One of the most overlooked and under-rated digital marketing tools is email. Believe it or not, so much time and effort has been invested in social media marketing strategies, that good old email marketing has become forgotten by many. Today, email marketing remains one of the most effective means of reaching clients and prospects. This is particularly true when it comes to B2B marketing.
Let’s take a closer look at 6 ways that email can reinvigorate your marketing program.
#1 Relationship Building
When it comes to deploying an email marketing strategy, your team should consider personalization to build relationships. Personalization can mean something as simple as adding a name field to going deeper by separating your email list into persona categories. Persona categories allow you to tailor email messages to specific types of customers. This personalization will undoubtedly result in more opens, clicks, and leads.
#2 Brand Awareness
To improve and maintain your company’s brand awareness, be sure to schedule emails regularly. Keeping your brand top-of-mind will increase the odds that you will be considered for your customer’s next related project. Consider success stories and new technology updates to add value to your messaging. Lack of value in the email will likely result in unsubscribes from your email list.
#3 Content Promotion
Valuable, helpful content will resonate with your customers, especially when targeted to specific personas. By promoting this content, you will increase awareness, show value-add, and increase website visits to get your download or resource. This will also provide an opportunity for your customer to see new solutions or services on your website.
#4 Lead Generation
By proving regular value through email messaging, you will undoubtedly generate more sales and service contract leads, assuming your emails have been perceived as helpful and not self-promoting. Be sure to use an education perspective to frame your email messages. Seeing the challenges through the lens of your customer is a good start. State the challenge and solution well before you ask your customer to act. It’s all about them, not you.
#5 Product Marketing
While you may be excited about your latest widget or service offering, be sure to promote it with the customer’s challenge in mind. The solution comes after recognizing the challenge and before presenting your call to action. Consider an email subject that relates to the challenge. Including part numbers or your company or product name in the subject line can lead to fewer opens and click. Make the topic about their challenge, not your solution.
#6 Lead Nurturing
Using workflows, lead funnels, and landing pages in combination with email marketing allows you to send emails that are relevant to the buyer’s journey. This way, emails will resonate with where your customer is in their learning and buying process. An email related to discovery should be very different than an email offering a virtual appointment or site visit.
Connect with the Right End Users
Knowing your client personas intimately is critical when it comes to strategic email marketing campaigns. When you do, the email and related content you create will resonate louder than ever. Having the goal of conversation in mind when writing the emails will set the framework for a conversation rather than simply self-promoting. Ensure the email you’re sending is focused on adding value and your brand awareness, value, and sales will increase.
Since we know how hard it is to start and nurture an engaging email campaign strategy, you can be assured that we can help kick start and maintain your initiative. We work to customize messaging to ensure your clients and prospects will spend more time reading your messages and will subsequently visit your website, call your office, download your resources, and engage your sales team.
Contact the Vector Firm team today to kick off
your email marketing strategy.
