Performance emailing to generate leads
Performance emailing is an effective way of generating targeted leads in both B2C and B2B markets. This marketing lever is distinguished by its ability to target prospects precisely, ensuring that the message reaches the right people at the right time.
This strategy relies on the use of in-depth data and analytics to create personalized campaigns that meet the needs of potential customers. Thanks to advanced segmentation, brands can tailor their content and offers to better engage their audience, increasing the chances of conversion. In addition, advertisers can create personalized campaigns based on specific targeting of certain bases.
Performance-based emailing makes it possible to precisely measure the effectiveness of each campaign. By monitoring open, click and conversion rates, companies can adjust their strategies in real time to optimize results.
Performance emailing is one of the digital marketing levers that helps companies generate qualified leads, nurture prospects and convert them into customers.
Performance emailing at a glance
Steps for implementing performance-based emailing
Affiliate selection
Affiliate selection is an important step in ensuring the success of an email campaign. When an affiliate, registered on our platform, offers to relay an advertiser’s offers via their own communication channels, the advertiser evaluates the request according to criteria such as audience relevance, the affiliate’s reputation, and their ability to generate quality results. If the advertiser feels that the affiliate is a good fit with its strategy and target audience, it accepts the emailing proposal. This validation ensures that the campaign messages will be sent to a relevant audience, maximizing the campaign’s impact and return on investment.
Email campaign creation
Once the proposal has been accepted, the affiliate has two options: use a mailing kit provided by the advertiser, or create customized content. The mailing kit generally includes pre-designed elements such as visuals, messages and optimized calls-to-action (CTA). If the affiliate chooses to create customized content, it must be consistent with the advertiser’s brand image and go through a proof approval (BAT) before being sent. This validation is essential to ensure that the content complies with brand guidelines and is ready for public distribution.
Sending emails
Affiliates use their own databases to distribute emails, ensuring that they are relevant and tailored to the interests of their audience. Affiliates must also ensure that mailings comply with current regulations, such as the RGPD (General Data Protection Regulation), which requires recipients’ explicit consent to receive commercial communications.
Monitoring and analysis of email campaigns
Once the e-mails have been sent, performance monitoring and analysis are used to evaluate the success of the campaign. Using the tracking tool integrated into our affiliation platform, our experts measure results in real time. This tool tracks various performance indicators, such as open rates, click-through rates, conversions and revenues generated. This data provides valuable insights into campaign effectiveness and helps identify opportunities for improvement in future campaigns.
Affiliate remuneration
Affiliate remuneration is determined on the basis of the leads they generate. The payment model is specified in the affiliate program and may include commissions based on a percentage of sales, a fixed amount per lead, or other criteria defined by the advertiser. Transparency and clarity of remuneration terms reinforce trust and collaboration between affiliates and advertisers, ensuring a win-win relationship for both parties.
The benefits of performance-based emailing
Controlled costs
Compared with other marketing levers, emailing is an inexpensive way to generate B2B and B2C leads.
Precise targeting
Emailing offers the possibility of precisely filtering categories within a database (gender, age, socio-professional category, etc.).
Easy to measure
Email campaigns provide precise KPIs: open rate, read rate, click rate, number of conversions.
Why choose Effinity for your performance-based email campaigns?
Legal compliance
Our agency only works with emaileur partners who respect the legal obligations associated with emailing (consent, right of opposition, etc.). In particular, we ensure that they are signatories to the Email Charter of the Collectif pour les acteurs du marketing digital (CPA).
Technical optimization
Our experts take care to optimize the media (email and landing page) to improve their performance: deliverability on all browsers, image vs. text ratio, clean HTML, etc.
Diversified partners
Effinity works with a number of emaileur partners, giving our customers access to a variety of databases depending on their objectives and target audience, in both B2C and B2B.
Detailed reporting
Effinity provides detailed, customized email campaign reports that help you understand how your campaigns are performing. Based on this reporting, we continuously develop strategic recommendations to improve your campaigns.
