When it comes to B2B prospecting or lead generation, the importance of running a successful email marketing campaign remains undisputed.
And, why not?
Email marketing is an evergreen channel that is still ranked as one of the most effective marketing techniques beating affiliate marketing, social media, and SEO.
With the rising popularity of email marketing (almost 269 billion emails are sent per day), there’s a rise in competition to attract your audience’s attention.
And, if you aren’t aware of the right tips and tricks to grasp your prospects’ attention, someone else will do in a matter of minutes and you’ll fall behind.
Hence, only sending sugar-coated emails won’t work. You’ll need a strong email marketing strategy that will ease your B2B prospecting and earn a good number of clients.
Today we are going to learn some amazing email marketing strategies that will hold your audience’s attention enough to open your email and take interest in your product/service.
Let’s dive in.
Get Started with a Comprehensive Email List
The first step towards running a successful email campaign starts with building an authentic and targeted email list. Once you understand your prospect and their demands, you should put effort to collect their email addresses.
You can create email lists via the following methods:
Collect Emails with Facebook Ads
- Create valuable content (white paper, research article, e-book, etc.) surrounding your customer’s pain points that solve their problems.
- Create a Facebook Ad that links to a landing page that asks your customers to provide their email addresses.
- Once you received those emails send them their content thereby connecting them with your products/services.
Collect Emails with Custom Email Opt-in Pop-ups
When you visit any website, the first thing you notice is a pop-up window asking you to provide your email address in exchange for some great tips or e-book. By using attractive CTA buttons you too can create your website pop-up window and persuade visitors to convert into subscribers by sharing their email addresses.
Collect Emails Email Lookup or Email Finder Tools
Using email finder tools is one of the best ways to get verified emails ids of your prospects. Email finder tools will search the required addresses for you and provide you with a list of 100+ genuine email addresses. Some of the popular email finder tools are AeroLeads, Hunter, FindThatLead, Voila Norbert, etc. Just head to any of these tools and enter your prospect’s name or website and hit “search”.
Take AeroLeads for example. It’s one of the top-ranked email finder tools on the internet to collect emails for email marketing. It is popular among many marketers for its ability to find genuine emails from LinkedIn or Xing. AeroLeads assists you on:
- how to find email addresses and business contacts from LinkedIn
- Get 15 data points (full name, job title, location, working company details, business contact numbers, etc.)
- Export data to Hubspot CRM, Zapier, Zoho CRM, FreshSales, Salesforce, etc.
Decide Your Goals
Setting goals is very important while planning an email marketing campaign. Decide what you want to achieve and then start with the strategies. Types of goals include:
Generate New Subscribers
If you are a new online business with a brand new website, you can share details about your business, mission, and goals. By sharing useful and informative content, you can start a good relationship with your website visitor who will ultimately convert into subscribers.
The more visitors will engage with your website, the more is the opportunity for marketing. So how can you boost user engagement? Start a blog and create amazing content. Experts from Ivory Research recommend create valuable e-books and case studies that will touch the pain-points of your readers and explain how your product/service will solve their problems. Hosting a webinar is another best way to improve user engagement. Study a trending topic related to your product/service and host a webinar with the help of some expertise.
Once you attain a good amount of subscribers, you can start creating numerous types of content that will help them solve their queries. As mentioned above, designing e-books and case studies have a powerful impact on subscriber nurturing. If your product/service has delivered positive results for your customers, you can interview them directly and create a video or presentation and share them with your subscribers via email.
Understand Various Types of Email
To attract your audience quickly, you should send emails according to their buying nature, requirements, and interests. Sending cliché emails to everyone won’t work. Hence, it’s important to understand different types of emails that will help you segment your audience and then send emails respectively.
Promotional emails are the most commonly used email types where you directly market your brand and explain how your product/service is beneficial to your audience. Again, cliché promotion won’t work in today’s high-competitive market and you should apply some out-of-box ideas while promoting such as:
- Adding humour
- Evoking emotion
- Using popular but relevant slogans
- Arousing curiosity
- Using HD-images, fonts, etc.
- Offering a free trial/product for a limited time, etc.
A year is filled with many festivals (Christmas, etc.), major holidays (Independence Day, etc.), and special days (Valentine’s Day, Mother’s Day, Friendship day, etc.). Why not take advantage of them?
As per the National Retail Federation, holiday sales account for 20% of retail sales. Plan your holiday marketing campaign and let your audience know before anyone.
Some points to consider:
- Start as early as possible. As the holiday nears, your audience’s inbox starts flooding with emails from your competitors. Hence, make sure you are the first.
- Offer discounts and coupons on a major holiday.
- Create a sense of urgency. Implement a limited time offer. With this, your prospect will show more interest in your offer.
If you are running a blog or magazine, promote a roundup of articles or stories that are published on a weekly or monthly basis. Send newsletters emails in a visually appealing way so that holds the reader’s attention easily. Use CTA (Call to Action) correctly that will prompt readers to read more thereby landing on your website.
These were some of the tips to run a successful email marketing campaign. Make sure you keep in constant touch with your subscribers/customers via various email campaigns. Decide whether you want to send emails on a daily, weekly, or monthly basis and schedule the same in advance. Use attention-seeking subject lines and be loyal to what you are going to offer.
Have you started your email marketing campaign? What tricks and tips are you implementing? Share your thoughts with us now.
Rashmi Chimmalgi has 4 years’ experience in Digital Marketing and Content Writing. She writes SEO/Lead Generation/Marketing articles for companies that want to grow their online business rapidly. Currently, she is working as a freelance writer and helping many potential business professionals to fulfill their website Content Writing and Lead Generation needs.