5 Ways Effective Communication Drives B2B Customer Growth

 

You already know that good communication leads to happy customers. When dealing with the public, we naturally understand this. But in B2B sales, it’s often overlooked.

Selling to businesses is a lot more difficult than selling to consumers. B2B has more factors to consider, a longer purchasing decision process, and usually more people involved.

So good communication is even more important to keep your clients happy. Correct purchasing decisions can significantly increase a company’s profit margins. So, business clients want to be better informed, included, and valued.

Here are five ways effective communication can improve B2B relationships.

1. Improve Customer Service

The B2B customer experience must be consistent throughout the buyer’s journey. This requires effective marketing, sales, and customer engagement communication. Each department’s customer experience must be optimized.

Invaluable AHT call center data Faster responses to business clients can mean the difference between a sale and lost revenue. Customer satisfaction is improved by reducing average handling times in sales and service.

To keep your customers happy, look into streamlining your processes. Automation can help streamline processes from production to sales. Prepare to invest where required.

2. Incorporate Feedback to Improve

Business clients want to be involved. Take advantage of this by asking for feedback on your products and services. Listen to your customers when they say what they like and dislike.

Making changes based on client feedback shows you care. Because customers often have similar issues, you can effectively serve a wide range of clients.

Examine your production testing methods. You can improve your product by incorporating customer feedback directly into your QA process. This can save money on redesigns.

3. Efficient Problem Solving, Smooth Pipelines

Communication with your business customers will lead to increased revenue opportunities. It’s easier to solve problems when you have better communication with your clients.

Business clients’ needs are often very specific. Clients who are highly communicative are more likely to approach you with more complex requests. This improves the sales pipeline and long-term prospects.

Allow your sales team to adapt to changing client needs. There are numerous sales enablement tools available to help your team provide excellent customer service.

4. Increased Long-Term Retention

Long-term client retention necessitates solid business Trust is hard to earn in B2B sales. It takes time to build. Working with clients to solve problems and responding to their feedback helps build trust.

Dedicated post-sale support for business clients is critical for long-term relationships. Customer experience is worth 86 percent more to B2B buyers. Including ongoing support.

Don’t let data security compromise the trust you’ve earned. Securing client data is becoming increasingly important.

5. Focus Your Omni-Channel Strategy

Effective communication includes speaking in places where your clients can hear you. In B2B marketing, it’s critical to be present where your target audience is. Recently, 60% of B2B buyers said they used mobiles to make purchases.

Work with your clients to identify preferred communication methods. It is far more effective than targeting all social media channels.

This helps you target personalized content to your B2B clients. Personalizing ad content has proven to be very successful in B2B marketing.

Conclusion

Effective B2B communication is important for many reasons. Poor communication is frequently blamed for revenue loss. This includes the way words are presented on your product packaging.

Always strive for clarity, develop relationships, and listen to your clients. Open communication is a must. Worst case, you’ll discover your biggest flaws.

Remember that good communication applies to both internal and external communications. Marketing, sales, and customer engagement are the “revenue waterfall” for B2B. Make sure these departments can communicate.

Four Risky Corporate Email Mistakes

 

Onboarding typically includes signing an employee handbook that includes acceptable technology usage policies and guidelines. Details often contain policy restrictions regarding unacceptable email usage. They usually state that email should only be used for business correspondence and not for personal correspondence.

Is it acceptable to use your work email address to complete a transaction or should you use your personal email if you travel frequently for work?

This question — and the aftermath of not making the right choice — can create a complex situation and security risk that most employers ignore. Sadly, they have no way to manage or mitigate the risk. Consider today’s real-world business scenarios:

1st Scenario

An employee uses the company email to register on an airline’s website. This address is used to log in and book flights or other travel arrangements.

Any notifications or future flight bookings are tied to the suspended business email account. If your company auto-forwards emails to peers or managers, an identity theft risk has been created. One of the former employee’s coworkers can simply select “forgot password” and own the account. This is especially true if there are no security questions or two-factor authentication. If the same email address is used for verification, the game is over.

Recommendation: Instead of allowing employees to book travel on their own using a corporate email account, organizations should enforce the use of an approved corporate travel service. Allow and encourage individuals to book travel using personal email accounts, even if they pay with a corporate credit card. It is their account.

2nd Scenario

Some employees use personal email for group correspondence, such as school correspondence.

