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Lackluster Email Marketing Campaign? Get a boost now!

Lackluster Email Marketing Campaign Get a boost now!

Email marketing can be a pain in the butt when not enough planning and execution go into it. Considering it’s still the most popular and b2b lead generation marketing channel out there – and this is despite of the growing power of social media and content – there’s really no way that a lead generation company would downplay their email efforts.

Not all campaigns soar high, though. Sometimes, no matter how hard you work on it, the campaign will always go through a relative slump that could hurt the chances of achieving your goals. B2B leads are a little tricky to understand, that’s why predicting their response behavior may vary through time.

Here are some tips on how to drastically improve your email marketing campaign, which will also bear fruits for your other efforts such as telemarketing and appointment setting:

1. Less is more.

According to ReturnPath, the average user receives 416 commercial email a month. Short online attention spans, coupled with the average overcrowded inbox, mean copy needs to engage and inform in the most succinct way possible. But don’t be deceived; condensing your content, choosing the right words, and simplifying email structure requires more thought.

2. Invert the pyramid

Take a page from journalism and don’t “bury the lead.” Communicate your key message, benefits, and value propositions “above the fold” to grab reader attention. As you write, ask yourself, “How will reading this help the reader overcome a real business challenge?”

Here are two body copy examples for our fictitious client, Video Game Piracy Protection (VGPP):

3. Make it personal

Your emails should include personalization for each recipient. It helps focus reader attention, encourages further reading, and according to Experian, it can increase open rates by 29 percent and click through rates by 41 percent. Include the name of the recipient’s organization so they can relate the benefit of your solution to their workplace context. Mention their name once in the email copy, maybe twice, but no more.

4. Repeat after me: Do not repeat.

Repetition makes you seem lazy. Each step of the reader’s journey, from subject line to body copy to CTA to landing page, needs to add value. For the recipient, reading the same copy on a landing page that they just read in an email makes them think, “The sender didn’t value my time enough to add additional information, so I’m not going any further.” A landing page, in particular, needs to expand on the benefits outlined in the email.

5. Remind and Revise

To effectively capture leads, your emails should always comprise at least a launch and reminder sequence. Brevity is key. So is communicating your solution’s benefits. Consider how to strike a balance between the two. Draft, review, revise, (repeat) and proofread copy. One spelling error can undo all your good work.

6. Value Localization

Keeping the aforementioned best practices in mind to ensure clear, concise, personalized, value-adding copy, you may also need to consider the need for localization. If an email is translated for use in several countries, be wary of cultural differences, particularly with regard to humor and slang. If the campaign budget limits localization to a simple translation, repeat the mantra: “Less is more.”

Source: 6 Simple Ways to Improve Your Email Marketing

The Great Email vs. Social Media Bakeoff (2018 Edition)

The Great Email vs. Social Media Bakeoff (2018 Edition)

Editor’s Note: This post was first published in February 2014 and has been updated for relevancy and accuracy.

Here’s something for #ThrowBackThursday. In 2014, a McKinsey study sent seismic shocks throughout the marketing world when it claimed that email was up to 40 times better than Facebook and Twitter (combined) at acquiring new customers. Back then, email apparently had the edge over social channels when it came to targeting and conversions.

But that was almost four years ago. With all that’s been going on in B2B marketing lately, it might as well have been the 1840s.

In fact, during that time, social media carried a reputation for being the “Wild West of marketing”. Most marketers In those days pretty much found themselves in uncharted territory when it came to social media. Without clear goals or coherent strategies, many of those social media campaigns only managed to eke out dismal results.

Of course, a lot has changed in the past four years or so. Not only has social media’s effectiveness vastly improved in terms of impact on lead generation and revenues, but marketers now also combine both email and social to complement each channel’s strengths.

That’s why, any comparison that pits these two channels against each other is a moot point.

But just for fun, let’s say we live in a world where email and social media still operated in separate silos. This seems unthinkable to most of us today, but this wouldn’t be a huge stretch for nearly 20% of marketers. Anyway, here’s what a matchup involving these two channels would probably look like:

 

Email vs. Social Media

Let’s start by contrasting each channel’s strong and weak points.

