Dear intrepid B2B Marketer, we’re back again with email as content. I know most of you want to close your browser window at this time. I mean, after all, everybody knows about emails. Right?
You’re right for the most part. According to HubSpot, 93% of B2B Marketers use email and this makes a lot of sense. Yet, there are many things that B2B marketers get wrong. Let’s talk about three of them.
1. We write boring subject lines. Too often, subject lines are treated as an after-thought, hastily scripted when you are just about to click “send.” But your subject line is critical to your open-rate. According to Daniel Pink, subject lines are one of six important pitches we can make. Everytime we send an email to someone, we are asking them to open it and the subject line is where we can do the most selling. If you know that most of your consumers will be opening emails on their smartphone, aim for your subject line to be no more than 33 characters.
2. We forget our CTA. The Call-to-Action is an extremely important component of a successful email. According to Mailer Lite, the best subject lines speak directly to the user, create urgency, and use approachable action verbs (think: “Click here,” or “Read More.” Also, don’t forget to keep them large and legible. Have extra time and want to see some examples of sensational subject lines?
3. Now that we have taken care of email housekeeping, let’s get to the meat of the matter: content. Emails that perform well have compelling content. According to Campaign Monitor, that means content that provides a sneak peek, promotes a cause or weaves a tale. Let’s explore the last one. Stories are contagious. According to Jonah Berger, “Narratives are inherently more engrossing than basic facts.” One example of how you can do this is to tell stories of consumers that have found solutions through your business.
Email can be your best friend if you let it. If you want to talk more about how email marketing can help you reach your Content Marketing goals, reach out to us.
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