Consequences for security: Receivers of forwarded emails may be exposed to highly personal information, possibly in violation of FERPA, HIPAA, or other regulations.

Recommendation: Corporate email addresses should only be used for business purposes. The results can be interesting legally, especially if removing an address from a group is not simple.

Today, the lines between work and personal life are increasingly blurred, benefiting both employers and employees (more flexibility, higher productivity, etc.). Strict corporate email policies will only increase risk as employee turnover occurs and our reliance on electronic communication grows.

Organizations that support mobile devices should consider allowing personal email addresses for the same reasons. Employee termination policies must clearly define acceptable personal usage, when it is acceptable and when it is not.

3rd Scenario

Some organizations accept payments via PayPal or Apple Pay. Some employees (like marketing team members) require these to do their jobs. It is not recommended to use a user’s corporate email address. They should create a group or alias for business email addresses.

As with the first scenario, a personal account used for services can be used against an individual if they leave and cannot change their email address.

Recommendation: In these situations, a dedicated account name is preferred over an email address. Account owners can change their email addresses, but this option is risky if the account is shared. Inadequate privileged access controls and shared accounts continue to be threats to former employees.

4th Scenario

Most companies have an email schema. First initial, last name, or first name-dot-last name

What happens when an employee leaves and a new employee starts with the same name or initials? Unsolicited email from the former employee may be received by the new employee. Depending on the new employee’s role, the email may not be appropriate (e.g. PII and financials). Increasingly, names and initials will likely overlap in growing organizations.

Recommendation: Never use former employees’ email addresses for new employees. To avoid future issues, consider appending a number like “01” to new email addresses.

How to Segment Your Market Well

 

One of the biggest marketing mistakes business owners and startup founders make is not performing a 360-degree marketing analysis. You must define your customer segments and target them accordingly, no matter how “revolutionary” and valuable you think your product or service is.

Ninety-five percent of new consumer products launched in the US fail due to lack of market segmentation. Many business owners are unaware that their market has hidden segments. Understanding each market segment holistically will help you reach a larger share of your target market.

What is Market Segmentation?

You may have organized your employees into teams or departments to achieve specific goals. It involves dividing a large target audience into smaller, more defined segments based on shared characteristics, interests, or needs.

The overall goal is to better understand your target demographic. Whole Foods Market is a great example of a retailer who successfully segmented their market. They became a leader in natural and organic food retail. They primarily target health-conscious individuals who earn a good living and don’t mind paying a premium for natural and organic foods.

They’ve identified their target market, aligned their messaging, and developed an effective marketing strategy. Their target markets are:

  • Those who want to eat organic.
  • Animal lovers.
  • Those with dietary or health issues.
  • Proponents of sustainable practices.
  • Those willing to pay more for higher-quality goods

Should Market Segmentation Be A Concern You?

By segmenting your market, you can focus your company’s resources where they’ll be most effective. Whole Foods, for example, markets its organic products to health-conscious consumers rather than the entire American population. The ability to target only consumers interested in or in need of what they offer has given them a competitive advantage.

Market segmentation allows for stronger marketing messages, more effective marketing tactics, identification of niche markets, and brand identity. As a result, you get better response rates, more customers, and lower costs. It’s also easier to identify growth areas. A marketing plan template can help you define your target markets.

The Foundation of Segmentation

Customer segmentation isn’t as difficult as you think. The four basic levels of segmentation are:

When it comes to behavioral segmentation, it involves categorizing customers based on their interactions with your product. This includes the actions that customers take on your website, their online shopping habits, the frequency with which they use your site, and their brand loyalty.

  • Psychographic segmentation is the process of categorizing consumers based on their values, personality traits, beliefs, hobbies, motives, preferences, lifestyles, aspirations, and attitudes, among other factors.
  • Demographic segmentation is the process of categorizing consumers based on observable non-character characteristics such as level of education, nationality, age, level of income, marital status, sexual orientation, religion, and so on.
  • Geographic segmentation is the process of categorizing consumers based on where they live, such as a specific neighborhood, city, region, or country.

Because market segments are so vital to businesses, figuring out how to segment is critical. With proper segmentation research, you can learn about consumer experience, customer behavior, and product development methods. Market segmentation research has several stages:

1. Setting Goals

You probably already know what kind of market you want to target. But you’re probably still figuring out your brand’s place in that market. You can’t do this without clear segmentation goals. Create market models and variables with your team and use your findings to create a hypothesis.

