Could your business-to-business (B2B) email campaign use a boost? Mary Hart, senior writer and content marketer at TraceLink, a provider of life sciences supply chain solutions, shares ten tips for increasing your B2B email marketing ROI.
Above all, marketers must test and maintain an eye on the metrics if they are to achieve email nirvana. “Keep track of everything,” she advises. “Know what and when people clicked. Keep an eye on everything.”
- Avoid making a blunder with personalization
- Be succinct
- Avoid bringing the ocean to a boil
- Compare text to HTML
- Images for testing
- Indulge in the rainbow
- Keep sales informed
1. Avoid making a blunder with personalization
Ascertain the accuracy of your data. Hart has signed up for email using the name “D. Joe” and has received messages greeting her with Hello DJoe! “I’ve never referred to myself as that,” she explains. “If you use the incorrect name in the subject line, you will receive the wrong attention.”
2. Be succinct
Nobody has time to scroll through line after line of copy in a business-to-business email. Begin with an enticing headline, followed by a succinct opening that leads into three to four bullet points outlining what your recipient will receive if they click through—the more information you can convey about how your product or service will solve their problem, the better. Then, conclude with a strong call to action.
3. Avoid bringing the ocean to a boil
Conduct one test at a time. Change the footer separately from the image, copy, and call to action. “Concentrate on one thing,” she advises. “If you do not, you will have no way of knowing what made a difference.”
4. Compare text to HTML
Determine which format is most effective for reaching your target audience. Not only may this increase response, but it may also be more effective at evading spam filters and reaching your recipient’s inbox.
5. Images for testing
Different audiences react differently to various stimuli. Conduct a test to determine whether your audience prefers product images, images of people using your service, or even cats.
6. Indulge in the rainbow
Consider the hue. Everything is important in the design of your B2B email marketing campaign, right down to the color of the call to action button. When it comes to CTA buttons, experiment with their placement, size, style, and color combinations—everything can have an effect on capturing your prospect’s attention.
7. Keep sales informed
Include your sales team in the process by utilizing Salesforce or another lead tracking system. “Ensure they are aware of the emails being sent out, so they do not appear to be idiots when someone inquires about a campaign,” she advises.