Email marketing campaigns are essential elements of any marketing strategy, especially in lead generation. They communicate and build relationships with prospects, gather important data, and help boost marketing ROI. As important as these campaigns are for marketers and business leads, many miss the mark and continue to fall short on the campaign’s return. Try these new email marketing tips in your lead generation.
Use Email Campaigns as a Dialogue in your Lead Generation
Many B2B marketers follow the “batch and blast” method of B2B email campaigns. This achieves the objective of sending out email, but it often does not begin a dialogue with your business prospects. Look to extend the conversation by listening, adding relevant value, and engaging business prospects with meaningful communication via B2B email marketing campaigns. Ask for their participation and always include social share buttons to encourage your business prospects to continue the conversation on social channels.
Siting Click through Rates for Better Appointment Setting Analyses
Standard metrics are important in business marketing, but evolve beyond just statistics by exploring all the information available from your business proposals. Pay attention to things like where business prospects went on the web site, number of visits, visit frequency, social sharing, and how you can segment them based on their behaviors and convert them into an appointee. You want to make sure you are measuring engagement in addition to traditional metrics for your appointment setting.
Segmenting Your Emails For Better Telemarketing
Consider combining the standard segmentation criteria with behavioral data to create more complex segmentation strategies that will put also insight for better telemarketing strategies. Look at data including: who opened the email, whether they downloaded the offer, the length of time they spent on the web site, and what they downloaded while they were on the site. Once you have a better idea of what your different segments find interesting, you can make sure your offers are more customized to fit their needs during the telemarketing processes.
To build, execute, and maintain effective email marketing campaigns, you must pay close attention to your audience, the message, and avoid the common trap of simply blasting out self-promotional messages. This only leads to recipients hitting the delete button more than opening your message.
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