2. Identify and categorize your customers

Remember that you can combine the above market segmentation techniques to segment your customer base. However, you must create a research strategy and collect data that will help you identify market segments. Your team can now assess the research methodology’s dependability and validity.

3. Identify the Targeted Customer Segment

Based on market research, you’ve identified dynamic customer segments for your brand (either through publicly available market data or by hiring a market research firm). Next, focus your efforts and resources on the most lucrative market segment based on consumer spending power. After all, your current customers can help you segment your market. And polls, focus groups, and customer surveys are the best ways to understand your audience.

4. Create a Segmentation Plan

Focus on a subset of consumers who are unique to your brand. Even as you project your goals and start moving, it’s critical to consider the implications of your choices.

Create a highly targeted strategy that appeals to the chosen customer segment. Start with your email list. Increase click-through, open, and conversion rates by sending targeted emails to customers. Email segmentation can boost open and click-through rates by 26% and 100%, respectively. You can also expect a 760 percent revenue increase.

5. Identify Launch Plan

After testing your segmentation strategy, bring all key stakeholders together and agree on how to launch the project targeting the specific customer segment you identified.

Take a step back and look at your research and survey results. Use conversion tracking and marketing automation to see how well each market segment responds to your marketing efforts. That means you’ll need to keep doing split and A/B testing to see what works.

Creation of an Omnichannel Commerce Strategy by Maximizing Customer Insight

The digital landscape allows for thousands of potential touchpoints between businesses and their customers. Now that customers have “all” avenues to engage with their seller, they want to make purchases that meet their needs. The pressure is on B2B companies to better understand their customers’ engagement preferences, and to bridge the gap between what customers want and what they can deliver. Today’s digitally-fluid customers expect companies to sell to them seamlessly across all channels.

Consistency beyond the transaction

Buyers expect the same messaging, content, pricing, and customer support whether they engage online, over the phone, or in person. It’s difficult to achieve because critical departments that impact sales are often siloed. These silos prevent cross-functional alignment, which is vital for achieving an omnichannel commerce strategy. One solution is to create a “single source of truth” for pricing. The company can use AI to deliver prescriptive outcomes that further tailor the buying journey based on a single data source.

Remember that all B2B buyers are human. The digital buying experience is seamless, quick, and simple. Because B2B buyers have come to expect this level of service, sellers must replicate it while accounting for much more nuance in pricing, personalization, and buyer history. Customers of one food retailer were tired of ordering and receiving customer service only by phone. The retailer then offered customers the option to order online, allowing them to choose their preferred channel. The retailer went above and beyond to ensure there was no channel friction felt by the customer. Pricing was consistent whether ordered by phone or online, which increased customer trust and loyalty.

B2B sellers and marketers

Marketing teams, like sales teams, are vital in establishing a company’s omnichannel platform. Marketers who understand their customers and tailor their outreach and engagement can help the organization achieve this consistency.

Providing relevant content to the right people at the right time has never been more important. Marketers can use buyer intent and engagement data to fine-tune digital media targeting. To better understand visitors, marketers can segment them based on their industry, persona, intent, journey stage, and more. One shipping company reported that customers expected sales teams to know more about shipping. This company knew it needed to use customer data more consistently to make prescriptive, dynamic offers. Customer offers improved and personalized after the company implemented a data-driven solution to better manage customer data.

Creating an omnichannel commerce plan

Enterprise organizations face a major challenge in automating and streamlining their sales processes. The first step businesses can take to use AI in sales and marketing is to ensure they have the right data. Surprisingly few businesses track who visits their websites. Understanding basic demographics of customers and website visitors is critical to personalizing interactions with them based on their browsing habits.

In 2021 and beyond, B2B companies must focus on increasing customer engagement and providing exceptional commerce experiences across all channels. To make this happen, sales and marketing teams need to work together. Both teams must work together to provide consistent customer service, advice, and offers. Given the abundance of information available online, enhancing the customer experience with a high touch, tailored approach will build trust and encourage repeat purchases.

The Reasons Why Print Is Still Effective at Engaging Customers in a Digital World

 

In recent years, many businesses have made the decision to completely migrate their marketing, advertising, and communications to the internet, opting for the convenience, wide exposure, and low costs of the internet over traditional print marketing.

