Sending emails is not enough, they must be read to be of any value to your business. But getting them read by your audience can be challenging. There are so many emails delivered to your audience’s inbox every day that yours could be overlooked if it doesn’t grab their attention straight away.
So how can you ensure your emails are read and get your audience to take the next step in your purchasing path?
1. Make Your Subject Intriguing But Specific
Audiences don’t like too big a surprise – they want to be sure that what they are opening has relevance to their needs or wants. At the same time, you don’t want to give the whole game away. Otherwise, they won’t read the email because there is going to be no new information for them to gleam.
2. Be Provocative
Sometimes, you need to try to get the audience to react strongly to your email. If they feel strongly about an email subject, they are more likely to open it to see if your views match. It’s the same kind of reaction that humans get about hearing of a secret, they instinctively want to know what the central message is.
3. Be Negative
Titles with negative words have higher open rates than those with positive titles. Why? Because as humans, we like to know we are better than someone else. So, you might create a title about the worst website design principles or terrible accounting practices because people want to know that they aren’t doing them to make them feel better about themselves.
Use words like:
- The worst
- Absolutely wrong
- No fewer
4. Offer Exclusivity
People want to feel special about what they are reading. So, you should use words like VIP, special, exclusive etc. These are words that make people think they are part of a small community or that the offer is only for them. It increases their buy-in and their need to read the content to not miss out on whatever’s in the central message.
5. No Capital Letters
In email etiquette, words written entirely in capital letters are considered to be shouting at the audience. This is something that most people don’t enjoy so it’s best to avoid it whenever possible. Also, email filters are looking out for words in capitals and will block emails that contain a title without any lower-case letters.
5. Be Controversial
Don’t have a mainstream opinion about a current, trending story. That’s boring, and the audience has probably read the same arguments about a dozen times. So, what makes you different from them? Nothing.
Instead, take the opposite approach and be a little controversial. You could gain a little virality and be seen as someone with an original point of view.
6. Send Your Email At The Right Time
While people know that email messages don’t disappear, the evidence does suggest that emails have higher open rates at different times of the day. For many B2C organisations, the best time to send an email is often between 8 pm and midnight. But that doesn’t mean that’s right for your audience; you need to do A/B testing for your business’ audience before settling on the best time.
You should also look at what day to send emails. Some evidence suggests Tuesday to Thursday, but other evidence states that the weekend is a good time for sending emails.
7. Don’t Use A Brand Name For Sender Details
Just using a brand name for your sender details is going to reduce your open rate. Instead, you need to look at using an individual as the spokesperson for the organisation.
Getting your emails opened is important. It helps improve sales and can grow your business without too much expense. You can improve your open rates, and therefore your sales by using some of our tips above.
How do you maximise open rates? What time and day do you send your emails?
Let us know in the comments below.
Many businesses outsource their email marketing hoping to get better returns on their marketing investments and grow their business. In fact, with the ROI of email marketing making it one of the best digital marketing sales channels, outsourcing your email marketing could be a great decision to make.
Here are some of the benefits of outsourcing your email marketing and having a professional digital agency do the work for you.
1. Save Time
While email marketing is cost effective, it can still take a significant amount of time; especially if you aren’t particularly skilled at email marketing. Your time could be better spent servicing your customers.
There are two main benefits of spending more time on your customers. Firstly, you can provide a better service to your current customers and therefore delight them more, improving your customer retainment rate. The second benefit is that you can improve productivity, allowing you to serve more customers and increase your potential income.
2. Better Result Analysis
Do you know how to read the email reports you get? Very few people do. That’s why it’s helpful to get a person who knows how to read email statistics to look at them. They can tell you who’s a non-responder on your email list and should be sent a re-engagement campaign or removed, and they’ll help you determine who’s ready for the next stage in your sales funnel.
This can help you save money and pick up sales that you otherwise wouldn’t get. A typical example of this would be seeing a customer open an email and click through to a sales page several times but not buy. A professional digital marketer should tell you about this behaviour, so you can call the lead and see if you can help them.
