It was recently stated that email marketing is no longer an effective technique. This statement is absolutely erroneous and holds no strong statistics. As per research, email marketing is here to stay and will be one of the highest forms of marketing communications in 2020. When it comes to B2B marketing, emails go a long way. Every business ever established uses emails and email marketing is the most conventional and effective form of communications. The first ever email as sent in 1971 and a lot has changed and evolved since then. It is also believed that email marketing holds the capacity to convert 40 times more than Facebook and Twitter combined. What is it that makes a perfect email marketing campaign?
The perfect Email Marketing Campaign consists of 4 main Principles. These principles define how your audience will respond to your campaign. The four main principles are:
1. Content Distribution
Content, without much speculation, stands as the main pillar of any marketing campaign. Be it online or offline content serves as the fuel for all marketing needs. Apart from being smart, your content has to be adapted to meet the needs of your target audiences. The idea here is not to preach about how your content should be, but rather understand how your content should be distributed for optimum absorption and retention.
Your email marketing content should ideally be distributed in 3 parts:
1. The Subject Line
2. The Body
3. The Conclusion
This form of distribution does not only help visually to retain the message but also helps in spiking a person’s interest to read the latter half of your message until the end. This is the main reason why your email marketing campaigns must have catchy subject lines.
When you are done distributing your content in an above-stated manner, try adding a 4th part to it called pullouts to your design.
2. Email Marketing Tools
Email marketing campaigns don’t simply work all by themselves. What runs them primarily are email marketing tools. How do you know which tool is right for you? An email marketing tool helps in multiple ways. It allows you to send across emails and effectively track them. This helps a brand understand the bounce rate, the open rate and how many of those who open actually turn up on your website or landing page. Email marketing tools help you segregate and send across emails in bulk. Without an email marketing tool, you’ll be sending across individual emails to every prospect which will make the process even more slow and tedious. It is always best to carry out your campaigns with the help of an email marketing tool.
3. Email Automation
In the time of advancements, it is only fair that every aspect of business prospers. Since emails are an integral part of businesses, email services came up with various forms of in-built automated responses. But that doesn’t serve the purpose of email marketing. When it comes to email campaigns, bulk emails are sent and for that, a different set of advancement was needed. That is when email automation came in the picture. Email Automation has helped ideate and implement bulk email campaigns. The purpose was not to simply automate; it was to reduce the stress of waiting and holding back until the right time to send across an email. Thanks to email automation, emails can now be typed and sent across at the right time, irrespective of the time zone differences, to the right person. That too in bulk.
4. ROI Measurements
When it comes to ROI or Return on Investment, it isn’t determined by how many reverts you get. It is based on how many people find your content or offering relevant enough to click through on your mailer. A lot of factors equally contribute in increasing the ROI of your brand. The idea is to generate and distribute content for better retention and interest, to send across the emails at the right time and also to be able to measure the actions taken by our prospects or our target audience. The ROI of any campaign is usually calculated in leads. However, the ROI in email marketing is calculated through the click-through rate or in other words known as CTR. How many people actually click through determines how many people are actually interested in your offerings. That is your true ROI. The conversions come secondary as not everyone who sees everything buys it.
It is fondly stated that 40% of B2B marketers rated the leads generated by email marketing as high quality. Considering the direction of how all brands are headed towards email marketing campaigns, looks like the future of business marketing is into the emails that people open.