In a survey, it is found that there are 44% of
email recipients makes at least one purchase with the provided promotional
email. Around the world, one of the most effective sales channels for business to
business is email marketing although it may seem as old as the internet.
To increase your sales conversation ‘How do you
nurture your leads?’
Using B2b Email
Marketing Automation helps differently.
In lead nurturing, email marketing automation may
not be a new concept, but it’s found that only 35% of b2b industries have an
automatic email program in their system.
Here are the couples of reasons why b2b email
marketing automation optimization should be done:
1.
It is seen
that automated email messages have a 152% more click-through rate and a 5%
higher opening rate than standard messaging.
2.
In email
technology solutions, 60% of marketers believe that one of the three most
important attributes is automation.
Hence, there are
several ways to begin lead nurturing and email marketing automation
optimization is one of them and should be considered. Therefore, keep reading
to learn ‘how to optimize b2b email
marketing automation?’ for the better, fast, and successful growth of a
business:
1.
Proper optimization of data
No matters
how tightly your data is segmented, the beauty of automation is that it can
juggle multiple paths of customers with different ‘reactions’. To get the real
and benefited result from automation you need to feed the right data to your
automation. Collect the data from the reaction of customer email templates like
data hygiene, data in context, and data accessibility.
2.
Path identification and its simplicity
Based on
goals, try to generate a sales nurturing path for the targeted market where the
customer is in the sales cycle. To send out drip messages to prospects, an
email marketing automated campaign was introduced. The complexity of b2b email
marketing automation drip campaigns can get fast. Hence, automation
campaign workflow should be simple and time-based emails those are simple drip
campaign with 1 or 2 variables.
3.
Segmentation of email contact
50% more
clicks are generated through segmented emails as compared to all in an email
blast. Send out emails and categorize customer lists that are relevant to
segments. Segmentation can be done by collecting segmented information at the
time of lead generation and to manage b2b email
marketing campaign segmentation easily do proper utilization of email
management tool.
4.
Clear and compelling call-to-action
Most of the
marketers rank and optimize very valuable to the call-to-action. Create and
preview call-to-action so that it is easy to see above the folder in the email
content. Increase the usage of short, simple action words such as ‘get’, ‘order’,
and ‘buy’. Additionally, try to use words like ‘free’, ‘customized’, and ‘more’
to show how it is beneficial for a customer that also increase the conversation
rate.
5.
Build more opt-in opportunities
In this
post-GDPR world, data is king. In today’s time, people have to opt-in to
receive our emails, hence encountering prospects to create trust in us with
valuable data is important. To increase engagement, the increasing opportunity
is important. So to opt-in you need to make sure that it is prominent, easy to
undertake, completely transparent, and don’t ask for any sensitive information
as well.
For more information, contact us.
Till tell keep reading.
Written By:
Himani Kathal
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