Monday, August 12, 2013

Sending B2B Emails – Wait and Think “What is the Purpose”?

No doubt, emails still rules but how much B2B marketers are able to makes use of it as part of their strategy? It’s still a question haunting thousand of marketers and the very importance of email marketing. Many B2B marketers still lack in creating strategic, impactful messages that are designed to help and educate an audience, they are missing out on a big lead generation opportunity.

Email Truths..

Reviewing Marketing Sherpa’s 2013 Email Marketing Benchmark Report revealed that just about half of respondents send out 10,000 to 10 million emails every day – only 15% reported to Marketing Sherpa that they have dedicated resources to produce content for each stage of the buying process.

Therefore, before you press, “Send”, take a good, hard look at what’s in your email. Let’s look at the following questions that would compel you to wait and think about the “Purpose” of sending such B2B emails: 

What are the number of pain areas of customers or prospect do i aim to solve?

Conduct proper planning and research before you launch a campaign. Identify customers problems that will help you develop both the theme of your email marketing campaign, and individual messages too.

What am I going to tell them in the email that will help solve the problem or pain areas?

Sales, is the ultimate motive of sending emails but instead of filling customers inboxes with spammy, sales-driven messages, create constructive messages that would show customers how you could help them.

What is there within emails that will compel customers to see your subject matter and open the email?

Standing out among the crowd is important while giving your readers a compelling, engaging  message. That will not only entice them to actually open the email, but also influence to take action once they’ve heard the message. Conduct A/B testing by comparing different subject lines, send time, message content, layout and calls to action to best suit the interest.

What should be the call to action that can serve them into your sales funnel?

Write on topic that interests your customers, give them ideas and tips to solve their problems and include a link to a whitepaper providing more information/resources and to download would ask for a few short questions. Serving all purposes at a time.

Do you have any more B2B email queries in mind, share with us we are eager to hear..


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