Does Your Email Marketing Process Have a Successful Design?

Does Your Email Marketing Process Have a Successful Design?

Both business-to-business (B2B) and business-to-consumer (B2C) teams continue to place a high value on email as a marketing and sales channel. Is marketing and sales giving email nurturing the attention it needs?

The following are a few quick suggestions that can help B2B marketing and sales teams get more out of their email marketing campaigns.

  • Try Various Personalization Strategies
  • Utilize Email Marketing to Drive Personalized Offers
  • Mobile-Friendly Design is a Must-Have
  • Test in Real-time

Try Various Personalization Strategies

It’s undeniable that the potential for a higher return on investment (ROI) from personalised emails is higher. However, this is where marketers must realise that every brand in existence is considering the same thing.

Personalized call-to-actions (CTAs) and subject lines are just two examples of how some of the most successful brands are increasing customer involvement.

Marketers must be more strategic in their use of personalization in email campaigns as more and more marketing messages and channels compete for the attention of their potential customers.

One strategy for increasing return on investment is to use information gleaned from the prospect’s history with your company to tailor information about the product they have expressed interest in.

Utilize Email Marketing to Drive Personalized Offers

Many brands can experience churn even in the later stages of the prospect/customer journey if they operate in a marketplace where customers and prospects are always spoiled for choice. When planning future email cadences, it is essential to have a firm grasp on your email data and be able to dissect the most important aspects, such as the types of links your audience actually clicked on or the types of emails that brought in better CTRs/Open Rates.

The most successful companies use this information to target customers with more relevant promotions via email and other channels. If a brand sees a high rate of shopping cart abandonment or a drop in responses and engagement after completing half of a nurture cadence’s worth of emails, it’s important to figure out why that particular audience segment has lost interest.

Mobile-Friendly Design is a Must-Have

Many of your demographic, particularly millennials, have said they prefer email to other channels of communication because it is less disturbing and intrusive, making it an effective marketing channel. However, this is where marketers need to analyse device viewing data to learn whether their email readers prefer mobile or desktop devices.

Most of the best email marketing platforms keep track of this data for each campaign, but few marketers actually look into it.

It’s crucial to design email concepts and messaging that propel a mobile first experience if you find that the vast majority of your audience is interacting with your emails via mobile devices.

Test in Real-time

It’s less of a hassle to divide potential customers into smaller groups and launch campaigns directed at each subset of data with tailored offers. But marketers will miss out on potential ROI if they don’t dig deeper into the real-time metrics and performance of each email in a cadence.

Important in the quest to provide a better return on investment from email marketing are the practises of running different messaging to different audiences or using messaging that actually worked well for one segment or past campaign on another audience set. Sending out multiple versions of a message to a smaller list first can help email marketers figure out which one performs best before sending to a larger audience.

In Conclusion

For a long time to come, email will serve as a crucial sales and marketing tool. An improved return on investment (ROI) and future sales success can be easily achieved with the help of the right email marketing tool and email marketing process. In a multichannel, digital-first setting, it is necessary to hone in on the right messaging tactics, use real-time data to drive future adjustments in campaigns, and recreate email messaging to build brand recall across all channels.