Unlock the Power of Email Marketing: 6 Steps for Success
Email continues to remain a steadfast tool for B2B marketers. However, like all tools, its effectiveness can dwindle if misused. By following these six best practices, you can harness the full potential of email marketing to your business’ benefit.
Don’t worry; we can help! Email marketing is easier than you think if you can follow these six steps.
Step 1: Build a Clean and Segmented List
The quality of your email lists is paramount. An outdated or messy list can derail even the best campaign. Alternatively, a well-maintained list not only increases your engagement rates, but also reinforces your brand's credibility and trustworthiness. Here are some tips to follow to help ensure that your list contains quality contacts:
- Have Permission - Ensure every email on your list is from someone who has given you explicit permission to contact them. GDPR, CCPA, and other privacy laws have made this even more crucial.
- Regular Cleaning - Remove junk, duplicates, and inactive emails regularly. Avoid generic emails like “sales@” or “info@”.
- Use Segmentation - For better personalization and higher engagement, segment your list based on criteria like interests, past purchases, or behaviors.
Step 2: Master the Subject Line
A compelling subject line is the gateway to your email. It's the first impression you make and it can be the deciding factor between an open or a dismissive swipe. Crafting a subject line that resonates with your audience requires a blend of creativity and understanding of who you are sending your message to. Here are some tips to help you craft a good subject line:
- Personalization - Email tools are available today that allow you to personalize subject lines and content with re-replacers so that you can insert the first name, last name, and other information about the recipient.
- Optimize for Mobile - Ensure your subject remains impactful. On smaller screens, email subject lines are typically truncated, so be sure to adjust your subject lines accordingly.
- Leverage Preheaders - Summarize or supplement your subject line with catchy preheaders that incite curiosity. This text is visually hidden and only appears in the inbox preview, not in the email body.
- Evolve Beyond being Sales-y - Even if your email itself is very sales-focused, your subject should aim for relevance and value rather than hard sales pitches.
Step 3: Engage with Impactful Content
Once opened, your email’s content must captivate. If the recipients of your email don’t read your email in its entirety, it’s likely that they’re missing out on some valuable information from its contents and won’t do what you’re trying to get them to do. Here are some tips to keep your audience reading your email in its entirety:
- Start Strong - Lead with something intriguing or valuable.
- Be Succinct - Use concise language, linking to further information if needed.
- Personalize - Personalized emails tend to be more effective than ones that aren’t. That’s why segmenting, targeting, and positioning as seen in Step 1 can be so beneficial… it allows you to categorize like-minded contacts together.
- Appeal with Visuals - Consider using images, infographics, or even interactive elements to make your content pop.
Step 4: Drive Action
Your end game? Prompt action. The reason that you’re contacting those in your list is probably to try and get them to do something, whether it’s to purchase one of your products or services, download a deliverable, take advantage of a deal, sign up to attend a live event, or read an announcement or blog on your website. Here are some things that you can do to increase the chances that they act:
- Highlight the Value Proposition - Before you present your call-to-action, emphasize the benefits or value on offer.
- Ensure a Seamless Experience - If directing your recipient to a webpage, ensure it's mobile-friendly and loads quickly. To make things even easier, link that spot in multiple places: any image in your email, in the specific instance in which you reference your offer, and on a call-to-action button.
- Clear Call-to-Action - Use compelling language and ensure visibility, and even consider using interactive buttons.
Step 5: Timing is Everything
The digital landscape changes rapidly, so adapt your timing strategy. Timing can be the difference between an engaged reader and a missed opportunity. By understanding your audience's habits, time zones, and preferences, you ensure your message lands when it's most likely to be seen and acted upon. Here are some tips regarding timing your email marketing:
- Analyze and Adapt - Use email analytic tools to determine the best days and times for your audience’s engagement.
- Consider the Seasons - Align your content with holidays, seasons, or current events for relevance. You can use the seasons to frame your email itself, like promoting your Business Continuity solutions just before storm season in your local area.
- React to Real-time Events - Capitalize on timely news or trends related to your industry or offer. For example, did some large security breach just happen to a multinational corporation? If so, then send out a series of emails promoting your network security or business continuity solutions.
Step 6: Boost with Integrated Marketing
You should consider pairing your email campaigns with other touchpoints for maximum impact. By synchronizing your email campaigns with other marketing strategies, you not only reinforce your message, but also cater to your audience's varied consumption habits, optimizing every opportunity to engage.
- Expand Across Channels - Reinforce your message with social media posts, paid advertisements, or Google ads.
- Content Synergy - Consider writing blog posts or featuring related content on your website.
- Traditional Touches - Despite our largely digital world, direct mail pieces can still make a significant impact.
Effective email marketing is about understanding your audience and continually refining your approach. From curating a meticulous email list to determining the best timing, each step is integral to the process. Standing out requires a blend of creativity, strategy, and constant adaptation. By adhering to these best practice steps, you position your campaigns for higher engagement and ultimately achieve your marketing objectives.