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The Art of High-Performing B2B Email Campaigns

Every marketer, sales specialist and digital marketing executive knows the weight that email campaigns carry when it comes to bringing in genuine inquiries and leads, growing customer-brand connect and boosting overall conversion rates and amplifying revenues. An email is potentially a very powerful ‘captive’ one-to-one connect with the targeted recipient!  

Email campaigns provide businesses with the opportunity to cultivate leads and effectively guide them through the sales funnel by facilitating informed purchasing decisions, ultimately aiming to enhance sales performance. 

The math is simple – emails that are right on the money make for healthier conversions. So it goes to reason that it is in everyone’s best interest – your business, your brand and your customer – to learn the nitty gritties that ensure that your emails land directly in the sought-after inbox and bring in more customers. 

An effective email campaign has 5 working parts that determine campaign success–
  • Articulated and finely curated targeted audience  
  • Avoiding the spam filter criteria set by email providers 
  • Delivering content that is short, crisp, direct, relevant and personalized 
  • Course correction based on monitoring metrics such as open rates, click-through rates, and other relevant indicators. 
  • Focusing on the technical factors of email execution 

Let’s delve into these in more detail. 

Targeted Email Delivery with Smart Segmentation

Hyper target before hyper-personalizing:   

Define your target audience: Market research, buyer personas, you know the drill  

    1. Segment data: Select a good clean database, identify segmentation criteria and divide data into meaningful segments 
Survive email provider's spam filters with smart subject lines

A major hurdle in delivering your emails is getting past the gatekeeper of the email kingdom – spam filters. They analyze your domain, your content, even your subject line and flag emails that it identifies as malicious. Essentially, their purpose is to identify unrequested, undesired, and virus-infected emails, effectively blocking such messages from reaching a user’s inbox. 

But if the filters mark you as spam, you’ll be denied the ordinary spotlight of an inbox.  Use third-party tools to ensure that your subject line and your content don’t have any trigger words.  

Once you enter inbox airspace, your next goal is to have a unique catchy subject line that attracts your reader’s attention. 

 Some choose to employ lengthy subject lines, enticing recipients to open emails and satisfy their curiosity about the end of the sentence. Others keep it short but catchy. Power words are proven to pack a punch in capturing attention as well. No matter, do due diligence before the email launch date. 

Personalize, personalize, personalize
Now that you have successfully evaded the clutches of spam filters, you have to get the attention of your reader even if it’s just for a mere second. Because for the right email, even a second is enough.  If a reader has taken a few precious seconds to open your email, the content should resonate so clearly that they feel compelled to take your intended action. For B2B this could be checking out your case studies, videos or landing pages. Using lead magnets here can immensely boost engagement rates by offering long-term resources in exchange for contact information. 
Fine-tuning Strategies through Metric Monitoring

Every marketer knows that it can be difficult to get the right traction from the get go. But a lackluster email campaign can be turned around by carefully monitoring your campaign metrics. 

Monitoring Metric Action for Course Correction
Low Open Rates Revise subject lines to make them more enticing
Improve email personalization and relevance
High Bounce Rates Check email list quality and remove invalid emails
Optimize email deliverability
Low Click-through Rates Enhance email content and call-to-action
Optimize email design for better engagement
High Unsubscribe Rates Evaluate email frequency and relevance
Adjust content strategy to better match audience
Other Relevant Indicators Analyze conversion rates and website analytics
Identify bottlenecks and optimize user experience
Lastly, don't ignore the technical considerations for successful email delivery
  • Use a consistent and trustworthy sender address to avoid spam filtering. 
  • Check for your domain or IP address in DNS Blacklists to ensure it is not flagged for sending spam. 
  • Select a reputable email service provider (ESP) to improve email deliverability and avoid being marked as spam. 
  • Verify technical setup factors like SPF, rDNS, DKIM, and MX records for optimal email deliverability. 
  • Include company information (NAP – Name, Address, Phone) in emails to build trust with ESPs. 
  • Monitor and manage bounce rates to maintain a good sending reputation and avoid spam filters. 

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