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5 B2B Email Marketing Tips that Will Increase Conversions

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The success of B2B purchases is based on a company’s ability to become familiarized with your offering. This is why it’s important to adopt the right marketing methods to engage your prospects.

There are various marketing trends that aid in customer growth, but only a few compare to the power of B2B email marketing.

72% of customers use email as their main channel for business communication. Even more, email is 40% better at converting than social platforms like Facebook and Twitter. 

If that’s not enough to convince you, 40% of B2B marketers state that email newsletters are the most important part of their content marketing strategy. 

Unfortunately, many businesses underutilize email marketing or don’t know how to effectively incorporate it into their overall marketing strategy. As a result, businesses often struggle to attract their target customers and increase their ROI.

3 Reasons Your Email Marketing Isn’t Working

One of the greatest things about email marketing for B2B is that there is a lot of room for flexibility and creativity when sending an email to prospects.

The problem? Many businesses end up following practices that don’t support their marketing goals. 

Let’s take a look at some common mistakes that businesses make when sending emails. 

  1. Not Sending a Welcoming Email 

A company is more likely to respond to your product or service when you properly introduce your company and give them an opportunity to connect with your business before selling. 

Unfortunately, many businesses get off on the wrong foot with their prospects, potentially ruining the relationship before it actually begins. Let’s take a look at an example.  

Let’s say five leads subscribe to your newsletter. Exciting, right? More leads mean a greater opportunity for customers. 

These five new leads have perfect timing because your marketing team has also been working on a new email marketing campaign scheduled to go out to recipients next week, discussing some of the features and benefits of a new line of products.

Naturally, the five new leads are added to this list and will receive their first email learning about your new product line.

But here’s the problem: if you haven’t sent your new subscribers a welcome email immediately after they subscribe, you’re already missing an opportunity to connect with your subscribers before introducing them to your products. 

The first email is often the most read email because it’s the point at which subscribers are most engaged. In fact, welcome emails have an 86% open rate, according to Email Tool Tester. 

But businesses often integrate their new subscribers into a pool of many, never offering a formal introduction that can potentially be the foundation of a great relationship. 

  1. Not Meeting Expectations

Getting email subscribers is one thing, but ensuring that each email marketing campaign meets your target audience’s expectations is another. 

Successful email marketing is all about understanding who your target audience is and what they need from you. If your email content isn’t meeting their expectations, they will likely unsubscribe from your newsletter.

This is yet another problem that many businesses face. Businesses spend so much time building their email list, but they forget that their email content must provide their subscribers with information that will keep them engaged. 

  1. Not Providing a Call-To-Action

You’ve probably heard of a call-to-action before. CTAs may seem to be a small part of your digital marketing, but they have a huge impact when it comes to moving prospects along the sales funnel. 

According to Campaign Monitor Research, button-based CTAs improved click-through rates by 127%. However, this is an area that many businesses still fail to prioritize in their email marketing campaigns.

Without a clear call to action, your audience will be left to decide what to do next. As such, your email newsletters won’t have much impact and it will be difficult to measure the success of your campaigns. 

These are just a few mistakes that businesses often make. If your business is struggling to take email marketing campaigns to the next level, read on to learn some of the best B2B email marketing tips.

5 Game-Changing B2B Email Marketing Tips

When done correctly, B2B email marketing provides a perfect opportunity for your business to increase visibility, generate leads, convert customers, and ultimately generate more revenue. Here are five B2B email marketing tips your business should know.

  1. Understand That B2B Clients Think Differently 

Before sending out your perfectly crafted email campaign, understand that B2B clients think differently. According to Hubspot, marketers who used segmented campaigns noted as much as a 760% increase in revenue

B2B audiences are rational decision-makers because they already know what they want. This audience isn’t making a purchase off of a whim.

In contrast, B2B audiences understand their needs and have already done their homework. They are informed, which means they are looking for a straightforward business that can present them with the right answer.

Keeping this in mind will help you make the most out of your email marketing campaigns and help you convert leads into customers.