3. Better Designs
Everyone judges a book by the cover and your emails are no different. Professional digital marketers can design captivating emails for you to use that will attract your audiences and generate sales.
They will even know what the best copy is for your email marketing campaigns. This will include subject lines, preheader text, body copy and call-to-actions. These can make all the difference to the results of your campaign.
4. Reduce Mistakes
Errors made on email marketing systems are one of the biggest reasons why email marketing results aren’t what they should be. However, a trained and experienced email marketer will be able to spot mistakes and correct them before email campaigns are sent.
Fewer mistakes also gives a more professional image for your brand.
They will also help you to maintain your email marketing within the legal constraints of your country. A breach of the digital communications law can lead to heavy fines.
When you set expectations, customers will want to see you match them. This can be in the design of your emails, the timing of your emails or the frequency. If you do your email marketing yourself, it’s easy for you to forget your email marketing during a busy week or accidentally set it for the wrong time.
Any outsourcer will keep consistency in mind and are likely to help you stick to deadlines.
Email marketing is one of the best digital marketing avenues for your brand. Not only is it cost effective but it can achieve more sales than any other digital sales path available. However, some businesses are missing out because they aren’t utilising the skills, knowledge or experience of professional email marketers.
Hiring an email marketer might just be one of the best investments your business makes.
Have you hired an email marketer? How did they improve your results?
Let us know in the comments below.
Email marketing may be one of the best ways for you to achieve sales but it doesn’t mean your business will automatically make sales just because you are utilising it. Instead, you need to carefully plan your business’ email campaigns and generate an interest in your offers. This is done through careful design and the use of psychological triggers.
Here are our seven powerful email strategies you can use to convert your subscribers into loyal buyers.
1. The Time Of Day You Send Your Emails
Sending emails later in the day can be an effective way to encourage sales. Some people state that 8:00 pm to midnight is a good time. Mainly because decision fatigue is higher in the evening which often leads to greater impulse buying.
However, if you are a B2B business, this might mean your email is lost overnight. Instead, consider sending your email about 4:00-5:00 pm.
There is nothing more worrying to a buyer than potentially missing out on an offer or business advantage. That’s why it’s important that you include some urgency within your offer to encourage the reader to act fast.
There are several ways you can do this, for example:
- Have a limited edition.
- Limit the number of people who can buy your product or service.
- Limit the time the offer is available.
- A combination of the above.
3. Personalise But Not With Their Name
You might think that using a subscriber’s name is one of the best ways to grab their attention, however, research has found it can harm your sales. This is most likely because it is overused and easy to implement, so it has little value.
Instead, you should use other identifying data to relate to your subscribers and get them to pay attention to your brand. An example would be an automatic email that identifies a recent action on your website.
4. Create Killer Subject And Preheader Lines
The subject line of your email is the first thing that people are going to see in their mailboxes. The preheader line is the next thing they are going to see. These two lines can make or break your email’s results.
If you don’t have value and urgency to your email, and don’t let the recipient know what the email is about, your open and click through rates will likely reduce.
It’s also important to consider the length of the subject line. Anything between 70-90 characters won’t get great results. Subject lines above this will get more opens and subject lines longer than this will get more click throughs generally.
5. Entertain And Educate
You should try to minimise your email’s selling, and instead, try to email your audience on a regular basis with informative content that makes them smile. This helps to show your personality and you can use other marketing content like blog posts, YouTube videos or short courses online to expand on your message.
It’s important to use autoresponders in your campaigns as this can lessen the strain on your business to create content on a regular basis.
6. Don’t Forget Mobile Users
While you are creating emails, it is important not to forget that more than half of your email subscribers will be using mobile devices like tablets and phones to read their mobiles. If your mail doesn’t look right on their device, then you aren’t going to make a good impression.
Ensure your emails are optimised for mobile and look at it on different devices. Some tricks can be found here.
7. Utilise Weekends
You might have packed up for the weekend, but the internet hasn’t, nor have your subscribers. Studies have shown that compared to weekday emails, those sent on Saturday and Sunday do perform better.
