Measurably Better Email Marketing
For Business to Business (B2B) E mail still provides a great mechanism for communicating to customers and prospects.
Production of promotional emails for targeted lists. Product special offers linked directly to the Woo Commerce shop, and detailed analysis to identify which offers generated the greatest interest.
Detailed analysis of the customer database allowed for personalised emails to be created and distributed. By using Mailchimp it was possible to identify those most interested and then be contacted by sales.
With 4 distinct product sectors niche emails created for specific customers. Targeted lists contacted which ranged in size from 15 to 1900. Detailed sales follow up process implemented.
Email provides a very effective method for B2B communication. Dedicated web content and landing pages created, detailed analysis through Google Analytics to identify which messages created maximum engagement.
Following a longer than expected lapsed period, email was identified as the perfect method to communicate with these customers. The database was cleaned and validated prior to distribution to minimise bounces and undeliverables.
High Quality stylish emails used to communicate with professionals. Dedicated technical sales resource allocated to monitor opens and complete telemarketing follow up to gather more information and arrange appointments
As a marketing activity Email campaigns provide B2B companies with the highest Return on Investment.
An email marketing campaign is an email sent from a business to one or more customers or prospects. A successful email marketing campaign will get the recipients to take action, engage with your business, and help you to get more leads and sales.
One of the big advantages of email marketing is that people still use email widely. In fact, as our article on why email marketing isn’t dead reveals, 90% of adults and 74% of teenagers still use email regularly.
This makes email marketing the perfect tool for building customer relationships to help you generate leads and sales.
But before you run a successful email marketing campaign, you’ve got to do some prep work, so you’re primed for success when you finally send that first email.
The 7 steps for great Email Marketing
Step 1. Build a Targeted Email List
The most successful email marketing campaigns start with an email list full of qualified leads that are interested in what you have to offer. The best way to build a targeted email list is to convert your website visitors into subscribers.
But did you know that on average, 80% of your website visitors will leave your site for good, without signing up to your newsletter? Therefore look at using exit-intent popups to convert those abandoning visitors into subscribers and customers.
Step 2. Know Your Goals
All good marketing starts with setting goals, and email marketing is no different. To run a successful email marketing campaign, think about what you want to achieve. Typical goals for an email marketing campaign include:
- Welcoming new subscribers and telling them about your business and values so you start to build a relationship with them.
- Boosting engagement with your content and your business, whether that’s promoting a webinar or trying to make an initial sale.
- Nurturing existing subscribers by providing something they’ll value.
- Re-engaging subscribers who haven’t been particularly active.
- Segmenting your subscribers so you can send more targeted email marketing campaigns.
You can also set email marketing goals according to your conversion goals.
Step 3. Understand Email Types
It’s also important to understand the different types of email that you can send. People group these in different ways, but here are the three key email types.
- Promotional emails, which talk about offers and sales and are self-promotional.
- Relational emails, which give subscribers what you’ve promised, like a weekly newsletter, a free gift, relevant information they can use, and so on.
- Transactional emails, which include:
- Subscriber signup confirmations
- Welcome messages
- Order or purchase confirmations
- Acknowledgements of changes to subscriber information
- Transactional emails are usually triggered by subscribers’ actions and relate to an action they’ve taken on your site.
Step 4. Know Your Audience
If you’ve been doing email marketing for a while, you’ll likely know who your audience is. If you’re just getting started, you’ll have to make some educated guesses so you can target your content. Don’t worry; you’ll start collecting subscriber info the minute you send your first campaign, so next time round, you’ll have real data to work with.
Step 5. Make Use of Email Campaign and delivery technology
The best email marketing delivery tools help you create more successful email marketing campaigns. Providing features such as
- Easy campaign creation and automation, including templates and workflows.
- Integrations with software you already use, like WordPress
- Ways to segment your audience.
- In-depth analytics on email campaign performance.
Features like Mailchimp’s automations pictured below will help you schedule transactional emails and blog-driven updates, respond quickly to customers, and create and deliver promotional and relational emails. These are all good ways to build success with email marketing.
Step 6 – Make sure you have a great optin offer
It goes without saying that you need to get people on your email list to run a successful campaign.
To do that, you’ll need to create compelling offers and attractive optin forms that get attention and encourage people to sign up. Experiment with different types of offers and forms on different parts of your site
Step 7 – Email Content Planning
Once you know your goals, email type and audience and you’ve attracted people onto your list, it’s time to plan your email marketing campaign. This is where many companies fall down – and this is where we are here to help
You have probably seen it previously when your company decided to create a newsletter – issue 1 full of content and looking highly professional. For month 2 the creativity has dried up and the newsletter is anything but newsworthy
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Many companies are very ineffective in the way that they conduct their e mail campaigns. E mail ATM is a system designed to maximise the effectiveness of the e mail and subsequent digital media
If you would like to find out more about how to generate more business through E mail marketing call Andrew Goode and see if you could cost effectively improve your sales and marketing. To see a B2B email marketing case study click here
E mail ATM improves your Email marketing, Our Email ATM service provides a complete service including
- Ask about how E Mail ATM can improve your e mail marketing
- E Mail Marketing List cleansing – we will clean / check your list to ensure maximum first campaign delivery
- Offer development to ensure that the email has the greatest chance of being opened and clicked
- E mail design so that it looks professional and credible
- Integration with website as part of a co-ordinated campaign
- Split testing of campaigns
- Post campaign analysis to allow for continual development
