Email marketing plays a substantial role in B2B marketing campaigns and can be used in various ways to grow your company. Objectives will vary depending on the aim and audience of your email campaigns. Following best practices when developing an email marketing strategy, and statistics show a higher probability of converting opens or clicks into actionable leads. There are several factors to consider when executing email campaigns. Let's explore some tips that will help increase click-through and open rates.

Building A Quality List

Data quality is key to any successful email marketing campaign. Thousands of companies sell email data; finding one that is accurate and reliable can be challenging. Researching several companies and acquiring sample lists will help you choose the best option for your business. Additionally, building lists through inbound marketing efforts can be the best way to compile accurate and highly targeted lists.

Segment Your Contact Database

Segmenting your email lists will help you deliver more relevant and targeted content. It can also reduce unsubscribes as your contacts will only get information that resonates with them. There are infinite ways to segment your audience, and much of that will be determined by the content you're sending and the campaign's overall goal. Industry, vertical, micro-vertical, job role, company size, and buyer persona are just a few examples of how to segment your contacts.

Include Personalization

Email marketing personalization goes far beyond simply including a contact's first name in your subject line. Including a person's name is undoubtedly important, but to truly get your prospect's attention, several other factors and techniques should be considered. Personalization can come in the form of targeted content, details relating to the interests of your prospects, common pain points, anniversaries, and anything else that will speak directly to a particular person or group of people.

Catchy Subject Lines

Creating an eye-catching subject line that sparks enough interest for a recipient to open your email can be difficult. However, there are several aspects to consider that will help make yours more successful. Email subject lines should be short, personalized, and contain actionable language. Asking questions, soliciting emotions, and creating a sense of urgency will entice prospects to open your email. Most importantly, your email itself should deliver on the promise of your subject line.

Blog Recaps And Newsletters

Email newsletters have long been a great way to consistently communicate with clients and prospects. While the primary purpose has been spreading information and keeping your company in front of your target audience, they are being used more and more as a lead generation tool. Blog recaps and premium offers such as consultations, eBooks, or whitepapers can be used within email newsletters or sent on their own to convert recipients into leads, drive website visits and gather business intelligence regarding their interests and stage in the buying cycle.

Calls To Action

Any piece of content you produce should provide direction for the next steps. CTAs can come in the form of a button (image) or hyperlink. You want to make sure that there is some form of call-to-action above the fold (where you do not have to scroll down) to convert a contact that has interest from an open to a click-through. It would be best if you had a secondary call-to-action available to increase your conversion rate.

Incorporating Social Media

Including social sharing buttons in the footer of your emails can help increase your content's reach. The ability to share a particular piece with the click of a button makes it far more likely someone will share your content through their social channels. This also helps to build your social media following and email list if they convert.

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