Email marketing is one of the most effective tools in a marketer’s arsenal (especially for B2B). According to Rieva Lesonsky of Forbes—on average—it has the highest ROI of all marketing channels, with $42 made for every dollar spent.
However, B2B companies often make significant email marketing mistakes that hamstring their efforts, thus reducing the efficacy of their marketing campaign.
Knowing that, how can you avoid following in their footsteps? Here’s what you need to know so you can generate the most ROI for every email marketing campaign.
Mistake #1 — No Segmentation
Even if you don’t have the time to craft a personalized email for every single lead, each message must still read as if it was tailored for the recipient. Otherwise, it’ll likely head straight to the trash bin.
Put simply, relevancy matters. Targeted messaging helps cut through the noise.
Here, segmentation enables you to group customers according to similarities and preferences and then create messages targeted to each customer segment. According to a study by Campaign Monitor, segmented campaigns produced a whopping 760% in email revenue compared to generic email campaigns.
Mistake #2 — A Weak Subject Line
Along these lines, for an email campaign to be effective, personalization is the name of the game. Still (we’re sure you’ve experienced this in your own inbox), businesses tend to opt for a boring subject line.
Leading with a weak subject line is a major mistake. Remember, first impressions are paramount in email marketing. The subject line is typically the initial text a reader will see, and often, the deciding factor in whether or not to open the email.
The same Campaign Monitor study mentioned above discovered that emails with personalized subject lines were 26% more likely to be opened.
Mistake #3 — No Call To Action
Every email you send needs to have a purpose. Ideally, it will encourage the reader to take some sort of action—be it signing up for a newsletter, making a purchase, or visiting a landing page.
Otherwise, what’s the point?
And yet, many email marketers forget to include a strong CTA that aligns with the overall messaging and explicitly tells the reader which step they should take next.
The last thing you want is a reader to leave an email asking “so what?” and feeling as if their time was wasted. When that happens, chances are they won’t bother to open up the next email.
Mistake #4 — Not Leveraging Analytics
In a digital world, big data has changed the way businesses market their services and products. Armed with powerful marketing and data analytics, you can identify what works and what doesn’t. This enables you to optimize your email marketing campaigns.
Over time, the willingness to act on actionable insights increases the efficacy, relevance, and targeting of each new campaign.
Semgeeks—A Modern SEM Agency
The recipe for a successful marketing campaign relies on four key elements:
- Segmentation
- Personalization
- Call-to-action
- Analytics
Need help understanding and leveraging these elements?
That’s where the team at Semgeeks comes in. As an established ad agency in NJ, we can help you with all things digital marketing—whether it’s email, content, PPC, or SEO.
Want to make your email marketing more effective? Reach out today!
Sources:
Forbes. Email Marketing Still the Most Powerful Tool to Take Your Business to the Next Level. https://www.forbes.com/sites/allbusiness/2020/10/26/email-marketing-still-the-most-powerful-tool-to-take-your-business-to-the-next-level/?sh=64de80f834bf
Campaign Monitor. The New Rules of Email Marketing. https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/
