November 16, 2020
The first do of email marketing is…do email marketing!
Email marketing generates $38 for every $1 spent.
So…what’s the catch?
With everyone doing email marketing, it’s harder than ever to break through the noise.
So we’re here to make it easy for you. We’re big advocates of email marketing, and over the years we’ve picked up some tricks.
Scroll down and enjoy! 👇
Not just subject lines. Test every aspect of the email and see what works best. The key to data driven marketing is a willingness to get things wrong. It’s far easier to fix a problem before it’s been sent to your entire database!
The more personalised an email looks, the better. Image and link heavy emails look automated. So stay away!
But don’t go crazy. These can help an email to be more personalised, which is always a good thing. If you use too many, there’s a chance of getting something wrong - which is a serious buzz-kill.
Make it fun! Your marketing email should be something recipients want to read. It also makes it a bit more enjoyable for you. 😉
They’re another way to brighten up the message. Again, don’t go overboard. You’re creating a fun email. Not an invite to your slumber party.
Because…you are! Have a think about your ICP. What’s their level of knowledge? How would they like to be communicated with? Write a personal email to the individual you picture.
If it’s not working, change it up. Unengaged recipients are either seeing the wrong content, or they’re not very active on email. Either way, it’s worth changing up your strategy. The definition of insanity is doing the same thing over and over, and expecting a different result.
The goal has moved. Have an email campaign running for engagement, and a subsequent one running for meetings booked (or another metric you measure).
Personalise and make campaigns more relevant. Complex email campaigns can have multiple branches and follow several storylines. Here are some examples of email campaigns which worked for us.
Always. The emails you send have to service the recipient. As soon as they stop seeing value, it’s unsubscribe time. A great email campaign is mutually beneficial.
Make the emails fun where possible. This can help to mitigate any negative sentiment when you land in an inbox unannounced. It also helps build your brand identity.
Especially if you’re contacting senior B2B leads. You might’ve caught them on a busy day, and they’ll receive a lot of emails. Not opened doesn’t mean not interested.
Some people prefer buttons, others prefer pictures. It’s even worth trying a text-link. See what works best with your total addressable market before you commit.
State your reason for reaching out. If they downloaded content or attended an event, reference that as the reason why you’re emailing.
Or pay service to a problem before leaping into the pitch. If you’re taking the liberty of entering someone's inbox, make it worthwhile for them. An inbox isn’t a doorstep for you to sell on.
This! Doesn’t Excite! The! Recipient! It’s annoying!!!! It will also get you flagged as spam. Which is bad news indeed.
If something doesn’t work, don’t put it straight in the bin. Bubble wrap was initially invented as a funky type of wallpaper. Great invention, terrible use case. Keep testing your content and images in another context, even if you don’t get great results the first time.
General, unpersonalised and irrelevant emails are dangerous. You won’t get great results, and you’re risking a ticket to the spam folder.
This is another way to get yourself flagged as spam. Carefully manage the number of emails you’re sending.
There should always be an end in sight. If there’s not, ask yourself why you’re reaching out. That’s your demand generation end goal.
If the prospect doesn’t want to see your content, that’s fine! Chances are they’re not a good fit client for you anyway. Make it easy for them to unsubscribe and save both parties some time.
Or even the same emails. Every now and then this happens by accident, and the results can be brutal. Your subscribers will drop like flies. Make sure you’re sending fresh content every time you reach out.
Or even the same emails. Every now and then this happens by accident, and the results can be brutal. Annoying, right? 😉 If you’re advertising a particular event, focus on a different aspect of it each time.
Not everyone is an email person. Not everyone is a LinkedIn person or a phone person. Maximise your chances of landing in the right place by adopting a multi-channel approach. Email, LinkedIn, cold calling.
It’s not an English Literature exam. There’s a real person on the other end! Use your natural friendly tone. It makes your email far more interesting to read.
The majority of readers will only scan your emails. There’s nothing wrong with this, they just want the information as quickly as possible. Make their lives easier, and give it to them. More information in fewer words.
Many thanks to James and Liam for lending their expertise. We hope you enjoyed it!
If you’re after more email marketing tips, check out our new eBook - The No Fluff Guide to Inbound Marketing. It has an entire section on email marketing, which is sure to freshen up your outreach.
In this guide, you’ll find:
Click the link below to download your free guide.