Infographics

B2B Lead Generation: Part 2 - 8 tips for email marketing success

19 September 2016

Email marketing seems to be enjoying a surge in popularity amongst marketers; according to an Econsultancy study from earlier this year, 73% of marketers rate it excellent or good in terms of ROI. That’s better than any other digital marketing format. In Part 2 of our series on lead generation, we have created a handy infographic with our top tips to help you get the most out of your email.

Its unobtrusive and convenient nature means customers are often more receptive to email than other forms of marketing, but it is not a successful marketing strategy on its own. ROI is highest when your channels - email, content, voice or social - are used within an integrated approach. With many new capabilities around automation and personalisation, the flexible nature of email makes it easy to integrate with other channels to create a cohesive customer journey.

The challenge in using email effectively within your marketing mix is; how to strike a balance between bland and over the top, pushy and unassertive, too much and too little. Marketers need an up to date email marketing strategy that effectively delivers a message to the right customers at the right time; a strategy that strikes all the right balances.

With the increasing sophistication of email marketing, best practice is essential. Tiny, but essential details really set your emails apart from Inbox clutter. Whether it is as simple as using the right ‘from’ address or adding a question mark to your subject line, or a more sophisticated approach using predictive technology to personalise your message, the key thing is to have a plan that maximises the effectiveness of each and every email.

Because email is such an important part of an integrated strategy, we’ve unpacked some of the most crucial elements, and created an infographic with our top tips to help you create winning emails for your campaigns.

As voice specialists with over 25 years B2B experience, we are often engaged to source emails to feed our clients’ email marketing efforts, or to qualify and convert AQLs (automation qualified leads) to generate sales ready leads for their teams. If you are looking to integrate your email within a broader marketing strategy, or interested in how email can be enhanced by human interaction, get in touch to find out what we can do for you. 
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