Email marketing is still highly effective for B2B businesses to create brand awareness and generate more traffic & conversions without spending a dime on advertising!
But, it only works if people open your emails in the first place!
In this post, we're going to share some of the top strategies based on our experience that will help you get more people to open and engage with your emails!
So let's get to it:
1) Don't buy an email list, build it
Cold lists typically have low open rates as the people on them have not opted-in for your emails. They probably have no idea who you even are.
Instead, try to build your own email audience by providing quality content through a newsletter/blog. You'll get much better results.
2) Segment your audience
Don't send the same email to everybody.
Segment your audience into buckets and send targeted messages.
According to MailChimp, segmented lists get 14.3% more opens.
Some useful segmentation criteria:
Stage in the funnel (New subscribers, MQLs, SQLs, existing customers etc)
Email engagement (occasional, frequent etc)
Abandoned sign-up form
3) Send from a person, not a brand
Emails containing a person's name in the sender name appear more personal, and therefore more likely to be opened.
According to research, doing this can increase your open rates by 35%
4) Write enticing subject lines
Subject lines that strongly highlight a benefit or trigger curiosity get the most opens
Keep them short so they don't get cut off on mobile.
5) Remove inactive subscribers
Analyze your past data and remove subcribers that have not opened any of your emails in the last 6 months
Before removing them, you can try re-engaging them with a win-back campaign.
6) Avoid Spam Filters
If your emails are landing in the recipient's spam folder, your open rates will obviously suffer.
To minimize the risk of this happening, do the following:
Send only through verified domains
Avoid salesy words in your subject line like 'buy', 'free', 'discount', 'offer'
Avoid sending from generic emails like email@example.com or firstname.lastname@example.org
Ask people to move your emails to their primary folder
7) Stick to a schedule
As a thumb rule, the best time for B2B emails is 10 am - 12 am between Tuesday and Thursday
Our advice: Conduct your own experiments to determine what time and day work
best for your business and stick to that schedule
8) Most Importantly, send quality emails!
People won't open your emails if they are not worth their time!
So you need to give them a reason to open your emails by offering great value in every single email you send.