It has long been established that email marketing is still the most reliable lead generation channel for B2B marketing. It’s traditional, yet it never fails to deliver the numbers – with a competent level of quality of leads, at that – and it serves as a safety net in case all other options are not performing.
However, its success doesn’t revolve around blasting huge volumes of emails to contact lists and wait for whoever responds. Successful email campaigns entail strategy and a lot of monitoring.
According to Jonathan Long, Founder and CEO of Market Domination Media, here are 4 important steps in making sure your email campaigns are producing good results:
1. Track all activity. Most email-marketing-software and platforms allow you to track open and click-through rates of any links included in the message.
Are subscribers even interested in what you are sending them? Are they all opening your emails but not clicking on any of your calls-to-action?
This data will quickly let you know if your approach is working or if you need to make some tweaks to your messages.
2. Segment your list based on activity. Most email marketing software will allow you to see the level of engagement for each subscriber. This allows you to see how responsive they are with your mailings. You can then break your subscribers into groups.
When you group your subscribers together based on activity, it allows you to market to each group separately.
3. Split-test frequency. Every business is going to have a list of subscribers that react differently to the frequency they are emailed. Some lists will interact with every message, even if they are emailed several times a month. Other lists will perform better if you just reach out once a month.
There is no guessing game involved. You are going to need to split-test several frequencies and use that data to fine-tune your approach.
4. Never stop building your list. You should always be adding to your list, and using different forms of online marketing to build your list. Paid search marketing, search-engine optimization and social-media marketing can all be used to drive traffic to your landing pages and lead capture forms.
For your automated-email-marketing funnel to keep producing revenue, you need to constantly add fresh prospects. If you stop adding new leads, you will eventually hammer your email list to death.