How to Grow Your B2B with Email Marketing
With an average of $44 ROI on email marketing there is no denying it’s benefits to expanding your business. However, capturing those clients and ensuring they are making the click to consume can be hard. Let’s have a look at how you can convert your database and maximise your efforts.
This is one of the most consistently successful tactics. With the average rate of clients opening a welcome email at 82%. There is no denying that this is a highly enticing number, but it doesn’t end there. If you have 82% of subscribers opening your welcome email you have to make sure that the content, you are delivering is enticing making them want to continue their subscription. It’s also a way to say thank-you to your subscribers and show you care.
What makes this so great? It’s bold, relevant and lets subscribers know what they are going to receive. It also has a call to action by allowing subscribers to ‘grab a seat’ and buy a ticket.
Try Testing Different Campaigns
This technique can work wonders because you can see how your subscribers respond to different content. If a particular approach was unsuccessful you can immediately stop sending emails and work on a more successful approach, as opposed to always sending the same format or style of email and wondering why it’s not generating leads.
By using an A/B tester, you can also test many different elements such as a call to action, subject line, personalisation, or the body of the text. Then determine how to accurately reach your goals.
Personalising is a Trend That Works
Whilst everyone wants everything personalized from phones, bags to throws, that doesn’t exclude emails. When an email has a personalized subject title it can generate a 50% higher open rate. You don’t just have to personalise through the subject title, you could mention their name in the opening line of the text or send out a birthday email.
These sorts of techniques will increase customers opening the email but also increase click-throughs which will then generate leads and stop customers from unsubscribing. It will also help your email stand out in their inbox.
Use Interactive Content
Don’t just bore your subscribers with dumping heaps of information on them. Try using a different way to capture their attention. You can use a varied method of showcasing your work through, visual content such as videos and imagery. People are 85% more likely to purchase a product after viewing a product video. It is also an opportunity to deliver different content whilst keeping customers informed.
You can also work tactically by incorporating polls, surveys, and reviews of their customer experience. This enables feedback on any issues that your clients are having with your business or your marketing methods and you can work on those mistakes.
The ideal email frequency depends on your type of product or service and the amount of content you have. If you don’t have enough content or nothing to say don’t send anything out. The last thing you want to do is send a pointless email and have people unsubscribe. You need to find balance because you also don’t want to send emails overloaded with content. A happy industry median is usually weekly, fortnightly, or monthly. Just remember, you want to be remembered but not annoying.
Finally remember content is king. This cannot be stressed enough. Always use emails as your stage that your product or service is performing on. Highlight the best features, benefits, and assets in an enticing way. See what resonates with your audience and be sure to change the direction of your emails to avoid going stale.
5 Email Marketing Practices That Don’t Work
Source: Marketing Eye Atlanta
Everyone in the professional world has email. For many companies, it’s their primary avenue of communication. Marketers have been using email marketing campaigns for years, pushing products, events, and anything else they want their audience to engage with. If the majority of people are checking their email every day (most are checking multiple times a day), why aren’t your campaigns working? While it might seem that email marketing as a whole just doesn’t work, but it might just be that your processes are out of date. Engaging with your audience is like a game of chess: it requires a lot of strategy and planning, as well as the flexibility to adapt your approach when things don’t work. Below, we have 5 email marketing practices that don’t work anymore.
- Weak subject lines
As much as you hear the phrase, “Don’t judge a book by its cover,” we all know that there are some books we just choose not to pick up based on the cover. The same happens with email subject lines. This is the first impression that your audience is going to have of what you’re trying to push, and if they don’t feel a connection to what your selling, they won’t even open the email. Your subject line should make the reader want to click and open the email! If they aren’t driven to engage with what you sent them, reevaluate the subject lines of your emails.
- Ignoring GDPR standards
The General Data Protection Regulations are in place to protect the data of consumers, letting them know that their data is being used by the brands they trust. This is great news for marketers because it means that your audience is in place to receive specific messaging from your brand. Your customers opt-in to your emails because they are interested in your brand, so you need email marketing software that is GDPR compliant.
- Not optimizing for mobile platforms
If you are sending emails that aren’t mobile-friendly, you are blatantly throwing away a huge percentage of your audience. Email templates need to be designed and optimized for mobile users because the majority of people checking their emails are doing so on their mobile devices. Mobile-friendly email templates are a huge part of the design of email marketing campaigns, and it will greatly hurt your efforts if you are ignoring this part of your audience.
- Weak email design
Aside from mobile optimization, poor email design, in general, is going to hurt your campaigns. Integrating design elements into your email campaigns can add a visual flourish that is specific to your branding. The days of emails with long paragraphs, the same white background, and an uninviting CTA are over. It’s time to throw in some splashes of color, bright pictures, and engaging copy that will leave the audience wanting more.
- Not learning from the metrics
Metrics are the key to future success in an email marketing campaign. Data is gathered from past email marketing performances, giving your team insight into what worked and what didn’t. If marketers aren’t learning from the available metrics, they will be repeating the same mistakes as before. Metrics are meant to teach, and marketers need to be willing to learn.
Source: Marketing Eye Atlanta