Though ironically, Thursday seems to be the day where the largest orders are made, and Wednesday is when the cost per transaction is lowest.
When was the last time you sent an email that got you results? Try adding a few of our tips above and see whether they can help you improve your business’ email marketing campaigns. It could help you grow your business without the need for substantial investment.
Have you tried our tactics above? What were the results?
Let us know in the comments below.
Sending emails to your subscribers is only half the battle; you should also ensure the recipients are opening and acting on your mail. This can be trickier than you might think. Open rates vary between industries and even demographics, yet there are common elements and tactics that can usually help you improve your statistics.
So what tactics do we recommend for improving your open rates and click-throughs?
How do you get your audience to care about your message? Make the message about them with personalisation. This can be done with a simple insertion of the recipient’s name; though that isn’t always enough.
Sometimes you have to try something more advanced, such as sending campaigns that are segmented based on subscriber behaviour or demographics. The more specific the information to the reader, the greater the chance they will take action.
2. Pre-header Text
Sometimes a subject line isn’t enough for your audience to act; they need more information. While information within the email is probably sufficient, some mail browsers aren’t going to display this. Instead, you need to use pre-header texts.
These should be about 100 characters long and give detailed information about what is included in the email including a strong call-to-action.
3. Use Powerful Call-To-Actions
A call to action is the tool you use to ensure your audience takes further action. However, too many small brands don’t use the best call-to-actions when encouraging readers to carry on the purchasing journey. For instance, many use ‘click here’ which is overused.
A call-to-action should have three parts to it:
- Urgency (so the user doesn’t wait for fear of missing out).
- Definition of the action to take (so they know what to do).
- Value (so they know what their reward is going to be).
Without these elements, call-to-actions are pointless.
4. Mobile Friendly
More than half of all emails are now opened on a mobile device. If your email isn’t optimised for mobile devices, which includes phones and tablets, then you can lose out as when the customer gets to a desktop, they’ve received other emails which they want to deal with.
Some of the major issues with emails on mobiles is the image size. If it is too big then it will consume time and data limit on mobile devices. Limit images to the proper size, no more than 600 pixels wide, and minimise their memory usage.
5. Send Your Emails At The Right Time
Different audiences will read and respond to emails at different times. If you don’t send emails at the right time, then you will find that less emails will be read. There are numerous studies into when the best time to send emails is; however, they rarely agree.
The only way to ensure you are sending your emails at the best time for your audience is to test. This should be done via split testing, where two times are tested and the result analysed. This should be done several times with the best time from the previous test pitted against a new time.
The test should also be done with regards to day. Some brands find that weekends are better than weekdays.
6. Be Concise
Try to limit your emails so they are only about 150-200 words long. This gives the audience enough data to make an informed decision but isn’t too long that they get bored while reading the message.
If your content needs more information, try linking it to a landing page where users can read more.
Your emails are the best marketing platform you have. They consistently have the best return on investment and you can monitor direct results.
However, that doesn’t mean your campaigns will automatically be great. You will need to optimise your campaigns to ensure audiences are opening and responding to your campaigns. Use the tips above to help guide you to improve your email campaigns and get the best results.
Do you have any email marketing tips? Do you optimise your emails for mobiles?
Let us know in the comments below.
There are numerous email marketing agencies who will readily offer their services to your brand, either to run, or support, your email marketing campaigns. However, their effectiveness and usefulness to your business is something that is not consistent across the industry.
When at their best, email marketing agencies can propel your business to the next level. The worst can cause your brand significant issues.
So how can email marketing agencies help your company? What are both the good and bad aspects to consider?
Email Agencies Can Improve Results
The best agencies use experienced and qualified email marketing experts. They’ve been in the industry for several years and know what tactics, designs and content works best for which audience.
They also have skills you might not possess such as HTML coding, which can help you get more out of your email marketing campaigns.
They Save You Time
How valuable is your time? Could you be doing something that is more valuable to your business, like servicing clients while a professional takes over some of the other specialist tasks? Work out roughly what you earn per hour and how long it takes you to run a single campaign to see what the difference is in the valuation.
