B2B Monday Myth: Unsubscribes Are Bad

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are email unsubscribes bad

The Myth: Unsubscribes Are Bad

The Truth: Unsubscribes Can Become One of Your Greatest Email Marketing Tools

You may look at the number of unsubscribes after you send out an email and do a victory dance because your unsubscribe rate is low. Or, you might fret over high unsubscribe rates. But the question is: Are Email Unsubscribes Bad? Not necessarily.

Contrary to popular belief, unsubscribes are not always bad news. When prospects opt out from your emails, it means you’ve cut people from your list with little to no interest in your product or service. And you did it without moving a muscle. This paints a clearer picture of which prospects are interested — and that will translate into higher conversion rates down the road.

Here Are 3 Silver Linings You Can Find In Your Unsubscribe List:

  1. You’ll Save Time and Money. There’s no glory in having 1,000,000 people on your email list if only a small percentage is engaging with your content or even interested in what you have to say. When people unsubscribe, it’s usually because they are uninterested and unlikely to convert, not because your campaign is flawed or off-base. This leads to a more condensed but higher-quality list, allowing you to increase the focus on your target audience. Homing in on interested prospects will save you time and money down the road, since you won’t be following up unnecessarily with cold leads.
  2. You Can Learn More About Your Target. When your list condenses, it allows you to get to know your target audience better. You can fine-tune your content and even rework products based on the feedback and behavior of this tighter, more interested audience. With more accurate information, your marketing team will be more successful with converting subscribers into lasting buyers.
  3. You Can Learn More About Your Email Practices. Look at unsubscribes as an opportunity to learn more about how you can improve your email practices by asking why they are unsubscribing. If you have a high unsubscribe rate and they tell you they feel bombarded by your emails, pull back a bit. If they are frustrated because your emails aren’t mobile-friendly, you’ll need to change your email design. High unsubscribe rates can happen for lots of reasons, so use unsubscribes as a tool to improve your email efforts.

You also don’t need to wait for people to unsubscribe to cull down your list. Interested in parting ways with uninterested readers? It might be time for some breakup emails. Check out these tips on how to write one. Saying goodbye can be hard, but sometimes it’s best for business.

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5 Tips for Smart B2B Marketers on Black Friday

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tips for smart b2b marketers

Everyone else is out getting deals, pushing through crowds, and fighting over the last electronic gadget available for 79% off. But you — you are sitting back, eating a nice pile of leftovers, and planning for 2017. That’s the kind of business you run. So as you prepare, we’ve got a fews tips to get you started.

Here Are 5 Tips for Smart B2B Marketers As You Think Ahead to 2017:

  1. Get Your Creative Media Mix Right. Are you using the right medium at the right point in the sales funnel? This guide will help you fine-tune your plan, and hit the right people at the right time.
  2. See What You Can Gain From Your Trade Pubs. You can get more than just a print ad from your trade publications. More opportunities. More value. And a lot more leads.
  3. Learn the Latest Paid Search Opportunities. Adwords device bidding is one of the latest tools available to B2B marketers from our friends at Google. Those who use it correctly can gain an edge over their competitors.
  4. Know How Others In Your Industry Use Content. Learn not only the important stats for 2017, but what each one means for you.
  5. Rock the Trade Shows. Trade shows aren’t obsolete. They actually offer great new opportunities that never existed before. Use these 8 tips to do trade events right in 2017 — before, during, and after each show.

As the exhausted masses return from the malls, bruised and irritated by humanity, you’ll be sitting home with a belly full of turkey and a brain brimming with ideas for next year.

Happy Thanksgiving and a very Happy (and Smart) Black Friday to you!

Need more ideas for 2017? Drop us a line.

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Top 10 Types of B2B Lead Generation Content

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lead generation content

Have you ever experienced “writer’s block?” Sometimes instead of not knowing what to write, the trouble is figuring out what form to write it in that will entice new leads to engage. This is a content rut and it happens to everyone.

Fear not, because Mascola B2B has compiled a list of the top 10 performing B2B lead generation content pieces. Say goodbye to your tired content calendar and hello to your list of fresh, new leads!

  1. White Papers. Tried and true, white papers are a standard for offered-value. People download them because they are authoritative, detailed, and informative. When you’re looking to pack a punch with your offering, a white paper will do just that.
  2. Podcasts or Videos. If you have the time and bandwidth, audio and video content are two great ways to engage your audience. They’re opportunities to put a voice to your brand and allow your team to show their creative side. When it comes to generating leads, be sure to include a form fill so your listeners/viewers can subscribe.
  3. Contests. Who doesn’t love to win something? Contests are great for driving engagement, growing your reach, and, most importantly, generating leads. Contests also adapt to many online platforms like your website, lead gen landing page, and social media channels.
  4. Ebooks. Like white papers, ebooks provide a comprehensive look at a specific topic. Ebooks tend to be a little more creative, so be sure to inject a combination of information and creativity into yours.
  5. Checklists. Unlike many content formats, checklists are short, simple, and easy to generate internally, while simultaneously offering unique, digestible content to your readers. Include clear headers and keep copy brief.
  6. Templates. A template is a strong offering because it provides the reader with a usable tool for creating an original piece of their own. Templates can take many forms such as calendars, outlines, plans, or worksheets. And each time your downloader wants to create a new piece, he or she will be reminded of you upon returning to the original template.
  7. Original Data & Research. There’s no offering more unique or informative than original research findings from your company. One of the least expensive ways to curate original data is to conduct a survey and share the results via a downloadable report or infographic.
  8. Demos. You’ve hooked your reader with a few blog posts, a podcast, and perhaps a white paper. Now they’re ready to give your product a try. Create an enticing free offer with language reinforcing the highlights of your product. Also, make sure it’s seamless to schedule a demo.
  9. Tool Kits. If you have a bunch of related pieces of content lying around, a tool kit is a great way to re-purpose them into a meaningful, cohesive collection. This can be a great follow-up method for connecting with past customers or readers who have downloaded a few pieces of your content.
  10. Webinars. A webinar is a useful format for combining an authoritative tone on a topic with the personality of your company’s leadership. However, a successful webinar can take a lot of work. Try partnering with your industry’s leading trade publication to produce a sponsored webinar and let the pros handle the hard part, while you get to play host and collect the leads.

From templates to white papers to podcasts, there are endless types of B2B lead generation content out there. The key is finding the right mix of what works for your business while keeping your audience alert and engaged with new topics and formats.

Still stuck in a content rut? Mascola B2B is here to help.

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