Prepare for an Email Marketing Campaign the Right Way

Prepare for an Email Marketing Campaign the Right Way

Every business has its own way of molding an effective lead generation campaign. For B2B companies, they enjoy access to a high amount of resources that make quality customer relations possible.

Some of them focus more on social media, while others invest on more direct channels such as in-person events. But recent marketers point to email as ideal for direct audience engagement, a fact concurred by many marketing institutions. But why so?

It is already understood that people in the B2B industry want things fast. They do not want to beat around the bush. They want immediate methods to extinguish the fire that is eating up their bush. In other words, they need solutions right away. Email gives them such a convenience in deciding for business decisions, but it doesn’t help sending messages that lack any value to their present situations whatsoever.

The problem for a solutions-provider like you involves creating an email marketing program that makes every send-out worthwhile. This initially entails knowing the appropriate methods to prepare for an email campaign that realizes conversion goals and makes up for invested capital.

Do your homework. Before implementing a marketing strategy via email, it is obviously essential to know what your target audience is talking about, what it wants and needs, and what it is composed. Try going on a journey without a roadmap. The point here is to determine critical areas that can be capitalized to force your audience defenses down.

Invest in infrastructure. In modern B2B marketing, a business cannot thrive long without well-established and functional infrastructure. The market is full with nifty lead nurturing and marketing automation systems that are worth a buck (maybe a thousand bucks). And simply having one already puts you on track towards an easier marketing experience.

Leverage your landing pages. So, a top-level CEO decides to click on the link featured in your email. But instead being transported to a compelling landing page, he is greeted by too many fields and an interface that has the word “mediocre” written all over it. When it comes to creating landing pages and optimizing your lead capturing devices, a perfect balance between convenience and effective web design is a necessity.

Adopt appropriate analytics. Before you even start an email campaign, you will also need to setup the proper analytics implements. Tracking variables such as ROI, online conversions as well as response rates provide an overview of your campaign’s effectiveness, allowing you to determine the appropriate actions to take whenever things get complicated.

Bored Email Subscribers- Breathe life into your email marketing campaign

Bored Email Subscribers- Breathe life into your email marketing campaign

It only takes one uninteresting message for your subscribers to mentally tag your emails as boring. That’s why every email is important – it should be able to maintain a high level of relevance and interest for them to keep opening your future emails.

But yes, a decline in open rates is almost inevitable, especially when you’ve been catering to the same people for a long time. In these cases, you need to revitalize your readers’ interest and find new ways to make the online relationship ‘fresh’.

Here are some of the things you can do to lift the boredom curse from your email subscribers:

Let them tell you what’s wrong

Something is definitely amiss. It’s for you to find out what that is. You can do a simple survey to uncover reasons that might have been causing their change of heart:

  • What exactly do they want to receive from you?

  • Any recent changes that made them change the way they treat your emails?

  • How often do they want to receive emails? Do they want to receive fewer emails in a week?

  • What suggestions do they have that they think will improve the email subscription experience?

Make minor tweaks on appearance and presentation

It wouldn’t hurt to test a few new templates – actually, a decline in interest is the best reason why you should do it. Retain half of your subscribers to receive the current template, while the other half will start receiving emails with a slightly more aggressive subject line, more lively colors and a freshly written text body. Measure any improvements. If none, no harm done.

Make it extra-personalized for the chosen few

Select about 10% of your email list based on who you think are more ‘precious’ in terms of buying capacity, requirements met and maybe a transactional history. Start customizing a special set of email copies specifically for your ‘elite’ list.

Basically, ask for permission to keep the communication lines open with them. Don’t use any template – have your email team compose a personal message with only a particular recipient in mind. This is an elaborate attempt to save an email relationship before they officially mark you as spam.

Don’t forget to go mobile

More people are opening their emails on mobile devices, so that means you need to make adjustments (you should have done this a few years ago) in the way you present your email copy. Keep your subject lines short so it won’t eat up a lot of screen space. Don’t insert your links in between a shrub of texts because it would make it hard for them to open them using their fat fingers. Also, make sure your rich media content and other aesthetic decorations are mobile-friendly.

Make Email Work Right In Your Appointment Setting

Make Email Work Right In Your Appointment Setting

You may have a really good product or service to offer, but if there is anything marketing can teach you, it is that none of these matter if you fail to reach your business prospects.

Reaching out to your sales leads prospects is an important, if not obvious, prerequisite of business. That is why we conduct appointment setting campaigns in the first place. One of the ways we do that is by sending emails to all interested prospects. And yes, there are interested prospects. The problem here is how to make your prospects open them, instead of deleting your messages immediately.

 

The main reason for this could be traced to fear of spam mails. We all know how irritating receiving spam can be, so we throw them away every chance we get. Too bad for us marketers, this is also the same think that run in the minds of our business prospects. You see, in their eyes, every mail that they are not expecting, reek of selling, or just plain business focused, is considered spam. And they will dispose of your business mail the moment they see it. This is the same problem that telemarketing campaigns encounter. The rejection rate is simple too high. But there is a way to handle it.

 

Trust is essential here. When you are talking to business prospects, for example, in trade fairs and the like, tell them upfront why you are asking for their mailing address. Explain to them what benefits they can get if they sign-up for your newsletters or promos, what exactly are the kinds of lead generation content that they might expect from you, as well as the frequency of your company sending it to them. This can be time consuming, but at least you find prospects who are less likely to reject you.

 

Another thing you have to cover is setting expectations. You have to tell them the time and schedule of your mails, and stick to what you tell them. Timing and consistency play a key role in the success of your email campaigns. Keep in mind of your communication as well. Talk to your B2B leads just like you would be having a regular conversation. Lots of talks now, talk of business later. Just nurture the relationship first. This will solidify your connection with them.

Related: Recognizing the Assets and Disservices of Email Marketing

 

Lastly, try not to be to varied in your email schedule and content. Too often, we hear about businesses complaining of receiving mails at unholy hours, or getting content that they have absolutely no use for. Please, do not fall in that same mistake. Sure, you want to help your sales team reach their numbers, but sending promotions to people who only signed up for newsletters or weekly sales tips will not only ruin your customers’ trust in you, it will also make you lose sales leads as well. Now that would really hurt your bottom line.

Related: Not getting new Prospects? Give your Email a Facelift

 

Yes, you can still send business emails. You just have to know how to do this right to protect your appointment setting campaign.

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