How can you boost the performance of your mailings?

By Fabien Paupier

Published: 4 May 2025

A mailing is a mass e-mailing. The aim: to acquire or retain customers. Emailing software can be used to design a message, distribute it and evaluate its impact. While the choice of tool is important, the quality of targeting remains key.

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Personalising your mailings: three effective ways

Personalisation based on the content of your message

How often should you send a mailing? Weekly, monthly, quarterly? There are no rules. Above all, there's no magic formula - it's up to you to find the frequency that suits your message. If it's a question of distributing a web watch, there's nothing shocking about a mailing every day. If you want to present new products, a monthly mailing is more than sufficient.

Personalisation based on your recipient's profile

If you send out identical content en masse, you run the risk of missing out. If, on the other hand, you personalise your message to suit your recipients, you're more likely to get it right. That's why it's so important to qualify your contact databases: find out their first name, age, sex, birthday, etc., so that you can contextualise your mailings more effectively.

Personalisation based on observed behaviour

Emailing software can tell you the open rate, the number of clicks and the conversion rate. These are all indicators you can use to assess the impact of your campaign. That's why it's invaluable to study the behaviour of your recipients, so that you can adapt accordingly.

Eight criteria for choosing your email marketing software

Solutions that are easy to learn

On the whole, software publishers offer easy-to-use solutions. No previous knowledge is required. Anyone can quickly understand the interface and design their own mailing.

Guaranteed compliance with the legal framework

Direct marketing is subject to a number of standards, governed by the CNIL. These include authorisation to send to business addresses, and the obligation to offer opt-in and opt-out options. Software solutions bring your campaigns into line with these standards from the outset. One less hassle.

Improve the deliverability of your campaigns

The failure rate of a mailing corresponds to the proportion of emails that go SPAM. To minimise this, the software has a routing device. And you can judge the deliverability performance of each mailing. Some software packages, such as Sarbacane, offer automatic correction of your database. For example, if an email is entered incorrectly, such as "htmail" instead of "hotmail", the system validates the email and optimises your distribution database.

An e-mailing solution connected to your back office

When your website is managed via a CMS - such as Prestashop or Magento - it can be useful to connect your emailing software to it. This is possible with Sarbacane or Message Business. Each time a sale is made on the site, the associated email is automatically added to your database. So you don't have to do it yourself manually.

A special feature offered by Message Business is the ability to send targeted notifications to Internet users connected to your site while they are browsing. Equipped with native connections, Message Business also synchronises with your IS (Information System) and/or CRM (Customer Relationship Management). This can also save you time in terms of reconciling and sharing information.

Mailing software capable of extending the distribution of your campaigns

Message Business offers ready-to-use e-commerce scenarios that are worth testing. Spread Family also offers a range of media for relaying your campaigns: pop-up windows on your site, incentives or text messages sent to phones.

Linking your email campaigns to social networks can be a real asset. This is one of Spread Family's added values. By retrieving information from profiles connected to you via a social network profile, for example, the software enriches your database. This enables you to carry out more targeted operations, such as sending a mailing to your fans, offering them a VIP code or a competition.

Finer segmentation of your database

Other software offers other solutions for qualifying your database. Message Business lets you launch surveys, for example. Wewmanager offers you basic fields such as age, gender... but also contextual variables such as the weather! Using drag-and-drop, you can cross-reference different fields in your list to create highly targeted campaigns. Sarbacane, for its part, gives you the option of combining several variants to test your mailing. You're then in a better position to choose which subject will have the greatest impact or which catchphrase will be the most effective.

Mailings designed to be responsive

Mobility is often a criterion: how will the message appear if it is opened from a smartphone or tablet, for example? To ensure that your mailing is read just as well, it is important that it is designed in advance using a responsive design. Almost all online software today makes provision for this. The Wewmanager solution takes responsive functionality a step further by allowing you to customise templates and landing pages according to the device receiving them.

The plus of analysis

Finally, the analytical aspect is a differentiating criterion. Sarbacane offers data that the others don't: average reading time spent. It is also possible to find out which medium is being used: computer, tablet or smartphone. And a geotracking system enables you to assess the geographical coverage of your campaign.

Although emailing is an effective marketing tool, the quality of its impact depends above all on your efforts to personalise it. Various software solutions exist to help you better understand and segment your target audience. So the time for mass automation is over, and the time for personalisation is now!

Free emailing template

The basis of a good deliverability rate is optimised HTML code and effective design. That's what we're offering you with this responsive HTML email template for integration into your software: