B2B email marketing opens, clicks and click-through rates are down, and marketers ask themselves, “Is anybody there?”
Email marketing is a powerful tool for B2B companies. It can help you reach your target audience, build relationships with potential customers, and increase sales when done correctly.
However, many businesses don’t get the most out of their email marketing campaigns. This post will discuss how to supercharge your email marketing efforts and get better performance from your campaigns!
One of the contributors to declining marketing email performance is a lack of targeting and delivering relevant content.
Why do so many marketing teams focus on the email count instead of making the emails count?
The answer is relatively simple; sending several relevant and intelligent emails to targeted audiences takes more planning, time, effort, and resources than a single email blast.
There are two crucial steps to supercharge email marketing:
First, develop as many list segments as needed so that each group’s message and content are relevant and targeted.
Better segmentation ensures that emails are relevant to the recipients and increases the likelihood of them taking action. The sales team is a good resource for refining segments since they interact daily with customers and prospects.
For example, a segment of small manufacturers based in the mid-West that serve automakers will likely have different needs than a segment of manufacturers with plants in Mexico that ship to automakers in the mid-West.
Second, tailor the content and messaging to the needs and interests of the segments. Content development is where marketers struggle the most.
Developing content should not be left solely to the marketing agency. Agencies play an essential role in content development, but they aren’t subject matter experts for your solutions, competitors, or ideal customers.
Marketers need to incorporate cross-functional input into the content development process. Sales, operations, the leadership team, sales operations, and sales enablement are some functions where subject matter expertise may reside.
More and better targeting and content development require more time than marketers typically allocate for email marketing. Content development with a 30-day or quarterly horizon usually doesn’t allow enough time for planning and involving subject-matter experts.
If you need to supercharge your B2B email marketing efforts, start by allocating time to identify your segments and develop a content plan for the next six-to-nine months.
Targeting and content development are hand-in-glove efforts that require planning and the involvement of a considerable number of resources. You can’t wing it or roll month-to-month and expect to improve email marketing results.