How does legitimate interest affect B2B email marketing?
Despite the many different ways that are being developed to help generate marketing leads, email remains one of the most productive. Roughly 90 billion business emails are sent every day so this is a medium with plenty of longevity. But if you’re looking to use email marketing to generate leads how do you do it?
Make sure you get the right permissions in place before you start sending out email marketing. This is not just to ensure that you comply with regulation, such as the GDPR, but will also enhance the impact your email marketing can have. People who actually want to receive email marketing from you will be much more receptive to the contents.
Yes, you can use first names although this won’t always be effective, especially if this is a first contact. There are other ways to personalise email marketing, for example, by ensuring that what you send is individually designed for that consumer’s interests and need.
If your emails contain the same information and offers every time they are unlikely to be effective. So, try to use each one to provide something fresh and new, whether that’s information or a discount.
There is plenty of advice on the best time to send marketing emails but this tends to be generic. It’s worth experimenting with email timing to see what works best for your audience – it may be that the best moment is first thing in the morning or last thing at night. The only way to find out is to test your options.
It’s often this that will draw people in to reading the email so a great subject line is worth its weight in gold. It should be intriguing and relevant to your audience.
You may have hundreds of great offers for your customers but most people won’t get even half way through an email that contains too many. So, limit yourself to three offers per email to ensure that these get your audience’s full attention.
This can help to establish your brand as an expert and also make it more memorable over the long term.
60% of emails today are opened on mobile devices – if your email marketing is not optimised for mobile your audience may quickly unsubscribe.
Long-winded emails that don’t really make much of a point are not helpful in marketing terms. It’s far better to be concise and get straight to the point – try working with a freelance writer if you’re not convinced of your own writing abilities.
If it’s conversions you’re looking for these are much more likely to come from linking to a landing page, as opposed to a blog.
Email is a fantastic tool for lead generation once you know how to use it effectively. Get in touch with our team to get started with your email marketing today.