When it comes to achieving a high return-on-investment (ROI) from email campaigns, it’s often a lot more challenging for business-to-business (B2B) versus business-to-consumer (B2C). Why? For B2B, the lists are generally smaller and their products and/or services are typically not sold directly online. Instead, B2B is more about getting referrals and bringing prospects down the “sales funnel.” In this article, we focus on 4 ways you can use email to help drive B2B referrals.
When it comes to email, people typically spend from 0 to a few seconds deciding if they’ll read it. That’s why it’s important to focus on one, primary purpose for each promotional email you send. In other words, decide on the call-to-action you want, and make sure everything works to support that single call-to-action.
Keyword research is fundamental to search engine optimization (SEO). In other words, if you want to help ensure customers will find your site on Web searches, it’s important to incorprate the right keywords in all of your e-marketing content, including email newsletters.
When you have an email list of thousands, you’ll experience a growing number of inactive users over time. That means, you have a growing number of subscribers who no longer open your emails. It may have been marked as junk or connected to an inbox rule that drops your email into some folder no longer reviewed. In fact, it’s not uncommon to see 25% of your list go inactive each year. This is one of the primary reasons why we need to continually add new subscribers to our email lists.
We’re swimming in depressing data: Jobless rate tops 8%, highest in 26 years (Wall Street Journal, 3/7/09), the Dow drops well below 7000, and it goes on. It’s easy to fall into a very depressed state. Believe me, I’ve had my moments, too. Think about the opportunities, though. What can we do to change the game? If we view the current downturn in our economy as a force that is driving major shifts in demand by consumers and businesses, we can begin to understand what companies need to look like to deliver against those changing needs. In essence, it’s another example of Darwin’s survival of the fittest.
Split testing is a powerful tool for increasing the effectiveness of your email marketing campaigns. It’s a great way to determine what works best for your business and your customers, rather than basing marketing decisions solely on industry data.