Both email and social media possess their own distinct sets of fortes. Email is a cost-effective way to send direct, personal, and targeted communications at scale. Social media, meanwhile, is the top channel when it comes to increasing exposure, boosting traffic, cultivating brand loyalty, and collecting marketing/sales insights.

As far as weaknesses go, these two channels have their fair share of drawbacks, too. Email marketing challenges include creative/content requirements, deliverability issues, sender reputation, and list management. Social media’s key disadvantages, on the other hand, stem from the fact that its platforms are oftentimes overcrowded, noisy, and uncontrollable.

However, not all social media platforms are created equal. Each social media outlet has its own quirks and peculiarities. So, to find out how email stacks up against social, we’ll have to put email side by side with specific social media sites.

Related: Top Influencers Weigh In: Social Media’s (Measurable) Impact on Sales

 

Email vs. Facebook


In case you haven’t heard, Facebook has now displaced LinkedIn as the world’s professional social network. As such, Facebook is increasingly becoming the main platform for B2B marketers. So how does Facebook compare to email?

Facebook now comes shipped with a number of robust marketing capabilities indispensable to B2B folks. For example, Facebook ad targeting now allows selection by industry, company, or even job title. The social network also enables wider and deeper levels of content sharing and interaction—exactly what you need to drive more traffic and leads.

But, as with other social networks, Facebook makes organic engagement a bit of a challenge. Tweaks to its algorithms limit organic reach to a low threshold (more on this below), and constant noise tends to drown out marketers’ posts in their target users’ timelines.

By comparison, email provides one-on-one, personalized outreach to a narrower audience. Depending on your goals, this can be a good thing or a bad thing. Like Facebook timelines, the inbox can also be a crowded place, and standing out is going to require quite a bit of work.

 

Email vs. Twitter

Now that Twitter has doubled its character limit, a lot of marketers are realigning their Twitter strategy to capture new opportunities brought about by this recent change, such as more active users, more ad space, and greater access. This, however, isn’t the first time that the microblogging platform looked shiny and new in marketers’ eyes.


Source: usatoday.com

Twitter is a great channel for monitoring mentions of brands and topics. B2B marketers use Twitter for gathering information and for finding leads. Marketers also leverage the microblogging platform to nurture and engage prospects. More importantly, Twitter also allows one-on-one direct messaging and conversations.

Unlike emails, however, tweets tend to be extremely brief with short shelf lives. So, They work best for quick, on-topic messages. Conversations and conversions typically need to move outside the microblogging environment. Also, in contrast to emails with a transactional flavor, ads and ad-like posts are generally frowned upon as spam in the Twittersphere. In fact, Twitter itself discontinued lead generation ads earlier this year.

Related: 40 B2B Sales Email Templates for Every Situation {Free PDF}

 

The Unofficial Scorecard

Clearly, having different strengths and weaknesses for each channel means the email-vs.-social bakeoff isn’t exactly going to yield an apples-to-apples comparison. After all, having 1,000 email subscribers isn’t the same as having 1,000 Twitter followers or 1,000 Facebook fans.

To work around this, we’ll lump relevant channel-specific metrics into three categories: reach, engagement, and conversion. Hopefully, these are going to give us comparable yardsticks for assessing each channel.

Related: 5 Methods that Will Help Increase Conversion Rates Using Social Media

 

Reach

These metrics measure the amount of audience exposure you get from a campaign. For emails, open rates remain the best way to quantify reach, while organic reach works well for gauging how much exposure a Facebook post gains. On Twitter, the impressions metric refers to how many users view a given tweet. But since only a percentage of your followers will actually see your tweet, a better metric for measuring reach on Twitter would be impression rates (impressions as a percentage of follower count).

Here’s how each of these three channels does in terms of reach:

  • Email open rates: 15.2% to 28.5%, on average (depending on the industry)
  • Facebook organic reach: Between 2% to 6%
  • Twitter impression rates: From 2% to 30%.

Related: 10 Things Only B2B Brands with Solid Global Reach Can Understand

 

Engagement

Engagement metrics quantify the impact of your email, post, or tweet. For social media, engagement typically consists of likes, shares, comments, retweets, replies, etc. To make this number more meaningful, engagements are expressed relative to how many fans or followers a user has.

