I’m just going to say it: if you’re not utilizing email in your B2B marketing strategy, you’re already doing it wrong. Some skeptically note this method as “inbox spamming” but that’s far from the whole story—in fact, a study by the Data and Marketing Association (DMA) concluded that for every $1 spent, there is a $38 return on investment (ROI).
So why is email marketing so successful? Well to start, nearly every professional (or adult for that matter) has an email that they check daily, if not hourly. Email is multi-generational, personal, direct, and accessible from anywhere with an internet connection and a device. With this kind of reach, knowing exactly how to develop a good email marketing strategy and measure its ROI is imperative.
Keep reading for six strategies and tips to fully utilize email as a marketing resource.
1. Personalize Your Messages:
Before you get overwhelmed—no, we aren’t saying that you have to send 500 different emails to 500 separate contacts. When it comes to email marketing, personalization just means that you use customer data to give the illusion that the recipient is receiving a specialized email.
One highly effective way to do this—simply adding a customer’s name or title in the subject line or beginning of the email. According to studies, that can increase open rates by 16%. Additionally, using a real reply-to email address and a real signature that belongs to you or another contact within your company is highly recommended to denote authenticity, and allows recipients the option to connect directly with your company.
When it comes to content, it’s imperative to design the email and write in a voice your audience will respond positively to. Quips and jokes might not be received well with one crowd, where another group might appreciate the humor. Using discretion based on prior knowledge of the recipient when designing and writing the email can make all the difference.
2. Target Your Audience:
Targeting your audience is a necessity when it comes to any form of marketing. Segmenting your subscribers will lead to better open rates and more leads because you’re sending information relevant to only a select group of people, rather than a random list of potentially disinterested clients receiving information that is in no way applicable to them.
Separating your lists by industry, company size, sales cycles or other specified categories pertinent to the product or service you are advertising will help you narrow down your audience and engage with those who might actually be interested.
3. Test Your Emails
Testing your emails will also increase the effectiveness of your campaign. Sending multiple variations of the same email with different content and layouts to sample groups and analyzing the metrics and key performance indicators (KPI’s) will allow you to get comprehensive feedback on which variation was best received by the audience.
Better to know before you go full force on the campaign, right?
4. Automate Your Email Campaigns
Automating emails is not only effective for recipients but efficient for the sender. Setting up trigger-based emails that are sent automatically according to recipient behavior is essentially the sender saying, “ask and you shall receive.”
According to Epsilon, open rates for trigger emails can be as high as 49%, with the average click-through rate (CTR) being double the average email.
Setting up trigger-based emails according to client behavior is a simple yet productive method to engage potential or established clients.
5. Send Mobile-Friendly Emails
Imagine opening an email with random, dispersed formatting that was clearly not meant to be opened on your phone. As a consumer, what would you do? Probably unsubscribe from that email list and delete the information, without even attempting to decipher it.
Using a responsive email design (RED) assures that your email will be formatted correctly no matter what device the recipient is viewing it on. Keeping the subject line and preheader short and simple, and assuring that your call-to-action is easy to find will also cater to the mobile audience.
Although this one might seem like a no-brainer, sending mobile-friendly emails will indulge the 47 percent of email opens that are on mobile devices.
6. Re-engage inactive subscribers
No, we will not take the hint. Even if a subscriber is no longer active, don’t allow them to slip through the cracks — re-engage them. Using a catchy subject line or offering a shiny new product or service might get you another lead and, at the very least, might be a reminder to put your company in the back of their minds.
The value of email marketing is not only incredibly effective, but it’s also directly measurable. Although there is a long-standing stigma surrounding this method, just think: if you’re doing it right, it’s not spam—it’s a potential lead.