Better Email Marketing
When done right, email marketing is one of the most effective ways to generate new leads and new revenue. Beyond simply sharing content, it’s about starting a conversation, building a relationship and letting clients know what it’s like to work with you. This is a guide to who, how and what you should create for a successful email marketing campaign.
The Who
Right off the bat, you need to have a way of getting new contacts into your subscriber list. Acquisition plans include site pop-ups offering complimentary, downloadable content or free trials in exchange for subscribing.
Segment your lists based on audience type. Depending on your business, you’ll need separate contact lists for current clients, leads, engaged clients, high lifetime value clients, etc. These segmented lists ensure tailored messaging and offers are delivered to the right audience.
The How
Once you have you’ve segmented your lists, develop a plan for each target audience and design accordingly. For example, emails sent to your leads may require a different email subject line and call-to-action than those sent to current clients. Only send important updates to your current clients, but don’t forget to introduce them to services they might not be aware of.
Make sure to create an email marketing calendar based on your segments to keep messaging organized.
A/B test emails. Try a different subject line, image, call-to-action, etc. Once you know what’s performing well, you’ll be able to better optimize your email marketing strategy.
Check your data––are certain topics leading users to unsubscribe? What’s generating the highest volume of engagement? Data doesn’t lie. Stop sending emails that aren’t working and figure out how you can capitalize or optimize those that are.
The What
Be authentic in how you share yourself and your story with clients and offer clear calls to action.
When it comes to deciding which content should go to which B2B clients, focus on what values are driving them.
Current clients are retention value-driven. Share ways that they can be rewarded for referring their network to you. Send “thank you” emails, client satisfaction and feedback surveys and company news and updates. Let them know how they can engage with you outside out of email and phone calls. Keep them informed about any events you’re hosting to nurture the relationship.
Leads or prospects are acquisition value-driven. Share special offers, downloadable and engaging content––podcast links, whitepapers and guides––team member highlights and public events or webinars.
Email marketing campaigns go well beyond interesting content. First, you need to know who should receive what communication and how best to deliver it. Consistency is key! You’ll notice positive results when you have your strategy in place.