B2B Marketing Blog

Archive for the ‘Email Service Provider’ Category

Email Campaigns – How to Organize Your Efforts

with 2 comments

Sending out newsletters and other information about your company is a great way to keep both your customers and potential customers in the loop. They can also help with getting your message across in a timely manner and help with promotional items. But have you ever wondered why they started subscribing to your emails?

EmailStatCenter.com is reporting that, “67% of US internet users say the motivation behind giving their email address to a company is to receive discounts and promotions. -ExactTarget “Email X-Factor Study” (2010).” If this is the case for your subscribers, you got over the first hurdle which is to get them to subscribe, but then you have to keep them engaging. Email Marketing

Segmenting Your Audience
Another key point in email marketing is making your readers feel like you didn’t send out a mass email. They probably know you are sending out a mass email, but the more targeted you can make the email, the more you can make them feel like they are getting a private email from you.

BtoB Online points out, “Understanding the status of the subscriber is critical in crafting your copy. Are they customers, prospects, lapsed customers or lapsed prospects? Imagine the different messages you could convey just on that knowledge alone.” If you don’t already have a few different emails drafted to send to these different categories of subscribers, test it out see if you see better conversion rates.

Call to Action
Having a call to action can be very beneficial—not to mention a great way to measure how many people are reading your emails. Most email programs have metrics for how many people are reading your emails, but what you may not know is if people don’t scroll down far enough in the email then many email software programs don’t count that open rate.

Setting up specific landing pages for your readers is a great way to measure not only the people opening your emails, but the number of readers who are actively engaging in your brand. If you already do this, see if moving your link from the middle or bottom of the email to the top has a better response. The more you change things up, the better you can see what works and what works better.

Scheduling your email is just as important as the copy and who you are sending it to. Daily tips or emails can be a great idea, but who is going to take the time to actually read and click through your email every day—probably not many. Instead try and keep it to monthly or even bi-monthly. It saves you time, and your customers can get more information in each email—which could make them more eager to read it.
Email marketing is a great tactic to utilize, and “according to the Direct Marketing Association, every dollar spent on e-mail marketing generates $43.62 in revenue,” reports DM News. Keep in mind this is just an average, being able to hone your skills and get more organized can produce even better results. What have you found useful?

Shannon Suetos is an expert writer on phone systems based in San Diego, California. She writes extensively for an online resource that provides expert advice on purchasing and outsourcing decisions for small business owners and entrepreneurs such as VoIP service at Resource Nation.

Improve Email Subject Lines to Increase Open Rates

with 3 comments

Lately I’ve received many non opt-in emails from companies that I have never heard of. I deleted most of these emails as soon as I get them. At the same time, I opened and looked at a few of them.  The ones that get my attention usually have good email subject lines. Some even got me to click on the link in the emails just to see what they’re about.

The email subject line is one of the most important elements of your email campaign. It can make or break your campaign. If you don’t have a compelling subject line, the chance of your email even getting opened is slim.

Take a look of the email subject lines that are in my Deleted mail folder. Do you see a pattern below on why they got deleted (company names are changed)?

  • Free Evaluation of ABC Encrypted Portable Drive
  • Data Company Adds Cascaded Replication to DR Infrastructure
  • EFG Company: Request for Meeting
  • Meeting Request: Introducing our new product
  • XYZ data centers: High density collocation & Managed Server / Storage Solutions

Marketers have to realize the importance of email subject line. To give you an idea on how you should write your subject lines so that more recipients will open your emails, let’s take a look at the elements that make most of us open and read the emails.

If you have details about your recipients then use them in your subject line to get their attention. If you see your company name or even your first name in the subject line, you’ll likely feel that the email is specifically sent to you. There is a good chance that you’ll open and read the email.

Similarly people will open the email if the subject line contains the topic of their interests. By using relevant events in an organization, you can create a subject line that can relate to what’s going on in that business and provide solutions to the challenges they are having.

When the email subject contain relevant interest, adding curiosity wording can entice people to open and read the contents of your email. Many times it will also improve your click through and conversion rates.

Non spammy words

Certain words in the subject lines would be flagged as spam by spam filter or even the recipient. Try to avoid words like “free”, “offer”, “cheap”, “stock”, “earn”, “$$$”, etc. As soon as I see email subject containing these words (if they bypass my auto spam filter), I usually move to the delete button.

The email subject line is one of the most important elements of your email campaign. It can make or break your campaign. If you don’t have a compelling subject line, the chance of your email even getting opened is slim.

Written by ActiveConversion

October 12th, 2009 at 6:17 pm

Four Easy Steps to Email Marketing for the SMB

without comments

ESPMy colleagues and I are immersed in the world of web marketing and take a lot of our skill sets for granted. One such skill is email marketing, the sending of an email to a list. While it is simple to do, and something we do at least every other day, 4 out of 5 companies I talk to are not doing it, and a good percentage of those who are doing it are doing it wrong, harmfully wrong. So here in four easy steps, is how to do email marketing.

Step 1: Gather your list.
Seems commonsensical, but most companies struggle when asked to produce a basic “house list”, let alone lists delineated by variables such as how old the contact information is, how it was received, if a product or service was bought by the contact, and so on. Short of setting up a Contact Relationship Management (CRM) system, put out an “all points bulletin” to your company and collect all the names into a spread sheet. Simple as that, put them into an excel spreadsheet, have a company name, contact name, mailing address, phone number, and of course, an email address. You need more than just the email address, spammers have just an email address, legitimate emailers have contact information.

Step 2: Join an Email Service Provider (ESP).
ESPs are different from Internet Service Providers (ISPs); ESPs are a new element in the ever evolving arms race against spammers. If you are going to send an email to a list, you want to send that email through an ESP or you are likely going to end up in a spam filter (they are free to join, and they charge about a penny an email). Invariably receivers of emails sent to a list will click the spam button, and the ISP will ask “who sent this?” If no one replies the ISP black lists the Internet Protocol (IP) address, automatically getting your emails dumped into spam folders. When you use an ESP they reply to the ISP; “We sent that, we have full contact information including name, address, phone number, this is not spam,” and the ISP relents. There are many ESPs to choose from, I’ll make it simple and suggest this one: VerticalResponse.

Step 3: Email your list with valuable content.
Arguably this is the easiest to state, but the hardest to do. Pick an interval, say once a month, and send a meaningful email that contains something of value. This is where you either win or lose; send nothing of value and you are spamming, send something of value and you are building your tribe. If you are having trouble coming up with something of value you can send in an email, email me and after I find out what your company does I’ll let you know what others in your industry are offering.

Step 4: Keep building your list, keep emailing your list.
Create a quota for everyone in your company; each needs to contribute three new contacts to the list each month. Start keeping segmented lists; in addition to the master “house list”, build lists that are finer grained. Stick to your emailing schedule, it must be a high priority. Keep sending emails that contain something of value.

There are steps beyond these, such as adding Marketing Automation to the mix, but email marketing is so simple, and virtually free, that if your company is not doing it, you are missing out on a powerful tool.

Written by ActiveConversion

August 10th, 2009 at 8:54 am