Five Tips for Improving Your B2B Email Marketing Efforts
B2B email overload is at an all time high, making it more challenging than ever to get noticed and get results. By following these five simple tried-and-true tips, you can achieve better open and click-through rates for your B2B e-blasts.
Build and Refine Your Lists
A relevant and accurate database is the primary key to email marketing success. Use every opportunity you can to build your email list including trade shows, web registrations and orders. Gather pertinent information about each contact so you can create segmented, targeted lists. Refresh your list after each mailing to delete bounces, update addresses and correct errors.
Strive for Preview Perfection
The sender’s name and the email subject line are the two elements recipients will evaluate to determine whether to open the message. Make sure the sender’s name and address will be easily recognizable, trustworthy and familiar to the recipient. Keep your email subject short and sweet—about 50 characters or less. Avoid all the “flash” including all caps, exclamation points and other symbols. Instead, focus on quickly conveying the value of content inside.
Craft Compelling Content
Your copy should be chock full of useful, timely information that leaves the recipient enlightened and excited for more. Use targeted copy designed specifically for the group you are reaching out to. Instead of producing one general blast, send out customized versions with a narrow copy focus that speaks directly to each targeted list. Pure and shameless self promotion is quickest way to turn recipients off and send them straight to the “unsubscribe” button. Finally, consider including a special offer, promotion code or incentive available only to recipients.
Remember, Timing is Everything
Reports indicate that the best time to send B2B email is Tuesday between 10 a.m. and 1 p.m. to maximize your open rate potential. The worst is Monday between 8 a.m. and 10 a.m. This rule of thumb should only be followed for B2B email blasts. Consumer emails oftentimes get the best results when sent during “off hours” (between 8 p.m. and 12 a.m.).
Pay Attention to What Works
Study the correspondence that wins you the best open and click-through rates. Look for a pattern. Do incentives equal clicks? Are you getting the best open rates when you include certain keywords in the subject line? Once you get to know your audience and what makes them click, you can follow a template approach for all your future blasts.