Email marketing is one of the most effective ways to share product news, establish lasting business relationships, and generate quality leads. But there’s a caveat: When a strategy is trending, everyone uses it. In fact, 79% of B2B marketers say email is their most successful channel for distributing content, according to Aleada Media Group.
To triumph with this digital marketing strategy, you’ll need to stand out by eclipsing the competing brand communications in your contact’s inbox. Here are five best practices for breaking through the clutter and kickstarting a profitable email marketing campaign.
Step 1. Define your “what” for a tactical “why”
Email marketing performs well when it’s done right. To engage your audience from start to finish and encourage interaction, you should:
Define clear goals—why are you reaching out, and what do you expect of your audience?
Identify specific targets and uncover their interests.
Have a plan of action on what you’ll communicate and how to measure progress.
Thinking about these elements before hitting send will give your campaign a stronger sense of direction and guide your communications for better results.
Step 2. Streamline targets through market segmentation
Litmus, a leader in enterprise email marketing, found that personalizing your emails produces an impressive ROI of 122%. And it’s easily achieved through subscriber segmentation or tailoring content to a specific audience.
Using CRM software, you can access vital data on product life cycles and buyer behaviors, as well as new details about your prospects, and use it all to segment your communications list. Targeting potential customers in different industries, job roles, or diverse business associations helps you send accurate emails to the right people.
For example, both a product manager and a CEO may have a say in a purchasing decision for new technology, but they’ll probably care about different features. Your mission is to know who to contact and how to customize your emails to appeal to their preferences.
Step 3. Spark interest with an intriguing subject line
Your B2B contact list probably includes leaders and influencers who have the most power to make decisions, though they’re less likely to do this based on emotion than other types of customers. With this in mind, it’s best to win their trust with logic and facts—starting with the subject line.
According to lead generation software firm OptinMonster, 33% of recipients open an email solely because of the subject line. Keeping yours short, personal, and action-oriented can make the difference between a recipient reading your marketing emails or deleting them without a second thought. Capture their attention with a customized lead-in and watch your open-rate-to-revenue soar.
Step 4. Deliver client- and solution-oriented messaging
Getting people to read an email is half the battle; the other half is delivering focused content. Solid, concise emails have a greater impact than those made up of long-winded text with no clear focus. One study by Boomerang found that emails containing 75 to 100 words averaged the highest response rate, at 51%.
Use language that resonates with your reader’s challenges, and include a clear CTA to captivate your audience and fuel engagement. An email’s design, structure, and message also have a huge impact on lead generation, so take time to note what works and what doesn’t. It’s worth tracking your open, click-through, conversion, unsubscribe, and bounce rates, as well as the campaign ROI.
Step 5. Create geo-specific and industry-targeted email marketing campaigns
Increasingly, future-ready companies are embracing geo-marketing and industry-specific targeting to promote their products and services. Combining these strategies with intelligent data technology will help you tailor your messaging and enhance your results. If your campaign requires real-time location or industry-specific data, you should get to know the resources that will improve your odds of conversions.
American City Business Journals recently released BizLeads, a cloud-based prospecting tool that delivers exactly this type of real-time data on 30 million private businesses across the U.S. You can use it to access private company dossiers, discover business’ key decision-makers, and get their contact information, too. Not only that, but BizLeads’ cutting-edge marketing capabilities enable you to integrate the data within your CRM systems.
Supercharge your email marketing strategy by adding this powerful tool to your arsenal. Schedule a demo to experience BizLeads for yourself and find your ideal B2B prospects.