Email marketing consistently generates the highest ROI, helping marketers attract and engage with their audience. What’s more, email marketing is an effective tool for building databases, nurturing leads, throughout the buyer’s journey. As long as it’s done the right way.
Emails on the rise
Here’s the thing: People feel stressed due to the relevance and the number of emails they receive in their inboxes. Hence the rise of the ‘inbox zero’ movement.
According to the Marketer Email Tracker Report released this year by DMA Insight, email volumes are increasing. This means it’s more important than ever to keep emails contextual, relevant, and useful.
In fact, just 9% of marketers say that all their emails are relevant to their audience, while 42% believe that some of them are relevant to their customers.
Here are some of the most important findings from the DMA Insight Report that concern B2B marketers:
- Goals: 64% of B2B marketers think that the primary objective of their email campaigns should be engaging their audience. For 61% of them it’s to generate leads, while 48% say sales should be the priority.
- Customer contact: 37% of B2B marketers contact an email address 2–3 times a month; 25% contact their audience 4–5 times a month.
- Usage: 57% of B2B marketers integrate their email marketing campaigns with their own website; 41% integrate with their social media accounts.
- ROI: 54% of B2B senior marketers claim they can calculate ROI from their email marketing actions; 46% say they can’t.
- Marketing automation: 48% of B2B marketers think that audience definition is the key contact segment to use in their email marketing activities; 36% of them go for identifying the most or least engaged customers.
Finally, some tips to share to make your marketing email campaigns more effective:
Before writing your emails…
Work out why you are trying to target your audience. What are their motivations? Will they welcome an email from you? Create your recipient personas first, and then decide how to write your email.
Subject lines need to be short (aim for fewer than 50 characters) and personalised
Makes sure the copy offers one or more of news, benefit, or curiosity. This gives the recipient a reason to go after the content. Run an A/B testing campaign, find out what subject line the audience prefers and see if different lines affect the open rate. This way you get more customer insight.
Send on different days and different times of the week
Some emails with call-to-actions perform well on Saturdays. Business emails are usually sent from Tuesday to Thursday. Don’t be afraid to experiment.
Test everything you do. What worked before might not work again. After all, your customers are unpredictable, so you’ll need to tailor your strategy accordingly.