Introduction to Email Marketing:
In the lead generation process, identifying the correct client persona is very important. After identification of the ideal client persona, looking for the most suitable channel to reach those people is essential. In case of B2B lead generation, most of the target audience uses email for their daily communication, so this makes email marketing a most suitable channel to reach out to them.
This results in a barrage of hundreds of promotional emails in the recipient’s inbox. According to the study, the business user receives an average of 121 emails per day, out of which 28% could be purely promotional emails with an opening rate of around 10%.
How will you make sure that your email reaches the correct person, they open it, and take the desired action?
Let’s check out the steps to craft the most compelling email marketing campaign.
Step 1: Segment Your List for Targeted Outreach
Before starting to reach out through emails, we need to finalize the email list segmentation of people or ideal prospects who could be interested in the product or service. Creating a segmented list with the name, designation, email address, contact number, and location would be essential to determine the type of message that can be sent to them on a specific day of the week and at a particular time.
Step 2: Craft Compelling Subject Lines & Preheaders
To create a compelling email draft, you first need to create an email copy with an optimized subject line. The ideal subject line would be personalised and would not include marketing jargon, which will increase the opening rate of the email.
The email subject line is crucial, as it is the first thing the recipient sees once they receive the email. This will help increase the response to the campaign.
Step 3: Write Persuasive, Personalized Email Copy
The target audience must be facing a problem that your service or product can resolve. In B2B email copywriting, you need to write a personalised message for each recipient so that they can relate to the product/service. Email personalisation is important for taking further action like for example, such as booking the demo or signing up for the webinar.
Step 4: Design a Clear, Mobile‑Responsive Layout
Today, business people access their emails anytime, anywhere, using any device. To increase the response rate for any campaign, responsive email design is very crucial. You have to design an email draft in such a way that it would be accessible and readable on any device, like a mobile or tablet.
To get the best results, following email best practices is very important.
Step 5: Include a Strong Call‑to‑Action (CTA)
The ultimate goal of sending a compelling email to your target audience is to get a response from them in order to convert them into a potential prospect. For this, adding a strong call to action (CTA) button is important. Using these CTA, users can take further steps in their buyer’s journey.
Optimisation of this CTA will help increase the click-through rate and ultimately the conversion rate of the campaign.
Step 6: Automate & Personalize with Marketing Automation
When you have contact details of thousands of the target audience and you want to reach the maximum number of the audience in a short span of time, then the use of an automation tool would be very helpful.
Using the automation tool, you can send the personalized message to your audience on different days as per their time zone. This saves you a lot of time and manual effort.
Step 7: A/B Test & Optimize for Maximum Conversion
To get maximum results out of the email campaigns, you have to do trial and error. You need to perform A/B testing between multiple copies, understand their results, and accordingly choose the best-performing copy.
This exercise gives the optimized conversion rate for the email campaigns.
Key Metrics to Track: Open Rate, CTR, and Conversion Rate
Once the email campaign is launched, tracking the email campaign’s metrics is very important.
Opening rate: How many emails have been delivered and how many recipients have opened the email is a very important metric to track.
Click-through rate (CTR): The percentage of People who have opened emails, out of them, how many have actually clicked on the CTA and taken further action, is a way to track the effectiveness of email campaigns.
Conversion rate: By identifying how many people who have clicked on CTA have completed the action, for example, filled out the signup form or booked the meeting, you can calculate the conversion rate of the campaign.
By optimising these key metrics, you can achieve the best results from the email marketing campaigns.
Conclusion:
Email marketing is a very easy and effective way of reaching out to the target audience. That makes this way of marketing very saturated and competitive. Creating a compelling email draft and measuring all the key metrics of email campaigns regularly can give fast and cost-effective results.
To streamline your efforts in email marketing, contact experts like Brand Beats. To know more, contact us at info@brandbeats.in.
