There are a good deal of ineffective email campaign strategies used today, especially in the B2B world such as:
- Using too much sales language
- Not segmenting your customers
- Sending promos disguised as newsletters
Most fail and send the audience to the “unsubscribe” button instead of the “call-to-action” button.
To get the most out of your email marketing campaigns, use the best tips and strategies. Marketers who apply top-notch strategy in their email marketing campaigns are successful, according to HubSpot, which reveals that:
- 77% of marketers have seen an increase in email engagement over the past 12 months
- 64% of B2B marketers say their email marketing strategy was effective in meeting their business goals in 2021
- 50% of people buy from marketing email at least once per month
To get the most out of your email marketing campaigns, here are tips to incorporate in your emails to get more leads.
Tip 1: Understand Your Audience and Personalize Your Emails to Them
Understanding your audience is one of the most important core factors for a successful email marketing campaign. This means you get to know their interests, motivations, desires, frustrations, and needs. This will help you develop a buyer persona and avoid wasting your energy by tailoring your marketing efforts to them.
Here are questions you should consider as you try to learn more about your audience:
- Where do they live?
- How much do they earn?
- How do they use your products and services?
- What are their challenges?
Defining your target audience will help you build a more effective communication strategy and build strong customer engagements.
As an IT service provider, you’ll be working with very specific firms. To understand them better, get information such as their location, number of employees, and years in business. This will help you personalize your content for them and increase engagement.
Most B2B companies send generic and impersonal emails. Your emails should read as if they were sent to an individual. Communicate with your prospects as if you are having a conversation. This will help create a bond with them. Address them by name at the beginning of the email. There are email marketing tools that automate emails to your contact list so that everyone gets a personalized version of the same email.
No one wants to feel as if they are talking to a robot. Avoid sending outbound emails with impersonal email addresses which sound like automated robots. Prospects want to feel like they are talking to a real person. For example, “james@yourbusiness.com” is better than “info@yourbusiness.com” and “salesteam@yourbusiness.com.”
Understanding and personalizing emails to your audience increases engagement and conversion by 79%.
Tip 2: Be Concise With Your Content
Don’t be too wordy in the content line. Keep it short and sweet. Everyone wants brief emails that show a deep understanding of their problem.
First, enormous blocks of text are overwhelming. If your prospects open the email only to find enormous blocks of text with nothing that catches their eye, that’s it. They’ll leave and won’t come back.
Second, on subject lines, ensure they are attractive, short, clear, and to the point. They should show a sense of urgency while also giving the reader what to expect in the email. A subject line, including the spaces, should be between 30 and 50 characters. 35% of email recipient open rates depend on the subject line alone. To leave an impression, your subject line must:
- Command attention
- Create a sense of urgency
- Relate to the contents of the body of the email
B2B marketing success is not dependent on complex IT industry terminologies. Don’t annoy your prospects with complex IT jargon. Keep your content short, relatable, and concise to improve engagement.
Tip 3: Build Brand Reputation and Offer Valuable Content
Giving value creates a strong and profitable relationship with your audience.
Provide a solution to your IT audience’s challenges to increase their trust. They will become returning customers and position you as their go-to IT service provider. This shows your brand authenticity and personality and creates a strong reputation. This alone leads to referrals, which, in turn, increases sales.
Don’t send too many emails. Even businesses that desperately want your services don’t want to be clogged with emails every day. Too many emails can harm your reputation and lead your customers to unsubscribe.
Don’t send generalized and ugly emails. Instead, customize your emails to your brand as much as possible. Let them enhance your brand personality.
Adopt customer-centric practices that will build your audience into brand ambassadors through value. To achieve this, you have to:
- Recognize the problems they are experiencing
- Express empathy towards them
- Keep the focus on your prospects and solve their problems
Draft a content marketing strategy to maximize your email marketing efforts and offer the most value.
To add value to your content:
- Provide case studies and success stories for inspiration
- Offer high-quality, informational content (blog posts, e-books, etc.) that addresses their pain points
- Give them freebies, discounts, and giveaways
Do not spam your audience with sales pitches that do not add value. They will lose trust in your brand and leave. Instead, offer a solution to their problem, which will increase sales.
Tip 4: Optimize Your Emails Through A/B Testing
No matter how valuable or clickable your content is, your email marketing campaign might be ineffective. That’s why A/B testing is an excellent method for learning more about your subscribers and testing which strategies work for your IT business.
This method involves sending two different email variations to test unique elements. Throughout the campaign, analyze metrics to determine which factors lead to success. After testing the different factors, optimize strategies that offer the best results.
First, determine the element you want to test with each email. It’s very important to test one factor at a time. This will help you determine why one email got more click-through rates than the other. Here are some elements you have to test:
- Subject lines – offer a different variation of subject lines to determine the one with more open rates
- Call to action – Example: “See plans and pricing” or “Buy now”
- Personalization – whether to use the name of the sender in the subject line or to address the recipient by name in the introduction greeting or not
- Email sending time—what time works best for emailing? For example, open rates may be higher on Tuesdays at 08:00 a.m. and Fridays at 06:00 p.m.
- Email content and offer types – try various types of copy and offers like “get 7% offer” vs “get free shipping.”
Testing and optimizing different factors in your email marketing campaigns is one of the best strategies for increasing leads.
Tip 5: End With a Clear CTA
Your email should maintain your primary focus to drive more traffic to your landing page. Every email should have a clear and interesting CTA. Link your readers to your website for more information. State the action you want them to take. Make it actionable and easy to follow. You might ask them to:
- Sign up for the newsletter
- Download a guide
- Check out your services, use or experiment with a free trial
- Book a call
- Fill out a survey
Express empathy and show that you can solve their problems. Make it actionable and tell them what specific action they need to take.
The best CTAs incorporate an element of urgency, excitement, and mystery. This gives them every reason to take the desired action. If you want to help your clients with a successful email marketing campaign, you can use something like: “We help companies like yours reach more prospects using email marketing campaigns. Book a call with us right now. We want to see you generating more leads and making sales.”
For the best user experience, tease them about the benefits they will get by moving to the landing page.
Use one primary call to action. You are free to use it many times across your page. You can place it early in the email content, in the middle, at the end, and also remind them again in the P.S.
What You Need to Do
Email marketing is the most popular way to reach customers around the world effectively. Now that you’ve learned the best strategies to engage your customers, apply them today. They may take time to master, but your company will reap the rewards.
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