Laying the Groundwork for Modern Email Marketing

    Email Marketing

    Email marketing is the most trending B2B marketing strategy across industries today. Marketers need to be aware of the tricks to set up a solid foundation for a successful contact strategy in email marketing.

    There are multiple social media channels and a vast web ad space across the internet world. All marketers are facing challenges in finding the cheapest, easiest, and most relevant options to advertise. This is precisely where the email marketing campaigns gain popularity for B2B marketing processes.

    Below are the best practices that marketers should abide by, to assure the success of their email marketing campaigns:

    1. Creating an engaging e-mail cadence

    The trickiest aspect of modern-day email marketing is maintaining and cultivating audience engagement. Hustling the email list with a series of promo dates, coupon codes, gimmick-centered discount incentives, or sales banners, is not a good idea. Companies demonstrate a modicum of poise, value, and judgment in all communications.

    Companies need to manage and maintain client relationship throughout the marketing lifecycle, and not just expect to tap their impulses only when sales are required. Clients should recognize the brand value and vision, to feel like part of an extended family. To maintain such relationships, brands need a variety of communications to win customer trust and relationship building. It is important to optimize an email cadence around content diversity and frequency.

    To accomplish all that, marketers could set up a communications calendar every two quarters. This will enable them to have a long-view outlook of email cadence, simultaneously enabling the opportunity to reassess and strategize every half-yearly.  Such email cadence could include -promo emails, product introductions, lifestyle emails, newsletters, welcome emails, and surveys.

    A structured, well-planned and diverse set of communications, curated in service of client engagement, will help to not only promote the brand and bring product awareness but also alleviate buyer fatigue, disinterest and brand equity erosion.

    1. Identify Segments

    It is essential to fine-tune and prioritize the target audience and the email type to shoot. The art of email capture and approaches include dynamics like – heat map analytics, ambush pop-up maneuvers, Facebook data collection, and beyond. It is essential to slice up the email database and segment the customer lists to engage with the right people in the right content.

    Depending on the amount of data stored or the channels from where the data is gathered, marketers should tailor and filter based on demos and interests. Post a few communications, segmenting the lists further based on open and click-through rates (CTRs) is vital.

    1. Crafting Quality Emails

    The most critical aspect of creating traction through email marketing is the creation of quality content-rich e-mail. It is crucial to invest time in improving the quality of the content and optimizing it to generate a solid marketing strategy. The derived analytics, communications strategy, or aiming protocols on the back end cannot drive conversions.

    Marketers should smartly look at CTRs and open rates, create preview texts, test different subject lines, and A/B test content to refine the messaging to target specific audiences. Doing a little trial and error finds a voice to the campaigns; consistency in communications is required along with a practical choice of words and precise message.

    With this foundation, marketers can have a great start to get out there and reap the returns of successful email marketing campaigns.