For emails, click-through rates (CTRs) naturally come to mind when measuring engagement, but a better metric to gauge email’s impact is click-to-open rates (CTORs). CTOR compares the number of clicks to the number of opens. This means that CTOR measures only the message’s effectiveness without being skewed by subject lines, send-out times, and other factors that matter only before opening the email.

Engagement-wise, here’s how email compares to Facebook and Twitter:

Related: 15 Brilliant Web Design Hacks That Convert Traffic into Leads

 

Conversion

While there can be lots of ways for “conversions” to take place, we’ll focus on two main types for this post: top-of-funnel (prospect becomes a lead) and middle-of-funnel (lead becomes sales-qualified). Marketo reports that average top-of-funnel conversion rates for email and social media are 0.57% and 1.95%, respectively.

For middle-of-funnel conversions, here’s how email, Facebook, and Twitter stack up against each other:

 

The Takeaway:

Based on the quick comparison above, we see that each channel is suited to achieve a specific purpose. Email’s unparalleled reach and conversion performance mmakeit an ideal channel for direct, one-on-one interactions, e.g., nurturing and closing. Facebook, meanwhile, works well at generating buzz and interest on business’s posts. In addition, Twitter performs a crucial supporting role that enhances how the other two platforms work.

The key takeaway here is that today, there’s no longer a single, all-purpose marketing tool that we can whip out in every situation. Each channel serves a particular role. It’s only when we combine these platforms that we start getting the best results.

 

 

Read our latest marketing news and updates today

Go ahead and explore The Savvy Marketer!

Grab a copy of our Latest B2B Marketing Ebook. It’s FREE!

 

 

Check out fifteen (15) proven web design ideas you can quickly put into use to move more visitors of your website. Grab your copy here and convert more B2b leads!15 Brilliant Web Design Hacks That Convert Traffic into Leads

How-to-Build-and-Grow-Your-Marketing-Database-in-2021
The-Top-Sales-Leads-Sources-to-Help-You-Find-New-Customers

Lackluster Email Marketing Campaign? Get a boost now!

Lackluster Email Marketing Campaign Get a boost now!

Email marketing can be a pain in the butt when not enough planning and execution go into it. Considering it’s still the most popular and b2b lead generation marketing channel out there – and this is despite of the growing power of social media and content – there’s really no way that a lead generation company would downplay their email efforts.

Not all campaigns soar high, though. Sometimes, no matter how hard you work on it, the campaign will always go through a relative slump that could hurt the chances of achieving your goals. B2B leads are a little tricky to understand, that’s why predicting their response behavior may vary through time.

Here are some tips on how to drastically improve your email marketing campaign, which will also bear fruits for your other efforts such as telemarketing and appointment setting:

1. Less is more.

According to ReturnPath, the average user receives 416 commercial email a month. Short online attention spans, coupled with the average overcrowded inbox, mean copy needs to engage and inform in the most succinct way possible. But don’t be deceived; condensing your content, choosing the right words, and simplifying email structure requires more thought.

2. Invert the pyramid

Take a page from journalism and don’t “bury the lead.” Communicate your key message, benefits, and value propositions “above the fold” to grab reader attention. As you write, ask yourself, “How will reading this help the reader overcome a real business challenge?”

Here are two body copy examples for our fictitious client, Video Game Piracy Protection (VGPP):

3. Make it personal

Your emails should include personalization for each recipient. It helps focus reader attention, encourages further reading, and according to Experian, it can increase open rates by 29 percent and click through rates by 41 percent. Include the name of the recipient’s organization so they can relate the benefit of your solution to their workplace context. Mention their name once in the email copy, maybe twice, but no more.

4. Repeat after me: Do not repeat.

Repetition makes you seem lazy. Each step of the reader’s journey, from subject line to body copy to CTA to landing page, needs to add value. For the recipient, reading the same copy on a landing page that they just read in an email makes them think, “The sender didn’t value my time enough to add additional information, so I’m not going any further.” A landing page, in particular, needs to expand on the benefits outlined in the email.

