How to execute a successful B2B Email outreach campaign?
Maybe it was your first B2B email outreach campaign, or you tried one and quit halfway through. Or you did everything right but didn’t see the results you were looking for. Whatever your reason is, wanting to execute a successful B2B email outreach will be a reality as you have come to the perfect place. A successful B2B email outreach campaign follows the best practices, and leave plenty of room for experimenting, tweaking, analysing so that you can incrementally build up perfect campaigns with better outcomes every time.
Start your campaign by investing in the best email marketing tools, and follow the tips below to get maximum return on investment (ROI) with your B2B email outreach campaign.
Email Marketing statistics.
According to the Content Marketing Institute, around 93% of B2B marketers use email to distribute content. As per Statista, active email accounts are expected to hit 5.6 billion by 2019. About 83 per cent of B2B companies use email newsletters as part of their content marketing program, with 40% of them saying newsletters are most critical to their content marketing success. The startling thing is that nearly 16% of all the emails never make it into the inbox.
Best Email marketing tools.
Here’s the list of some best B2B Email Marketing Tools:
- Zoho Campaigns
- Agile CRM
- Zoho Mail
- HubSpot Sales Hub
- Constant Contact
Tips to Get Maximum ROI from your email marketing campaigns
If you are ready to get more out of your B2B email marketing campaigns, follow these seven tips to get maximum ROI from your email marketing campaigns:
Personalise your emails
Personalising your emails make them more relevant to the individual subscribers. A personalised email is sent by companies using their subscribers’ data to offer them with more relevant offers and ensure a positive communication experience. Personalised email marketing enables you to send relevant emails based on personal information such as greeting them using their first names. Also, they can be used mass mailing with personalised subject lines to behaviour-based trigger emails, including reactivation, birthday emails, etc.
Use Interactive graphics.
Make sure to use interactive graphics including, videos, GIFs, photos in your emails. Incorporating interactive graphics in your B2B email marketing campaigns has a tremendous visual impact on the user. Moreover, it will encourage the user engagement, which in turn will trigger the user to click the call-to-action button on your mail.
Hook with your subject.
Use engaging subject lines for a successful B2B email outreach campaign as it will let people open your emails to learn more about your company and ultimately become customers. So, to hook with your subject, create short, personal subject lines using active verbs that give your email readers an accurate idea of what they can expect to find inside your email. You can also generate subject lines conveying a sense of urgency. After all, your subject line is the first and possibly your impression on your customers.
As per Amy Porterfield, Online Marketing Expert, “Don’t underestimate the power of this one simple sentence because email marketing is the most effective means of online marketing.” So, keep the subject line simple, short, fun and relevant to the content in your email by using action words that evoke emotion, interest and curiosity to encourage opens.
Keep the message short and concise.
Once your subscribers open an email or click through to your landing page, you have mere seconds to capture their attention. So, it is recommended to avoid using complicated words such as technical jargons. Instead, write your email as if you were talking to a friend. Similarly, keep your content compelling and to the point such as it will grab the attention of your readers and keep them interested in reading it.
Smartphone usage is sky-rocketing, and with it, the number of people reading email on their mobile device is also increasing. As per Litmus, about 53% of email is now opened on a mobile device. This number is up by 500% from 2010, and so it is safe to bet that it is going to continue growing. Now, this means that you should mobile-friendly emails that display optimally between a desktop/laptop and a mobile device to ensure that it will look great regardless of where your customers and prospects will open and read it. So, be concise as possible in both content and design by using simple words and layouts, respectively. Use a single, clear call to action inside the mails instead of including multiple calls to action that could often make things a little complicated on mobile.
Avoid using tiny fonts; instead, use text that can be read easily. It is recommended to use a strong contrast of colours such as dark text on a light background because most people turn down the brightness level on their mobile device to conserve battery. Moreover, they are often reading on the go in the sunlight. So, the strong contrast of colours is easier to read. Also, use only one to three images which are essential to your email.
Combine paid ads with emails.
Smarter marketers, take the relative success of both email marketing and paid ads as a signal to look for ways to combine them for successful campaigns. The success of an email marketing campaign is tied to the number of leads subscribed to your list and to generate leads. The typical approach is driving traffic to your landing page that paid ads excel at.
Use dedicated landing pages.
Email marketing enables you to access a direct line of communication to your audience, which means you don’t have to rely on the ever-changing social media algorithms or third-party platforms to get your message across the audience. You own your email list, and you get to choose when and how often you want to talk to your audience. As 91% of people check their email daily, it is essential to show up in their inbox consistently to stay at top-of-their-minds.
With personalised email marketing, you can automate your content in such a manner that it saves your time without sacrificing customer relationships. If your email marketing strategy is working, then look at your conversion rates to perform optimisation which is one big and fun experiment to perform.
When your email reader is primed and ready to take action, send them your landing page which is dedicated to one Call-To-Action (CTA) that eliminates all other distractions. Usually, it is easier to convert a visitor into a lead with a landing page as it is focused on one core offer. The purpose of your email landing page is to move prospects down your sales funnel. The stronger your email landing page is, the more confident you’ll be in sending new subscribers through your sales funnel. As the audience moves through the funnel, your email landing page is a unique opportunity to make a great first impression and start a relationship on a foundation of trust.
Every successful and dedicated landing page will welcome new traffic, convert into more email sign-ups, increase your conversion goals month to month and collect early bird interest in events and latest offers. To sweeten the deal, create email landing pages with freebies and other incentives as they will help to bring in new and quality leads.
Emails are an effective marketing tactic. It is essential to incorporate some aspects into these messages for increasing interactivity by letting your customers respond to polls, surveys and reviews. Please don’t underestimate the value of interactive graphics and visual impact of an email as they create a unique experience to your customers. Instead of offering a discount, spark the curiosity of your audience by making them slide, scratch or pull within the message to reveal a promotional offer. Use personalisation techniques to increase your click-through rates. Contact us to get successful B2B email outreach campaigns with email marketing services at Apex Info Tech for increasing your click-through rates.