93% of B2B marketers use email to distribute content. (Content Marketing Institute)
The very first email was sent back in 1971, and almost 50 years on, it is more relevant than ever. 35% of marketers send their customers 3-5 emails per week. Why? Because email marketing is one of the best and most effective methods of attracting and keeping customers. In fact, it can produce an ROI of up to 4400%.
As such, a well thought out email strategy can significantly boost the results of your B2B marketing campaigns. The key success with email marketing is to ensure your strategy develops with and incorporates the most recent trends and technologies. The following are some of the considerations for your email marketing strategy in the latter half of 2020 and into 2021.
1. Incorporate Artificial Intelligence
Data is essential for an email marketing campaign, and nowadays, more data is available than ever before. However, with the influx of new data that is available to marketers, it is almost impossible to make sense of it all. This data can be processed much quicker and easier with AI software. AI software is becoming much more accessible to businesses, and it benefits marketers through its ability to analyse millions of data points to predict email marketing trends and forecast subscriber actions. It can also identify correlations in data to provide insights into how your campaign can be improved to better engage recipients.
2. Be More Personal
Currently, 33% of customers unsubscribe to emails because the company offers products that they are not interested in. As such, mass emails will become a thing of the past, as emails become more and more catered to their specific recipient. Personalisation isn’t a new concept for email marketing; however, it is becoming more and more important. Technical advancements in recent years have paved the way for more personalisation. For example, marketers can now automatically send an email triggered by a customer’s action, such as visiting a website or abandoning their shopping cart. The use of AI will allow for more personalisation, as marketers will be able to personalise emails based on the data that is provided by these platforms.
3. Be Mobile Friendly
We all know how important mobile optimisation is for our websites. It’s just as important for email, as mobile opens account for 46% of all email opens. Despite almost half of all emails being opened on mobile, many email marketing campaigns still do not make use of mobile responsive design. Consumers are more mobile than ever, and are not only browsing on their mobile device but are also converting on these devices. In order to address the ever-increasing shift to mobile, marketers should implement mobile responsive design across all platforms. For email specifically, this means less clutter, neat presentation and simple navigation.
4. Add Interactivity
Interactive emails increase click-to-open rates by 73%. Adding content to your emails that recipients can interact with gives them the ability to engage with your business without having to leave their email inbox. This makes it much more likely that they will convert. Interactivity doesn’t have to be complicated. It can be as simple as adding an element to the email that the user can click to influence the content. This can be in the form of an image carousel, a menu, a form, or another clickable item.
5. Carefully Consider Your Copy
Today’s consumers are savvier, and will quickly see through insincere marketing communications. In addition, today’s consumers also have a much shorter attention span. This means that concise, well-written copy is the only way to get (and keep), the recipient’s attention. When planning your communications, think about the value that your business offers consumers: What’s in it for them? All of your email communications should communicate value to the consumer and address their wants or needs. When it comes to specifically writing the copy, think about the tone that will be most engaging to the reader. Different writing styles that can spark interest include storytelling, writing in conversational tones to create a relationship, and using personality and humour. However, always remember that your communications should be consistent with your brand personality.
6. Focus on Privacy
When it comes to their personal information, consumer trust in brands is low. As such, the key to getting people to sign up to your email list (and keeping them on it) is transparency. The GDPR has been in effect for two years now and it has turned focus on to data protection. It is vital that you have a user’s active consent before using their data. This is actually beneficial for marketers because the audience has to actively opt-in to communications, which means they are engaged and interested in what your business has to offer.
For help with your email marketing strategy, get in touch with the B2B digital marketing experts at the Lead Agency. We’re B2B marketing experts with significant experience across the B2B marketing landscape and have helped hundreds of businesses with Lead Generation, B2B Branding and B2B Marketing.