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Top 7 Email Marketing Posts for 2017

Top 7 Email Marketing Posts for 2017

Email is one of the most utilized tools in your marketing toolbox, but marketers need to continuously develop their email practices to keep up with the rapidly changing interests of audiences.

Email marketing is a powerful tool for growing and developing your business. You probably get hundreds of marketing emails from all kinds of companies you patronize (and even those you don’t) every day. So you know as well as anyone that not all email marketing is created equal.

Especially in B2B culture, there is a right way — and many wrong ways — to do email marketing. Our blog hit on many best practices in 2017 that are important for B2B marketers to keep in mind as they create marketing emails.

Here are the top 7 email marketing posts for 2017.

1. 7 Email Marketing Tips for Manufacturers and Industrial Companies

Here are seven tips for manufacturers to improve your email marketing strategy in the manufacturing and industrial sector. Many manufacturers and industrial companies are still stuck in the one-off batch and blast mode of email marketing. That strategy is not likely to work very well in industrial marketing, where most of the purchases include complex products with long sales cycles, multiple decision-makers, and stakeholders are involved. Read more.

2. 7 Techniques for Personalizing Marketing Emails and Boosting Engagement

Personalizing marketing emails increases open rates, click-throughs, and revenue, but it takes so much more than addressing recipients by name. Marketers can use information they have about subscribers to tailor email content for individuals, based on who they are or where they are in the buyer’s journey. Read more.

3. 4 Email Marketing Stats that Prove You Spend Too Much Time Creating Emails

Email marketing can be a challenge — to say the least. The constantly changing email landscape, marketing trends, and privacy regulations can make staying on top of your email game very tough. Take a look at these 4 statistics and why streamlining and automating certain aspects of your email marketing program might free you up to focus on factors that can make a difference. Read more.

4. Increase Revenue from Marketing Emails by 760% with This One Trick

Email list segmentation is the one of the simplest and most critical practices to improving marketing email performance. Marketing emails are an important part of lead nurturing: They can make or break whether a lead becomes a sale. So marketers spend a lot of time and money thinking about how to perfect their messages. Read more.

5. 5 Biggest Email Subject Line Mistakes to Avoid

Email marketers, beware: If you’re tasked with writing compelling emails to capture online customers, the subject line — the headline of your message — is the first and main spot to grab the viewer’s attention. But, while a cleverly written subject can boost open rates and click-throughs, a poorly written one can have the opposite effect. Read more.

6. Three Marketing Email Crimes to Avoid

Are your marketing emails annoying your customers and prospects? We’ve all felt it: the visceral annoyance on opening an email — because it’s the fifth one from the same company in two days, or because it’s packed with hyperbole or an off-putting sales pitch. As it turns out, recent research has shown that this reaction is only too natural. We’re predisposed to view the tone of email more negatively than it was written. Read more.

7. Mobile-Friendly Emails: 6 Tips for Success

Use these 6 tips for more mobile-friendly emails to improve recipient engagement rates and to promote profitable customer action. When a majority of your audience is reading your marketing emails on their mobile devices, it’s imperative that you’re creating emails that are optimized for mobile viewing. Here are 6 essential tips for creating mobile-friendly email campaigns. Read more.

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5 Email Marketing Trends Supply Chain and Logistics Marketers Need to Know

5 Email Marketing Trends Supply Chain and Logistics Marketers Need to Know

Interactive emails, segmentation, and AI are all email marketing trends that should be on all marketers’ radars.

Despite expert predictions, email is not dead.

In fact, more people are using email than ever before (close to 3.8 billion worldwide). Fronetics works with supply chain and logistics businesses every day, so we have a first-hand understanding of how email marketing can be successful in these industries.

That being said, it’s true that email is changing. Marketers need to be on top of these latest changes to keep pace and stay relevant. Here are 5 email marketing trends supply chain and logistics marketers should be ready for in 2018.

5 email marketing trends

1) Interactive emails

According to a recent survey by Litmus, more than 27% of marketers believe interactive emails make a big impact in email marketing. Making your emails engaging to read will reduce bounce rates and capture your target audience’s attention span for longer. A few ideas to make your content interactive: image galleries, sliders, buttons, quizzes, search bars, surveys, and, of course, an “Add to Cart” button.