While you might think about open rates and click through rates – you might not realise what statistics are best for which campaign. A professional email marketing agency can give you a proper run of results on your campaigns and provide you with a true assessment based on pre-determined and realistic goals.
Due to their experience and knowledge, a good email marketing agency should be able to give you the best advice. This can range from what offers you could make, to how you can create a good campaign for your audience over the long-term. This advice can be worth gold dust.
Ruin Your Reputation
Email agencies can sometimes be less than reputable with their tactics. This is normally due to the fear of having to prove themselves on every campaign. They could convince you to buy email marketing lists or get your mail server blacklisted by sending too many emails in a short period.
You need to check your agency on their tactics and ask how long it will take to send out a set amount of emails. And you should never buy an email marketing list.
Some email marketing agencies are expensive, especially when you have a business that requires you to call your best responders and continue the sales process. Also, it’s likely you haven’t been too consistent recently in emailing your prospects. Therefore, the time from the start of your engagement with the agency to your first sales could be a few months.
You Lose Control
By outsourcing your email marketing, you will lose some control, even if you are actively involved in your email marketing campaigns. This can be frustrating, and at times, you might have emails that go in the wrong direction to what you were planning.
How To Mix The Two
Remember there can be positive aspects to hiring an email marketing agency. However, you might want to use an email marketing service like Fluttermail to send emails through, and ask an agency to design the email with your guidance.
This way you get the benefits of the agency, without any negative aspects. It is important you collaborate with your email agency and let them know what services you want to offer on which week, and the direction you want to go in.
By setting goals for your email campaigns you can better control the service and the results.
Do you use an email agency? What are the benefits for your business? What are the costs?
Split testing is a marketing technique experts often state you should be undertaking on a regular basis. Yet when marketing their brand, leaders are sometimes hesitant to analyse their email marketing in this way, not knowing whether it does actually increase the number of opens in the long run or not.
So why is it that online marketing experts state you should be split testing? Is there any truth in it helping your business? Will it lead to an increase in your marketing results? Here are some of the key considerations:
What Is Split Testing?
Split testing is the process where you test two versions of a piece of marketing (landing page, email, social media, advert etc.) and see which one audiences prefer. For websites and emails, traffic or subscriber lists are randomly split in half, so one half will go to one version and the other half will go to another.
When the results are in, you should see if there are any major differences in the behaviours of those who saw the content. Then you can use this knowledge to produce more effective marketing materials.
Split testing is also referred to as A/B Testing.
Why Is It Split?
Some will question whether it really is applicable to test two variations of an email against an audience. This is often based on the number of variables that can affect the open rate. Audiences may prefer one email over the other but was it down to the wording of the email or the design?
So when split testing, it is important that you only change one variable, for example the colour of your call to action, or the wording of a title. If it is done in this way, split testing becomes the only logical way to determine which email variation is effective for marketing to your audience.
The short-term impact of any split testing is always dependent on how effective your marketing was before the testing. If you actually had the most effective design and layout for your emails, then you will find that any other variant will lead to fewer opens and conversions. In the early stages of testing, you might find that this occurs anyway and therefore, you might get the impression that split testing will harm your email marketing campaigns.
Audiences sometimes react negatively to change, so if you’ve made a major change, audiences might react to the action of change itself rather than the variant. You might need to run the test for three to five weeks to test the long-term impact.
If the change does create a negative impact, then at least you know. However, one split test should never be enough. You should constantly be finding ways to improve your emails and what works best for your email campaigns.
Long Term Impact
The advantage of split testing is that once you’ve found a variation of your email design and copy which produces better results, you can use it as a control for future testing. Also, because you have found a more effective marketing design, as you create more emails, you will be getting more opens. So any subscriber interactions you may have lost previously will be gained again now at a greater rate.
Imagine that you lost 10% clicks on one variation but another produced 5% better results. On a subscriber list of 1,000 split evenly, you had a net loss of 5% opens (or 25 opens). However, in the next campaign, because you are only using the better variant, you have eliminated that loss and in the next campaign, the net effect on opens is increased.
