Email Marketing Strategies to Increase Open Rates
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| Email Marketing Strategies to Increase Open Rates |
Is your email marketing strategy working? Is it effective at generating leads? Is it in line with your lead nurturing goals?
Bottom line: does your email marketing routinely deliver "relevant" content to the appropriate audience? Are you pleased with the results of your email open rates?
If you think that there is room for improvement, then this text is for you.
Your professional peers think email marketing is effective and they are concerned about creating the proper content for the proper audience.
Before we get into how to deliver relevant content, let's define the term "relevant." So let's start with an honest working definition and see if we can get on the same page.
Now that we've clarified the definition, let's see, that specialize in email, how you'll create content that matters to your prospects and customers.
Write Content for Individual Personas
One of the various benefits of email marketing is its ability to focus on a possible buyer. It is easy to write down an email for CFOs, CMOs, supply chain professionals, and IT professionals.
Each has a different interest, but the CFO has a financial perspective. How much will the solution cost? What is the return on investment?
Meanwhile, the IT professional examines the risks associated with the implementation. How much time would it take to train "users" on the new solution? How difficult is it to maintain the system?
I'm sure you get the idea.
Once you've identified the key personas involved within the buying decision, you'll then create useful content that directly addresses their needs, issues and concerns.
Write Content for the Phases of the Buying Cycle
To keep it simple, let's check out the buying cycle in three distinct segments. The buying cycle goes by many various names. Some call it the sales cycle or sales funnel.
And marketers also view this cycle in several stages. I specialise in three, but these are often further weakened into as many as even eight stages. It depends on how granular you would like to differentiate.
For the sake of simplicity, I focus on the early, middle, and late stages of the B2B buying cycle.
Early Stage. During this stage, prospects want to teach themselves about the varied solutions on the market to an existing problem. Prospects want to collect information and familiarize themselves with different approaches.
Middle Stage. Moving to the subsequent stage, the prospects dig deeper. Vendor credibility or diary becomes important, so does the company's unique value proposition. How do my company compare to others in its industry?
Late Stage. Within the end, prospects can select a business to figure with. Prospects have an interest in how a corporation will work with them. Is that the company easy to figure with? Does the corporate guarantee its solutions?
Write Content Targeted at a Broad Audience
This approach is that the opposite of writing to specific personas. this will be an efficient approach, especially in the early stage. By taking a "big picture" approach you'll appeal to all or any personas, from CEO to lower-level management.
According to Louis Foong, a B2B demand generation specialist, offering a free ROI calculator to encourage the value per lead for an internet optimization tool you're selling is a good idea. He maintains that an ROI calculator is appealing to everyone, from the CFO to the CMO to the sales team.
This is only one example. However, the purpose is to seek out a hook that has broad appeal that generates interest. Then once that's occurred, you'll write customized content for a specific persona.
Email marketing segmentation can help you increase your email response rate
A Quick Overview of Email Marketing Segmentation
Email marketing segmentation is the process of segmenting your e-mail data and then determining the most effective email marketing methodologies based on the segmented data.
What is the process of segmentation? What is the foundation of it?
Assume you have a database containing 500,000 email addresses of potential customers (information gathered via your subscriber's form or other resources). You'll now send an email to all or any of the people on the list, but you won't get the results you're hoping for. You might get some responses, but the response rate won't be as high as you'd expect.
You need to separate the email data you've got into groups depending upon the geographic location of the e-mail recipients, their interests (buying behaviour), personal purchase history etc.
Geographic Location - Segregate lists as per the e-mail recipients’ geographic locations. Email data of the recipients in Canada should be separated from the e-mail data of the recipients who are from the USA. In this manner, you'll market as per your location.
Personal Interests- once you once send an email to your prospective customers then segregate the info supported by the responses you receive. Some customers might want to require the offer from you the instant you send an email to them or some might want to urge back to you later. you would like to know what your customers might want from you then depending upon their interests you would like to segregate your data into groups.
Filtering Your Data - the info you using may contain dead email addresses also so it's necessary that you simply should remove those addresses. Filtering is extremely much necessary and if you are not specialising in it, your email bounce rate will increase, which can eventually lower your response rate.
By Behavior - Analyze how your customers respond to your email. They specialize in their behaviour. What percentage have you focused on? What percentage of people clicked on your "call-to-action buttons" in your email letter, and what percentage bought the product or used your services? When you start separating information based on their behaviour, purchase history, or browsing response, you'll be able to send them more friendly and convincing emails, which may increase your response rate or, eventually, your sales.
Email Marketing Strategy - Targeted Marketing, Tailored Content
B2B marketers must identify their content goals and objectives and align them with their prospects and customers to deliver relevant content. Email marketing best practices ensure that your content is useful, helpful, and relevant.
Use this strategy as part of your email marketing best practices to deliver relevant content to the right people.
Your email open rates will skyrocket. Which will improve your lead generation, lead nurturing, and marketing ROI.
