Enhance Email Marketing Efficiency with Marketing Automation Solutions
B2B email communication is in no way different from personal communication. Since it is the most often used medium of communication, marketers must follow basic email ethics and keep the content highly relevant to garner attention of the reader. Some important tips for marketers are listed below.
- B2B email marketing messages need to spaced-out evenly it is not about branding or a special offer. The communication must provide benefits of the offer or product marketed in terms of time or money.
- Marketers need to ensure that email marketing content needs to vary every time. Since story-telling is a great way to engage readers, make the content relevant and interesting to read.
- Allow the email recipient to choose from options. Provide them with preference centers, social media sharing options, etc. When sending emails to prospects and customers, allow them a way out, by adding an unsubscribe link to the bottom of the email, which says – If you would like to unsubscribe from this newsletter, simply click here. Never use “spammy” words. This helps to pass through content filters and firewalls.
- Keep HTML Emails to 500 to 650 pixels wide. Keep message file size under 100 KB. Use only inline styles and active links. Link to a Web version of your email message in case the recipient is not able to view your messages.
- Different email programs have different sized preview panes. Mozilla Thunderbird’s preview pane is horizontal. Outlook 2003′s preview pane is vertical. AOL’s preview pane is tiny. So, email width should be about 600 pixels wide only.
Marketing automation makes email marketing programs easy to execute. Some of the ways in which they help include:
- Creation of behavioral targeted messages – Based on online website activity of prospects, marketing automation solutions will be able to provide vital statistics that will help deduce intent of the prospects.
- Recommendation of solutions based on preferences – Based on preferences noted, marketers can request feedback or offer a demo pack if the URL sent in the email was clicked. Existing B2B customers can also be nurtured via email marketing by sending them new offers and discounts for webinars, trade shows, etc.
- Focussing efforts on warm leads – By identifying prospects who are interested in the company’s products, marketers can focus their efforts on them only. Lead nurturing can be executed efficiently by offering prospects something of value and that which will allow them to visit the website again such as case studies, whitepapers, etc.
Help your email marketing program achieve maximum ROI using B2B marketing automation solutions.
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