If you’re looking to grow your business using email marketing, you’ve come to the right place. In this article, we’ll teach you everything you need to know about crafting an effective email marketing strategy for your B2B business.
Building Your Email List
The first step to getting started with an email marketing campaign is to build your email list. An email list is a collection of email addresses that you can use to send emails to people when they join your list (or when you send an email update). The great thing about an email list is that you can target the right audience to reach with your content. For example, you can send an email to your list with a reminder to purchase your product because you know they will need it. Or you can send an email to your list with the latest articles because you know they will be interested in what you have to say.
To build your email list, you can use a variety of tactics. You can offer a free guide that will help them solve a problem. You can give them something valuable for free. You can even ask them to sign up for your mailing list (but make sure you send an email asking them to do this).
The Importance Of Segmentation
Segmenting your email list is incredibly important if you want to get the most out of your marketing efforts. The more you can narrow down your ideal buyer persona and create custom content for each group, the better. It may not seem like a lot of work now but once you get started, you’ll see how much easier it is to target the right audience when you segment your email list.
For example, you can create a list of customers who have bought a certain product in the past. Or you can create a list of customers who have an interest in a niche like SEO or PPC management. The possibilities are endless!
Choosing The Right Email Marketing Platform
Deciding which email marketing platform to use is a lot like deciding which restaurant you’ll consume your meal at. There are a variety of options out there, all with their perks and quirks. It’s important to determine what features you need and which ones you want. Once you have that in mind, it’s easier to make a decision.
When you’re launching a new marketing campaign, it’s a good idea to plan out the following:
- Themes For The Emails
- Designing The Subject Lines
- Layout And Styling
- Follow Up Messages
- Marketing To Women
- Marketing To Millennials
- Adaptive Design
- And Much More
Designing an effective email marketing campaign is more art than science. The above plan will help you make sure you cover all the bases so when you hit send, your campaign is as good as new. You can also use this plan as a starting point for your own campaign design ideas.
Step-By-Step Guide To Launching A Successful B2B Email Marketing Campaign
Now that you’ve got the basics down, it’s time to roll up your sleeves and get to work. In this section, we’ll walk you step-by-step through the launch process so you can follow along and launch a successful email marketing campaign. We’ll cover everything from building your email list, to designing the perfect emails, to crafting personalized messages.
1. Identify important data about your target audience.
The first step is to identify important data about your target audience. This is important because you want to have concrete metrics to show your success with this marketing effort. Without this data, it is difficult to know if the email marketing campaign is having any effect. With this information, you can adjust your strategy and measure the results of your efforts. This step also sets the stage for your entire marketing campaign. The more you know about your audience, the more you can tailor your strategy to be effective.
The best way to gather this data is with a buyer persona. A buyer persona is a fancy term for “persona”, or “character”. When you’re developing your user personas, you’re going to want to include things like:
- Buyer/User Behavior
- Access To Finance
- Saving Threshold
- Shopping Preferences
- Life Stage
Once you’ve got your buyer personas developed, it’s time to get to work on your email list!
2. Craft an email list building plan.
Once you’ve got important data about your target audience, it’s time to craft an email list building plan. This plan is nothing more than a collection of tactics you’ll use to build your email list. It doesn’t matter how big or small your list is at this point, you’re just starting out. You want to focus on growing your list as quickly as possible. To do this, you need to hit the ground running.
Here is a sample of an email list building plan:
1. Create a lead magnet.
A lead magnet is something that attracts potential customers to your business. In the example above, we mentioned that the best lead magnet is a free guide that will help them solve a problem. You’re probably wondering what kind of problem. It could be anything that your audience is searching for solutions to. In a nutshell, you’re trying to create something that will make potential customers click-worthy.
Here is an example of a free guide that is used as a lead magnet:
2. Add value.
Adding value is a crucial component of any business, no matter what industry. When you’re providing valuable information, resources, or products for free, your audience has a greater chance of being willing to give you their email address. So, in addition to a lead magnet, you can also offer a free downloadable eBook as value for potential customers.
3. Build a reputation.
Reputation is the perception that others have of your business. When people think of your business, they usually think positive things. This is important because when you have a good reputation, others are more likely to believe you when you say you can offer an exceptional product or service. You can also use your reputation as a marketing tool, by communicating what makes your business different from others.
Building a reputation takes time, so be patient.
4. Test and improve.
Now that you’ve got a base established, it’s time to test and improve. This is where you’re going to see the most improvement over time. You’re not going to get it right the first time, so be patient.
5. Measure and review.
The last step is to measure and review. To measure your success with this email marketing campaign, it’s important to look at the following:
- Unsubscribe Rates
- Bounce Rates
- Conversion Rates
- New Customer Acquisition
- ROI (Return On Investment)
- Cost Per Acquisition
- CPA (Cost Per Acquisition)
If you follow these steps and use concrete metrics to track your progress, you’ll be able to tell a very clear story about the effectiveness of your email marketing campaign.