5. Remind and Revise

To effectively capture leads, your emails should always comprise at least a launch and reminder sequence. Brevity is key. So is communicating your solution’s benefits. Consider how to strike a balance between the two. Draft, review, revise, (repeat) and proofread copy. One spelling error can undo all your good work.

6. Value Localization

Keeping the aforementioned best practices in mind to ensure clear, concise, personalized, value-adding copy, you may also need to consider the need for localization. If an email is translated for use in several countries, be wary of cultural differences, particularly with regard to humor and slang. If the campaign budget limits localization to a simple translation, repeat the mantra: “Less is more.”

Source: 6 Simple Ways to Improve Your Email Marketing

The Great Email vs. Social Media Bakeoff (2018 Edition)

The Great Email vs. Social Media Bakeoff (2018 Edition)

Editor’s Note: This post was first published in February 2014 and has been updated for relevancy and accuracy.

Here’s something for #ThrowBackThursday. In 2014, a McKinsey study sent seismic shocks throughout the marketing world when it claimed that email was up to 40 times better than Facebook and Twitter (combined) at acquiring new customers. Back then, email apparently had the edge over social channels when it came to targeting and conversions.

But that was almost four years ago. With all that’s been going on in B2B marketing lately, it might as well have been the 1840s.

In fact, during that time, social media carried a reputation for being the “Wild West of marketing”. Most marketers In those days pretty much found themselves in uncharted territory when it came to social media. Without clear goals or coherent strategies, many of those social media campaigns only managed to eke out dismal results.

Of course, a lot has changed in the past four years or so. Not only has social media’s effectiveness vastly improved in terms of impact on lead generation and revenues, but marketers now also combine both email and social to complement each channel’s strengths.

That’s why, any comparison that pits these two channels against each other is a moot point.

But just for fun, let’s say we live in a world where email and social media still operated in separate silos. This seems unthinkable to most of us today, but this wouldn’t be a huge stretch for nearly 20% of marketers. Anyway, here’s what a matchup involving these two channels would probably look like:

 

Email vs. Social Media

Let’s start by contrasting each channel’s strong and weak points.

Both email and social media possess their own distinct sets of fortes. Email is a cost-effective way to send direct, personal, and targeted communications at scale. Social media, meanwhile, is the top channel when it comes to increasing exposure, boosting traffic, cultivating brand loyalty, and collecting marketing/sales insights.

As far as weaknesses go, these two channels have their fair share of drawbacks, too. Email marketing challenges include creative/content requirements, deliverability issues, sender reputation, and list management. Social media’s key disadvantages, on the other hand, stem from the fact that its platforms are oftentimes overcrowded, noisy, and uncontrollable.

However, not all social media platforms are created equal. Each social media outlet has its own quirks and peculiarities. So, to find out how email stacks up against social, we’ll have to put email side by side with specific social media sites.

Related: Top Influencers Weigh In: Social Media’s (Measurable) Impact on Sales

 

Email vs. Facebook


In case you haven’t heard, Facebook has now displaced LinkedIn as the world’s professional social network. As such, Facebook is increasingly becoming the main platform for B2B marketers. So how does Facebook compare to email?

Facebook now comes shipped with a number of robust marketing capabilities indispensable to B2B folks. For example, Facebook ad targeting now allows selection by industry, company, or even job title. The social network also enables wider and deeper levels of content sharing and interaction—exactly what you need to drive more traffic and leads.

But, as with other social networks, Facebook makes organic engagement a bit of a challenge. Tweaks to its algorithms limit organic reach to a low threshold (more on this below), and constant noise tends to drown out marketers’ posts in their target users’ timelines.

By comparison, email provides one-on-one, personalized outreach to a narrower audience. Depending on your goals, this can be a good thing or a bad thing. Like Facebook timelines, the inbox can also be a crowded place, and standing out is going to require quite a bit of work.

 

Email vs. Twitter

Now that Twitter has doubled its character limit, a lot of marketers are realigning their Twitter strategy to capture new opportunities brought about by this recent change, such as more active users, more ad space, and greater access. This, however, isn’t the first time that the microblogging platform looked shiny and new in marketers’ eyes.