Does Split Testing Work
There is so much research online documenting the positive results of split testing. Looking at some of the evidence on sites like Kissmetrics, Optimizely and others, tells you that a simple A/B test can help you achieve better results, including opens.
The results are clear. If you test, you can find a better way of running your email marketing campaigns, and subsequently, increase engagement. This should create more leads and sales to grow your business. So, can split testing help your business? Yes, it can.
Do you undertake any split testing? What results do you get?
Let us know in the comments.
It isn’t just the email header or preheader that is important in determining the success of your email marketing campaigns. The timing of your campaign is really important. Send it too early and the consumer can either ignore your email, spam it, or just read it and forget about it.
So how can you determine when the best day is to send your email marketing campaign?
There Is No Magic Time
Unfortunately, there is no real ‘best time’ that is universal for all companies. It really depends on your product, service and audience. The only way you can determine when your audience is going to be more receptive to your marketing messages is to analyse the data yourself from past campaigns.
This can be a complex task, and there are different ways that you can measure the success of campaigns, depending on what you are trying to achieve. You also have to consider that some offers will not be as enticing as other campaigns – this can skew your results and make you miss the ideal times because your campaign wasn’t good enough.
Levelling The Playing Field
An option to prevent campaign results being skewed is to test the same email copy on multiple days/times. This is known as split testing. Most email marketing programs have automated systems that can help you set this up and monitor the results.
The disadvantage of this is that you need to have a significant number of subscribers each day for this to work. The more subscribers you have in a test segment, the greater the accuracy of the results and therefore you should not have a segment with less than 300 subscribers, though preferably it should be approximately 500.
This may mean that you have to test two days a week at a time to discover the ideal day. The best case scenario means that it could, therefore, take a minimum of six weeks to test the combinations available.
Another disadvantage is that the time of the email could be more important than the actual date. For instance, sending the email at 10 am on Monday might perform better than an email sent at the same time on Tuesday. However, the same email being sent at 2 pm on Tuesday could perform better than the 10 am on Monday. If you discount Tuesday too early in the testing, then you might miss out on opportunities.
Therefore, stringent testing needs to be done.
Not Just The Day But Also The Date
Another thing to consider is that you can’t always treat every day the same. For instance, if you test Tuesday against Thursday and see that Thursday has the best open and click-through rates, you may have forgotten to add into your campaign that Thursday was payday, and this is when most customers have the most disposable income and are more likely to make a purchase.
Therefore, it is important to avoid any potential dates that might interfere with the results so you don’t get biased results.
What Data To Look For
There are three statistics that you really need to look at. The content you are promoting, and the goals of your campaign will depend on what statistic is key for your campaign monitoring. The three statistics are:
Open Rate – The basic statistic of how many people opened your email and read it. This is fairly simple, but more opens don’t always equate to more click-throughs or purchases.
Click-Through Rate – The number of people who read your email and then clicked on a link within your email. This shows that people are interested in your offer and want more information.
Orders – This can be measured in a variety of ways including:
- Conversion Ratio – the ratio of subscribers who went on to buy a product/service.
- Purchasing Value – The revenue earned from an email campaign.
- Return on Investment – The amount earned compared to the amount spent.
Measuring these can tell you which campaign has been the most successful in converting customers. However, this can be difficult to measure as the landing page could be limiting sales and not the email.
Determining the best day and time for your email campaigns can be difficult for your business. You need to ensure that you study your email campaigns, test out which days are best for your business with split testing and then measure the results. This can be a lengthy process, but for the long-term benefit of your business, it is well worth the investment.
When was the last time you split tested your email campaigns? Do you know what day of the week is best to send your emails?
Let us know in the comments below.
Maintenance of your email marketing list is vitally important. If you don’t manage your list properly you can suffer from low responses to your campaigns and higher costs as subscribers become less active on your list.
At the same time you might be missing out on potential sales by not moving subscribers to the right list and selling to them in different ways.
Email marketing maintenance, if done properly, won’t take your marketing team long, especially if you follow these simple rules.