The old adage that print is dead, on the other hand, is a fallacious assumption. Print remains a valuable and effective component of any company’s marketing strategy, regardless of the industry.

While tools such as email marketing, blogging, and social media are excellent for raising brand awareness, don’t underestimate the power of traditional print advertising.

Examine why print is still effective in retaining customers in a digital world by considering the following points:

The print is a tangible thing

It is the physicality and tangible nature of a printed piece that makes it so appealing and appealing. Printed materials, such as business cards, brochures, and booklets, have a longer shelf life than online advertisements, which can disappear or become lost in the vast expanse of cyberspace and never be found again.

Invest in high-quality production, which Duplo International is well-versed in, for long-lasting products that can withstand a great deal of handling.

Increase your credibility

A sense of legitimacy is provided by print in today’s digital world, where anyone and anything can advertise on the internet.

We are all familiar with the experience of surfing the internet – the overwhelming number of banner ads and popups can be overwhelming, and many customers are wary of advertising links that appear to be spam or viruses. When it comes to printed materials, none of these issues arise.

Printing aids in the branding of your company

Any printed materials that your company produces are excellent for enhancing your brand’s recognition and recognition.

Keep your print materials consistent in their appearance – your brand fonts, colors, and image types should all be the same, as this will help your customers recognize your company more quickly.

Target your ideal customer

Print marketing can be more effective than you think at attracting and retaining your ideal customer. If you own a trade business, for example, you could place an advertisement for your product or service in a specific trade magazine, where it would be seen by a targeted audience who would be interested in it.

For audiences that may be more difficult to reach online, such as the older generation, this is particularly beneficial.

Attract visual learners by using visuals

It is a proven fact that the vast majority of humans are visual creatures who process information based on what they see – 65 percent of us are visual learners, to be exact.

Print media, as a result, provides an excellent opportunity for businesses to engage with visual learners, particularly if you incorporate eye-catching graphics and images throughout your print materials.

Another consideration is that, in an age where customers are constantly checking their social media feeds, texts, and emails, printed materials can be a welcome and refreshing change from the digital world.

The print market is less saturated

Due to the increasing number of businesses that are relying solely on the internet for their marketing, print publication is on its way out. However, this can actually work to your advantage!

Perhaps you’re hoping to have one of your print advertisements published in a magazine. Well, there’s good news!

Because publications are less crowded, ad space will most likely be less expensive and your ad will have more space to stand out from the competition.

How to Use Reciprocity Marketing to Boost Customer Engagement And Sales

 

Sow and reap. Give and receive. Do good and good will come to you. These old sayings have been moral guidelines for centuries, but karma is also a business strategy.

In a classic Robert Cialdini study, restaurant patrons who received a single mint with their bill increased their tipping by 3%. Two mints diners increased this by 14%. Interestingly, those who were given one mint and then given another by the waiter increased their tip by 23%.

But a gift is more than a freebie. It’s a way of showing someone you care and encouraging them to reciprocate. Reciprocity marketing works by giving something valuable away for free in exchange for a business-helping action.

A free gift can start a valuable long-term relationship with customers, inspiring them to use your products or services on a regular basis. According to a 2019 study, 61 percent of consumers believe brands should reward loyal customers with special offers or gifts.

Learn how to use reciprocity marketing in your campaigns to engage your customers.

Add Value

Are you ready to leverage reciprocity marketing? Doubtless you already do! As well as gifts and offers, valuable content can foster profitable and long-term customer relationships.

By providing useful information, you can demonstrate your expertise and entice potential customers. Consider providing your customers with downloadable how-to guides, ebooks, videos, or checklists. These could be gated content to increase your mailing list or just a nice welcome.

As soon as visitors arrive on your site, greet them with free content. With this digital warm transfer, you get a personal touch right away. Customers will feel valued and become more generous.

Keep It Real

Authenticity inspires reciprocity. Be careful when describing your gift or content. A gimmicky offer may leave customers wondering what the catch is. Instead, explain why your company wants to help or reward customers.

If you’re giving something away, make sure it’s not an advertisement. Audiences should be able to form associations based on information on your website and brand. A “how-to” guide could include links to useful products, but not all of the content.

Listen In

Giving away something that your target market doesn’t want or need is a waste. Make your offer memorable and customer-centric. Find out what your audience values the most. Collaboration with your social media managers, SEO experts, and salespeople can help you determine what rewards will be most effective.

