Email plays an important role in effective Internet marketing. Especially in the business-to-business world, connecting with clients and prospective buyers via email is a great way to keep the brand on recipients' radars. Email can be used both for content marketing initiatives aimed at positioning the brand as an industry thought leader, as well for promotional purposes to spread the word about a new product or service or sale.
B2B email marketing
With email at the heart of many effective multichannel B2B marketing strategies, new research revealed how it's benefiting companies. According to MarketingProfs, Yesmail studied 5.4 million marketing emails sent during the third quarter of 2013. At the average B2B company:
- The email delivery rate was about 72 percent
- The bounce rate hit nearly 28 percent
- The open rate was almost 14 percent
- The unique click rate was 1.2 percent
- The total click rate was 1.7 percent
- The click-to-open rate reached roughly 8 percent
- The unsubscribe rate was 0.5 percent
The study also pointed out the significant effect mainstream mobile adoption has had on email marketing, MarketingProfs reported. Among B2B and business-to-consumer emails studied, 16 percent of sales generated from these messages occurred on smartphones or tablets. Additionally, the portion of email recipients who only check their inboxes on mobile devices grew nearly 50 percent between Q2 and Q3.
3 tips to strengthen open and click-through rates
Email open and click-through rates are reliable metrics to use to determine the effectiveness of email marketing because they show whether recipients are actually viewing the messages the brand sends and following through on calls to action. Here are three ways to improve these rates and see better result from email marketing efforts:
- Write bold subject lines: Because the subject line is the first part of an email recipients will see, it has to be intriguing and relevant. This sentence should be short, punchy and to-the-point.
- Make it personal: Econsultancy noted segmenting email marketing audience members is crucial to sending them the right message. Brands can divide their contact lists based on who the recipients are or what role they play at their organizations and where they are in the buying journey. Doing this allows B2B marketing professionals to customize their campaign messages and offer content that relates to to the specific needs of individual prospects and past clients.
- Be mobile-minded: As Yesmail's study results show, the number of people checking their email on smartphones and tablets is incredibly significant. Emails should be crafted in a way that appeals to mobile users who want relevant, fresh content quickly.