If you want better email marketing results, you need to write better content. In most cases, the issue isn’t the quality of your writing; it’s the type of content, the topic, or your delivery that fails to connect with your audience.
So how do you create an email marketing strategy that achieves your desired results? Start by asking yourself the following questions:
- What is the Business Goal?
Content should be conceived and designed with a business goal in mind. That goal might be lead generation, brand awareness, event sign ups, or revenue. It doesn’t matter what the goal is–just make sure you have one.
- How will I measure success?
Once you establish the business goal, you need to determine a way to measure your results. The metrics you use will vary depending on your specific goal. For example, if your goal is lead generation, look at how many people downloaded your content and how many of those downloads resulted in high quality leads. Long term, look at how many of these leads converted to customers. This should give you a pretty good idea of how your content is performing.
- What is the trigger?
Triggered emails are automated messages tied to specific events or actions. This type of email is particularly effective because they’re timely, highly personalized and relevant to a prospect’s current mindset. In fact, triggered emails have a 152% higher click-through rate than traditional emails (source). When possible, attach your email to a trigger, for example, a trial sign up, a form submission, or some specific interaction with your product or service.
- Who is my audience?
Now it’s time to think about your content. Begin with identifying your audience to help choose a topic and narrow your focus. The idea is to create content/messaging that is highly relevant to a specific group of people.
We typically refer to these groups of people as your buyer personas.Uncovering the characteristics of your best buyers is critical for developing targeted content. Next, research and look for trends or challenges that matter most to your buyer personas. The content you produce should offer solutions or add to the conversation.
- Does my writing sound like a real person?
If your content reads like a sales pitch, isn’t personalized, or is too formal, your audience won’t connect with your intended message. Your audience is comprised of real people with real needs that must be addressed, so talk to them that way!
- Is my subject line compelling?
Studies show 33% of email recipients open emails based on the subject line alone (source). It’s worth taking the time to A/B test a few subject lines and see what works best. No matter how interesting your content is, you won’t reach your goals if no one opens your email.
- When did I last contact this person?
The number one reason people unsubscribe from emails is frequency (source). Send too many emails and readers become annoyed and disengage. Send too few emails and your brand will quickly be forgotten. Finding the right frequency for email sends is a delicate balance, but it’s best to err on the side of caution.
Take the time to think through the goals of your B2B marketing campaign and review your content. These simple steps can dramatically improve your email marketing results. Contact ZoomInfo today for more information about marketing campaign optimization.