Email marketing is a touchy subject for some. Most people are so afraid of getting it wrong, that they do their best to avoid it altogether.
If you’ve got the background knowledge, however, there’s no reason you shouldn’t give it a try. It’s all about taking the initiative and putting your shoulder to the wheel.
All you need to do is put together a clever strategy, whip up some amazing copy, and have access to a list of viable email addresses. With enough practice, some A/B testing, and fortitude to stick it out, you could be raking in some amazing benefits every week.
Get in Touch with Someone Important
Above all else, you need your sales machine to start working for you. The best way to do that is to get in touch with someone important. You need a direct line to the major domo. It might sound like a bit of a stretch but it really is possible to use the tools at your disposal to get this right.
Use tools like Leadenhancer to get the details you need to launch yourself straight into a decision maker’s inbox. A well-crafted, personalised message can open some serious doors. Never underestimate how powerful the right messaging strategy can be for your business. This is just the first step in your newer, stronger B2B sales plan.
What is Your Understanding of Email Marketing?
You’re probably envisioning one, or a combination of, the following:
Frequent newsletters
Links to blogs, articles, case studies, press releases, etc.
Special offers, coupon codes, giveaways, etc.
Strategically written marketing content
Spam, spam, and more spam
Honestly, email marketing can be any number of those things. In fact, there’s much more to it than that. Although, you’ll want to steer clear of spam - that won’t do you or your prospects any favours. Using any combination of the above tactics, provided you do it ethically, can help you convert those precious leads.
You need to be consistent with your company goals and branding. Keep at it full steam and you’ll notice your content marketing skills improve in leaps and bounds. The more you work at it, the better it will get.
You probably won’t get all the results you’re hoping for in your first or even your second campaign. It takes some trial and error to get things moving in the right direction. Hone your skills at doing follow-ups and slowly but surely you’ll start to coax people further down the funnel.
Keep refreshing your prospects’ memories.
You’re playing a game of persistence.
Are You Worried About Your Copywriting Skills?
There’s a simple trick to writing email marketing copy. You don’t have to be a genius to get it right. The secret is pretty straightforward: Be yourself.
At this stage, you already know about headlines and calls to action, so apply it to your email copy:
The headline on an email is your subject line.
Place your call to action in the body of the email, preferably somewhere near the bottom.
With email marketing, you’re guaranteed to get instant feedback on the quality of your headlines and calls to action.
If people aren’t opening your emails, your subject lines aren’t working.
If people are reading but not clicking or responding, you need to work on your CTA.
Experiment, tweak, and test your mails.
You’ll start learning the tricks of the trade quickly. And they’ll be completely unique to you and your business.
Target the Right People
There’s no hard and fast rule about picking the right target market.
Simply consider who might need your services and what their pain points are. Spend some time thinking about their age range, income, education level, and interests.
It’s important to remember that you shouldn’t target more than one audience at a time. You’d have no real way to test your approach. Don’t try to bundle too many audience features into one campaign.
Get focused. Don’t blur the lines. Stay on target.