Don’t you know that users spend most of their time on Social Media? Then why bother them with email marketing? After all, we are in B2B.
If you think alike, you seriously need to update your knowledge bank.
Let me help.
OMG! Tell me how to do it.
Soon enough.
Imagine you throw a party and waiting for everyone to come. But tell me, will anyone come when they don’t even know about the party? First of all, you have to send an invitation to the party so that people know about it and think to come.
Similarly, before you start sending emails, you have to build a big email list (invite people) so that you have more people to enjoy email content.
Let’s first increase your email list with the help of sky-rocketing tips from Matt Jabs.
Matt Jabs, co-founder of popular DIY Natural blog, shares his story of reaching to 80K email subscribers via social media.
Initially, looking at the craze for social media, Matt experimented with paid posts on Facebook through which he reached only 15K subscribers. Disappointed with the results, he later added email marketing to the equation.
One of his strategies includes Pinterest where he added sign up forms and pop-ups on its popular Pinterest Pages to take the maximum advantage of increasing traffic and approach viewers to sign up for email subscription list.
DIY Natural Pinterest Page
Another example of combining email marketing with social media includes Facebook. As you know Facebook allows you to place the sign-up button on your Facebook page from where you can invite visitors to join your subscribers’ list.
“Focus on the two or three social channels that your audience is and leave it alone after that. Don't spread yourself too thin publishing to every social media network that comes out.”
Matt Jabs.
The moment of building trust comes when users click on sign up or subscribe to list and enter their mail id. It is there you have to win their trust. The best formula is to ask them how many emails they would like to receive in a week: 1, 2 or 3. It assures them that you won’t flood their inbox with unnecessary emails.
Matt Jabs always prefer to send fewer but better emails. Even he is planning to switch on the weekly digest to share valuable content with a like-minded community.
You can’t rely on your already grown-up email list. Email marketing is a non-stop process for which you have to put efforts to keep the flow of new emails coming throughout the year.
Matt launches one or two contests or giveaways each month on its social media networks to bring new subscribers to the picture.
With the above tips, you have a timeless strategy to invite email subscribers now and then. Once you reach a fat list of email ids, a final time comes to throw a real party.
Not all clients are the same. Nor their requirements and their behavior. You have to understand each client, its behavior, work, and requirements if you want to strike a real deal.
I know, you don’t have enough time to understand each and every client, so I researched a few tips to help you see a real picture of all clients within minutes:
An email subject line is a doorway to email content.
“On average, five times as many people read the headline as read the body copy.”
David Ogilvy
Email subject line decides whether your email is worth opening or not. An average office worker receives 121 emails a day from which you have a few meager seconds to grab their attention. I insist on paying more attention to design email subject line for each group we categorized earlier.
If an email subject line is a doorway, the email header is a welcome tradition for users. Make sure it’s a warm welcome to make users feel and think special.
A good header will guide readers down to the body content of your email while a flub one will bounce them away.
Remember one thing: Your email is not about you, it’s about your clients.
The key point of your header is to show readers that they can trust you to understand problems and you will surely give them a solution. Craft your header accordingly.
Readers entered from Doorway (subject line). You welcomed them with a bear-hug (email header). Now it's time to serve them with some content delicacies to make them stay for a while and take them all the way down to call-to-action - time to design email content/
Short and sweet. Isn’t it?
Let me give you a similar example of Warby Parker’s to-the-point email.
Subject Line: Uh-oh, your prescription is expiring.
Read the email closely. You will notice the charm of personalization and the tips we discussed earlier.
In the end, the company has introduced about itself, which only a few will care to read. Still, it should come in the picture as an icing on the cake.
Wait, wait, we are not done here.
A few nuts and bolts are needed to fit in your email marketing campaign for B2B.
Of course, the CEOs of the organization are the one you want to impress the most, but they don't have much time for emails. Better to gather the email list of employees handling nitty-gritty tasks of the company. Like HR department, marketing managers, assistants, etc.
You can’t spend all your week running an email marketing campaign.
Content Marketing, social media marketing, SEO, etc., also need your attention. Automate some email marketing tasks with the help of Email Service Providers (ESPs) to save time and productivity. ESPs offer services like email designing tools, email list management, etc. Benchmark, Constant Contact, Aweber, and Convert Kit are some of the top email service providers.
You don’t want your well-designed email to end up in spam folder right?
Email authentication saves your email from spam. They allow emails to be sent on your behalf instead of using some by default address like “via mcsv.net” which makes your email look random. MailChimp, a marketing automation tool, offer email authentication services.
Well. That was a lot to implement. I suggest you take one step at a time. Follow each tip appropriately even if it takes time. Once you set-up the entire email marketing campaign, you are good to go for years to come.
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