Email marketing
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Email marketing is the only channel where you keep a direct relationship with your audience, regardless of an algorithm or an advertising budget. For a Moroccan SME, it often complements WhatsApp and Instagram: an order received by message can then be followed up by email with a targeted offer. ## The foundation: a consenting, authenticated list Everything starts with the quality of the list. An address collected with explicit consent, an authenticated domain and a regular sending rhythm protect deliverability. A bought list has the opposite effect: filters classify it as spam and your domain loses the trust of mailbox providers. ## The sequences that bring in the most Four automations cover most of the revenue: the welcome (new subscriber), the abandoned basket, the quote or contact follow-up, and reactivation of customers inactive for 90 days. Each is written as two or three short messages, with a single call to action. ## Measure to adjust Track revenue per campaign, click rate and unsubscribe rate, not just the open rate. Test one subject line, visual or sending time at a time to identify what really works for your audience.When this guide is for you
- You sell online or receive orders on WhatsApp and Instagram but cannot follow up with customers
- You can no longer rely only on paid advertising to acquire customers
- Your contact base exists (customers, loyalty cards, forms) but goes unused
- You lose baskets or quotes because no message follows up with the visitor
- You pay commissions to marketplaces and want to take back the customer relationship directly
Step by step
- Strategy and segmentation — Define the objectives (sales, re-engagement, information), the segments (new customers, buyers, inactive, B2B) and the sending rhythm. A segmented list converts far better than a single list.
- Collection and compliance — Install sign-up and consent forms on the site, in store and on social media, then check compliance with law 09-08 on data protection and with European rules if you target customers in Europe.
- Design and sequences — Create a responsive template matching the brand, then write the key sequences: welcome, abandoned basket, quote follow-up, reactivation. Each email must have one objective and a single call to action.
- Automations and personalisation — Configure the triggers (sign-up, purchase, no purchase for 90 days) and field personalisation (first name, last order, product viewed).
- Deliverability and measurement — Authenticate the domain (SPF, DKIM, DMARC), clean inactive contacts and track opens, clicks and revenue generated per campaign and per automation.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Set-up by a provider | 15,000 – 60,000 MAD (≈ 1,400 – 5,500 €) | Templates, sequences, integration with the site and CRM |
| Sending platform | 300 – 1,500 MAD / month (≈ 30 – 140 €) | Depends on the number of contacts; free plans are often enough at first |
| Monthly management | 2,000 – 8,000 MAD / month (≈ 180 – 730 €) | 4 to 8 campaigns and automation optimisation |
| Email writing | 400 – 1,200 MAD / email (≈ 35 – 110 €) | Texts, subject line and mobile version |
| Deliverability audit | 5,000 – 12,000 MAD (≈ 450 – 1,100 €) | Domain reputation, authentication, list cleaning |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Buying a contact list: sends without consent destroy the domain's reputation and end up in spam
- Sending the same message to the whole list without segmentation, which tires contacts and reduces opens
- Neglecting mobile: most emails are read on a phone, often in an area with weak coverage
- Automating everything without review: a generic welcome sequence sounds fake and lets pricing errors slip through
- Measuring only opens instead of the revenue generated by each campaign
Frequently asked questions
Does email marketing still work in Morocco?
Yes. Email remains the channel where you own the relationship, unlike social networks and advertising. Open rates stay high if the list is consenting and well maintained, and email complements WhatsApp very well for follow-ups.
How many emails should be sent per month?
An online shop can send 6 to 12 emails a month in addition to automations. A service business often sends 2 to 4 a month. Consistency matters more than volume, as long as contacts are not saturated.
What are the legal obligations in Morocco?
Law 09-08 on data protection requires consent for electronic marketing and access to personal data. You need forms with explicit consent, a way to unsubscribe and clear retention conditions.
Should I use a local or an international tool?
An international tool such as Brevo or Mailchimp works very well and integrates with most sites. What matters is domain authentication, a simple editor and the ability to manage campaigns in French and Arabic.
How long before seeing results?
The first sales from automations often come within 4 to 8 weeks. The list only grows sustainably with contact capture at every touchpoint: site, shop, social media, invoices.
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