For B2B marketers, one of your leading strategies will undoubtedly be email, particularly if you’re targeting growth for your business. You need to prioritise email as one of the main ways through which to increase revenue if it’s not already a priority, with a consideration of this statistic from BtoB Magazine: 59% of B2B marketers identify email as their most effective revenue-generation channel.
Contrary to what might be suggested by all the hype around social media marketing, your prospects actually want you to engage with them via email, this according to some research completed by Forrester, showing that around 60% have a preference for that method of communication over having a conversation with a sales representative.
Email marketing automation specialist Delivra shares with us some email marketing hacks which can be deployed to leverage this channel and realise more growth.
Enhance your sign-up forms
Gather the right information about your subscribers from the very beginning of your engagement to maximize the efficiency of your sign-up forms. Instead of simply asking for a name and email address, find opportunities to get more insightful information about your subscribers.
Ask for relevant information (such as industry type, annual revenue, interest in a service/product, etc.)—the type of personal information your audience will provide in exchange for quality gated content or the promise of a positive experience with your brand. Surveys are another tool that can help you learn the most relevant information.
Segment your audiences
Sending the same emails to everyone on your subscriber list won’t cut it anymore. Your audience already has too much competing for their attention. The internet is saturated with content, and your competitors are being just as exhaustive as you are in their efforts to get business from the same prospects.
You need a different approach.
Recent research from BuzzSumo shows that the content strategies you used a few years ago are about half as effective as they used to be. Although there’s more content across the board, there hasn’t been a similar increase in engagement. And social shares have also dwindled to minimal levels.
Today’s digital environment demands that you engage subscribers through a highly personalized experience.
Using marketing automation, you’re able to start segmenting your subscribers beyond demographic factors like industry, job title, and annual revenue. By detecting the behaviors and activities that your prospects are engaging in, with your email messaging and across your site, your system can automatically segment your subscribers based on their interests.
With highly defined subscriber segments, you have the foundation to build the personalized experiences that engage your audiences.
We only shared two out of a total of 10 email marketing hacks as expertly put together by Delivria. This should get the process started in the minds of those who are serious about driving growth with their email marketing. There are plenty more of these hacks, discussed in detail on the original post at https://www.delivra.com/10-email-marketing-hacks-to-drive-growth/. You will learn about the importance of creating engaging subject lines and maximising the timing of the delivery of your emails, amongst other things.