How does legitimate interest affect B2B email marketing?
Email marketing is incredibly effective but it’s not always the easiest to master. Audiences, techniques and technology change all the time and staying current with best practices is essential if you want to optimise the investment you make in marketing for your business. If you’re keen to get more from the email marketing that you do then these are our top tips.
This isn’t just about adding someone’s name to an email – what’s more important is ensuring your content is relevant and sent at the right time, as well as designed to address someone’s individual needs.
This is a very simple way to get more from your email marketing, as it can help to increase conversion rates and boost efficiency, as well as providing more opportunities for seamless scaling.
Email marketing is useful for promotion but when this is all you’re using it for it can be less than successful. Instead of focusing purely on promo, use email content to establish strong and positive relationships with customers that generate engagement and loyalty.
This will enable you to double the length of your subject line.
Quality is what counts, not quantity, when it comes to email marketing. It’s far better to have a database full of engaged and interested subscribers so it’s no bad thing if those who aren’t really committed remove themselves from the process.
This is the process of getting to know your audience and creating segments that consist of groups of customers that share certain attributes. Sending out an email to an entire list of subscribers significantly increases the chances that many of them won’t find it relevant or engage with it. Using segmentation instead allows you to create customer journeys specifically for individual groups, which will boost responsiveness and effectiveness, and to design more targeted, personalised content.
Email is a powerful tool to use across all your customer acquisition channels, not just in marketing.
This will give you insight that means you can constantly improve your email campaigns and ensure that you’re not wasting money.
These are the two pieces of information that customers look at first. Make sure that you have a compelling statement in the subject line and that the name is credible, accurate and makes sense.
Try to avoid a situation where you’re sending out emails because it’s on the schedule for that day but you don’t really have anything to say. Email marketing is about adding value for customers, not filling up their inboxes with useless messages. If you don’t have anything to add right now then don’t hit the send button.
Effective email marketing can create strong bonds with customers and open up new channels for your products and services – it’s worth the investment it takes to get it right.
To find out how Iconic Digital can help your email marketing strategy, get in touch today and call us on 020 7100 0726. Find out more about our Email Marketing Automation Agency in London.