2) List segmentation

If you’re not segmenting your email lists, you’re shortchanging your email marketing campaigns. MailChimp found that businesses who use list segmentation generate more than 14% more email opens and get 100.95% more clicks from email campaigns.

Businesses who use list segmentation generate more than 14% more email opens and get 100% more clicks from email campaigns Click To Tweet

Effective email list segmentation is about collecting adequate data to create and target optimal email content based on audience preferences. A simple way to collect this type of data: email opt-in forms that collect more information than simply name and email.

3) Artificial intelligence

Artificial intelligence and machine-learning technologies will shape the future of email marketing. For example, Adobe has invested in AI-powered marketing, including features with the ability to suggest the best subject line for an email based on what it has learned about users. Machine learning can make email marketing easier, suggesting ways to segment email lists, send more personalized emails to key individuals, and generate product recommendations.

4) Plain-text emails

This one may seem counter-intuitive. While high-quality email design filled with images used to be a trend, marketers are increasingly finding that plain-text emails are more effective. This is largely because plain-text renders the same across all devices, and it has the added benefit of seeming more personal.

5) The rise of mobile-first

It’s not news that most emails are now opened on mobile devices. This means that it makes sense to start designing emails mobile-first. In addition, email subscription forms will start becoming more mobile-friendly, and content, such as articles and blog posts, should end with an email sign-up form to increase conversions.

What email marketing trends are you paying attention to?

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7 Email Marketing Tips for Manufacturers and Industrial Companies

7 Email Marketing Tips for Manufacturers and Industrial Companies

Here are seven tips for manufacturers to improve your email marketing strategy in the manufacturing and industrial sector.

This post comes to us from Adam Robinson of Cerasis, a top freight logistics company and truckload freight broker.

Email marketing is a powerful tool for growing and developing different types of businesses. However, many industries are still unaware of the power of using an appropriate email marketing strategy. Many manufacturers and industrial companies are still stuck in the one-off batch and blast mode of email marketing. That strategy is not likely to work very well in industrial marketing, where most of the purchases are expensive; complex products with long sales cycles, multiple decision-makers, and stakeholders are involved; and there is a much higher risk if a wrong decision is made.

7 email marketing tips for manufacturers

1. Avoid SPAM at all costs

The last thing that you want is for your emails to end up in someone’s spam folder or have your emails banned from someone’s inbox. Before you even start an email marketing campaign, you should print out the latest copy of the CAN-SPAM act to remind yourself of some email marketing principles, such as any recipient must have given their consent before receiving commercial email, have an option to unsubscribe from receiving further emails, do not mislead the recipient about the content or the origin of the email, and use approved methods to get a recipient’s email address.

2. Personalize your emails

You should avoid sending generic emails. Your recipients are not all the same, and you should make distinctions between them by segmenting your database. This means sending the same type of email diversified in some key aspects depending on the type of recipient. The content and filters of platforms such as Litmus and Reach Mail, which is based on personal data, geography, activity, and devices used, let you automate the entire process to narrow your focus and identify the ideal sub-section of your list.

3. Increase your traffic and clicks

By creating the perfect email marketing campaign, you will have the power to turn emails into clicks and traffic to your website. Sending relevant links to your subscribers will drive them to your website, and this increases the potential for new sales. If you want to give a real boost to your click-thru rates, you should keep in mind that you have to get rid of the clutter. Having an email that has too many graphics and banners will confuse your readers and leave them wondering what they are supposed to click on.

4. Offer quality content

You should always provide useful, quality content in an email and links to further information. Your emails should be more informative than sales-related, especially in the manufacturing industry. Talk about your company’s safety standards, advertise interviews with experts, and discuss pressing matters in your industry. Not presenting your information in a clear and accurate way will put off your recipients. You can take advantage of online tools to help you with your content writing. Use Australian Help and Oxessays as copywriting tools for writing your emails and Bigassignments to help you to edit your content. [Editor’s note: You can also partner with a third-party marketing firm to develop and execute an email marketing strategy for your business.]

5. Optimize your subscriber list

Do not rush out and buy an email list to get started with email marketing. You should grow your in-house subscriber list and get to know your customers and what they need from you.

6. Link your email platform with other channels

Email platforms, external databases, e-commerce, social media, and business intelligence systems can all be linked to optimize your business and reach more potential clients. Platforms such as Mail Chimp and Mad Mimi allow you to connect and integrate every system, synchronize the information on each, and have them communicate with each other.