  1. Prioritize Your Email Banner

While it may not seem like it, your email banner plays one of the biggest roles in your email content. According to Email Tool Tester, emails with headers receive an open rate of 22% as opposed to 19% without them. 

For this reason, it’s a good idea to spend some time developing an effective banner that can grab the attention of their prospects. You can have an engaging and relevant email, but it won’t make much of a difference if the recipient doesn’t pay attention to the email itself.

So what can you do to improve the impact of your banner?

Start with a clear vision. Determine what your banner should look like and what tools will be needed to generate the banner. 

It’s also important to include your logo so that your audience can recognize you.

Above all, your banner needs to look professional as your email subscribers will be judging your company based on this visual indicator. 

  1. Focus On the Subject Line

Another important component of your email is the subject line. It can determine whether or not the recipient will open the email at all.

In fact, 33% of email recipients use the subject line as their sole basis for engaging with an email, according to OptinMonster. The subject line is the first thing that a recipient will notice when your email lands in their inbox.

This is also when their perception of your business begins to form. If businesses want to make a great impression, they will need to give some thought to what their subject line should say.

Practice writing subject lines that tell the recipient everything they need to know in a few words. This may take some practice, but it’s a skill that every marketing leader should hone.

Remember, you only have a few seconds to entice a recipient. It’s important that you make it count.

  1. Avoid Addressing the Email to the CEO

If you’re someone who is ambitious, you may feel tempted to address your email campaign to the CEO.

It makes sense. You’ve spent a great deal of time crafting an email that shows how your business can offer a solution, and you want to ensure your email lands in the hands of the decision-maker. 

The problem is that CEOs aren’t always the decision-makers for your product or service. In fact, they generally delegate to another person or department for certain decisions. 

Ultimately, there are various people involved in the decision-making process, depending on the business. For this reason, it’s best to conduct some research to see who should be your main point of contact.

  1. Authenticate Your Domain

A common (and dreaded) problem for many businesses is slaving over an email only for it to end up in the spam folder of your recipient.

When emails go to spam, it makes it harder for businesses to track the success of their email campaigns. This leads to lower conversions and reduces ROI drastically. 

This can be a nuisance but never fear. There’s a way to reduce your risk of ending up in the spam folder. 

Authenticating your domain can drastically improve your click-through rate. Domain authentication provides a way to verify that an email is sent from the sender it claimed to be.

This reduces the likelihood of the recipient’s email provider marking your content as a spam risk. 

Integrate Your Email Marketing Tools With Welcome

An effective email marketing strategy is essential to success. For many businesses, however, keeping up with the demands of their email marketing campaigns can be a challenge. 

For the best results, it’s important to integrate email marketing tools into a larger project management tool that will effectively link all of your strategies together.

At Welcome, we help businesses create and run email campaign playbooks for improved efficiency. Ready to automate your email campaigns? Get started with a free Welcome account today!



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Marketing operations talent is suffering burnout and turnover

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Marketing operations talent is suffering burnout and turnover


“It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense.”

That’s the main takeaway from “The State of Marketing Operations: 2022,” a new report from junior marketing ops training platform Highway Education and ABM leader Demandbase. The findings were based primarily on a survey of 800 marketing operations professionals from organizations of all sizes, more than half from mid-sized companies.

The demand for talent. The vastly accelerated shift to digital marketing — not to mention sales and service — has led inflated demand for MOps talent, a demand the market can’t keep up with. Two results: burnout as too much is demanded of MOps professionals; and turnover, as it’s easy to find alternative opportunities. The outcome for companies is the growing burden of hiring and training replacements.

Use of marketing software has grown two and a half times in less than ten years, according to the report, and the number of marketing operations professionals, across organizations of all sizes, has increased by two-thirds. Use of marketing automation alone has grown 228% since 2016, and there has been a 66% growth in the size of MOps teams just since 2020.

Perhaps most remarkable, 93% of MOps professionals learned on the job.


