From building credibility to boosting the company’s brand recognition, email marketing is one of the most effective marketing channels.
According to a recent Experian report, 59% of B2B marketers consider email as their most effective channel in terms of revenue generation. Enterprises need to look beyond the large B2B marketing email lists to increase sales. Marketers need to automate email marketing campaigns to save time by creating drip campaigns, testing subject lines, collecting feedback, and scheduling follow-ups and reminders.
A Social Media Today survey says at present, 75% of marketers are already using some sort of marketing automation tool. On average, when businesses create more targeted campaigns and send corresponding welcome emails, the revenue of 320% is attributed on a per email basis when compared to other promotional emails. Meanwhile, it is most likely that the 320% surge in the revenue comes from removing poorly targeted or inaccurate data that drags down your KPIs. Moreover, 56% of brands that use emojis in their email subject lines had a higher open rate, found the Experian report. Marketers also need to harness the power of user-generated content as 82% of consumers consider user-generated reviews extremely valuable.
Some of the key email marketing trends that will be efficient for marketers:
- Put a cap on the overall email campaign volume and costs
- Focus on the quality of the email content than quality
- Remove requests and focus on increasing deliverability
- Decrease the volume of unqualified leads that result in draining sales resources and cause friction between departments
- Email campaign management is equally important
One of the top-most priorities of B2B marketers should be to avoid spam tactics that disrupt business. Delivering unsolicited and poorly targeted emails can not only result in revenue loss but also affect the company’s reputation. A Nucleus Research reveals that spam costs companies across the globe, an estimated $2,000 per employee per year in lost productivity. As per experts, nearly 70% of businesses have suffered a serious spam threat at least once each year.
Technological innovation, use of AI and automation will continue to reshape email marketing and marketers can do a lot at every level of their marketing strategies to improve results.