7. Automation and tracking

You should try to make your email marketing strategy as efficient as possible with email marketing automation. Platforms such as the mentioned Litmus and Reach Mail will let you automate the entire process. Analyzing and tracking your campaigns’ performance is also essential. Using the analysis tools and reports available from the platforms we suggested will allow you to check and optimize your clicks, traffic, and sales.

Wrapping up the 7 email tips for manufacturers

There are many things to consider when creating an email marketing campaign. The main goal is to effectively connect with potential customers to persuade them to purchase your product by reminding them that you exist and that you are helping. Use these email tips for manufacturers to continually improve your sales and grow your industrial business.

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What Does Automation Mean for Supply Chain Marketing and Sales?

What Does Automation Mean for Supply Chain Marketing and Sales?

Automation has two major benefits for supply chain marketers: it drives efficiencies and improves success rates in earning and converting leads.

When you think about automation in the supply chain, you probably don’t immediately consider marketing and sales. Perhaps you envision robots scooting around warehouse floors, or maybe you think of applications in billing, compliance reports, or order auditing. However, advances in automation have impressive implications for marketing and sales in the supply chain as well.

Automation has two major benefits for supply chain marketers. Like all automation, it drives efficiencies, allowing your team to devote more time to other core competencies. What you may not know, however, is that it also improves success rates in earning and converting leads. In fact, HubSpot reports that businesses using marketing automation to nurture leads receive a whopping 451% increase in qualified leads.

New trends in marketing automation – particularly those which function more like artificial intelligence – can streamline and improve your marketing and sales efforts. Here’s how.

Integrate marketing automation into your CRM strategy

Integrating marketing automation into your customer relationship management (CRM) strategy may not be the first thing that came to mind, but the two work beautifully in tandem.

An integrated approach will take all three of the following areas to the next level:

  1. Track behavior. Automation lets you go far beyond basic demographic data, seeing things like what pages your prospects are visiting, what types of content they’re interested in, and where they are in the buying cycle.
  2. Send targeted messages. You can use the behavioral information collected by your marketing automation tool to create and send targeted messages that are customized to your prospects’ interests and stage in the buying cycle. This means your prospects will find your messages more relevant and engaging.
  3. Establish clear ROI. Establishing a clear link between marketing efforts and sales is a constant thorn in the side of most marketers, but new advances in automation make measuring ROI a little clearer. Creating a campaign in your marketing automation system maps it back to your CRM, so you can correlate closed deals directly with the campaigns that created them.

Basically, combining CRM with marketing automation can give you more organizational bandwidth, more precision in your messaging and lead nurturing, and more measurable value in your campaigns.

Create targeted messages with email workflows

There’s no area in which marketing automation is more helpful than in the creation of automated but extremely pertinent email workflows to your sales leads.

Based on the information you have about your leads and/or their engagement with your website, email workflows trigger a series of pre-determined highly-relevant emails at designated intervals, inviting them to take action and helping them to move down the sales funnel.

Email workflows do require considerable work upfront as you consider individual buyer profiles, their place within the buyer’s journey, and what timely and relevant information will advance them. But thoughtful well-designed email workflows can translate to substantial time savings and increases in lead conversion later.

More marketing automation: Social media scheduling tools & chatbots

Two other areas in which automation is making a big splash in marketing and sales are social media scheduling tools and chatbots.

The targeted approach of email workflows increases their chances of being read, but I don’t need to point out that – no matter how perfect your email might be – people are still buried in emails. On average, office employees receive 121 emails per day. Only around 20% are opened, and click-through rates are even lower.

On average, office employees receive 121 emails per day. Only around 20% are opened, and click-through rates are even lower. Click To Tweet

So, in addition to email workflows, the newest trends in automation are social media scheduling tools and chatbots. Both of them can make your job much easier — and improve your bottom line.

Social media scheduling tools

Social media scheduling tools, like those offered by HubSpot and Hootsuite, let you plan and schedule content across your social networks.

For example, HubSpot’s comprehensive CRM and marketing platform includes the ability to automatically post to social media when you publish content, as well as in-depth analytical tools for determining the best time to post to social media platforms. You can also monitor social mentions and link your social media activity with larger marketing campaigns to determine ROI.

