Looking to become an expert in insight email strategy? Look no further. The team here at SugarBush went ahead and took some of the hardest lessons we’ve learned by doing to help you build a solid foundation in email marketing optimization.
3 Steps To Insight Email Optimization Success
Step 1: Grow Your Email List
In B2B marketing, email lists tend to retain just 75% of their members annually. If you aren’t replenishing your list with new, interested prospects each year, your email marketing will suffer. So how do you keep your list full in the face of inevitable decay? With inbound marketing that focuses on building useful, interesting content to attract subscribers and leads.
The basic idea is to provide value, make it relevant, and the subscribers will come. Tactically speaking, the best way to start generating leads through inbound marketing is to launch a blog and start creating good, search-friendly, content. If you’re doing this, your blog and website will become a magnet for potential subscribers. And, you can take things to the next level by partnering with a non-competitive company to create interesting content, events, webinars, and more.
Step 2: Integrate Email Into Inbound Marketing
Social Media integration with email is one of the key contributing factors to email marketing prowess. The top 20% of B2B marketers do it – and you should too. So, add social media sharing buttons to your emails and follow buttons too. This will extend the reach of your email send beyond the recipients in your database and thus expand the visibility of your content and your brand.
You should also send highly targeted insight emails to anyone that’s mentioned you on social media. If you’re using an integrated marketing analytics program (SugarBush can help you find the right one), you’ll be able to see a list of email subscribers and leads who have mentioned your company on Twitter. These leads are highly engaged already – so be sure to not only respond to them, send them a follow-up email with targeted info about their issues, comments, concerns, etc.
While you’re at it, leverage your social media presence to give followers a reason to take things a step further and subscribe to your email list. Place a call-to-action on your Facebook page, give clear reasons and benefits as to why they should escalate participation and turn your social media followers into actionable leads.
Step 3: Make Your Emails More Deliverable
17% of emails never get to where they’re headed. That’s a lot of wasted time and effort. Whether the email addresses were entered wrong or there’s a spam filter that stopped them, insight email marketers need to consistently strive for a high deliverability rate by:
- keeping clean email lists - by ensuring your list is free of undeliverable email addresses, your Sender Score will stay high
- sending from a reputable IP address - consider using a Dedicated IP OR a reputable Shared IP. Why? Each time you send an email campaign out, it’s associated with your IP address. The reputation that you build, positive or negative, through email campaigns is also associated with that given IP address. Shared IPs are considerably more affordable and can give you the scale of sends to actually register a positive Sender Score.
Now that you know how to optimize your insight emails, you should be well on your way to growing your list, reducing unsubscribes, leveraging your other digital channels for more email opt-ins and increasing your Sender Score.
Mark Parent : November 4, 2014 2:00:00 PM EST
