B2B Monday Myth: Your Monthly Newsletter is an Effective B2B Email Marketing Strategy
by MGB2B
The Myth: Your Monthly Newsletter is an Effective B2B Email Marketing Strategy
The Truth: Not All Newsletters Are Created Equal
And neither are your subscribers. Taking a one-size-fits-all approach to your B2B email marketing strategy is likely to land your monthly marketing emails in the virtual trash can. Email marketing done right remains a powerful force for reaching your existing audiences and tapping into new ones. But if you’re not diversifying your lists and tweaking your strategy month after month, your subscribers will start falling by the wayside. As you start thinking about next month’s marketing emails, keep these 3 things in mind:
- Segmentation. Between your own industry expertise and the information you (hopefully) gather when people subscribe to your emails, you can begin segmenting your database by market, product line, length of time someone has been a subscriber, etc. Adding this level of personalization to your emails will help you retain your readers and increase your open and click-through rates. (Want more? Here’s a deeper look at email segmentation.)
- Format. Take a look back through your past marketing emails. Do they all look the same? If so, your emails are probably blending in with the other 126 marketing emails the average business person receives every day. While creating a new email template each month would be time consuming, not to mention confusing for your audience, you may want to consider designing templates for things like white papers, webinars, podcasts, and other subcription-based content. Not only will this help diversify the look of your emails, it will help catch your readers’ attention and even score you a few shares and new subscribers.
- Testing. The best day and time to send emails is a hotly contested issue in the B2B marketing world. The answer? There isn’t one, at least not for everyone. Testing your emails on different days and times is the best way to determine how your audience interacts with your content. You should also be testing Tips #1 and #2 to see which methods of segmentation and which formats best resonate with your audience. Test, analyze, repeat.
Happy Monday! Feel free to share your favorite email marketing tip in the Comments!
Continue ReadingB2B Monday Myth: Your Customers Care About You
by MGB2B
The Myth: Your Customers Care About You
The Truth: Your Customers Care About Themselves, Not You. Sorry.
However, that doesn’t mean that what you have to say doesn’t matter – you just need to make sure it matters to your customers, too.
Continue ReadingWhy Are You Breaking Up with Me?
by MGB2B
When I first started writing this post, I was going to tell you not to send breakup emails. I didn’t understand their purpose; it seemed silly to me that any business would want to sever ties with a prospect just because they didn’t respond to their first few emails.
And I was right. It would be silly to want to sever ties. But the truth of it is: Breakup emails aren’t really about breaking up; they’re about triggering action. And they’re an important part of a successful automated email program.
If you’re unfamiliar with business breakup emails, they usually come after 3-5 previous, unanswered emails sent to a prospect and go something like this: (more…)
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