Updating Your Practices to Grow the Email Channel
While it is far from the trendiest marketing channel, email remains one of the most effective channels available to manufacturers and industrial companies. The problem is, many marketers are not regularly reviewing their process to make sure it's optimized for today's best practices.
This article is intended to share a few of the most important best practices that will help you assess and improve the state of your email marketing channel.
Whether your goal is to generate leads, nurture prospects, build loyalty, or promote an event, email marketing is one of the most cost-effective tools for keeping your brand top of mind and driving positive results for your business.
Fact: For every $1 spent on email marketing, the average return is over $38 (Source: DMA)
Provide ValueOne of the first rules of marketing is creating value for your audience. When someone subscribes to your email list, it means you've gained their attention and trust. Make sure you respond by providing emails that deliver value in helping them solve their most pressing problems and challenges.
SegmentationEmail marketing is never a one size fits all endeavor. Whether you segment by industry, job type, purchase history, or buying stage, segmentation is critical to your success. If your message is not relevant to each recipient, you are likely losing readers and driving them to unsubscribe.
Mobile FriendlyMany marketers make the mistake of assuming that their recipients are accessing their emails using a laptop or desktop computer. The truth is that over 67% of consumers check their email using their smartphones. Furthermore, studies have shown almost that half of all emails that aren't mobile friendly get deleted or never read.
Subject LinesA good subject line gets your email opened, while a bad one gets it deleted. Regardless of the reader, they will first notice your subject line. What’s the point in writing a great email when your subject line is not convincing enough to get opened? Take the time to compose and test subject lines that grab attention, are not spammy, and get your emails opened.
Calls to ActionAll emails should have a specific purpose that can be measured with analytics. It does not matter if you can write like Mark Twain, if your call to action is not clear and concise, you will be disappointed with your results. No matter what action you want readers to take, tell them how to take action and make it obvious.
Track ResultsMost modern email marketing platforms provide tools for tracking and reporting. At a bare minimum, your team should be monitoring the following for each email campaign: 1) Open rate; 2) Click rate; 3) Bounce rate; 4) Unsubscribe rate; 5) Complaint rate. Measuring and comparing campaigns will help you identify practices that drive continuous improvement and better results.
Permission BasedMake sure your email collection process clearly defines and documents the permission from each subscriber. Remember that any list from a third-party source, no matter how reputable, does not likely include permission to send them emails. Plus, studies show that a purchased email list is almost always useless, so a permission-based process is essential to your long-term reputation and ROI.
Send FrequencyFrom the onset, let your subscribers know what to expect in terms of send frequency and be consistent. In some cases, at sign up, it's ideal to ask for their preferences on send frequency. Email subscribers are loyal to brands who consistently provide value and create engaging email content. If they think you are sending too often or your content is not helpful, they'll be quick to unsubscribe or just ignore future emails!
Like it or not, the unsubscribe button is a marketer's best friend. Why? When a recipient clicks to unsubscribe, they are telling you that they no longer see value in your emails. High unsubscribe rates should drive a closer look at your content, send frequency and segmentation.
Trust me, by no means, are these the only factors vital to email marketing success. Depending on your business, a successful email marketing program takes experience and time to plan, implement, and build into an effective marketing channel.
Other related articles:
- 11 Email Marketing Ideas to Increase Sales
- 5 Reasons B2B Email Marketing Is Not Dead
- An Introduction to Email Marketing (eBook)
- An Introduction to Lead Nurturing for Industrial Companies
Are you frustrated with limited results from your email marketing? Schedule a free consultation to discuss your goals and concerns. Worst case, you'll likely get some new ideas to help make improvements.