People are busy. To capture and keep their attention, use the most up-to-date best email practices. By incorporating the following seven tactics, you’ll ensure your emails are creative, easy-to-read, attention-grabbing, and interesting. End result: Your customer opens and reads – and doesn’t automatically hit the delete button.
Many companies think they need to “go big or go home” when it comes to email design. They assume the customer will become captivated by vivid and complex colors and graphics.
In reality, those design tactics risk a few things:
When people are busy and want to get through their inbox as quickly as possible, what do they generally do with ads? Often, they hit the delete button.
That’s why a simple approach works best.
Use lots of plain text – and keep your message as short and skimmable as possible.
People want to find solutions to problems that address THEIR issues – and not issues in general.
So, how can you make someone feel as if an email was crafted especially for them – without painstakingly writing a separate email for each sales prospect?
Use these ideas:
Some companies only use email to make the sale. That’s often because they make the mistake of thinking of their customer as an entity (a business) rather than a person. Yes, B2B is technically business to business, but behind those businesses are people.
And it’s the people who make the buying decisions. To ensure you remain at the front of their minds, consider keeping them updated on:
(Related: B2B Email Marketing Essentials for 2023)
The vast majority of your buyers will read your emails on a mobile device – and not on their desktop. For this reason, you’ll want to optimize your email campaigns for mobile. To do so, use this advice:
Imagine yourself in the room with a salesperson who spends minute after painful minute talking to you about their product – and never once asking you a question. There’s not even a “how are you?”
It’d be a fairly dreadful experience, right?
That’s pretty much what happens when your email lacks anything interactive.
You’re talking to the customer – and not with the customer.
Interactive features make readers feel as if they are a part of the experience rather than a passive participant who’s just trying to get to the end of their inbox. That’s probably why interactive features boost the click-to-open rates by a whopping 73 percent.
Here are a few interactive features to consider:
To target your messaging to the people and businesses most likely to buy what you’re selling, consider setting up “buyer personas.” These fictional representations describe your ideal customer or business in ways that make them easy to imagine.
For example, a buyer persona goes like this…
“Dale is a 43-year-old executive who works in operations for a midsize manufacturing company on the East Coast. He’s looking for ways to get more productivity from his employees, reduce overall costs, and make his company stand out.”
By creating these very specific, very memorable personas, you’re better able to come up with examples, descriptions, and analogies that will get their attention.
When dreaming up your persona, think about…
Once you’ve got your personas in place, take time to create an email campaign strategy that’s targeted for their needs.
Absolutely no one likes receiving emails they didn’t sign up for.
So why waste your time? It’s better to have a smaller list with readers who showed interest and engagement than a large list with no clicks.
Include an opt-out on every email you send. It’s scary to see your list numbers shrink. Trust us. This will pay off later with increased open rates.
Then to get more qualified people to opt in to your emails, offer sign up form or popup on your site.
These email tactics are more than what’s in vogue. They’re effective.
By using them to create your email marketing strategy for the new year, you’ll increase engagement with folks in your funnel – and hopefully eventually convert them to buy.
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