Email might be the most overused marketing channel, but with a cookieless world becoming reality, it’s time to rethink email marketing.
By Manreet Khara
23rd January 2023
Email is a vital channel for B2B marketers to nurture their prospects. This channel is used by most marketers, making it a crowded space but an essential one. Then, how does an email stand out, get read, persuade, and succeed in its goals? Let’s take a look at 9 email marketing tips for B2B marketers:
The subject lines of your emails are the real crowd pullers, so they must be catchy and elicit curiosity. Therefore, cliffhangers make for the best subject lines as they can increase the open rate. The idea is to craft a subject line that would pop even in a flooded inbox, tempting the viewer to open it and read your email. The rest of your email could be excellent but if your subject line is dowdy or drab, the email will lay unopened and prove to be a futile effort.
The preheader is the text that appears to the right of the subject line and provides a quick summary of the email. Preheader text is often merely the initial text contained in an email, however this is not always the case. An excellent preheader, like a memorable subject line, may capture attention and persuade readers to open your emails. People check preheaders before opening an email to see whether it is worth clicking on. If your preheader is uninteresting, readers may not open your emails to see all of the hard work you put into your email marketing campaign. Make it a short, crisp line that summarizes the subject and gives readers an incentive to open the email along with a CTA.
CTAs are important as they clarify to engaged readers what they should do next. These CTAs can be used in different contexts and places along the email. You may believe that calls to action are only useful at the conclusion of emails, but they may also be quite powerful in preheader material. You may use your preheader to explain why you’re sending them an email and what they should do after reading it. In terms of your call to action, depending on where it is placed, it might be anything. You may urge consumers to take advantage of a discount or test your newest product.
People like to feel special. When people are made to feel special, they are more likely to do what your CTA asks them to do. The best way to make them feel special is to personalize their experience, from using their name to using other relevant data about them and anticipating their particular needs vis-a-vis your product. If you can personalize your email campaigns, people are more likely to perceive them as emails directed individually to them rather than seeing them as a mass message sent out by a bot.
With most people checking their email on their phones first thing in the morning, it is vital that you make yours mobile-friendly. It shows greater professionalism if your email is able to adapt to different interfaces and devices. When an email doesn’t load properly and loses its intended formatting and design, it fails to make the same impression. Don’t let all your hard work be lost over changing devices.
Don’t spam people or flood their inbox with way too many emails. People don’t appreciate it to begin with and then start to tune you out like white noise. If you don’t want to be ignored and relegated to the spam folder forever, be careful about how many emails you send out to your mailing list.
It is easy to know if your campaign is working, but if it isn’t, how do you find out what’s wrong, and how do you make decisions on what to improve? A/B testing can help you see what works and what doesn’t, based on the feedback of readers on different versions of the same email. You can test any variable by changing across emails while keeping the rest the same as a control. The feedback from testing allows you to learn over the course of campaigns.
It’s worth remembering that your target audience is not a static group of variables but living, breathing people who can grow older, change their interests, and have different needs at different times of the year and different stages of life. This means that some of these people may no longer be viable potential consumers for your product. Why email them? Keep updating your mailing list, adding new potential consumers and deleting irrelevant addresses for greater outreach and efficiency.
Attention spans are shrinking rapidly and nobody has the patience to read through a long email detailing everything. Reading long emails can be a pain and giving pain never won anyone. Instead, show your readers some love and keep it short and sweet. They’ll appreciate that you didn’t beat around the bush and came right to the point.
Email campaigns can benefit from subject lines and pre-headers being catchy enough to open, the content easy enough to load and read, and the CTA persuasive enough to follow. Manually, personalization can be a drain on your resources, but without it, an email lacks conviction. Email marketing is made easier with automation, especially if you want to get the personalization right and make every reader feel special with emails tailored to their interests.
DiGGrowth—an AI-driven no-code marketing intelligence platform—gives you the ability to look at your entire email marketing metrics with custom reports and dashboards. Marketers can understand how different campaigns across platforms are performing and drill-down to specifics. Drop us an email at firstname.lastname@example.org for more information.
DiGGrowth helps B2B marketers do more with less and increase marketing ROI by 30%Start Free Trial
Data analysis has become an essential part of...Read full post
In the traditional business approach, organizations sought revenue...Read full post
Small and medium-sized businesses (SMBs) often struggle to...Read full post