What should your email marketing strategy look like in 2019? We spend so much time talking about Instagram strategies and social media outreach that you may be wondering how much focus you should be putting on traditional old email these days.
Don’t worry, email still has a central role! Here’s what you need to know heading into the new year.
Email Marketing Is Still Incredibly Effective
Email marketing efforts, when properly deployed, have been very effective and remain very effective. In fact, they offer an incredibly ROI rate of $44 per every $1 spent thanks to their cheap, speedy contact methods. That’s why 86% of B2B companies continue to use emails to effectively manage new business.
So email certainly isn’t going anywhere, and should definitely remain part of your campaign. But the ways that we use email have grown more refined, and it’s important to keep this in mind: If you want to get the most out of email marketing, you have to keep best practices in mind, and deliver a high quality product!
Email Targeting Has Grown More Important
Email targeting refers to sending specific emails to specific groups of people on your email lists – or even individuals. This allows for many different email tactics, all of which have proven very successful in recent years. Essentially, you want to make your email messages (and the value you are offering through them) as unique as possible.
This requires more time, but the payout is evident. Your contacts get a lot of trash emails. By including more personalization for groups and individuals, you are more likely to avoid spam filters, and more likely to convince users to read your email through. This is one area where a “personal touch” is a great idea in the B2B world! You can try things like:
- Adding in a personal name early on in the email
- Talk about a product they recently purchased
- Thank someone for attending an event
- Offer tips or news for the contact’s industry or specific business
Don’t Make Emails Too Time Consuming
In the past couple years, coding has allowed marketing teams to create elaborate emails filled with visuals, graphics, and video. This is…a problem (and this is probably the only scenario in which we’ll ever tell you that). The average B2B contact doesn’t look through emails to be impressed with graphics or spend time on a video: They want reliable, easy-to-read information. In an effort to stand up, making emails too distracting can actually hurt marketing efforts!
If you’ve been going overboard on graphics and video recently, maybe it’s time to take a step back and see how your emails are being received. Simplifying emails is a good idea! Include important text that’s clear to read from a mobile device, especially if your brand prefers to use the “newsletter” style of email. Shorten average emails to salient details that can be quickly absorbed. If you have videos and other media you would really like to share, link to them in the email instead of trying to embed the video, which tends to have poor results.
Send More Emails Like Texts
This is a helpful rule of thumb for keeping your emails concise and easy to consume. When possible, try to treat emails more like texts. Send the necessary information, ask for a reply or meeting, and get out. The brevity can be helpful – and increasingly necessary: More people are starting to use voice assistants to read out their new emails these days, and this type of read-aloud catch-up works best when emails are short. Encourage your contacts to make quick decisions and respond to you reliably.
Working on Longer Emails? Tell a Compelling Story
Longer emails still have a place, especially when reaching out to new contacts or sending out an important update/offer. For these longer emails, focus less on graphics and more on telling a story. Case studies, testimonials and similar stories can help introduce products, show common problems, and prove how the business can help solve those problems…all in an organic, easy-to-consume way! Plus, if you start with a story, you will find that creating an email subject line and appropriate graphics are much easier!