Hooking ‘Em with a perfect email subject line cannot be everyone’s cup of tea. The word of mouth strategy might work for small businesses, but when it comes to a comprehensive marketing strategy, B2B enterprises must do something about reaching out to people by creating effective email campaigns along with other communication strategies.
Do you really think your all potential customers are on social media platforms or they are known to avid blogging or something? Probably not! And this is where email campaigns come into play! “Old is Gold”- even today emailing is considered as one of the quickest and effective channels for communication for receiving and transmitting data.
In the following post, I would love to prove how email marketing is still a profitable and effective move, especially in the B2B realm. It is rightly said that email is the undisputed king of B2B marketing. According to the Direct Marketing Association (DMA), email campaigns deliver a $43 return for every $1 spent.
It may quite interest you to know that numbers don’t make email campaigning so valuable it’s the way you are using email marketing for your business that makes it more recommendable. For example, think of a scenario a while back, somewhat around the last 12 months and check how many times you have sent the same kind of email to your entire list. Did it make any difference in regards to engagement? Not so likely! Spray and pray marketing no longer works, and that’s the reason why more and more companies are seen investing in earning the trust of their email subscribers.
Before we proceed further, let us understand the term B2B marketing or business to business marketing. As the name implies, it involves the sale of one company’s products to other companies by meeting their needs. Let’s say, for example; you are into the textile industry, you own your weaving company where reaching out end customers isn’t easy. You need to contact them and at the same time, market your business as a valuable and professional one. As per your client base, they are the ones whom you can sell your raw materials directly. So what needs to be done here? Simple, you need to market your products to specialized companies that produce finished products out of your raw materials. This is what a B2B marketing campaign is all about.
Enters Email Marketing Into B2B Organizations
You may not be surprised at all in knowing around 88% of B2B marketers utilize email campaigns but what might be shocking is 42% of those marketers said the email was one of their most effective lead generation channels. Email campaigning’s popularity has been overshadowed by newer, more appealing forms of marketing—specifically social media and content marketing. The key to success lies in knowing what kinds of email messages will convert them from readers into leads by trigger the desired responses in your subscribers. Down below, I would like to emphasize certain tips to take into account for 2019. Even in the midst of shiny, new innovations, you will be able to convert more leads and keep your subscribers happy.
Add Real Value
Drawing new leads has become quite a thing of past, so what you can think of is take a different route. I mean send emails that offer your subscribers tips, tricks, ideas, or education on a topic strongly related to your industry, product, or services. For instance, if you are running a software development company; try sharing tips and tricks, keep linking to productive articles, etc. This automatically adds some value instead of annoying your potential leads.
Test
The internet is certainly overloaded with information, studies, and researches so finding best days or best timings to send email is not so difficult task. The most desirable length for subject lines, and the most appealing email designs. But hold on; taking this advice to your heart isn’t worth it because every group of email subscribers is different and of a kind and need to be nurtured with different campaigns.
Test different days of the week, times, subject line lengths and styles, and so on. Instead of Tuesdays, your potential subscribers may actually prefer Wednesday emails because they’re least busy on this day, or longer subject lines because only a few of them read email on mobile.
Personalizing messages
(“Hi, Larry” instead of a generic “Hello”) might work wonders. According to one study, simply personalizing emails can increase click-through rates by an average of 14%, and boost conversion rates by about 10%! No matter how long it might take to create a personalized email, but in the end, recipients appreciating the effort is all that matters! Also, it will give them more motivation to convert.
Best Email Marketing Templates to Try
#1 Welcome email template
The first impression always counts; in fact, to a lot extent! If a subscriber signs up to something, whether it is about receiving future blog posts or a series of email tips. So thanking them and welcoming them does make some sense. Which means you cannot make a strong impression by doing anything.
#2 Curated content email template
Have you thought of reaching your customers without them having to search the content out online? CrazyEgg and Kissmetrics founder, Hiten Shah has this tendency to sends a roundup of his favorite posts on topics that include SaaS, marketing, sales, and growth. By doing this, readers do better, which adds a lot of value to his subscribers.
#3 Company announcement email template
Flutter, a tool that helps businesses grow their Twitter following, one of the first things they did was inform their subscriber list. After this, they were able to create new interest in their product offering. So whenever you have something to share with your audience, such as winning an award, changes to product offering or new pricing options, go for emails. Announcing such announcing this kind of news is likely to have a more positive impact.
#4 Video email template
Emails containing videos are taken pretty much into consideration. Providing actionable content through video; you can easily build a rapport with his subscribers as they get to see and hear on a regular basis. The person watching the video feels like they really know you. This will make you more visible and on screen.
#5 Webinar email template
Email marketing as one of the ways to promote a webinar, which makes it easy for subscribers’ to learn about upcoming events and schedule the time to attend. Webinars are a great way to showcase your expertise and engage with buyers’ who are further down the sales cycle and looking to make a purchase.
Lastly, incorporating any of the pointers as mentioned earlier will surely return you the favor. Try to do some action! Go for it!
