How does legitimate interest affect B2B email marketing?
Email might be a 50 year old technology but it remains one of the most effective ways to generate sales. When you have the right B2B email marketing in place you can create connections that convert and build strong relationships with leads that turn into sales. The returns on email marketing can be incredibly high if you get that email marketing right – so, where do you start?
A scattergun approach doesn’t generally work with B2B email marketing – it’s much more effective to put time and effort into understanding your prospect first. What do they care about – revenue, visibility, sales? LinkedIn can be a valuable source of information on prospects so that you can tailor emails in a way that will be genuinely interesting to the people you’re trying to reach.
Using the language of your prospects can go a long way towards helping you to get a foot in the door with B2B email marketing. Spend some time looking at the language on the websites of the businesses you want to approach, the tone they use on social media and the words that are important for the topics that matter to them. What is most likely to attract the attention of a prospect and make them want to open an email and read more?
Many people hide their CTA right down at the bottom of an email and this is incredibly ineffective. While it’s best to avoid overly pushy selling, it’s important to make clear at the start of the email why you’re making contact. Equally clear is to create email content that genuinely interests, inspires, entertains etc and not just content that is effectively a frame for your sales push.
Take the time to craft subject lines that attract attention and content topics that your audience will want to engage with – but then make sure that your content lives up to expectations. There is nothing more likely to trigger an unsubscribe that content that doesn’t deliver. Consistency is key here – ensuring that you’re sending the same high quality content into people’s inboxes every time.
In the same way that a great cliffhanger at the end of a TV show episode is more likely to make us open the next one, leaving people wanting more at the end of an email is no bad thing either. You don’t have to wrap up everything in an email in a neat little package – sometimes a reader who is left wanting more is going to be more likely to click through to your website, social media pages and offers.
There are so many sophisticated email tools out there today that there is no excuse for not having a great email aesthetic. Pick one that fits with your branding and don’t forget to include high quality images and video too.
These are some of the best tips if you’re looking to use B2B email marketing to turn leads into sales. 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.