Hootsuite lets you keep track of various social media channels at once. It also helps you perform brand monitoring, letting you know when you brand is mentioned, and what your customers are saying.

As you can imagine, using a social media monitoring tool can greatly improve efficiency, cutting into the sometimes-seemingly-endless manual hours spent on social media monitoring and posting.

Chatbots

A chatbot is s a computer program that simulates human conversation using auditory or textual methods. It communicates with your customer inside a messaging app, like Facebook Messenger, and is similar to email marketing without landing in an inbox.

Chatbots are the latest trend in marketing, and their increasing popularity is making it harder to ignore how artificial intelligence is helping shape the content marketing landscape. It’s certainly timely. Business Insider recently reported that the number of people on messaging apps surpassed the number of users on social networks!

Messaging automation is the new email automation, and it can work for supply chain and logistics industries too. Chatbots currently allow for increased customer engagement through messaging app technology that isn’t yet saturated with marketing, and your brand will also appreciate the ease of tracking and segmenting your customers through chatbots.

Marketing automation is for the supply chain

Automation isn’t just for the warehouse or the finance and billing department. It’s also for this crazy constantly-changing world of marketing in supply chain and logistics industries. Marketing automation can make a big difference in your marketing and sales efforts.

Integrating automation with your CRM strategy, creating targeted email workflows, and the newest advances like social media scheduling tools and chatbots can all add up to major time savings and substantial increases in lead conversion rates.

This post originally appeared on EBN Online.

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Content Marketing Can Work with Account-Based Marketing

Content Marketing Can Work with Account-Based Marketing

Account-based marketing has traditionally utilized outbound marketing tactics, until now.

Account-based marketing has been around for decades, but it has been gaining a lot of attention in the past few years. More and more companies are starting to use account-based marketing to increase their brand awareness with specific audiences and work together with sales teams to close deals.

But what is account-based marketing?

Account-based marketing

Account-based marketing (ABM) is a focused approach to B2B marketing in which marketing and sales teams work together to target best-fit accounts and turn them into customers. Marketers and sales teams focus their efforts on specific accounts — companies, customers, target audiences — and work to get marketing materials in front of them.

Essentially, account-based marketing takes a potential customer and turns them into their own market. “[ABM] is to address the needs of organization by connecting with all of the stakeholders within it. That’s one reason why it works so well in B2B — oftentimes you have to work with five or more stakeholders in a given sale,” writes Sam Balter, HubSpot’s Corporate Marketing Manager.

So how can content marketing help with ABM, which has traditionally been a sales strategy?

Content marketing and account-based marketing

Inbound marketing focuses on audiences finding you. Instead of pushing a message onto buyers, inbound marketing allows you to establish your brand as an industry leader and let interested audiences come to you. This type of marketing attempts to draw in potential customers through interesting and engaging content.

Content marketing is a type of inbound marketing that uses blog posts, social media, infographics, and video to expose target audiences to a brand.

Merging sales and marketing efforts

There’s no reason that ABM and content marketing can’t work together. In fact, you’re missing out on maximizing your marketing efforts if you aren’t incorporating both of these marketing strategies in your overall marketing plan.

Traditional sales pitches are no longer pushing buyers down the sales funnel. Instead, buyers want a personalized experience, where they feel they are getting to know a brand before they make a buying decision. Click To Tweet

Today’s buyers don’t want to be ‘sold.’ Traditional sales pitches are no longer pushing buyers down the sales funnel. Instead, buyers want a personalized experience, where they feel they are getting to know a brand before they make a buying decision.

What does this mean for your ABM strategy? It means that content marketing can help educate and inform the specific accounts your sales team has identified through valuable, interesting content.

“For example, if you approach any content you create as part of the strategy with both goals in mind, you can create a piece of content that is both incredibly useful from a keyword perspective (and drives a ton of traffic to your site) while also providing all the key information that you’d like to say to your ABM contacts,” writes Stacy Willis for Impact.

When creating content for any marketing effort, the key is to make sure that your content has value. Whether you’re trying to attract a specific account or looking to increase web traffic, content marketing focuses on value and not just volume.

Creating a cohesive account-based marketing and inbound marketing strategy will help maximize your marketing efforts. Though not traditionally used together, it’s time to think outside the box and start seeing the benefits of a joint marketing approach.

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