Email marketing is still one of marketer’s top pick due to its speed of delivery and relatively low-cost. However, with more and more new companies emerging and using email as part of marketing scheme, it is rather difficult to target specific audience no matter how brilliantly written your email piece is.
In fact, most inboxes are bombarded with numerous emails causing inbox overload, spam and image blocking. Marketers often strive to maximize the effectiveness of email marketing as it is the key B2B marketing medium.
Marketers understand the importance of email campaigns. Thus, most marketers leave out the common tactic, which is to send the same email to large number of prospective customers as it will eventually turn people off.
Here are some tips or strategies to retain your subscribers through email marketing.
Tip 1: The best option is opt-in
Most experts agree that the best practice for most companies is opt-in. This is due to the rising problem in UK legislation. Opt-out basis for B2B email marketing in UK may change anytime.
Managing Director from Pure, Marc Munier said that people do not tolerate when companies send bulks of email and causes inbox overload. Marketers have to remember that even though email is the fastest and cheapest medium, companies should not overdo with this method.
Tip 2: Content is important
Companies that go along with fully opt-in database should prioritize the content as a quality email piece is vital to succeed in this industry. After all, quality is more important than quantity.
An effective way to utilize email fully is by using video and podcasts for B2B catalogue. It helps as your email may turn from a ‘push’ to ‘pull’ factor. Check your email inbox and chance is you get a variety of email promoting new products and services.
How many subscribers read through the body copy and information provided? Make it interesting and add an element of excitement to get readers interested. Say your company is promoting a new service. Does it affect your sales should your email arrive later than the launching? The answer is no. Content is the key; the time your email arrives at the inbox is not that important.
Tip 3: Another best pick – to use multichannel
Most of the campaigns need more than email for marketing. Yes, the first step is to get new subscribers to sign in for newsletter. But companies should stress on tailoring the message and channel according to the subscribers.
To achieve the best in a campaign, marketers need to use a mixture of channel to grow with social media. Companies need to own a centrally-held data system to improve efficiency and relevance.
Tip 4: Work with social media
Marketers should start with social networking tactics as it works well with email marketing. As a starting point, marketers may hold discussion groups for companies’ products and services.
Create proprietary network. Social media is not exactly a direct sales channel rather; it lies on the people to share their views and experiences.
