Email marketing isn’t new. It’s one of the longstanding channels used by marketers on a regular basis.
But the days of one-size-fits-all, batch and blast email marketing programs are over. – Click to tweet
Relevant and personalized email content is crucial to engage, nurture, and retain B2B audiences. Especially since the volume of emails is going up:
According to Radicati, business users sent and received an average of 121 emails per day in 2014, which is expected to increase to 140 messages per day by 2018.
The challenge of engaging your target audience is further compounded by the fact that your prospects are constantly bombarded with emails from other vendors as well.
How Predictive Fits Into Email Marketing Efforts
In order to ensure relevance, B2B marketers must first understand their audiences better, group them into relevant audience segments, determine their current phase in the buyer’s journey and then share personalized emails to engage and nurture them.
Predictive can help accomplish this.
With Predictive, marketers can extract answers to important questions about their customers by identifying key points of differentiation like:
- What is the purpose of the email campaign?
- What is their current phase in the buyer’s journey?
- What type of engagement and results are you hoping to drive?
- What does your ideal audience look like?
- What does your audience care about (at this moment)?
- What are the “unknowns” and how can you test results?
After answering these questions, marketers can form a hypothesis to apply to their prospect database and pull a list of their ideal audience segments. Once the list is created, marketers can develop content and messaging that is directly relevant to that audience.
This approach of building personalized email campaigns for each target audience segment can yield excellent results. In fact, here are some positive results Radius customers have seen after adopting Predictive.
Waterfall Effects on Email Performance Metrics
This example pulls from results we’ve seen from Radius customers that leveraged Predictive for their business and follow email best practices:
Note: You should not expect these results from a single email to 5,000 leads. Rather, use Predictive across separate campaigns to a number of segments, and also couple your emails with a multi-channel approach.
In this scenario, you can see there was a significant increase across all key email performance metrics:
- The deliverability rate increased by 15% due to email lists containing more accurate email addresses for prospects
- There was a 5% increase in open rates because of better prospect insights that allowed for more personalization
- Better email personalization specifically around the email copy resulted in a 4% increase in the CTR rate
- By ensuring top prospects are actively touched, there was a 20% increase in lead-to-opportunity conversions
Wrapping It Up
Email will continue to be a powerful tool in the marketer’s toolbox for the long-term. But it’s important to differentiate email content to stand out in a prospect’s inbox and nurture them effectively.
Predictive solutions can help B2B marketers extract valuable insights from their data, improving the performance of their email campaigns. By using business signals and firmographics to create target audience segments, marketers can ensure they’re sharing relevant, tailored emails that ultimately drive conversions.
Want to learn how to create Predictive-fueled email marketing campaigns that drive engagement? Download our new Predictive Playbook to learn more.
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