Traditional email marketing may be frowned upon in some circles of business and quite rightly as companies churn out emails on a weekly or even daily basis, full of largely irrelevant content. However in the 2018 world of industrial marketing, email marketing can still claim to be very worthwhile, providing you know your audience and get the content and frequency right.
Here are 5 tips for effective B2B email marketing:
Plan your content in advanced
The magic P word – sounds pretty basic but it is the foundation of your success. Think about the key messages you want to get across to your audience and how you can convey those messages in an email marketing campaign.
You are not going to just send one email; there needs to be a series of them over time as you build an online relationship with your customer. So you need to plan them out, right down to the subject and the date you aim to send it.
Cleanse your client list
Your database is gold dust to the business so it’s important to look after it. Spend some time making sure you have the right contact name and you are not trying to email someone who left the company 3 years ago. Avoid those dreaded sales@ or info@ email addresses as you know they will be ignored or deleted. With the advent of GDPR there are now more serious consequences to sending unsolicited emails .
Get the subject line right, as this is one of the first things recipients will see when they receive your email. It should be long enough to pique their interest but not so long it gets cut off mid-sentence (30-50 characters including spaces should do it). Give the reader an idea of what to expect in the main body of the email without giving away too much.
It is all about content in 2018 – so make yours engaging, informative and above all new!
Businesses can struggle to identify suitable content when put on the spot, so gather it all year round. Such content can be: New investments, projects completed on time, new orders won, industry news that affects you and your customers, technology improvements, process changes that affect your customers, HR news, interesting photography, charity work done by employees and so on.
The other important point to note with content is that it doesn’t have to be very long. A couple of paragraphs is often enough, so you can use it on your website and then include a snippet in your email with a link to the website story. Doing it that way ensures you are also driving traffic to your website as well as providing a way of measuring the effectiveness of your email campaign.
Finally; use a recognised email software package to send out your campaign and make sure you look at the report, to provide some feedback on how many opens there were and how many click-throughs you got to your website. Over-time you’ll begin to get a feel for what stories work best, and then you can prioritise those in future campaigns.
If all of the above seems like hard work… it is! No-one ever said running a successful business was easy. That’s why it makes sense to ask us to run the campaign for you… planning your emails, collecting your content and designing the sort of email your customers want to see. Contact us to have a chat about how we can help you.