For your convenience, here is our quick checklist and process on how you can better manage your subscriber list and achieve greater results from your email marketing.
1. Check For Those Who Haven’t Opened Your Emails
Those who haven’t opened your emails for a while are going to be either inactive (i.e. their email address has been abandoned) or have lost interest in your messages. Both of these happen from time to time and therefore each month you need to check for non-opens. Look for those that haven’t opened your messages for about 6-12 months and mark them up.
2. Check For Bounces
Anyone who hard bounces should be automatically removed from your email marketing list. If someone is soft bouncing, it is an indication that their inbox is full. An account that is soft bouncing continuously is probably not active and so should be removed.
3. Send Re-engagement Emails
Anyone who has not opened their emails for awhile should be sent one last campaign to try to re-engage them.
4. Delete Those Who Don’t Respond To Re-engagement Campaigns
If someone does not interact with your re-engagement campaign within a month, then you should immediately remove them from your email marketing list.
5. Check Those Who Have Been Clicking Through
Have you looked at those who have been clicking through on your campaigns lately? Have they been making orders or otherwise engaging with your brand? If not then you need to reach out to them. Sometimes you can enhance the success of your email marketing campaigns by picking up the phone and speaking to the contact.
Tell them that you’ve noticed they’ve been looking at certain products and ask them if they have any questions. Then consider talking to them about their concerns and see how you can resolve them.
6. Move Contacts Between Subscription Lists
You probably have numerous subscription lists based on what the customer is looking at. For instance, if you are a book seller, you will have lists for those that like different genres. Sometimes you might notice that contacts change their buying habits and therefore, require a different set of emails to successfully promote to them.
Switching subscription segregations can help you improve results and provide more accurately what the customer is looking for.
7. Connect Staff, Social Media And Email List
Your staff and social media can tell you a lot about what customers are looking for. If you notice that your customers are talking about a different range of products more on social media, moving them to that marketing list might be a good idea.
Likewise, if staff are noticing more calls for information on different products, swapping lists would be a good idea.
8. Have You Scheduled In The Next Update?
How often you perform maintenance depends on a number of different factors. If you send out daily emails, try sitting down every two weeks to perform these checks. If you send emails once a month, sit down every six months.
Your email marketing list needs regular maintenance to make it more effective. By completing the above process on a regular basis you can refine the success of your campaigns, save money and earn more revenue. Just remember to do this regularly before your list becomes too unhealthy.
When was the last time you performed maintenance on your email marketing list? What were the direct results from that maintenance?
Let us know in the comments below.
Email marketing is one of the best online sellers. In 2013 and 2014, it was the third highest contributor to online sales, only direct visitors to a website and organic searching performed better. For many businesses, email marketing is a way to generate income by selling their products / services. Yet this isn’t the only way to generate an income from the tool. You could try passive income.
This article will describe how email marketing can be used to create a passive income.
What Is Passive Income?
The definition of passive income is relatively simple. It is defined as the regular income that requires little effort to maintain. It is often closely related to unearned income.
A further definition of passive income is given by the American Internal Revenue Service that states passive income is generated by one of two sources: either it is rental activity or “trade or business activities in which you do not materially participate.” Therefore, being an affiliate of another business is a way to generate passive income.
What Is An Affiliate Program?
An affiliate program is where one person, the ‘affiliate marketer’ actively advertises a product / service of another business. When the customer is ready to make the purchase, the product owner takes over and the marketer receives a commission. There are numerous programs available, including those on Amazon and webspace hosts.
Signing up as an affiliate partner is easy. Amazon allows you to do so in just a few clicks and their commission scheme allows you to collect on any purchases made by the referral (the person visiting from your website) within a certain amount of time, regardless if it is the product you advertised.
Why Is Passive Income So Good?
There are many reasons why passive income is such a great revenue stream. For starters, it allows you to sell products without the need of stock, warehousing, packaging or delivery costs. The only cost you have the generation of content. Secondly, you can sell your own products right next to the affiliate products, giving you great access to plenty of value.
Those who earn their living as affiliate marketers are often seeing high profits for the year and many claim to have the great lifestyle.
