4 critical components of an optimized marketing email

As a way of engaging with customers to strengthen relationships, apprise them of new products and even generate new leads, emails are among the favorite tools of most B2B marketing companies. But, creating emails that your audience opens and follows through to clicking on your CTAs is not that easy.

Let us see the critical components which make up every successful email -

Subject Line

Without a relevant and attention-catching headline, your audience might forego even opening the email. Craft a subject line that addresses your audience's concern, but make sure that you do not inadvertently clickbait them.

Personalization

Once again, relevance is the key. Making your audience feel like you are serious about helping them solve their unique business problems will naturally encourage more engagement on their part.

Visuals

Along with a great body copy, including appealing visuals will not only help engage user attention, but also help them process information more easily.

Mobile-optimization

As the number of people accessing emails through mobile devices are rapidly increasing, you need to optimize emails for mobile or risk a higher bounce rate.

How Can You Effectively Track and Improve Your Email Marketing Campaigns

The importance of a sound email marketing campaign cannot be stressed enough. Reports have shown that emails can generate an ROI as high as 3800%. However, to get this promsing ROI, you need to keep an eagle eye on the performance of your campaigns and adjust your strategy wherever it might be found lacking. You can do this by tracking the right metrics.

                             

Let us have a look at what these metrics are, what they indicate, and how you can turn them into useful insights -

Open rate

This metric indicates the percentage of subscribers who have opened your email, out of your total subscribers.

If your open rate is low, this is a strong indication that the subject lines of your emails need your attention. A relevant, attention-catching subject line will ensure that your emails get opened. Of course, the problem might be that you are sending emails at a time when your prospects are too occupied or busy to look through them.

To improve your open rate, test out different subject lines and research the best times to send out emails based on the behavior of your target audience.

Click-through rate

This metric indicates the percentage of subscribers who have clicked on a link you have placed inside your email. This is a vital metric as it represents how inclined your subscribers are to take further action (such as subscription or direct purchase) through your emails.

If it is low, you will want to examine whether the anchor text you have used for the link is compelling enough for them to click, and whether it is placed in a position where it is easily visible to the reader.

Bounce rate

This is the percentage of the total emails sent which were unable to successfully reach the intended recipient.

In some cases, the email can bounce to due a server or other technical problem at the receiver end; however, it could also bounce due to an invalid or non-existent email. Thus, you need to carefully validate your subscriber list before sending out emails to prevent a high bounce rate.

Unsubscribe rate

This is the percentage of your subscribers who have opted out of receiving any further email communication for you.

A high unsubscription rate is definitely undesirable. There can be many factors responsible for unsubscription such as irrelevant/low-quality content, too high frequency of sending emails, and so on. You can simply send out a short survey to the unsubcribers to find and remedy the root cause, in order to reduce this occurence.

Of course, it can be quite difficult to execute a campaign and manually track these metrics. Using an email automation software will help you improve your campaign efficacy and get detailed, periodic analysis so that you can have more time to focus on your business strategy. You can also engage the services of a digital marketing company to strategize and execute creative email marketing campaigns on your behalf.

TSL Consulting Pvt Ltd is an integrated marketing company based in India. We offer customized outbound marketing, inbound marketing, digital marketing and data profiling services to a wide spectrum of small and mid-sized organizations.

Tips and tricks for social media advertising

Advertising on social media is an integral part of any B2B digital marketing strategy. It helps you to reach or target a large base of target audience in a short amount of time. 

Let us have a look at some important tips to optimize your social media advertising campaigns -

• Set an objective for each type of social media ad you create, so that you choose the right advertising platform and come up with better content

• Set your budget based on the objective more important to you – impressions or engagement

• Create a customized landing page to match the intent of every type of ad, so that your audience can directly access the information they want without the confusion of going through your entire website

• Use short, engaging video ads in your advertising strategy for better engagement and conversion

• Use advanced features like Facebook lookalike audience to enhance your targeting

• Regularly monitor the performance of your ads to adjust your strategy and budget based on the results

Combine paid and organic ads for optimum results.

Improving customer experience during the Covid-19 period

Customer experience has always been prioritized by B2B marketing companies, but it has become more important than ever in these uncertain times. 

Here are some tips on how you can improve your customer experience and service to reassure your customers -

                     

• Keep them periodically informed on how you plan to help them ensure business continuity

• Keep your tone empathetic and compassionate

• Do not try to push for a sale, focus on providing them what they need the most at the moment

• Engage in open-ended communication to figure out their changing business needs

Use online channels such as emails and social media to the fullest for more prompt digital customer service

Brand voice and tone – Why does it matter?

On the surface, the concept of brand voice and tone seems like a notion that only matters to big-shot enterprises. However, it has become essential for every business, no matter how large or small, to have their own distinct personality while communicating with potential customers.

                                      

With so much crowd in the digital world, it is easy for brands to get overlooked. Having your own brand voice, or your own distinct words and language, will help your target audience remember you more easily.

A consistent voice will also help to inculcate a sense of familiarity, which ultimately promotes trust in the minds of target audience.

Some tips for helping B2B marketing companies identify their brand voice and tone are -

•  Your brand voice should reflect your company's mission

• Analyze your target audience to identify the language that will resonate the most with them.

•Remember that while brand voice remains consistent, tone can change from situation to situation (excitement for announcing a new product, empathy while addressing a pain point, etc.)