Today, B2B email marketing has tremendous potential to drive income, sales, and growth of your business. The marketing platform is the undisputed king of B2B marketing. A marketer looking to leave an impact in the minds of the customer need to shift their focus on email because its fast, efficient and effective. According to a research, adding a video to a campaign will increase the click-through rate by 300%. Depending on your product or service, you can embed videos to win the trust of the target audience. Also, you need to send different messages because if you send the same type of emails over and over again, your customers are likely to turn away from the marketing campaign. Therefore, focus on using email marketing software to reach the inbox of the readers and win the trust of the audience.
Here are a few tips for an interactive B2B email marketing.
1) Create curated content
Whether on web or email, customers skim through the messages, and it’s true if they are using a smartphone to read the emails. In a small screen, it comes difficult to fumble around with tiny controls, and readers have to squint their eyes to read the messages correctly. Therefore, using an email marketing software focus on creating a curated content, which appeals to the masses. Create a list of best material you’ve read and shared it through email to your subscribers. In doing so, you’re delivering value without being self-promotional.
2) Eliminate all messaging distractions
Similar to a landing page, every message should have a single conversion action. Otherwise, it will confuse the readers. And, if you add less valuable activities, you will end up confusing the customers, and it will further reduce the attention ratio. The customers will no longer zoom on important outcomes and focus on an unimportant aspect of the email campaign.
3) Segment your customer list
Customer segmentation is the place where the rubber meets the road, and it will help you win the trust of the subscribers. Therefore, before starting a B2B campaign, ensure you know about your leads and send them only relevant and timely messages. Sending messages without knowing the customers is like urging the customers to filter the messages as spam. Based on the interest of the customers, segment them and tailor messages as per your requirement.
4) Track all the relevant metrics
Once you have created the campaign architecture, ensure your campaign is connected with the analytical suite. The suite should give you details about the open rate, click through rate and spam complaint rate. These statistics will help understand what’s working with the customer and what is not working. Monitor and optimize the campaigns because if a disconnect is taking place, you can immediately stop it.
5) Learn lessons from previous mistakes
Even if you adhere to all the golden rules of email marketing, you’re bound to commit errors. And, you need to learn from your previous mistakes to avoid issues in the later stages of the marketing campaign. Marketers who learn from their mistakes, often tend to create out-of-the-box email campaigns. Focus on regularly using email marketing software to build trust and grow your sales.