Are your clients commenting on social media about a struggle? Free guide to answer their questions This will help them feel heard and valued while also generating more discussion.

Another option is to let customers choose their own rewards from a list, ensuring no one gets a freebie they can’t use. Allowing clients to make choices builds trust and ensures that they receive genuine value.

Watch Your Words

The value of free gifts or content is emphasized by wording. It’s critical that customers understand the value of a gift and believe it outweighs or equals their reciprocal action. Try not to bring money into it. “A free gift worth $20” sounds like a gimmick. “A gift to thank you” represents social reciprocity.

Use phrases like “white paper” or “definitive guide” in your headlines to subtly promote the value of free resources. This will command attention and authority.

Social Currency

Referred customers are 18% more loyal and spend 18% more.

Referred customers spend 13.2% more and have a 16% higher lifetime value. Recognize referrals with discounts, credits, or free gifts. In addition, it will make existing customers feel valued.

Customers can also be rewarded for subscribing to newsletters or following on social To keep this reciprocal, make the first move. Rather than promising a reward for signing up, inform customers that they will be the first to know about new offers or secret coupon codes.

Of course, social currency works both ways—your customers will be as pleased as you are to have something to show off on Instagram. Make it easy for people to share your free resources on social media, or create fun interactive quizzes or campaigns that people will want to share.

Keep it up!

The interaction doesn’t end with the first favor. Instead, use this as a springboard for a long-term reciprocal relationship. Follow up purchases with a personal thank you note or a reward for referring or reviewing.

These small personal touches can be difficult to manage, but a structured response pattern can help.

A formalized loyalty program that rewards repeat customers reinforces their sense of value to your business. 71 percent of consumers value loyalty programs, so don’t miss out on repeat business.

How to Find the Email Address of a Human Resources Manager

 

The email address of a hiring manager is something that we all attempt to locate at some point in our professional lives. And we may all find ourselves in a position where we need to contact hiring managers from prestigious companies. There are a variety of reasons why people look for the email address of the human resources manager.

When applying for a job, candidates are most likely to look for the hiring manager’s email address. Because applying for jobs through job portals and company pages may give the impression that the job application has gone unnoticed and that no response will be received immediately. It is impossible for many people to avoid this because they simply do not “know anyone in the industry.” The struggle to reach the appropriate HR is real, and people are frequently frustrated when they are unable to. While warm leads and referrals are beneficial in the job search process, we should not underestimate the effectiveness of sending a cold email to the appropriate recipient.

Third-party recruiters, on the other hand, rely on job orders from Hiring Managers in Fortune 500 companies to fill their positions. As a result, they look for Hiring Managers in those companies who have provided them with contact information.

Finding a hiring manager’s LinkedIn profile and obtaining their email address can be difficult

LinkedIn continues to be the most effective platform for searching for contacts and building a targeted list of prospects. Because LinkedIn is the only professional social media network that has up-to-date information on its members’ profiles. It has a number of search filters to help you narrow down your search results and create a more targeted list of results. Through the use of additional search filters, such as function and years of experience, a premium LinkedIn Sales Navigator account will allow you to narrow down your search results even further. Additionally, you can view a greater number of profiles per day.

Steps to quickly locate hiring managers and obtain their email addresses are as follows:

  • Begin by conducting a search for your target profile using keywords and phrases. A similar job role may have a variety of titles, and you should adjust your keywords accordingly. For example, Human Resources Manager, Corporate Recruiter, Talent Acquisition Manager, HR Business Partner, and HR/Talent Manager are all titles that can be used. These titles are used to represent the human resources department, but they can differ from one organization to the next. As a result, you can personalize your search results by using different title combinations. You will now be presented with a slew of profiles that are relevant to your keyword search.
  • Using the manual process of opening an excel sheet and saving each result one by one can be time-consuming. By using eMail-Prospector Pro software, you can automate the time-consuming process while also quickly copying and pasting profile information into an excel sheet. In addition, the software gives you access to all of the information contained within the profile. Having more information on hand allows you to more effectively personalize your cold email templates and subject lines.
  • Append your email address and phone number: After you have exported the data, you will need to add your contact information. Are you making educated guesses about email patterns by using first name, last name, and email domain and manually verifying each pattern to see if it is correct? Automation is possible with eMail-Prospector Pro – the email finding tool assists you in finding email addresses of people you want to contact one at a time or in bulk to help you build and enrich your database. This tool aids you in locating anyone’s business email address and phone number by using the prospect’s first and last names, company (or) domain name, and other information. If you are looking for business email addresses and phone numbers of owners, top-level executives, decision makers, and other employees in companies around the world, you can use this B2B Email Finder to locate and verify their information.

