Q: Ediware works with many digital marketing players, especially in the emailing field. Why do they use your services?

A: We work with agencies, SMEs, and, of course, with suppliers of marketing and commercial data.

Our expertise consists in achieving the best deliverability possible based on the marketing behavior observed among Internet users.

Q: This is why it is important for you to have rich and qualified data?

A: Indeed, because the relevance of the data helps to improve the deliverability of emailing campaigns. And one of the main components of deliverability is the reception of the message by Internet users.

Q: Precisely, how does the reception of messages by Internet users affect the deliverability of emailing campaigns?

A: Concretely, the more Internet users report spam messages, the less deliverability is guaranteed. Conversely, the more precise the targeting of campaigns, the less complaints there will be, and therefore mechanically much better results for campaigns.

Q: Quality collection is therefore important, but it is not the only factor of a satisfactory deliverability rate.

A: The entire data chain must be respected. It starts with meeting standards for collection. Then by the qualification and enrichment of the data, but also by a segmentation and a coherent targeting of the data used for each campaign.

By intelligently using relevant data, we can send legitimate campaigns that meet the expectations of Internet users.

Q: There are other aspects to consider to improve deliverability, including personalization of messages.

A: Indeed, personalizing messages also improves deliverability. However, in this area too, it is necessary to have data that benefits from qualified enrichment. If the enrichment is poorly achieved, the opposite effect is obtained. This is why the completion of a database makes it possible to add an affective component which results in better results.

Q: What other elements are essential for the success of an email campaign?

A: What matters to us is the responsiveness of internet users. A successful campaign, that is to say profitable for customers, implies that all the reactivity indicators are green.

For it to reach it, the message delivered must be as relevant as possible and obviously arouse the legitimate interest of the Internet user requested.

This is why it is necessary to analyze each campaign to draw useful information for the following.

We are thus interested in the behavior of Internet users in the face of the email they receive: has the email been opened, what actions has it generated? By multiplying campaigns and themes, we can better qualify the appetites of Internet users.