel, such as e-mail.
• Unified user experience 🌟: Ensure that promotions, messages and offers are consistent across all channels to avoid confusion and boost campaign effectiveness.

Case in point:

A user consults a product on an e-commerce site. The omnichannel strategy is as follows:

1. E-mail: Sends a personalized recommendation with a link to the product consulted.
2. Push notification: A reminder of the abandoned basket with a special promotion.
3. Social networks: Retargeting advertising on Instagram for the product.

Each interaction is connected and adapted to the user’s behavior to maximize conversions.

Impact:

• Improved conversion rate 💰: Users exposed to coordinated messages across multiple channels are more likely to take action.
• Enhanced engagement ❤️: A smooth, personalized customer experience generates greater loyalty.
• Resource optimization 📊: By integrating data and tools, you reduce redundancies and maximize the reach of your campaigns.

Omnichannel integration is not just a trend, but a necessity to meet the expectations of modern consumers, who want a seamless experience across channels.

7. Eco-friendly practices in e-mail marketing 🌱

By 2025, consumers will expect brands to adopt environmentally-friendly practices, including in their e-mail marketing campaigns. Companies will have to rethink the design and delivery of their e-mails to reduce their ecological footprint while highlighting their responsible commitments.

Key points:

• Email weight optimization 📨: Reduce file size by optimizing images, limiting heavy animations and using lighter HTML/CSS code.
• Minimalist design 🎨: Prefer streamlined designs that consume fewer digital resources and load quickly, even with a limited connection.
• Highlighting sustainable initiatives 🌍: Include information in your e-mails about your actions in favor of the environment (eco-friendly packaging, carbon offset programs, etc.).

Case in point:

A fashion brand sends out a campaign with :

• Compressed images and lightweight design to reduce energy impact.
• A banner explaining that every purchase contributes to financing a reforestation project.
• A link to an impact report showing their progress in sustainability.

Impact:

• Improved brand image 🌟: Consumers prefer companies committed to responsible business practices.
• Reduced carbon footprint 🌿: Optimized e-mails consume less energy when stored and sent.
• Increased loyalty 🤝: A sincere environmental commitment strengthens the relationship with environmentally conscious customers.

Adopting eco-friendly practices in your e-mail campaigns not only meets the expectations of modern consumers, but also contributes to a more sustainable future.

Conclusion

E-mail marketing continues to evolve, and the companies that know how to adapt to the new expectations of their subscribers will come out on top. Personalization, interactivity, respect for data and accessibility will be the keys to success.

Adopting these trends means offering e-mails that are more engaging, more relevant and better integrated into an overall digital strategy. The goal? Build trust with your audience and maximize your results.

📩 It’s up to you! Experiment, test and optimize your campaigns to stay at the forefront of e-mail marketing in 2025 🚀.

Email marketing remains one of the most profitable strategies in digital marketing. Many industries, from B2B to e-commerce, derive significant ROI from it. However, achieving these results requires a solid team structure, with well-defined roles for designing and executing successful campaigns.

Here are the essential roles in an email marketing team, with tips suitable even for small businesses. 📊

The email marketing strategist 🧠

The strategist develops campaigns that align with overall marketing objectives while meeting the specific needs of target audiences. He/she masters :

• Advanced segmentation for ultra-targeted campaigns. 🎯
• Automation workflows that optimize lead engagement.
• CTA analysis to maximize click-through rates.

As the focal point of the strategy, he creates clear briefs and remains available to support the team every step of the way.

The project and workflow manager 📅

The project manager transforms strategic ideas into concrete actions:

• Roles organized in clear workflows. 🛠️
• Deadline management using tools such as Trello, Asana or Monday.com. ⏱️
• Effective coordination to avoid bottlenecks.

His role is crucial in ensuring smooth, on-time campaign execution.

The copywriter ✍️

Good content is at the heart of any email marketing campaign. Copywriters excel in :

• Writing captivating email subject lines to boost open rates. 📬
• Dynamic personalization of content using tags such as {FirstName}. 🔑
• Message optimization to encourage recipients to click on the CTA.

