Posts Tagged 'email marketing tips'

How can email marketing help your b2b startup succeed?

Megan Feltes, Content Specialist, Emma Inc.
E-mail remains a powerful tool for b2b marketers. Best estimates indicate that e-mail marketing will enjoy $1.5 billion in sales in 2011. Clearly, email marketing remains a crucial tool for b2b marketers.
But how are b-to-b marketers using e-mail? As prospects are increasingly bombarded by e-mails, have marketers changed their tactics in order to break through? This report takes a look at these questions along with the key performance metrics, budgets, and industry trends. LEARN MORE
Timely, direct and effective communication is essential to the success of any startup. Email marketing fits the bill unlike any other marketing tool. The email channel has evolved beyond the typical e-newsletter. Now campaigns with videos, surveys and other rich media content give burgeoning companies the edge they need. It is also relatively inexpensive—something that is always important to a new company.
If you’re launching a new venture or just looking to make the most of the email channel, use these five tips to make the most of your email marketing efforts.

1. Devote time to your email marketing. Email allows you to create messages quickly, distribute them for pennies and see a possible return of $43 for every $1 dollar spent (that’s the industry average, according to the DMA.) I say possible because effective email marketing takes forethought. Be prepared to invest some time in planning and executing campaigns. Sit down and draw up a calendar to plot your first few months—and keep an eye on the stats. You can always adjust as needed. Then, plan for a more thorough review of your program after six months or so. Dig into the response numbers to see what’s working, what needs to be adjusted and what should be kicked to the curb.
2. Build an engaged audience. Since no business wants to be stuck with a big announcement and no one to tell, you’ll need to build a permission-based email list. You might think it would be easier to buy a list, but this can lead to complaints, poor delivery and even blacklisting—something a startup definitely wants to avoid. Create a strong signup form and link it to all your customer touch points (website, transactional emails, social media, sales counter, email signature, etc.). Tie your form to an automatic welcome email, and thank new subscribers right away. Studies have shown that these can net four times the average open rate and five times the normal click-through rate. Plus, you’ll immediately cement a new relationship.

3. Showcase your brand. Don’t skimp on design. Maintain consistency with your branding components, including logo, brand colors and font. You want recipients to recognize your brand at a glance. Keep things simple. Inboxes are crowded so your email needs to make an impact right away. Lead with an enticing subject line, followed by eye-catching brand graphics and well-edited copy.
4. Tell your story. As a startup, you likely have a lot to say, but have you put much thought into how to say it? Before you launch an email program, think about what information you want to get out there. More important, figure out what information your audience actually wants to receive. Take time to figure out the tone, voice and style that you want to use in your communications. Strategize ways to intentionally tell your brand’s story to the right people at the right time and place. Don’t abuse the inbox. Relevant, timely emails will perform much better than a hodgepodge of content sent haphazardly.

5. Don’t reinvent the wheel. Startups are notoriously strapped for time. Once you’ve developed your main story lines, figure out what content you’ve already got and reuse it. Email is a great way to share video, recycle blog posts and highlight product descriptions—all things that might have been created for other platforms. Conversely, consider posting email content to your social media sites to get more mileage. Plus, your casual social followers can read, click and become engaged email subscribers as well.

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Email Marketing Program Top 3 Tips

…Posted in Business software
Tip #1: Build a High Quality Mailing List
Your mailing list or contact list is the backbone of your email marketing initiative. A good mailing list can lead to incredible results and a bad mailing list can make you wonder if anyone is even reading your email at all. In a day and age where spam concerns are astronomically high, it is even more important that you have a high quality opt-in (preferably double opt-in) mailing list to ensure that people do not mark your message as spam. These days most ISPs assign the email marketer a reputation score. Even a few bad apples in your mailing list (people that call your message spam) can hurt your reputation.
A good mailing list is comprised of people who have requested to receive information from you and are eager to comply with the material you send. When you use your email marketing software to send out a campaign to a high quality list, you will see your open rates soar as people are drawn to your email. This will ultimately lead to higher conversion rates and make your email marketing program an even more effective tool for your organization.
Tip 2: Select a Good “Email Subject” and a Well Known “From Name”
When your email marketing campaign lands in someone’s inbox, they can often only see the name of the sender and the subject line. This makes those two pieces of the email marketing puzzle invaluable. These two items can be the ‘make it or break it’ factor for whether your campaign is a success or not. An appealing subject line can raise your subscriber’s interest so they are drawn to open your email and read your content. A lackluster subject line can make people skim over your message or delete it without even seeing your fist line of content.
It is also very important that you use a ‘from name’ that your recipients will recognize. If everyone knows your company name, but no one knows your personal name, then you should without a doubt use your company name. Research consistently shows that people are far more likely to open an email from a business or organization they recognize as opposed to one they don’t.
Tip #3: Content is King; Make Your Email Worth Reading
These days, people are more pressed for time than ever before. With only 24 hours in each day, asking people to take the time to read your email in its entirety may actually be asking a lot. But, if you are going to expect that from your subscribers then you better be prepared to deliver some compelling information. If your email is boring, dry, outdated or just plain useless, then your audience may not give you a second chance. Typically, emails with sub-par content see increased unsubscribe requests, while emails with compelling content experiences increased readership.

When you create your email withy our email marketing program, it is important that you think like the reader. What do they want to read? What topics are of interest to them? If you can answer those questions, then you can use your email marketing program to create quality content that will keep people coming back for more.

An added advantage of email marketing is that there is no long lead time. This means your content can be very fresh. If a big story breaks in your industry in the morning, there is no reason you can’t include that in your email marketing campaign that afternoon. Up to date content is often the most sought-after type of information, because it makes your email seem very cutting edge.
Overall, email marketing can be an incredible tool in your arsenal. When armed with the right email marketing program, a good plan, and some creativity, you can reach out and communicate with your customers in a meaningful and effective way. As an added result, email campaigns will strengthen the bond between you and your customers.


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