Impactful B2B Email Marketing
Email marketing remains our most popular contact approach, offering clients cost effective access to over 100k key decision makers. Email is an essential part of any highly effective digital marketing strategy. Effective email marketing converts prospects into customers, and turns one-time buyers into repeat buyers. In fact, in a recent study by McKinsey, it was found that Email is almost 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers.
But what can you do to make your email campaigns work even harder
1. Segment for Success: Marketers that use segmentation experience up to a 760% increase in revenue. List segmentation allows you to send more relevant content. The more relevant our email communication is, the more likely your audience are to engage with it. Of course, no email audience is a one size, fits all, so splitting up your email list based on certain targets and characteristics can help you increase relevance.
2. Don't Overload on Copy: Keeps things simple and get to the point.
Focus on a single view of your reader and think about what would appeal to them. Write headlines that speak to benefits they would want, include images that appeal specifically to them and write body copy that uses language they use. Keep it light and conversational and avoid a hard sell approach or technical industry jargon. Compliment your message with hand selected high resolution imagery to break up copy and make the overall email design more appealing.
3. Test your subject lines: Run a simple A/B test, and then broadcast to the one that gets the most opens. Your email subject line is the equivalent to an email headline - if it's not interesting or inspiring the reader is highly unlikely to take action or read further. Invest time in curating the perfect subject lines and then test them in your broadcast platform to ascertain which is the most engaging. The recommended length for an email subject line is around a maximum of 60 characters and the aim is to entice, inspire or intrigue your reader to open the email for further information. Make it personal if you can - we all know from experience that it's much nicer to receive an email from a named individual as opposed to just a company name.
4. Clear Call to Actions: Include several clear Call to Actions throughout the email template. Buttons with strong colours and clear, encouraging call outs work best. So you've inspired your reader with your intriguing subject line and they've been interested to read you copy but how do you entice them to act. Call to actions or CTA's as they are often referred to are the final key to creating an impactful email marketing campaign. Some experts argue that the call to action should sit above the fold, whilst others suggest at the end makes more sense. We think, the more the merrier - so, with careful placement and relevant links we recommend including several clear call to actions throughout your email copy to enable readers to 'Learn More', 'Enquire Now' or 'Request A Call Back' to name just a few.
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