Accelerate Sales by Avoiding These Common B2B Email Marketing Mistakes

Email marketing has evolved over the years and today it has become one of the most powerful and effective lead generation channels. In recent years, B2B marketing has a seen a paradigm shift in terms of the overall approach of sales and in the funnel-focus in the lead and demand generation processes. Email marketing has become a mainstream b2b activity today. However, while you build big email marketing strategies, avoid making mistakes that can stop you from achieving incredible results.

This blog discusses some common yet noteworthy mistakes in email marketing that can be avoided in order to get maximum ROI.

Not updating database-

Database is the cornerstone of successful email marketing. Without knowing whom you are sending out the emails, it’s impossible to know what to expect. It’s the data that will help you to not only target the right leads, but also help you to create relevant messaging; one that resonates perfectly with the prospect. Data is incredibly vital and it can determine your open rates, click rates, downloads; etc. simply because, data can decide whether the right prospect is receiving your email or not. 

Database can tell a lot about your customers too. So when you plan to create a campaign, with the right database and information you can create relevant messaging that talk about the customers’ challenges and how they can be addressed by your services. This helps develop a strong rapport and establishes brand credibility amid your target audience which in turn can help you to get a loyal customer base.

Weak CTA-

CTA or Call to Action is about urging or encouraging customers to take action. Even if you have good database and very creative e-mailers, without the right CTA, you are creating a big gap between reaching out and actually encouraging the prospect to take further action.

The purpose of a CTA is to motivate the customer to the take the next step of engagement. If the CTA is weak, you could lose a golden chance of converting a lead that has shown interest in your e-mailer. In order to avoid this, make CTAs an important part of your e-mailers right from the beginning.

 To create smart CTAs you need to have more clarity about the objective of the e-mailer and who it is that you are targeting. Simple CTAs such as ‘click here’ or ‘know more’ may work, but today’s customer is looking for something more personalized. 

Also pay attention to the where you plan to place the CTA in the overall design of the e-mailer. CTAs should not be placed at the very end of the e-mailer. But if you have to, then you must have another CTA placed somewhere else too.

Not measuring results-

Results of previous campaigns speak volumes about your existing strategies, approach and existing measures or processes. Results reflect the right and wrong, the strengths and the flaws in your email marketing campaigns. It’s a must that you measure each and every campaign; analyze it so that you know if you are on the right path.

Measuring the results and analyzing the overall campaign can help you to avoid repeating mistakes and help refurbish strategies wherever needed. This is an important step if you want your future campaigns to do better than the previous ones.

Analyzing the open rates, click through rates, downloads and response to the campaign can help you to see the finer nuances of the strategies. Then depending upon the above factors you can make changes in the future campaigns.

Conclusion-

Email marketing should be optimized as it is a powerful tool for b2b sales and marketing. While creating new strategies and campaigns, one must not ignore the mistakes or overlook any obvious or not so obvious flaws. Optimize it for best results and use verified data for more success.