Type ‘email is dead’ and search the top results. You will definitely find articles arguing about it but while a number of them may have a point, email is still an integral part of our business communication.
According to a new study conducted by Adobe with 4.000 subjects across the US, UK, and France, the findings showed that employees spend half of their working time on reading and sending e-mails. Even if there are new additions to communication platforms like instant message, social media, videos, and sms, e-mail is still in its throne.
So what exactly do these figures mean? Obviously, email is still an integral part of our working life, and for marketing experts the newsletter is still an immensely precious channel to penetrate a constantly developing market.
Having said that, here are the ways to create a successful B2B email marketing campaign that your audience will love:
Study your audience.
Your target audience for your e-mail campaign may sound obvious to you, but you will be astonished how many companies skip this vital step. Studying your audience is the primary principle of marketing. Here are some questions to this respect “who are you reaching to?”, “is this appropriate for your target market?”. In Business-to-Business communication, you should take into account the job position of your market and adjust your message based on this. An employee that has just started climbing the corporate ladder may not have the same interest as a high level executive.
Improve your content.
There is one thing that engages people the most – remarkable content. Whether it is promotional materials or just e-mails, everyone hates a poor piece of text. So in case you are implementing an e-mail campaign, make sure use the correct approach:
• You should always strive to tell a story.
• Educate your audience.
• Demonstrate why your company is better
Evaluate your performance.
By evaluating which tactics produced the best results in the past, you can be more successful in the future. You wouldn’t start a diet to lose weight without weighing yourself first, right? Since we live in a world where relevant data and analytics are in at our fingertips, we no longer have to make assumptions of what we should do next. For your email campaign, open rate and click rates depend on the time of the day and the day of the week you hit send, not to mention the format of your mail, etc. Remember: send, tweak, check and repeat.
Craft an awesome subject line.
Perhaps you have already created great content that is on point and it is interesting, but your efforts would be useless if people do not open your emails as soon as they receive them. This is where you need to tweak your subject line. People will check the subject line prior opening your e-mail so crafting an attractive subject line can potentially raise your open rates. In fact, subject lines are probably the number one reason why people consider opening or skipping an email. Approx. 33% of those who get receive the e-mail make their decision based solely on the subject line. Research shows that e-mails that contained the word “free” in their subject field were opened 10% more than those that did not, whereas e-mails that included “quick” in their subject field were opened 7% less times than those that did not. Tips to remember: customize and target your content, be brief and to the point and give it a sense of authority.
Always do an A/B test.
Another thing to consider apart from crafting efficient subject lines is to be able to test the e-mail subject lines. An A/B testing will examine the two versions of an e-mail to small segment of your e-mail list and the line that performs better (the line which is linked with more opened mail rates) is automatically send to the remaining e-mails in your list. A/B testing in this case will give you an idea of what is a hit or miss.
Segment your e-mail lists.
Avoid sending the same message to everyone just for the sake of saving time. Segmenting your e-mail lists and splitting them into smaller groups that share common characteristics is the way to go. Even if you have something important to say, unless it is of interest to your entire prospect list, do not send it to everyone. Segmented lists will give you the chance to customize your e-mails appropriately. In this way, your targets will feel that you are reaching to them when you have something relevant to tell them and not that they are just a number on the contacts list.