However, that doesn’t mean that it’s` easy. You still need to gain the traffic and trust of an audience and build an email list. Many affiliate marketers clearly state that an email marketing list is the most useful tool they have and their best selling tool.
But once you’ve developed that list, how can you use it to develop a strong passive income? What are the main types of content you can send?
The number one reason why people sign up to email marketing lists is because they want to know about the latest offers and deals from a brand. So by ensuring you are working closely with your affiliate partner, you can offer your list the best deals first and watch as they proceed to the website.
Sometimes customers want to know what they will get when making a purchase. Reviewing products, books, movies and music is one of the largest affiliate marketing industries because so many people use the internet to find out this information.
3. How-to Guides
You don’t have to actively promote a product to collect passive income. You could mention them in passing. For instance, you write a how to build a website guide and include a link there to several hosting platforms, these hosting platforms could have affiliate programs where you can collect a commission from them.
Affiliate marketers often don’t have one site. Usually they are members of several programs and own more than one site to widen their opportunities and their revenue. Having more than one site offers you significant opportunities to sell and widens the audiences that you can appeal to. With the cost of website hosting and design at its lowest rates for years, you could easily be earning a lot of passive income in no time.
Do you earn a passive income? What are your best tips?
Let us know in the comments below.
- Sign up to an affiliate program.
- Promote their products through reviews and how to guides.
- Create a passive income revenue stream.
The holiday season is fast approaching with days like Halloween, Thanksgiving, Black Friday, Cyber Monday, Hanukkah, Christmas and New Year just around the corner. These times are great for growing awareness of your brand and making your customers and leads feel special.
Yet many business to business operations don’t tend to include the seasonal cheer within their marketing campaigns. Some feel that the seasonal spirit is not aligned to the business to business sales process – yet this could not be further from the truth.
Those reading emails that relate to business services are just as much human as the next consumer. They have feelings and they want to develop strong connections to their potential suppliers and partners. This means that they are just as likely to read and respond to festive emails as any other business.
In fact, an email that has specific ties to what is currently going on is more likely to grab the attention of your audience than a generic email that ignores it. This is especially true if you are sending content to a company who is a B2C company and looking for suppliers and partners to make their festive promotions more exciting.
Even if businesses don’t work directly with consumers but are another B2B company, you are still likely to get a response. Many businesses have festive parties and plan special events for the holiday season. When people are in this mood, they are more likely to respond to content that is geared to their celebrations. For instance, if you send a Christmas card via email, you might get a similar one back. This demonstrates interest in your brand and opens up a dialogue between you and a lead.
This is a key consideration for your B2B business. People buy from people, the more dialogue you have with a company, the better the chance you have of selling to them through your personality.
Top Tips For A Successful B2B Holiday Season Email
So what are the best tips for your B2B holiday season email campaigns? How can you implement a strategy that will drive conversation between you and your potential customers? Here are our top tips:
1. Time Them Perfectly – This all depends on your message. If you are thinking about giving people advice about how to manage their business during the holiday period, you’ll want to send this in advance of the holidays. If you want to send a seasonal greetings message – then it has to be sent on the day.
2. Don’t Always Promote Your Business’ Services – Just by the virtue of sending the email, you are growing awareness of your business. By stepping away from your business and creating a more relevant, personal message, you can generate more interest in your message with your audience and more chances to develop a relationship.
3. Give A Gift – What is the holiday season about? Giving! Therefore, give your subscribers a gift for the holidays. This can either be a free, exclusive ebook or a voucher to spend on your site / another retail site. This can often be better than sending a box of chocolates.
4. Remain Focussed – You should always remember that you have to stay focussed on the goal to drive business to your site. So always maintain links to your website and monitor the response.
Seasonal email marketing is not just about the Business to consumer market. B2B companies can also take advantage of this special time of year. Yet it requires taking a step back and understanding that this is an opportunity to communicate with your audience and get to know them personally.
What is your holiday email strategy? Do you send Christmas cards to your subscribers?
Let us know in the comments.