How can you boost the performance of your mailings?

By Fabien Paupier

Published: May 4, 2025

A mailing is a mass e-mailing. The aim: to acquire or retain customers. Emailing software enables you 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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Personalize your mailings: three effective ways

Personalization based on message content

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 right frequency for your message. If it's a question of distributing a web watch, there's nothing shocking about a mailing every day. If you're presenting new products, a monthly mailing is more than sufficient.

Personalization 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 personalize 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: know their first name, age, sex, birthday, etc., to better contextualize your mailings.

Personalization based on observed behavior

Emailing software allows you to track open rates, click-through rates and conversion rates. These are all indicators you can use to assess the impact of your campaign. That's why it's invaluable to study the behavior of your recipients, so you can adapt accordingly.

Eight criteria for choosing your email marketing software

Easy-to-use solutions

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

Guaranteed legal compliance

Direct marketing is subject to a certain number of standards, governed by the CNIL. These include authorization 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 mails passed on as SPAM. To minimize this, software has a routing device. And you can judge the deliverability performance of each mailing. Some software packages, like Sarbacane, offer automatic correction of your database. For example, if you make a mistake when entering an e-mail address, such as "htmail" instead of "hotmail", the system validates the e-mail and optimizes 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 interesting 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.

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 synchronizes 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 to extend the reach 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 SMS messages sent to phones.

Linking 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 packages offer other solutions for qualifying your database. Message Business, for example, lets you launch surveys. Wewmanager offers 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 relevant 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 opened from a smartphone or tablet, for example? To ensure that your mailing reads just as well, it's important that it's designed in advance according to a responsive design. Almost all online software today makes provision for this. The Wewmanager solution takes responsive functionality a step further, allowing you to customize templates and landing pages according to the device receiving them.

The plus of analytics

Finally, the analytics 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 feature lets you assess the geographic coverage of your campaign.

While emailing is an effective marketing tool, the quality of its impact depends above all on your personalization efforts. Various software solutions exist to help you better understand and segment your target audience. No more massive automation, now it's time for personalization!

Free emailing template

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