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When I'm out-and-about (whether it's a meetup, or a conference) this is where you'll find my thoughts.

How to Win at B2B E-Mail Marketing (@bmacarolinas)

Reliable Acorn 6:04 PM No comments
TLDR: Email is not dead. Email = winning.


Below are some notes I took at Adam Holden-Bache's presentation about email marketing at the BMA Carolinas meeting.

E-mail has been around since 1973. Some people think it might be old, out-of-fashion or dead. But 
  • 204 million emails sent every minute.
  • 28% of a worker's time is spent reading email
  • 11,608 is the average number of emails sent to a worker, in one year
For every $1 spent in email you'll get $40 back.

Everything should have a goal. What is the goal of your email campaign? Without a goal, you cannot achieve success. The most common goals are 
  • to increase revenue/sales
  • improve conversion rates
  • generate leads
  • reduce acquisition costs
  • customer retention
Whatever defines success for your business, is your goal. 

To do this, you need to:
  • Implement tracking.
  • Measure success.
  • Identify your points of failure, and change them. 
  • Understand how this all affects your ROI.
You need to know your audience. You have two types of business buyers: financially-driven or solutions-focused. This might include: customers, prospects, leads, colleagues, competion, and media.

68% of businesses rate email as "good" or "excellent at generationg ROI but most marketers allocate less than 25% of their budget to it. 

Top priority: grow your email list. Quality over quantity. Attract the audience you desire. How?
  • Provide value.
  • Disclose frequency
  • Give the subscriber complete control (avoid default-checked boxes, for instance)
  • Ensure privacy
Where collect people for your list?
  • Website
  • Surveys
  • Offline events
  • Online events
  • Registrations for downloads
  • Point of sale
  • Social channels
  • Videos
  • Promotions
  • Email signatures
  • Print ads
  • Direct mail mobile apps
  • Mobile text subscriptions
  • Blog
DO NOT purchase an email list.
  • You will risk your reputation. 
  • You'll be labeled a spammer.
  • Your deliverability will suffer.
  • It's not effective.
Email is experienced in stages.
Stage 1: Inbox
Your goal is to get the open. This is affected by your "from" name. Business or personal name? Less than 23 characters long. This is also a function of your subject line. Put the main point, first. Create interest and emergency. Test personalization. Don't forget the pre-header. Provide a call-to-action, generate interest, summarize the email and support the subject line. 

Stage 2: The email body
Your goal: get the click. Make it obvious. How? Don't solve, educate. Solve a problem. Show them how they can save time, money, resources. Entertain them.

Sorry. I had to leave at this point. Catch the rest in Adam's new book: b2bemailmarketingbook.com

Did I miss something? Want to add something (especially where I had to leave)? Leave your thoughts in the comments, below.

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