Your B2B email marketing strategy isn’t something you can afford to be passive about. A successful email campaign can help provide quality interactions and establish a relationship with your ideal prospects.
According to the Direct Marketing Association, for every dollar spent on email marketing, the ROI is $38. Certain types of marketing emails do better than others, like welcome emails, which have an average open rate of 50% (very healthy!).
Crafting an effective email marketing campaign can take time and resources, so you want to make sure you’re set up for success. If you’re experiencing low open-rates or too few clicks, keep reading to learn how you can improve your B2B email marketing campaigns.
Your subject lines don’t grab attention
The subject line of your email is the first thing a potential client sees. If it doesn’t make them immediately interested in what you have to say, you’ve probably lost them before they even open the email. When crafting your subject lines, keep in mind that it should create a sense of urgency to pique interest. You also want to keep the subject line short and personal. In fact, adding the recipient’s name to a subject line can increase open rates by 10-14%.
Your main content is generic
Clients hate feeling like they’re just another sale to you. Emails that miss creating a sense of connection with the reader are usually the first to get deleted. Segmenting your email list based on different target audiences and sending specific offers to each group can help solve this problem.
You’re offering too many things at once
While it’s tempting to include multiple offers in one email to save time, it can be overwhelming for the recipient. The goal is to make it as easy as possible for them to click through to your product or service with a clear call-to-action (CTA). Try keeping your emails to one really strong offer.
Your call-to-action is weak
You can have the most interesting subject line, the best offer, and the most eye-catching image. But if your call-to-action (CTA) isn’t immediately obvious and easy to follow (e.g., “click here”), you’re going to miss the mark.
You aren’t testing
If your campaign isn’t going as well as you’d like, the issue could be with any of the components—the subject line, CTA, or content. The best way to find the problem is by testing. A/B testing sends out two versions of the same email offer with just one difference between them. This lets you see which version performs better and make changes accordingly. You can do this with the subject line, CTA, content, or any other part of your campaign.
Your emails don’t even arrive
Building a verified email list takes time and patience. When you start out with incorrect contact information, you’ll notice some emails bounce back or go to the wrong recipients who do not have the authority to act on them.
Fortunately, there are sales prospecting tools that can help generate validated email addresses for you. BizLeads, a cutting-edge sales prospecting tool from American City Business Journals (ACBJ), is one such platform. BizLeads’ cloud-based platform gives you instant access to validated, direct email addresses for key decision-makers in companies across 20 economic sectors.
Because it’s powered and regularly updated by ACBJ, BizLeads’ receives the most first-party reported data of any sales prospecting tool on the market. BizLeads’ data includes contact information and powerful insights on over 30 million companies and 80 million business professionals nationwide. As a BizLeads subscriber, you have access to millions of validated emails with 14+ search filters, including job title, industry, location, revenue, and more. Then, with a click of the mouse, you’ve got exportable, segmented lists of accurate leads to qualify and target in an email marketing campaign. Plus, BizLeads uses real-time email validation to ensure that when an email is updated within an organization, you are notified.
Schedule a 15-minute, one-on-one demo to unlock the power of BizLeads and banish “Delivery Status Notification (Failure)” from your inbox.