Email marketing might sound as old-fashioned, especially amidst booming marketing strategies on social media platforms and mobile. Emailing, however, remains a powerful tool used by 93 percent of B2B marketers to spread out their content. This channel of distribution has earned the title of a key player in an efficient content marketing strategy and it is not going to be outdated so soon. The real challenge lies in managing to get the guarantee that the recipients do open the email and that they get interested in the content.
Fragment your mailing list to stay relevant
The first contact with your potential clients by email must include the possibility to select the preferences of each one through these questions:
- How often would you like to receive our emails? Everyday? Once a week? Once a month?
- What topics are you interested in?
- What types of content are you most interested in? Text? Videos? Pictures?
Giving your potential clients the opportunity to choose their preferences will entail better targeting in terms of mailing, commitment, and actions. It will also lower the rate of unsubscription.
Produce newsletters that match the interest of prospects
Do your readers really want to know about your latest developments or to learn about the new products you have just launched?
Not really.
In fact, they are mainly interested in solutions that could facilitate their daily life (be it on a personal or professional note) or gather information regarding their activity (B2B case).
It is, therefore, crucial to send them content that addresses the difficulties they encounter. Breaking down these difficulties, putting them into perspective, and then proposing a solution (yours) that reabsorbs them is the right way to do it. Simply presenting a product is not enough, and may even prove to be counterproductive.
Automation should be embraced
B2B studies demonstrate that 77 percent of content marketers who communicate through newsletters believe that automation is a technique that is vital to the success of their marketing strategy.
In addition, automated emails get 152 percent more click-through rate than traditional emails. The automation of your newsletters is, therefore, a necessary step to improve its impact.
When setting up an automated email cycle, it is advisable to send:
- A welcome email when a subscriber has subscribed to your newsletter
- A notification when the potential client does not reach the final subscription stage
- An anniversary email to commemorate his / her 1st year of registration and/or birthday
Focus on quality rather than quantity
If you notice that your email list contains inactive people, that is, people who do not open the email or have not clicked for more than six months, it is a good idea to send them a notification to inform them that they will be removed from the mailing list due to their inactivity. The expected effect can be positive because this type of email can make them feel that you are not sticking to them and desperate to have them follow you.
Personalize the emails to establish a relationship
People are used to receiving mass emails and sending them to the trash without even checking the content most of the time. However, through personalization, you might grasp the recipient’s attention and increase the odds of success of your email marketing campaign. As such, you should bear in mind that an email might need to be crafted in such a way that it reaches out to the potential client through a humane touch. The content should feel personal and aimed specifically at the prospect who might turn into a customer.
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- How to exploit content marketing strategies to the maximum
- Production and dissemination of videos you need to know
- Five tips to become more productive on social media
- Tips to earn consumers’ trust
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