Email marketing is one of the most commonly used marketing channels by B2B businesses. It’s as simple as writing a few words and pressing send, isn’t it? That’s where most businesses go wrong with their email marketing. In fact, there’s a lot to consider when crafting an email that will build relationships and lead to the sales you’d like.
An effective marketing email should act like a good salesperson; it should pique your reader’s interest without being pushy, and provide them with useful information while not bamboozling them. It’s a fine line between being a valuable communications tool and a megaphone!
If you keep the below points in mind, you won’t go far wrong.
- Grab their attention and be brief – We’re talking a strong subject line and a punchy opening. People take just seconds to make decisions about things online. Remember, email marketing is a disruptive medium, so don’t ask for a lot of their time, and grab their attention straight away. A word of warning! Be careful your subject lines don’t slip into the realm of ‘clickbait’; there’s nothing more irritating to a reader, nor is there anything that will annihilate their trust in you quicker, than a subject line that isn’t backed up by relevant email content.
- Give, don’t take – Provide your reader with an insight into something that may be of use to them, challenge accepted ways of doing things, and give them something to think about. Make sure that your emails are something to look forward to, not a chore to read – or they’ll be destined for the rubbish bin!
- Don’t be flashy – Pictures in emails firstly make them harder to deliver, and will instantly put people off, as they signal to the reader that they are about to be sold to. A simple, cleanly presented email is much more effective.
- Regular communications – A scattergun, irregular email schedule is unlikely to produce good results. If you’re not there at regular intervals, when your customer is ready to buy, you risk missing the opportunity. Keep front of your prospects’ minds and when the time is right, you’ll be the business they turn to for help with their needs.
- Don’t make it about you – This really is the golden rule. Think how tedious it is when you’ve been stuck with someone who talks endlessly about themselves. It doesn’t often fit the bill of a ‘conversation’, more a torrent directed at you! It’s the same with marketing emails: writing about your company’s success, news and such like disregards the reader’s point of view. Instead, focus on your understanding of their pain or their needs and you’re much more likely to get a nod of approval. If it’s interesting enough, they may even email you back or share with colleagues, or on social media.
Follow these tips and your marketing emails will act like a good, effective salesman; they’ll make a connection, build relationships, attract people’s attention and persuade potential customers that your company is the best option to meet their needs.
If you feel your email marketing could be more effective, why not give us a call? We’d be happy to talk through what your email marketing goals are, and maybe we could help you achieve them.