Email is one of the most widely used B2B lead generation methods adopted by businesses because of its significant ROI and cost-effectiveness. It is a vital strategy that any business should utilise if they are interested in generating new business opportunities.
There are a variety of aspects that must be considered when building an email marketing strategy and sometimes some of these factors can be overlooked, which could significantly damage your campaign. It is important that every detail within your email marketing campaign is thought through if you want to build the best email strategy.
Below we have put together some of the main factor’s businesses should take into consideration if they want to create an effective email marketing strategy.
When developing your email marketing strategy, one of the first steps that should be considered is the target of your campaign. You will need to identify who you will be sending the email to and gather contact information surrounding the target audience you have in mind.
The list of contacts your emails will be sent to, could be obtained in a variety of ways.
It could be that your organisation is looking to run an email newsletter, where you might gather contact information through email sign up forms on your website and promoted on your social media. This approach can then help to identify specific members within your audience who have a keen interest in your business and want to hear more.
Alternatively, if you were looking at sending introductory emails to a new audience within a specific industry you could consider gathering contact information from a data house that can provide a list of contacts, tailored to your needs/requirements. Outsourcing to another organisation that understands how to acquire quality data for your email campaign will remove the hassle of generating the information yourself.
When working with a large number of contacts, you may want to segment this audience into different groups based on the more specific interests and attributes each prospect has. Segmenting your audience into smaller groups can help you to manage your contacts more effectively and create variations of your emails that appeal to each specific segment.
By doing this it allows for more personalised emails that can be sent to different contacts with content that is optimised and designed with each type of user in mind.
Where possible, you should also aim to personalise every email further by including the recipient’s name within the opening. This will make the email more individualised, with prospects more inclined to open it as it is addressed to them. It can help you to connect more with your audience instead of the more generic phrases that people use to address their contacts like ‘customer’, their job title or Mr/Miss which can all feel less personal and engaging for the recipient.
The Subject Line
A subject line is an important aspect of every email and can be one of the deciding factors when a prospect is deciding whether to open an email or not. The subject line of your emails should capture the attention of your audience and get them interested in opening the email.
An unopened email with a dull subject line sitting in their inbox is unlikely to have a positive impact on the prospect and it is important to maintain a high open-rate with your email campaigns if you want a chance at converting prospects to customers. By including a captivating subject line in your emails, you can improve your open rates and give your email the best chance at success.
When developing your subject line, it is important to remember some of the keywords/phrases that may cause your email to be considered as SPAM. Always try to avoid using words/phrases like “Free”, “Sale now on!”, “Open Now!” or “Your Prize!” and try to stay away from using all caps as these features are often associated with SPAM-related emails.
By continuously using these SPAM related features in your email campaign your emails are more likely to end up in your prospects spam filter, with prospects possibly not even noticing the email has been sent to their address.
Aim to keep your subject lines unique and use relevant keywords that relate to your audience and pique their interest. The subject lines should be short and uncomplicated, possibly using a technique like a rhetorical question that could get your audience thinking and engaged.
The Call to Action
If you want to drive traffic to your website and promote positive conversions, you need to be encouraging your prospects to carry out the desired action within the email campaign that you send. You need to start developing effective CTA’s (Call to Actions) to increase the click-through rates you receive on campaigns, getting your audience to fulfil the desired outcome.
These CTA’s should be immediately visible to a prospect viewing an email and guide them to the next step once the email has been read. It should quickly grab a prospect's attention and stand out from the rest of the email, clearly showing what the audience should do.
Using contrasting colours and bold text could help differentiate the CTA and having large buttons that are easy to click can help to lead the prospect to your desired action.
It is important to consider the multiple platforms that the email could be accessed from and ensure the CTA is clearly visible and formatted for every device, especially mobile. Having a visually unique CTA that is easily accessible should help you to increase the traffic you receive on your website and generate more leads from your email marketing campaigns.
Monitoring the Success of Your Emails.
When running an email campaign, it is important to track its success. By monitoring how well your emails are performing you may be able to identify some of the key areas of improvement and create a more refined campaign.
Open rates are a good way to track whether people are opening and reading your emails. By analysing this statistic, you can identify an email campaign with a low open rate and refine your approach with an improved subject line for example to encourage more opens.
The click-through rate of your emails is also an important aspect track, as this will identify the number of prospects who have clicked on a specific link within your email. This can be useful for understanding how effective your campaign is at generating traffic on your website or other linked platforms. If you are noticing a decrease in click-through rates it may encourage a rethink of the CTA, to improve its effectiveness at getting prospects to click through.
By frequently analysing and evaluating the performance of each of your campaigns, you can make further adjustments to your campaigns to improve results and increase ROI.
Optimise for All Platforms.
Your email campaign should be clear and understandable on every platform. If your email is not optimised to display correctly on certain devices, a large portion of your audience could be missing out and not shown all the necessary information within your emails. This can cause lost opportunities for prospects who try to access the email yet are unable to because it cannot be displayed on their specific device. You need to ensure every email campaign is optimised and formatted correctly for every platform if you want your campaign to succeed.
Mobile optimisation is especially important with 35% of all business professionals accessing emails on a mobile device. With over a quarter of users viewing emails on their phone, you could be missing out on countless opportunities because prospects are unable to correctly view your campaign.
You must also consider different monitor sizes for recipients who access email on a desktop to ensure the email is formatted to fit on every screen correctly.
Stay tuned for more!
We hope the multiple factors identified above can help you begin your journey of creating a more effective email marketing strategy that meets your targets and goals. Make sure to stay tuned on our blog for more email marketing tips and guides to help you develop and improve your knowledge!
If you are now considering email marketing as a strategy to help your business, but still don’t know where to start, check out our digital marketing services that can help to get your email campaign off the ground and thriving!