Last year B2B email campaigns were reported to receive a 47% higher clickthrough rate than B2C campaigns, bringing in a staggering ROI of 4300%. Despite talk of the death of email due to the rise in other forms of communication (such as IM, social media etc), it would seem there is still good reason for marketers to continue focusing on email campaigns for the foreseeable future.
However, although email may seem like it should form an integral part of your lead generation strategy, there are still a number of key factors to consider before creating your campaign. For example, 78% of consumers have unsubscribed from emails because of being sent too many emails. Frequency of sends is just one part of the equation, here are a few guidelines to help you get the most out of your efforts and create new B2B opportunities.
- Make Your Copy Jump Out
Lead generation should not be all about sales. Use your emails to deliver new and exciting content to your audience; future product launches and upgrades, company updates, recent industry news, and emerging market trends are all topics that are important to their business. They are also great talking points to use, to engage and ascertain interest without sounding too pushy. Make sure every email has an attention-grabbing subject, well-written professional copy, relevant pieces and exclusive offers. If you can, ensure whoever is writing the copy has an excellent level of written English as well as understanding all the components that make up a well-written and effective email. Eg:
- Optimum wordcount
- Catchy subject line
- Use of headlines
- Structure and syntax
- Consistent tone of voice
- Use of actionable, personal language
- Relevant CTA (call-to-action)
- Working hyperlinks to reliable sources
- Don’t Be Pushy
Your audience has to want to receive your emails. It’s all about getting them to buy into your message, and not force-feeding them something they’re not interested in. Therefore your focus (and with GDPR in mind) should be on getting your audience to opt in vs trying to discourage them from opting out. The days of blasting a database full of contact details gathered from business cards, third party data, purchased lists (without gaining permission first) are long gone. Gain consent first, then create emails your audience will want to read. If you then track conversion and click-through-rates (CTR), you can measure the overall performance of each campaign and refine where necessary. eMarketing is all about creating a connection and generating opportunities.
- Check and Test Prior to Launch
Check each email campaign prior to launch by sending them to different email addresses, as well as different servers. Ensure all links are working properly – whether taking readers to landing pages, pages on your website, blogs etc. And don’t forget to check that all images are displaying correctly and clearly visible – and that your fonts don’t look differently on different servers. 55% of all emails are opened on mobile devices so you want to make sure your email is optimized for mobile use too. Checking all of this prior to campaign launch will ensure you’re never caught off-guard and your audience never disappointed.
- Time It Right
Sending your email at the right time can be the difference between it resulting in a click through, or ending up in trash. Think abut your audience – who are they? What hours do they work? Are they big mobile users? Content Adestra reports that most consumers check their email and text messages first thing in the morning, before anything else. You need to know your audience in order to determine when is best to send, as well as consider what it is your sending them. By getting the timing right, you can increase the chances of your email getting opened.
- Generate Buzz
If you want to increase your email open and conversion rates, aim to create excitement and anticipation amongst your audience. One way to do this is to offer the opportunity to join a loyalty scheme. For example, while having a great CTA helps entice your audience into clicking, a rewards program that will compensate them for being loyal will incentivise them. Exclusive offers, invitations to events, free downloads to whitepapers are all good ways to increase chances of your audience clicking too – make them feel special and give them something to get excited about.
- Tailor Messages for Different Personas
The more you tailor your messaging, the more relevant it will be to your audience. And there’s nothing to say you can’t run different email marketing campaigns for different audience personas. If you think you may have too many variations, simply bunch personas into groups of common interests, aiming for two or three categories at the most. You can then have one campaign directed at MDs, directors, and chief executives for example, one for technicians and engineers, and one for finance and accounting and finance. Try to tailor your messaging to your personas as much possible, using focused content that will really resonate.
To get consistent results with well-written content and C2As that incentivises your audience, contact us today.
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