There’s no doubt that email leads other B2B marketing channels by a wide margin in terms of reliability in generating qualified sales leads. Along with company websites and in-person events, emails continue to top the priority lists of any forward-thinking marketer. Cold-hard facts and figures make a telling case of this.
But there’s reason to believe that not all email campaigns follow best practices. A business might deem it worthwhile to bombard certain prospects with company messages. In the mind of an effective marketer however, this is just plain wrong! In addition to being costly and a perfect example of wasting a perfectly good mailing list, such a practice presents low response rates.
You cannot really fathom a feeling that recipients decline to respond to your messages. You feel the same when you text a high school crush a short “Hi” and receive nothing but broken hopes in return. It is devastating inasmuch as it is frustrating. You can only ask yourself, where did I go wrong?
Clearly, this is a dilemma common among many B2B businesses. Lucky for them, there can always leverage four nifty ways to compose emails with high response rates from Launch Marketing.
Align Messaging and Offers. Know your target. Everyone is different. Avoid mass mailings and stick to more targeted campaigns. To do so, you must segment emails appropriately. Take what you know about your target and tailor the emails and corresponding calls-to-action to appeal to their interests.
Be Creative. Breakthrough the email overload. Your recipients are busy. They do not have time to read/respond to every email they receive. Overcome the clutter. Identify ways you can differentiate your email and offer from the others in your recipient’s inbox and grab your reader’s attention.
Create Urgency. Identify reasons that your target should “act now.” People do not want to miss out. Whether it involves downloading an article or whitepaper or registering for a webinar or product demo, position your call to action as a must-do, now. The greater urgency created by the message, the more likely your readers will be to open and respond immediately, vs. saving it for that hard-to-come-by, more convenient time.
Ensure Understanding. Make your call-to-action easy to understand and act on. Remember your readers have a lot going on. To encourage a response, make sure that at-a-glance, they understand what you are offering and how it is relevant to them. A good practice is to expect they will not read your entire email and to lay it out accordingly. Do not bury your offer/call-to-action deep within the body. Keep your important information close to the top, ideally high enough that it can be seen in the email preview pane.