He works closely with the strategist and designer to produce engaging content tailored to the target audience.

The e-mail designer 🎨

Design plays a key role in capturing attention and conveying the message effectively. The designer masters :

• The design of reagent templates compatible with all devices. 📱
• The use of colors and typography to reinforce brand identity. 🔵🟡
• The integration of striking visual elements (GIFs, icons, images) that enhance the user experience.

He works directly with the developer to ensure perfect integration of visuals into email marketing platforms.

The e-mail developer 💻

The developer is essential for the technical part of the project:

• Creation of HTML/CSS templates compliant with email client standards (Outlook, Gmail, etc.). 📤
• Management of cross-platform rendering tests via tools such as Litmus or Email on Acid. 🔍
• Optimization of loading times and deliverability rates. 🚀

It guarantees a seamless user experience and quickly resolves any technical issues.

The email marketing analyst📈

The analyst measures and optimizes campaign performance. Responsibilities include :

• Analysis of key KPIs: open, click, conversion and unsubscribe rates. 📊
• Setting up A/B tests to evaluate the performance of email objects or CTAs. 🧪
• Automated reporting via dashboards (e.g. Google Data Studio). 📃

Thanks to its analyses, the team can adjust strategies and maximize ROI.

The email marketing manager 🤝

The manager coordinates the whole team and ensures the smooth integration of email marketing with other channels (SEO, social networks, etc.). Duties:

• Oversee internal processes and reduce friction between teams. 🚦
• Manage CRM and ESP integrations for optimized data flow. 🔗
• Share reports with other departments for a global vision. 📤

This role is essential to ensure consistency between the team’s actions and the company’s objectives.

The importance of automation 🤖

In small teams, where several roles can be combined, automation becomes crucial for :

• Automatically segment audiences based on their behavior. 📂
• Create personalized e-mail flows tailored to user actions. 🔄
• Perform automated A/B tests to optimize performance in real time. ⚡
• Generate detailed reports to assess campaign impact. 📊

Automation reduces manual workloads, allowing teams to concentrate on high value-added tasks.

Conclusion

Good email marketing relies on a structured team and powerful tools. By combining clearly defined roles with advanced automation solutions, even the smallest companies can achieve outstanding results. 💼📩

Ready to optimize your strategy? Try out solutions like Optimizely Content Marketing Platform to simplify production and maximize your efficiency. 🚀

In the competitive world of B2B, email marketing is proving essential for forging lasting relationships and boosting sales 🚀. This article reveals the behind-the-scenes of an effective email campaign and illustrates how Ediware facilitates the harmonious management of the various roles involved 🤝. Discover the secrets of optimized collaboration so that every email sent makes a lasting impression and reaches its target with precision 🎯.

I. Foundations of an email campaign 🏗️

• Strategy and planning: defining clear objectives

At the heart of every successful email campaign lies a solid strategy and careful planning 🎯. Defining clear objectives is crucial: whether to increase brand awareness, generate leads, or improve conversion rates. Every email should serve a specific purpose, aligned with an overall strategy. This means understanding your audience, segmenting your mailing list to personalize your messages, and planning the timing of your sends to maximize impact. A thoughtful approach ensures that every email you send contributes to achieving your business objectives.

• Content creation: Engage with words that count.

Creating engaging content relies on words that resonate with your target audience. This is the key to capturing attention, arousing interest, and prompting action. Use clear language, persuasive calls to action, and personalize content so that it speaks directly to your recipients. Captivating stories, relevant statistics and eye-catching visuals can also enrich your messages, making your email campaign not only informative but also memorable.

A. Key roles 🎭

In today’s digital world, emailing remains an unrivalled B-to-B marketing tool for reaching and engaging target audiences. Behind every successful campaign, a team of professionals with varied skills work together to create, deliver and analyze the messages sent. Let’s find out who they are and what their vital role is.

