Like many IT and software companies today, yours may already have a digital marketing strategy in place. This may encompass content marketing, social media, SEO, SEM, and email marketing, among others. If you’re new to digital marketing for your IT business, you might want to consider email marketing to help convert leads to paying customers. But how does B2B email marketing integrate into your overall digital marketing strategy?
To ensure a seamless digital marketing strategy, you must establish marketing goals that are aligned with your overall business objectives. Create specific, measurable, achievable, realistic, and timely objectives to increase your chances of achieving your goals. Moreover, consider these B2B email marketing best practices for when you develop a strategy for your software business or IT marketing company.
Best Practices for Developing a B2B Email Marketing Strategy
Personalise your B2B email marketing messages.
If you’ve had an ear out for marketing news, you would know that personalisation has been in the top 5 to 10 digital marketing trends in the past few years. From personalising content to messaging, it has helped marketers communicate with their target audiences better. In fact, Campaign Monitor reports that as much as 38% of marketers admitted that their goal was to get better at personalisation. Additionally, 36% of marketers cite personalisation as their number one challenge. So how does an IT marketing professional like yourself do better at personalisation?
The key is to get to know your audience. Knowing your audiences’ interests will help you develop content that’s more relevant to them. Audiences responds to stories and content that they can relate to, can learn from, or is relevant to their lives. You can personalise your B2B email marketing content by list segmentation, the process of sorting your subscribers into list segments, to make it easier to plan what type of content to send them. According to research conducted by the Direct Marketing Association, 58% of all email revenue is generated by segmented and targeted emails. In addition, Campaign Monitor found that there was a 76% increase in revenue among marketers who used segmented campaigns. Over 76% of marketers are already using basic segmentation as part of their email marketing strategy.
Most lists are often segmented by geographic location, demographics, and market or industry. To delve deeper, you can also segment by profession, past activity, and other customer information that you already have in your database. It’s important to segment your list to determine which segments or groups are ready to convert into an actual customer. By determining their level of readiness, you can personalise the messages you send to this groups and build trust more efficiently and effectively.
Create a seamless user experience from email to landing page.
User experience is such a huge factor that contributes to the success or failure of converting a lead to a customer. This is why we place a lot importance in web design and usability. The same should be done for email campaigns. As an IT business, you value that lead’s click because it represents interest, a closer step to converting a lead to a customer. To ensure that the lead does click on your call-to-action in the email marketing campaign, both your messaging and design should be easy to understand. Your email campaign also must have a friction-less transition to your landing page. Make sure that they are directed to the correct pages and that the look and feel of your email is in line with the page you want them to visit or the content you are providing to them. You can measure performance by tracking user activity on the landing page and determine which pages they are interested in and what activities they do upon visiting your landing page.
Write straightforward, compelling subject lines.
Audiences receive so many advertising messages on a daily basis and it’s so easy to get lost among them all. To beat the competition and get your lead to open your email, you have to have a compelling subject line that will entice them to click it. Keep it short and straightforward, as a lot of audiences are reading email on their mobile phones with limited screens. Keep your subject lines between 30 and 50 characters. The challenge is to write subject lines that gives the reader an idea of what to expect and create some sense of urgency for them to open it right away instead of later. Once again, this is where you can benefit from segmented lists, as this data will help inform the messaging and tone of your subject lines.
Maintain a smart email B2B email marketing calendar.
Your digital marketing strategy must include a master calendar that indicates when all your messaging should be published and sent, whether it’s on social media or email. According to CoSchedule, the best time to send emails is Tuesdays at around 10 a.m. For email campaigns that have more than one emails, consider sending the second email on a Thursday. Check your analytics for open rates and adjust scheduling as needed.
Always provide user options.
It’s important that subscribers feel like they are in control. After all, IT marketing professionals like yourself are trying to nurture a relationship, not spam them with content that they are not interested in. Each of your email messages should contain options for them to customise the frequency of emails they receive, or choose the content topics that they are truly interested in. This information not only helps subscribers enjoy your content better, it also helps you segment them and determine how to communicate with them better and decrease subscriber churn rate.
If you’re an IT marketing professional who wants to get better at communicating with your audience, consider these B2B email marketing best practices or get in touch with a B2B marketing company like The Lead Agency for sound advice on developing better strategies. Visit The Lead Agency to find out more.