Did you know that your reply rate is 4 times higher with a personalised email address ?

In the world of email marketing, the response rate is a crucial indicator for assessing the effectiveness of a campaign. It is therefore particularly important to analyse it.

Among the criteria influencing the response rate, it has been observed that there is a significant disparity between the response rate of a newsletter from a personalised e-mail address (yourcompany.be) and that from a generic address (hotmail, gmail, etc.).

Statistics show that newsletters sent from a personal address (e.g. jp.boone@inoopa.com) generate an average response rate of 22%, while newsletters sent from a generic address (e.g. info@inoopa.com) only generate around 5% response. You should also avoid a "no reply" address. Giving your prospects the opportunity to reply increases your chances of conversion.

There are several reasons for this significant difference. Firstly, newsletters from personal e-mail addresses generate a higher response rate because they inspire confidence in the recipients. People tend to be more receptive and pay more attention to e-mails from senders they know or are familiar with. When recipients receive an e-mail from a personal address, they are more likely to open it because they see it as direct, personalised communication, which increases the likelihood of receiving a response. On the other hand, an e-mail from an unknown box or from a less identified source will be labelled by the recipients as advertising, or even spam…

Secondly, an e-mail from a personalised address reinforces your company's credibility and professionalism. Imagine an e-mail from entreprise@hotmail.com… that doesn't sound very professional. The open rate drops and so does the response rate. In this age of spam, phishing and scams of all kinds, users need to be reassured as much as possible. Displaying your company's professionalism will help to build their confidence.

Here are just a few of the steps you need to take to personalise the e-mail address for your newsletter.

A specific domain name. Having a domain name is essential if you want to have personalised e-mail addresses. These days, a domain name doesn't cost very much, and there are many players offering .be, .com, .eu or more original domains that are likely to better reflect your business sector. Choose a domain name that reflects your brand identity and is easy for your recipients to remember.

Choice of address format. When you create your personalised e-mail address, you can choose from several address formats: use just the first names of your teams, or firstname.lastname, etc. Choose a format that matches your brand and the objective of the e-mail marketing.

Using the personalised e-mail address: Once you have configured your personalised e-mail address, you can use it as the delivery address for your marketing e-mails. Make sure you highlight this address in your communications and in the "From" field of your e-mails, so that recipients can easily identify it as a direct communication from your company. And possibly identify it as "non-spam" in their inbox.

And if your e-mail marketing already starts with a personalised e-mail address, you may find it useful to get a few more tips on how to improve the response rate to marketing e-mails.

• Firstly, it's a good idea to automate and personalise your newsletters. Use e-mail marketing automation tools to send personalised e-mails based on the behavioural data and preferences of recipients. Dynamic variables and list segments allow you to create targeted and relevant messages, increasing the chances of getting a response. The more you know about your contacts, the better you'll be able to target them. Many SAAS (online) software packages are now available to help you do this, at a fraction of the cost.

• Next, carrying out A/B tests to evaluate the effectiveness of different elements such as the subject line, content and calls to action are a good way of seeing what works with your target audience and what doesn't. This will enable you to identify the best ways to reach your target audience. This will enable you to identify best practice and optimise your campaigns to generate a higher response rate.

• Finally, it goes without saying (but it's worth remembering): monitoring and analysing the performance of your mailings is fundamental to being able to adapt and improve future newsletters. There's nothing worse than spending time on ineffective practices! So use analysis tools to track the performance of your marketing emails. Identify the e-mails that have generated the best response rate and analyse the reasons behind their success. By using this information, you will be able to adjust your strategies to continuously improve your results.