• The Marketing Strategist: the architect of campaigns 🏗️

The Marketing Strategist is the visionary, the one who defines the objectives and draws up the campaign plan. He identifies the target audience, determines the key message, and chooses the optimal time to send the emails. His role is crucial in aligning the emailing strategy with the company’s overall objectives.

The marketing strategist, often called Marketing Director or Marketing Manager in some companies, occupies a key position. He or she is responsible for the overall planning of marketing strategies, including email marketing, to achieve the company’s objectives. This position requires an in-depth understanding of the market, analytical skills to evaluate campaign performance, and the ability to work closely with other departments such as sales, design and content.

• The Content Writer: the wizard of words ✍️

With their pen, Content Writers create persuasive messages that capture attention and incite action. Their talent lies in their ability to communicate clearly and engagingly, adapting tone and style to the target audience. The quality of his work directly influences the effectiveness of the campaign.

• The Graphic Designer: the visual artist 🎨

The Graphic Designer brings the message to life by designing eye-catching visuals and intuitive layouts. His work ensures that each email is not only beautiful but also functional, enhancing the user experience and reinforcing the Content Editor’s message.

• The Database Manager: The keeper of contacts 🛡️

This role is dedicated to the management and optimization of the mailing list. The Data Base Manager ensures that information is up-to-date, effectively segmented, and compliant with current regulations. Its management has a direct impact on the personalization and relevance of campaigns.
The Marketing Database Manager often occupies the position of Data Manager, Marketing Database Manager, or Data Analyst. This role is crucial for managing and optimizing the company’s customer database, ensuring data quality and relevance for marketing campaigns. He or she usually works closely with the marketing and IT teams to ensure that data is up to date, well segmented and used effectively in email campaigns and other marketing initiatives.

• The Data Analyst : A critical eye for optimization 🔍

After sending, the Data Analyst evaluates campaign performance based on various key indicators (open rate, click rate, conversions, etc.). His analyses provide valuable insights for refining future strategies and increasing campaign ROI.

The Data Analyst in a company typically holds the position of Data Analyst, Marketing Analyst, or Performance Analyst. This professional is essential for analyzing data from marketing campaigns, especially email marketing, and providing strategic insights. They help measure campaign effectiveness, identify trends, and recommend adjustments to optimize results. His work is crucial to data-driven decision-making within the marketing department.

B. Ediware: collaboration and security 🔐

When it comes to collaboration and security with Ediware, rights management plays a crucial role, enabling specific roles and access levels to be assigned to each team member. This ensures that each user has access only to the data and functionality required for their role, optimizing collaboration while maintaining campaign integrity and confidentiality. Furthermore, security and compliance are paramount to protect sensitive customer data and to ensure that all emailing activities comply with current legal and regulatory standards, such as the RGPD in Europe.

Conclusion:

In short, a successful B2B email marketing campaign relies on a synergy between meticulous strategy, captivating content 📝, and a multidisciplinary team where each member plays an essential role, from defining objectives 🏁 to analyzing results 📊. The key to success lies in effective collaboration between marketing strategists , content writers ✍️ , graphic designers , database managers , and data analysts . Each brings a stone to the edifice, helping to forge emailing campaigns that not only reach their target with precision but also establish lasting relationships with the audience .

Ediware positions itself as an essential partner in this process, offering a platform that facilitates collaboration between the various players 🤝, while ensuring data security 🔐 and compliance. Thanks to rights management and special attention to information security, Ediware enables every company to optimize its emailing campaigns while complying with current regulations .

Integrating these strategies and tools is crucial for any company wishing to excel in B2B email marketing 🚀. By adopting a holistic approach that values content quality as much as teamwork efficiency and data security, companies can not only maximize the impact of their campaigns but also build a solid and lasting reputation in their market 🏗️. We encourage all companies to explore these avenues and integrate these best practices and tools into their email marketing strategy to ensure their success and growth in a competitive environment 💼🌟.