According to a study conducted by the Content Marketing Institute, 93% of B2B marketers use email as a means of distributing content. Closely following the popularity of email marketing is the use of LinkedIn, which makes up for 89% of content distribution. Meanwhile, Twitter is at 77% and Facebook follows close behind at 76%.
In terms of how important these channels are to content marketing success, the study found that emails were at 91%. LinkedIn, Twitter, and Facebook ranked at 71%, 55%, and 38% respectively.
Given these numbers, it is clear that communicating with an audience through email is an effective means of marketing. The question then pertains to the techniques that can be implemented when creating email marketing campaigns.
One useful technique is having an attractive subject line. This will hook the reader in as they are scrolling down their inbox and decide to click on your email. Like a good movie trailer, the audience needs to be sold within seconds.
Attractive subject lines should appeal to one’s curiosity, create a sense of urgency, entice the reader with an offer, be relevant and timely, or be personalized to encourage click-throughs.
The chosen receivers of an email matters just as much as the subject line. By figuring out which segment of your audience should be targeted, you will be able to better personalize the wording and, in turn, appeal to the audience.
For instance, if you are part of a SaaS company and you are marketing to an existing client base, you don’t need to introduce them to a product they’re already using. Instead, marketing to existing clientele could involve upgrades to the software and service. This is in addition to providing tips and tricks on getting the most out of the program.
Another component of writing a good email is making sure that the design is responsive. In a study conducted by Radicati in 2018, 80% of email users access it via their mobile devices. Another 2018 Campaign Monitor study found that an email is likely to be deleted within three seconds when improperly displayed on a mobile device.
Prevent this by testing your emails internally. One strategy would be to use a service like Mailchimp, which provides a plethora of email templates with customization capabilities. The service also allows users to create segregated audiences for internal testing and external emailing.
When it comes to the call-to-action (CTA), it is important to make sure that there is one per email. More than one CTA can overwhelm your audience and divert their attention away.
In the digital age, it is essential to use effective means of email marketing. This can range from using automated and customizable services to crafting effective email campaigns.
For more email marketing tips and to take your business to the next level, give the Find Your Audience team a call.
Our team of experts has backgrounds from various industries and one common denominator: we represent our namesake well. Find your audience by contacting us at either 647-479-0688 or firstname.lastname@example.org.