With the buzz surrounding social media these days, an email newsletter is not always a highly utilized integrated marketing tool in an inbound marketing campaign. In both B2B and B2C communications, the email newsletter can effectively drive traffic to your company’s website. It can be one of the easiest ways to keep your business front and center with potential customers and reinforce your company’s skills and abilities.
When executing a potential leads-driving email newsletter, it is important to focus on content, timing and a well-crafted subject line.
Content is King
What information do you have to share with your target audience? Are you sending a newsletter because you always send them weekly, quarterly or monthly? Or do you actually have relevant information to share with your client base? Sending a newsletter just to send one can actually negatively affect your subscriber base. If the information is not tailored to your target audience your audience might treat the email as spam. The information in your newsletter should be helpful or educational to the reader. Educating your reader on your business’ skills and abilities can help build a trust factor with the reader. When the reader looks to acquire your product or service or refer someone to a friend, they may look to your business first. Accordingly, incorporating teasers in your newsletter can also increase clicks to your website or blog.
Timing is Everything
What is the best time of day or week to send an email blast to thousands of potential customers?
When you send out an email newsletter is just as important as the content of the email newsletter. Studies show that the best time of the week to send out newsletters is typically Tuesday, Wednesday and Thursday. For B2B marketing, Mondays are usually avoided due to the high concentration of email that most people have in their inbox on Monday mornings. For B2C marketing, sending newsletters in the late afternoon or evening can cause an increase in click rates.
Your Subject Line Should Scream Open Me
You’ve crafted your latest newsletter, carefully incorporating the latest industry insight or upcoming business promotion. You quickly whip up a subject line and get ready to hit the send button. Pause – How much thought did you put into the subject line? How the subject line is tailored and even the number of words and keywords can influence click rate. For instance, in the B2B sector longer subject lines fare better – anything over 16 words usually will gain more opens and clicks. For B2C marketing, 20 is the magic number. B2C campaigns can also see click through rates increase dramatically when the word video is included in the subject line.
B2B Marketing Takeaway
Email marketing can be a valued added part of your marketing mix and should not be minimized in today’s social media-driven world. B2B companies still operate in the email world; reaching them at their desk or smartphone with an email can often times be more effective than attempting to connect through social media.
Starting an email marketing campaign can be tricky. It is unquestionably worth it to test the campaign/newsletter so you have a benchmark as a starting off point. The analysis of clicks, opens, conversion rate, social sharing and revenue per campaign will help determine what needs to be tailored with each campaign delivery. Taking a look at similar industry trends is a beneficial way for introducing a new product before sending out information blindly.
Stay tuned to the JASE blog as we tackle our next B2B marketing strategy, direct mailer, next week.