Is Your E-Mail Message Living to See Another Day?

After last week reviewing a recent nationwide survey from BtoB Magazine and business audience marketer Bizo on how marketers are challenged with attracting attention from their target audience, we look this week at the role e-mail plays in that quest.

According to the survey, a majority of marketers note their greatest challenge in 2012 is coming up with more leads. Could their e-mail tactics that they have employed to date need a little refining or a complete overhaul?

Another recent report from e-mail marketer Constant Contact, states that individuals sign up for e-mail lists and interact with social sites for a large number of the same reasons.

Among the findings from B2B marketers:

  • Fifty-eight percent of those surveyed say the main motivation behind an e-mail opt-in was to obtain discounts and special offers;
  • Forty-one percent claimed e-mail opt-ins in order to receive discounts and special offers was a good reason to “like” a business on Facebook;
  • Being a customer or backer was listed as the number three reason by respondents for both email and Facebook;
  • Paid search garnered 36 percent of efforts from marketers, with display ads (35 percent) and social media (29 percent) second and third, respectively;
  • Thirty percent of marketers report e-mail to be a mature and well-optimized method for their mix;
  • Eighty-four percent of marketers noted the importance of segment targeting in their e-mail campaigns.

While e-mail is but one facet of the B2B marketing campaign, there are ways to improve it and get a better ROI (return on investment) from all of your marketing channels that  are contributing to the size of your email lists.

Among the ways to do this is:

  • Producing a marketing video – A well-designed online video can get your message across to countless eyes. Make sure, however, that you keep it short and sweet so as not to lose the attention of your audience;
  • Being mobile – It is also important for marketers to utilize mobile marketing in an effort to help increase both open rates and click through numbers. Be sure that images are useful and easy to view. Make sure you provide them with a smooth delivery;
  • Re-emphasizing relevancy – In order to get your e-mails messages read, review your message to make sure it is targeted and relevant. Without those two key components, why would someone care what you had to say in the first place? Better to get it right then to get it out quick:
  • Remembering what your keys to success are when it comes to e-mail in the first place – The goals behind any e-mail marketing campaign include nurturing leads, adding to your brand awareness, generating sales and constructing a level of customer loyalty that is second to none;
  • Getting the right measuring stick – All too often, marketers fail to properly measure their e-mailing efforts, leaving them with the inability to see whether or not a campaign is producing the desired results and missing out on the opportunity to optimize those campaigns;
  • Making them an offer they cannot refuse – We all want something in return for our time. Make sure your e-mail campaigns are offering items such as how-to-guides, e-newsletters, white papers and more. When you give your customers and prospects something of interest, you stand a much better chance of retaining them.

As a B2B marketer, what tricks of the trade have you found to be useful when it comes to using e-mail marketing?

One-third of the way into 2012, do you plan to increase, decrease or keep your level of e-mail marketing this year about the same from a year ago?

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Dave Thomas writes about B2B marketing insights and trends. When he isn’t writing, you can find him on Twitter or watching sports.

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