In the B2B world, email marketing continues to be a reliable, revenue-driving channel. But, as buyer preferences change and technology evolves, creating the perfect B2B marketing email isn’t so simple. What worked five years ago may not work now.
If you’re focused on email marketing campaign optimization you’ve come to the right place. In today’s blog post, we’ll explore five modern campaign optimization tips for better email marketing results. Let’s get into it!
1. Use dynamic content to personalize your email marketing strategy.
To breathe new life into an email marketing program, modern marketers can no longer rely on basic personalization tactics—using each recipients’ first name is nice, but it won’t make a significant impact on your bottom line.
To take email personalization to the next level, we suggest you try dynamic content. For those who are unfamiliar, here’s a quick definition: Dynamic content is continuously updated information—such as images or copy—that’s inserted into your marketing emails through an API a piece of custom code, or a marketing automation tool. The most compelling part? You can often add the dynamic content to each email as it’s sent—creating a message that’s personalized in real-time.
One of the best ways to use dynamic content in your email campaigns is to recommend content based on previous behavior—such as purchases, clicks, downloads, and views or, based on demographic, firmographic, or technographic data—like software purchases, industry, or age. Essentially, dynamic content tailors your marketing emails for each and every person—making the content more relevant to the individual recipient.
2. Optimize for mobile screens.
As smartphones continue to grow in popularity, you can bet your customer base is using their mobile devices to check their emails. In fact, nearly half of emails today are opened on smartphones and tablets (source). So if your marketing email campaigns are still stuck in the desktop ages, you’re likely losing a significant amount of engagement.
When it comes to mobile campaign optimization, there’s a lot to keep in mind. You must consider everything from your messaging to your design. We’re going to assume you’ve already covered the basics by using responsive email templates or designs—if not, start there. For the rest of our readers consider these other optimization best practices:
Adapt subject lines for mobile screens:
Standard email marketing best practices say your subject lines must be short and sweet—for both readability and mobile optimization. But, regardless of length, be sure to strategically place the most impactful words within the first 35-40 characters.
Create scannable email copy:
Break up your email text to make it easy to scan. Add spaces every few lines and make good use of bullet points. Just because your copy looks scannable on a desktop, doesn’t mean it looks scannable on mobile. Always keep that in mind when creating new email marketing campaigns.
Make the links easily clickable:
Any mobile user knows it can be a struggle to click tiny email links on a mobile device. Fortunately, there are a few quick fixes. You can link longer strings of text, link images, or use a CTA button.
As mobile devices change and evolve it’s important to keep up with best practices. Just because your emails are optimized for current mobile devices, doesn’t mean they’ll continue to work on newly released phones and tablets. To avoid any major optimization issues, always double check your work before sending.
3. Experiment with send times.
You’ve spent hours perfecting your email copy and design. But after all that work, you find out your carefully crafted marketing email has a record low open rate. Sometimes, poor email performance comes down to one factor—the send time.
Rather than leave send time up to guesswork and gut feelings, it’s important to consistently experiment with different send times. As you would tailor your content for each audience, you must do the same with send times. So, see what works best for you, then create and regularly revisit your own set of best practices.
4. Automate email reminders
Sometimes, bad email marketing metrics aren’t a result of the email itself, but of the landing page. Landing page abandonment can easily compromise the success of your email campaign. But, with the right approach, you can easily turn these missed opportunities into productive sales conversions.
We won’t harp on the importance of landing page optimization, because we’ve already covered that subject extensively here:
- 8 Ways to Improve Landing Page Conversion Rates
- 7 Ways to Optimize Your Lead Generation Landing Pages
- Marketing Landing Pages: A Beginner’s Guide
But a lesser-known tactic to combat landing page abandonment is to automate helpful email reminders. Let’s look at a simple example: A prospect clicks through a recent email and spends a little time on your landing page but ultimately doesn’t submit a free trial form. After your next send, you see he or she does the same thing.
By this point, they’ve demonstrated an interest in a particular product twice. We recommend using your marketing automation platform to send the prospect an automated follow up containing a discount code for the product in question.
This is just one example of a follow-up nurture flow. To begin your own campaign, consider the different ways your buyers express interest in your products—then, develop nurture campaign workflows to be triggered in response to these signals.
5. Incorporate interactive content to drive engagement.
Prospects and customers see countless marketing emails every day, and it can be tough to stand out from the pack. How can you boost engagement in your latest email campaign? Enter, interactive content. Interactive content is any content that requires your audience to actively participate.
Consider this statistic: 81% of content marketers believe interactive content grabs attention more effectively than static content (source). Here are some ways to incorporate interactive elements into your existing email campaigns for better results:
- Include a link to a survey to collect recipient feedback.
- Incorporate a digital countdown to create a sense of urgency around a particular deal or discount.
- Use sliding banners to give recipients a variety of options.
If you haven’t integrated interactive content into your email campaigns, now is the time to start.
Final Thoughts about Email Campaign Optimization
Although the campaign optimization techniques mentioned in this article can take your email campaigns to the next level, don’t forget about email optimization basics. Sometimes a small tweak to your subject line, body copy, or CTA is all you need to drive better results.
For more actionable email marketing tips, read the following blog posts next:
- 6 Bad Habits Hurting Your Email Marketing Program
- List Segmentation: The Key to Email Marketing
- 3 Components of Email Marketing Success
For more information about campaign optimization, contact our sales team today. Our B2B database is the tool your marketing technology stack is missing.