Tips for Finding CEO and CFO Email Addresses

Have you ever wondered why your painstakingly crafted marketing message has been ignored? It could be that your lead search isn’t returning accurate data. It’s simple to reach a random employee. Finding CEO and CFO email addresses takes more time, but it is the most effective way to increase your returns.

How to Find CEO and CFO Email Addresses

The best way to increase conversions is to only deal with company executives. Buying or searching for CEO and CFO leads ensures you only deliver your marketing message to those who can close the deal.

1. Lookup Professional Networks on LinkedIn

LinkedIn is a networking site, so reaching out to other business owners and CEOs is encouraged. LinkedIn is a free service, but a premium membership unlocks many more features.

A LinkedIn profile is almost mandatory if you want to connect with other companies’ top decision-makers. CEOs and CFOs are very active on the network, frequently posting and participating in industry-related discussions.

LinkedIn isn’t the only option. Although it is the most popular, you should not overlook the many smaller networking sites that cater to specific industries.

Professional online networking sites can help you find CEO and CFO email addresses faster than simply Googling names. You can search by industry, geography, business size, and company type. These are just a few variables that will help you save time.

2. Browse Corporate Websites

Most large companies have a corporate and investor information page on their website. This page may be hidden in a section of the site not accessible to the general public. However, the information on this page is likely to include CFO and CEO details.

This data can then be used to find their email addresses. If you’re lucky, they’ll have contact information right on the page.

3. Educated Guessing

If you know a company’s CEO’s name, you can guess their email address. You should already know the domain (@nameofcompany.com). You can sometimes reach the CEO by adding CEO or CFO to the email domain, as in [email protected]

This email address isn’t always the one you need, but there’s a chance it’ll get through.

If you know the company’s email format and the CEO or CFO’s name, you can use the same email format with the CEO’s name instead, like [email protected]

4. Carry out a Google Search for your CEO email address search

If you use a CEO’s name in a Google search and add +email or +contact to their name, you may find a CEO’s email address. Putting a plus sign in front of your search term ensures that only those results appear.

You may not find the CEO’s email address, but you may find other emails that connect you to middle management. Rather than throwing them out, you can use them to get your foot in the door.

You won’t get the CEO or CFO’s email address right away, but you might be able to persuade middle management to give you the email of someone higher up the food chain. As you contact each person, you may move closer to obtaining the CEO’s email address.

5. Buy CEO and CFO Leads

The above tips are good starting points for finding CEO and CFO email addresses, but they require a lot of time and research. Buying CEO and CFO email addresses is a much more efficient way to find them.

Your time is valuable, and searching the internet for contact information isn’t. Once you have a list of emails, you must verify each one. With leadlantern.io, you can get a fistful of leads in minutes.

How to Map the Customer Journey on Your Website

 

This visual representation of the path a visitor takes through your website from the time they first enter the site until the time they leave it shows all of the ways they interact with the website as they move toward the goal they set for themselves.

Not only can mapping the customer journey provide you with a better understanding of how your visitors interact with your site, but it can also reveal what actions they take to complete specific tasks, identify points of friction they encounter, and determine whether or not they are able to achieve their objectives successfully.

A customer journey map contains critical information such as the following:

  • Which pages people visit and in what order they do so.
  • The specific actions that customers take in order to achieve their desired outcomes
  • All points of contact between your company and your customer can be handled through your website.
  • Which aspects of your website visitors find useful, and which aspects they find frustrating
  • Understand when and where you should be providing assistance, from brand discovery to post-purchase.

Making a Customer Journey Map is an important step

Creating a customer journey map can take many shapes and forms, ranging from a collection of sticky notes on a whiteboard to a complex flow chart with lines showing all of the paths a customer might take. However, the simplest way to create a customer journey map is through the use of a spreadsheet.

First, you must identify your target customer personas—profiles of the people who are most likely to use your website, which should include their basic demographics, motivations, priorities and purchasing behaviors, as well as the criteria that they use to make their purchasing decisions.

