How to Encourage More Responses from Emails
Email marketing is one of the most effective ways for B2B businesses to reach customers and prospects directly. It is a proactive, outbound tactic as opposed to the more passive, inbound methods of social and search marketing. When you send an email to an inbox, the recipient definitely will see it if you have done the work to optimize deliverability. A successful email marketing campaign requires a combination of several key ingredients:
A Compelling Subject Line
The subject line is the most important part of an email. 33% of email recipients open email based on subject line alone. In order to tempt the recipients to open the email, use subject lines that are specific, targeted to specific needs and create a sense of urgency. In addition, keep the subject lines short.
Testing subject lines is also extremely important. Use A/B testing to experiment with subject lines to determine which get the most openings. Any aspect of an email might have an impact on conversion, but subject lines are the most common aspect of email that gets it opened and read.
A Focus on the Call to Action
Each email sent should have an objective. That objective is to compel the recipient to take action. Determine the one thing that you want the reader to do and then write all copy around encouraging them to do so. Then the call to action should be obvious and easy to follow. A call out box, such as an outlined or colored box with a link and a simple call to action can increase clickthrough rates.
Including Social Sharing Options
Emails that include social sharing options have a 158% higher clickthrough rate. Even if your readers are not interested in the offers you have included, they might forward the message to a friend or colleague. It is important to make that step as easy as possible, so be sure to include buttons that let people like and follow your brand on the major social networks.
Segmenting the Lists and Targeting the Messages
Segment your lists in order to increase the likelihood that the reader will click. Create groups of people that fit pre-determined criteria in order to tailor content and offers to their specific qualifications. Segmented lists can lead to more transactions, more sales leads and greater revenue. Once the list is segmented, develop content around the needs of the recipients. When the content and offer addresses the recipient’s needs, it is pretty much assured that the email will receive more responses as the recipients take advantage of the offer.
Email marketing should be a strong component of your overall campaigns. A good email campaign can have a very strong response rate which will add to your overall results. To learn more, contact KEO Marketing or call us at 888-702-0679.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.