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Why we care. Providing beginner MOps training services, Highway Education clearly has an interest in this data. At the same time, there can be little doubt that the demand for MOps talent is real and growing. If there’s a surprising figure here, it’s that use of marketing software has grown only two and a half times in the last decade.

AWS MOps leader Darrell Alfonso, quoted in the report, says: “There’s a disconnect between marketing strategy and the actual execution — what it takes to actually operationalize and bring a strategy to life. Leadership, especially the ‘old guard,’ will be more familiar with traditional methods like field marketing and commercials. But now, during the pandemic and post, there’s an entire digital world that needs to be
managed by people who know what they’re doing.”

Read next: More on marketing ops from Darrell Alfonso


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Product Market Fit with Scott Cunningham [VIDEO]

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Product Market Fit with Scott Cunningham [VIDEO]


Scott Cunningham, CEO of Social Lite and Co-Founder of Merchant Mastery, has worked with thousands of ecommerce stores. The one thing he hears ALL. The. Time? 

“Facebook doesn’t work for my business.”

If you’ve said that about your ecommerce store, listen in as Scott shares what’s missing and how you can overcome that hurdle and start selling.

In this video:

  • Start Here to Sell More: 00:22-00:30 
  • What If I’m Selling a Brand New Product? 00:51-1:02
  • The Formula for Winning in Ecommerce: 1:21-1:34

Learn more about ecommerce:

The Future of Ecommer Marketing Is Now ➡️ https://www.digitalmarketer.com/blog/future-of-ecommerce-marketing/

Use This Framework to Build Ads That Move Product ➡️ https://www.digitalmarketer.com/blog/offer-harmonics-scott-cunningham/

NEW for 2022! Become an Ecommerce Marketing Master ➡️ https://www.digitalmarketer.com/certifications/ecommerce-marketing-mastery/




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Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses

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Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses


A new Senate antitrust bill could make Google, Facebook and Amazon divest portions of their ad businesses. 

The Competition and Transparency in Digital Advertising Act (S4285) would prevent large ad companies from participating on different sides of the ad transaction chain. It would ban them from operating more than one of these functions: supply-side brokers selling publisher ad space, demand-side brokers selling ads, or ad exchanges connecting buyers and sellers.

Image from CDTA factsheet

The bill, introduced yesterday by Sen. Mike Lee (R-UT) and co-sponsored by Sens. Amy Klobuchar (D-MN), Ted Cruz (R-TX) and Richard Blumenthal (D-CT), bans companies earning more than $20 billion in annual digital advertising revenue from participating in the online ad ecosystem in a way that creates conflicting interests. 

It also imposes consumer protection rules similar to ones governing financial trading. Under the law, businesses with more than $5 billion in digital ad transactions annually would have to: 

  • Act in the best interest of customers by getting the best bids for ads.
  • Provide transparency customers can verify that.
  • Create firewalls between their buying and selling operations if they are allowed to operate both.
  • Treat all customers the same concerning performance and information related to transactions, exchange processes, and functionality.

“Digital advertising is dominated by Google and Facebook,” Sen. Lee said in a statement. “Google, in particular, is the leading or dominant player in every part of the ad tech stack: buy-side, sell-side, and the exchange that connects them. For example, Google Ad Manager is used by 90% of large publishers, and in the third quarter of 2018 it served 75% of all online display ad impressions. Google uses its pervasive market power across the digital advertising ecosystem, and exploits numerous conflicts of interest, to extract monopoly rents and stack the deck in its favor. These monopoly rents function as a tax — upwards of 40% — on every ad supported website and every business that advertises online, collectively a huge segment of the modern economy.”


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The new law is a response to the anti-competitive practices Google has been accused of. These include Project Bernanke, the focus of an antitrust lawsuit filed by the attorneys general of more than a dozen states. The suit claims Google ensured ads booked via its AdX system would win ad space auctions. 

“The conflicts of interest are so glaring that one Google employee described Google’s ad business as being like ‘if Goldman or Citibank owned the NYSE,’” Sen. Lee said.

Read next: Is there any incentive to crack down on programmatic ad fraud?


2022 MarTech replacement survey


About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.



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