Source: usatoday.com

Twitter is a great channel for monitoring mentions of brands and topics. B2B marketers use Twitter for gathering information and for finding leads. Marketers also leverage the microblogging platform to nurture and engage prospects. More importantly, Twitter also allows one-on-one direct messaging and conversations.

Unlike emails, however, tweets tend to be extremely brief with short shelf lives. So, They work best for quick, on-topic messages. Conversations and conversions typically need to move outside the microblogging environment. Also, in contrast to emails with a transactional flavor, ads and ad-like posts are generally frowned upon as spam in the Twittersphere. In fact, Twitter itself discontinued lead generation ads earlier this year.

Related: 40 B2B Sales Email Templates for Every Situation {Free PDF}

 

The Unofficial Scorecard

Clearly, having different strengths and weaknesses for each channel means the email-vs.-social bakeoff isn’t exactly going to yield an apples-to-apples comparison. After all, having 1,000 email subscribers isn’t the same as having 1,000 Twitter followers or 1,000 Facebook fans.

To work around this, we’ll lump relevant channel-specific metrics into three categories: reach, engagement, and conversion. Hopefully, these are going to give us comparable yardsticks for assessing each channel.

Related: 5 Methods that Will Help Increase Conversion Rates Using Social Media

 

Reach

These metrics measure the amount of audience exposure you get from a campaign. For emails, open rates remain the best way to quantify reach, while organic reach works well for gauging how much exposure a Facebook post gains. On Twitter, the impressions metric refers to how many users view a given tweet. But since only a percentage of your followers will actually see your tweet, a better metric for measuring reach on Twitter would be impression rates (impressions as a percentage of follower count).

Here’s how each of these three channels does in terms of reach:

  • Email open rates: 15.2% to 28.5%, on average (depending on the industry)
  • Facebook organic reach: Between 2% to 6%
  • Twitter impression rates: From 2% to 30%.

Related: 10 Things Only B2B Brands with Solid Global Reach Can Understand

 

Engagement

Engagement metrics quantify the impact of your email, post, or tweet. For social media, engagement typically consists of likes, shares, comments, retweets, replies, etc. To make this number more meaningful, engagements are expressed relative to how many fans or followers a user has.

For emails, click-through rates (CTRs) naturally come to mind when measuring engagement, but a better metric to gauge email’s impact is click-to-open rates (CTORs). CTOR compares the number of clicks to the number of opens. This means that CTOR measures only the message’s effectiveness without being skewed by subject lines, send-out times, and other factors that matter only before opening the email.

Engagement-wise, here’s how email compares to Facebook and Twitter:

Related: 15 Brilliant Web Design Hacks That Convert Traffic into Leads

 

Conversion

While there can be lots of ways for “conversions” to take place, we’ll focus on two main types for this post: top-of-funnel (prospect becomes a lead) and middle-of-funnel (lead becomes sales-qualified). Marketo reports that average top-of-funnel conversion rates for email and social media are 0.57% and 1.95%, respectively.

For middle-of-funnel conversions, here’s how email, Facebook, and Twitter stack up against each other:

 

The Takeaway:

Based on the quick comparison above, we see that each channel is suited to achieve a specific purpose. Email’s unparalleled reach and conversion performance mmakeit an ideal channel for direct, one-on-one interactions, e.g., nurturing and closing. Facebook, meanwhile, works well at generating buzz and interest on business’s posts. In addition, Twitter performs a crucial supporting role that enhances how the other two platforms work.

The key takeaway here is that today, there’s no longer a single, all-purpose marketing tool that we can whip out in every situation. Each channel serves a particular role. It’s only when we combine these platforms that we start getting the best results.

 

 

Read our latest marketing news and updates today

Go ahead and explore The Savvy Marketer!

Grab a copy of our Latest B2B Marketing Ebook. It’s FREE!

 

 

Check out fifteen (15) proven web design ideas you can quickly put into use to move more visitors of your website. Grab your copy here and convert more B2b leads!15 Brilliant Web Design Hacks That Convert Traffic into Leads

How-to-Build-and-Grow-Your-Marketing-Database-in-2021
The-Top-Sales-Leads-Sources-to-Help-You-Find-New-Customers