It’s time to revisit and rethink e-mail’s undeniable benefits.
From content to involvement to reach and cost, electronic correspondence deserves a seat at the marketing table.
For every $1 spent, $44.25 is the average return on e-mail marketing investment (Source: Experian)
CAN’T BE BEAT
According to Mailchimp, the average click rate for e-mail in 2019 was 2.62%. This was 301 times greater than engagement for an unpaid Facebook post, according to TMC’s in-house research. In fact, e-mail click rates far surpassed nearly all social media platforms.
CHOOSE YOUR WORDS CAREFULLY
Junk filters have gotten more sophisticated, so be sure to avoid spammy words like amazing, click here, order here, promise you, risk-free, special promotion, cancel at any time, free, toll-free, for only ($), and great offer.
VARIED AND VARIABLE
Sky’s the limit with content that can be placed into an e-mail, be it a photo story, ad, animation, newsletter, video, or more. Be sure there is text included to avoid going directly to the junk box.
THIN THE HERD
Work with a clean database—make sure the contacts are current, the e-mail addresses are correct, the audience has opted-in, you’ve segmented your audience lists, and you’ve scrubbed the lists for non-deliverables.
Make sure the sender is someone recognizable from your company—people are more likely to open an e-mail from someone they know.
KEEP IT SHORT
Content can go on forever, but no one wants to read a book. Keep the subject line to 40 characters to be readable on mobile devices; keep the content to~200 words to grab the reader’s attention. Make sure the message in your subject line is useful, unique, pressing, and ultra-specific.
No one wants to be just a statistic. Personalize the communications using functions that exist in nearly all automated e-mail applications. Cater messages to individuals’ past interactions. These actions will nurture new leads, make offers more receptive, and increase brand awareness.
The optimal days for B2B emails are Thursdays and Fridays when the workweek starts to wind down, according to Bufferapp.com, and employees can come up for air.
The file size of the email is also important, so it can be delivered to all inboxes. Try to keep it below 50KB.
CREATE AN ENGAGEMENT PATH
Automation allows you to set up multi-part e-mail blasts that are triggered based on the reader’s action. Drive them to a landing page for best results.
USE BEST BUSINESS PRACTICES
The simplest and least restrictive way to build a connection with customers is through e-mail. This tried-and-true form of correspondence can be deeply personal and informative. Even with sophisticated spam blockers, there’s generally a good open rate. Campaigns that are executed consistently are highly-effective at yielding results.
TMC is the premier marketing agency devoted to the marketing needs of the chemical and specialty ingredient industry. We help manufacturers and distributors market their ingredients to brands worldwide. Our expertise spans across 7 sectors, including food, pharma & life sciences, paints & coatings, beauty & personal care, agro, water treatment and HI&I. We focus on innovator companies who lead the way in creating ingredients for today’s demanding consumers.