You’re busy. You have this to do, that to do. It’s only natural you might just forget to do something, like rushing out some email marketing with a half-baked subject line. Or forgetting to format some content so it’s readable on mobile.
Sometimes, we tend to forget the basics of B2B email marketing – i.e. the most important things of all.
‘Friendly from’ name
The ‘from’ or sender name is the inbox field that tells your customer who’s sent the message. Without something recognisable, your subscriber may dismiss it as spam. And no-one wants that!
Make it clear what the email is about in the subject line, and make it engaging.
A pre-header is the short summary that follows the subject line when an email is viewed in the inbox. It’s a great way to tip your customer off on what the email contains before they open it. See it as yet another opportunity to encourage your readers to open your email.
What is the B2B email marketing experience?
Content and templates
First in a B2B customer experience is the following: did you know that 55% of emails are opened on mobile devices, 26% on desktops and 19% in a webmail? So, ensure your templates are mobile-responsive and optimised to work well on all devices.
Headlines are important
Make them actionable, tell the user what you want them to do and sum up the email’s content. They have lives to lead so don’t make them guess what it is you want from them.
Paragraphs or bullet points?
Before you start writing the body copy, with tablet devices and smartphones as the ‘devices of choice’ for many, it’s more important than ever to keep your emails concise. Bullets are much quicker and easier to digest.
Get personal and get noticed.
By considering demographic and behavioural data, along with your customer’s interests, you can deliver compelling and relevant information to your customers in a way that feels personal. Dynamic content is another great way to engage your customers. Base it on their transactional data and social interests, or with live content from your website at the point of send, such as latest offers.
Finding out what makes them tick gets you clicks
No matter how big, bright or bold your call-to-action button is, you need to give the reader a reason to click through first. If you’ve got that right, these points will only aid your proposition.
- Make sure the button is visually striking with copy that compels them to click.
- Keep the copy short and sweet: a couple of words is best, no more than five is ideal
- Begin with a verb like “Download” or “Register” to make it action-oriented
- Place buttons in easy-to-find spots that follow organically from the flow of the webpage
- Put them in a contrasting colour from that of the webpage, while still fitting in with the overall design
Be selective with segments
You can’t be all things to all people (that’s why batch-and-blast emails are a thing of the past). Every customer is different and that’s why you should segment.
Use all the tools at your disposal to get a handle on who you’re talking to: what they like, what they don’t, what they’ve opened in the past, what they’ve bought in the past. Here are some examples of segments you can group your contacts into:
- Female or male contacts under or over a certain age
- Contacts living in a particular locality
- Subscribers who’ve never opened an email campaign
Plain-text emails make plain sense
They don’t look pretty but they play an important role in a well-rounded email marketing strategy. Why?
- Some email clients and apps can’t handle HTML (it’s true but not as common these days) – so your email will look like a garbled mess when it lands in your recipient’s inbox
- Some people turn off HTML for emails, which means either your message won’t be readable or it may not even arrive
Test to become the best
You might think you know what your customers want. But there’s only one real way to find out and that’s by going straight to the source.
Testing lets you find out what works and what doesn’t. Running A/B tests are a quick and simple way of seeing which campaigns generate the best opens and clicks.
Here are some of the things you can try out:
- Variations in subject lines, like emotional vs. offer-led
- Different lengths of copy – i.e. long vs. short
- Design can make a difference so test a suite of templates (but only two at a time)
- When’s the best time to send?
Landing pages can land you customers
Imagine reading a sign before entering what you were led to believe was a doctor’s surgery, only to stroll in and find it’s a dentist.
You’d walk back out again, right? It’s no different to sending an email about cats, to then click through to a page talking about feather dusters. A good, targeted landing page can turn potential customers into real customers.
For more on best email practice and why “batch & blast” doesn’t work anymore check this out:-