Ask reputed B2B marketers about email marketing and they’ll say,” Oh yes, we love email marketing!’. A great tool for nurturing leads, they will way. According to Hubspot, 37% of brands are increasing their email marketing budget!
The foundation of a long-term relationship starts with an introduction. An effective email marketing campaign gradually changes the relationship dynamics from prospective buyers to customers with meaningful conversation at strategic intervals.
Once you have your prospect list sorted, you must hand-hold your leads and walk them through your business. It can be informational emails acquainting your prospective buyer with your brand or emails that gradually generate interest and lets them start considering your brand to meet their requirements. If they are on the verge of making a decision, your emails should allow them to make an informed one and encourage them to do business with you.
Here are some golden rules if you need help generating high-quality leads with email marketing.
The Golden Rules of Making Email Marketing More Effective
- Identify your ICP (Ideal Customer Profile): If you want your email marketing campaign to produce high-quality leads, you need to get back to the basics. Research your ideal customer profile and identify them to build effective email marketing campaigns. We at Markable Solutions have solidified our position as a leading B2B marketing agency implementing successful email marketing campaigns for our clients. We have continuously updated and revamped our strategies to yield the best results. As marketers keeping pace with the latest trends, we identify your ICP because that’s critical to run effective lead generation campaigns.
- Track the buyer journey: It is essential to know where your prospect is in the buyer journey. This journey can be divided into four crucial stages: awareness, interest, consideration, and decision-making. Understand where the prospects are and what they seek and identify their needs. Are they yet to be aware of your brand, or have they been exploring it to seek further information? So, if they are in the awareness, interest, consideration, and decision-making stages, you need to customize your engagement strategy accordingly.
- Personalized Recommendations: Forge a deeper connection with your target audience by understanding their mindset. Today, consumers want businesses to understand them and then engage with them. And there’s absolutely nothing wrong with such expectations. Today, buyers have limited time and unlimited options to meet their needs. Hit the nail on the head with messages that perfectly resonate with the buyers’ expectations. About 62% of marketers integrate dynamic content to personalize their emails, 59% of marketers with successful email marketing campaigns have cited personalization as the best way to increase engagement. But how do you integrate personalization? Again, ask a reputed B2B marketer like Markable Solutions – and we have the answer. It’s intent data! Intent data signifies a potential customer’s interest in a product or service. With an extensive proprietary database enriched in real-time, we leverage valuable updated information to personalize email marketing campaigns. We understand what leads want and offer them the exact solution they need—the result is a jump in the open and click-through rates.
- Invest in content that builds rapport: Drive conversations that will gradually guide the prospective buyers from the awareness stage to the buying stage. A strategic content plan that effectively addresses the prospective buyers’ needs will have them responding to your engagement efforts. The content can be in various forms: blogs, articles, infographics, and case studies etc. Engage with the content likely to resonate with them to inform, educate, and persuade them to do business with you.
- Multi-touch Campaigns: Boost your email marketing campaign effectiveness by complementing it with multi-touch campaigns. Multi-touch campaigns are marketing campaigns that involve multiple interactions with a prospective buyer or customer across different channels. The campaigns will yield the desired result if supported by other strategies such as social media marketing, telemarketing, paid ads, and content syndication. Consistent branding and a unified customer experience across different channels will reinforce your brand’s value proposition. Prospects are not always ready to buy, but continuous engagement via different platforms will boost brand awareness. When they are ready to buy and willing to consider options, your marketing efforts will ensure your brand is on top of their minds!
- Monitor & Optimize: Make your email marketing more efficient. By monitoring KPIs and continuously improving with A/B Testing, you can keep your campaign on track and ensure its effectiveness. Testing emails can result in a high ROI. Hubspot has shared that organizations that always include A/B testing in their email marketing strategies report a higher ROI of $48 for every dollar spent vs. $35 among companies that do not use A/B testing. This level of control and effectiveness is crucial for a successful email marketing campaign.
Final Thoughts
If you want to improve your email marketing strategy, look no further than Markable Solutions. This leading B2B marketing company has assisted many businesses in transforming their email strategies and making them more conversion-focused. Markable Solutions crafts compelling email marketing campaigns that leverage data and use strong signals to convert leads into loyal customers!