Create a customer journey map for each target persona by opening a new worksheet for each persona. The first column should be labeled “Current Customer State,” and the remaining columns should be labeled “Step 1,” “Step 2,” and so on.

Using the rows under the “Current Customer State” column, you will be able to collect valuable information about your customers’ experiences as they navigate from one page to the next on your website. There is no limit to how many rows you can use to collect all of the information you deem important about the customer’s experience at each step.

Increasing the value of the customer experience

You can use your knowledge of the customer journey to improve your website by eliminating unnecessary steps, smoothing out frustration points, honing your messaging to better match customer needs, and even creating content to educate and support the customer as they travel through your site’s various pages and sections.

Because these modifications are in line with the customer journey, they will ensure that your website provides a seamless and effective interaction for customers, resulting in a better user experience and a successful relationship with your brand.

How to Improve Email Marketing Results

 

But how do you know if your email marketing campaigns are working? Here are 7 proven ways to improve your email marketing results every time you hit “send.”

According to a 2019 GetResponse study, the average email open rate is 18.39% and the average CTR is 2.78%. Constant Contact had a 13.94% open rate and MailChimp had a 21.33% open rate in 2019. MailChimp emails had a 2.62 percent average CTR. If you’re measuring CTOR, aim for 10%-15%.

Open and click rates vary by industry. Emails about art, government, hobbies, and religion have the highest open rates, while hobbies, media and publishing, government, and games have the highest click rates. Religion, primary and secondary education, and government agencies or services had the highest open rates for Constant Contact. These two industries had the most clicks.

Here’s how to improve your email campaign’s performance.

1. Mobile-friendly

For non-mobile users, a non-optimized email will quickly alienate a large portion of your audience.

Create emails using a responsive template, use a simple font, reduce image file sizes, keep content concise, and make buttons and phone numbers clickable and easy to read.

Before sending to your entire list, test your emails on various mobile platforms and devices to ensure they look and work properly.

2. Avoid Spam Filters

Spam filters were created to prevent unwanted email, but they also catch many legitimate emails. It’s estimated that 20% of legitimate emails are marked as spam and never reach the inbox.

If you collect emails, make sure you have a clear opt-in form and don’t send emails to people who haven’t explicitly opted in or asked for them.

Use honest subject lines that deliver what you promise in the subject line. Don’t use subject lines that make it appear like the email is from a friend or coworker, or that refer to an order or urgent matter that doesn’t exist.

Before sending your email, run it through an anti-spam filter like IsNotSpam or the GlockApps Email Spam Tester.

3. Make Use of a Double Opt-In for Subscriptions

Many landing pages, websites, and welcome emails have a single opt-in form. A single opt-in adds new emails to the subscription list when another action is taken, like placing an order. In those cases, a line informing the user that their email will be added to a subscription list may be present, as well as a check box that can be unchecked.

You run the risk of adding people to your list who didn’t realize they were signing up for emails and may later unsubscribe or report your emails as spam.

Use double opt-in subscriptions to weed out unintentional sign-ups. This requires subscribers to confirm their email address and subscription choice rather than just adding them after a single click.

4. Create Catchy Subjects lines

The subject line alone attracts 35% of email recipients, according to one study. To add mystery or urgency, subject lines should clearly state what the recipient will gain by opening the message.

Shorter (five words or less) is better for mobile users, so test to see what length works best for your email campaigns.

5. Design Triggered Campaigns

Trigger-based emails are sent automatically after an action. A welcome email could be sent upon joining a newsletter, a thank you email after a purchase, or an abandoned shopping cart could be followed up with a follow-up offer.

Triggered emails have higher open rates, increase conversions, and generate revenue.

6. Clean Up Your List

You may be sending emails to invalid or inactive addresses, or to people who no longer want to receive them. To avoid hard bounces, perform an email purge and consider using a list scrub service to remove inactive subscribers.

Send a friendly reminder email to ask subscribers if they still want to hear from you.

7. Personalize

Adding a personal greeting to a subject line can increase open and clickthrough rates by up to 50%. It doesn’t have to be the standard “Hi, [firstname]” greeting; you can customize it based on the user’s location, birthday, recent transactions, or other data.

Use a real name as the return email address (rather than [email protected]), sign your emails with your name, and segment your list to target specific interests and preferences with customized offers and content.