Unlock the potential of email marketing in your next campaign
"Isn't email marketing a little old school?"
We heard this recently and it's true email marketing is nothing new. In fact, it's probably older than you think.
The first mass email marketing campaign was sent in 1978 by a guy called Gary Thuerk. So at the ripe old age of 39 email is still alive and kicking and is often the number one on many B2B marketer’s lists of top B2B lead generation channels.
Email marketing and mobile – a match made in heaven.
There’s a reason your inbox is always full, email marketing works. 71% of UK households own a smartphone. Email marketing remains the best way to reach people on mobile with a whopping 91% of consumers checking email at least once a day on their mobile phones.
Research conducted by McKinsey shows email is typically 40% more effective at acquiring customers than Facebook and Twitter combined and is three times higher than social media at converting sales. So, whether it’s down to personalisation or a more targeted approach, when it comes to converting, email trumps social.
Get smart and ensure every message counts.
Although email itself hasn't changed too much since the late 70's, the advancements in CRM and distribution software capabilities used to send emails has. One of the most significant changes in email marketing is marketing automation. Which we see generating results for many B2B businesses time and time again.
Marketing automation tools connect with your CRM to enable you to automatically send highly targeted emails to leads, personalised specifically to them.
When we talk about 'personalisation' we don't mean it has a customer name on the top of the email, although that can be a nice touch. Personalisation is when contact information stored in the CRM dynamically informs content - personal data, purchase history, interactions, location and time intelligently informs the content displayed in the next email, automatically!
It doesn’t cost the earth and ROI is high
Worried it's expensive? Well, with some platforms like Pardot or Marketo it can be. But there's good news, MailChimp has made this previously paid for feature totally free - to all of its 15 million existing customers. Another reason to love MailChimp!
Get Response’s 2016 report found on average, 21% of marketers across all industries state that email marketing delivers an excellent return on investment, with social media coming in second at 15%. DMA’s national client email report, showed the average ROI for email marketing in 2015 was £38 for every £1 spent. We recently achieved a whopping 100X ROI for one of our technical B2B customers.
Our top 5 tips for excellent email marketing
- Craft engaging copy – You have less than 8 seconds to capture someone’s attention, make them count.
- Talk about benefits not features – how will your product or service impact the reader? Make it about them and not about you.
- Use actionable language – be clear about what you want people to do. Motivate them by using clear calls to action, i.e. “click here”, “sign me up”, “order now”.
- A/B test subject lines – A/B testing is a great way to discover the best performing emails, consider using rhymes, alliteration or language that rolls off the tongue. Here's a deeper dive into A/B testing.
- Get personal – personalisation goes a long way. According to Experian, personalised emails have a 29% higher open rate and 41% higher click rates, whilst personalised subject lines deliver a 26% higher open rate.
We work with B2B clients large and small, many who are still not tapping into the capability of the email marketing and automation. If you’d like to talk to us about how email marketing can help your business, drop us a line we'd love to talk