B2B email marketing is one of the most cost-effective ways of getting your message out to your target audience. Social media gets the buzz, but just by the numbers, a business email campaign is the most efficient way to reach your buyers.
There are more than three times the number of email user accounts than there are for Twitter and Facebook combined. With more than 2.9 billion email accounts in use worldwide, email is clearly an essential part of the marketing equation.
To get the most out of your business email campaign to other businesses, you need to master four core elements:
- Good data
- Good design
- Good timing
- Great content
This month the focus is on timing and content in a successful B2B email marketing campaign.
The old saying, “Timing is everything,” is apt for B2B campaigns. Your goal is to reach the decision makers at a time when they will be open to your message. Here are two guidelines based on Marketing Sherpa’s Email Marketing Benchmark Report from 2013.
Never on Sunday. Over 50% of those polled rated Sunday as the least effective day to receive your B2B offer. If you are in the software-as-a-service industry, that rate went up to over 60%. In the financial services sector, Saturday is considered the worst day.
Wednesday is the day. Most picked Wednesday as the best day of the week to receive B2B emails.
The other three components must be good to be effective. Your content must be great. There is so much advice, so many articles and reports and words on the internet, that you need to stand out in order to grab the attention of your recipients and so your design needs to be your brand so its instantly recognisable as from your business.
Content is king everywhere online, and that includes your emails. If you don’t send information that is usable, entertaining and readable, it simply won’t get read.
Instead of thinking in terms of an email campaign, consider focusing on your ideal customer. Write an email sent individually to this person. Don’t forget that all effective email marketing is about building relationships. Write about topics that will you’re your customer solve problems, makes sales, overcome bottlenecks and get rid of pain points.
Include a line in your emails asking your subscribers what they want to hear about, what problems they are experiencing and how you can help them.
Make the most of your email marketing efforts by considering the importance of timing, figuring out who is doing what with your emails, making them readable, useful and entertaining. The time you invest will be well rewarded.
You can read part one from our website –Data and Design: Your Successful Business-to-Business Email Campaign, Part 1 and it goes without saying that if you need help getting your business email marketing working for you them please either call us on 01392 241653 or contact us through the website here.