B2B Monday Myth: Email Marketing Is Dead
by MGB2B
The Myth: Email Marketing Is Dead
The Truth: Email Is Very Much Alive – and You Should Be Using It
B2B marketers still rely heavily on email to reach their audiences. According to the annual B2B Content Marketing report by the Content Marketing Institute and Marketing Profs, Email Newsletters are tied with Social Media Content as the second most critical content marketing tactic in 2017. First place went to blogs.
There’s a reason for that. B2B marketers recognize that Email Newsletters are one of the most effective ways to distribute content like blog posts and white papers. They’re also a way to show your most engaged customers your latest video or share case studies with them.
Here Are a Few Tips to Make Sure Your Email Marketing Program Is Effective:
- Use Buyer Personas. Buyer personas are an important part of any content program, and your emails that deliver content should be written for specific personas. These will help define your segments as well.
- Segment Your Audiences. There are several ways to segment your audiences. The goal here is to make sure each one of your prospects is receiving a message that resonates, instead of one that falls flat.
- Test Your Emails. Test subject lines. Test lead story. Test headlines. Just not all at the same time. Testing will help you fine-tune your email program, and deliver the right messages to the right personas.
- Don’t Get Too Promotional. Your customers mostly want helpful information, not a product sell that hits them over the head. Give them the content they want, and you’ll drive up engagement.
These are just a few tips to help you take your email marketing to the next level. The key is to invest time into making email marketing run effectively. Instead of letting it die on the vine.
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