Adding a personal touch to your B2B email marketing campaign elevates your messages to more than just vehicles to tout your products and services. These campaigns allow you to reach prospects on a more individualized level, provide information that meets their needs and build trust. With that in mind, here are a few tips:
Personalize your emails by having them come from a leader on your team who will personify your brand. Introduce the voice and face of your emails as a real human being who thoroughly understands the recipients’ industry. Let them know there is an actual person available to talk about their business needs. Add specific contact information (not just a generic “contact us”) and be sure to follow up.
Because one message or group of messages can’t resonate with a large, generalized audience, focus each campaign on a targeted segment. This comes from studying your buyers and identifying the kind of information they are looking for.
And be sure to carry the personalized touch into your subject line to increase the chances of opening. Keep the subject line relevant to your recipients, their business and the content you are offering. Include a call to action or a question that prompts them to open the email. But avoid overtly sales-oriented wording or language that could send your email into the spam bin.
By releasing useful content to your targeted email audience over a designated timeframe, you can establish your business as relevant, while keeping your brand in front of them. Again, knowing your audience is key. Who makes the buying decisions? Who will your solutions benefit most within the company? They might not be the same person. Having someone submit contact information to receive content from you is great. But it’s even better if that person has decision making authority or influence over the person who does. Because there usually are several people involved in the purchase decision, it is important to address each of their pain points through your content.
To identify the appropriate timing of your email campaign, consider how long it takes your company to turn a prospect into a buyer and come up with a schedule that builds engagement up to the time of the potential purchase. Make sure to analyze this process carefully. Too many emails easily could be deleted as junk, while too few could lead to not making enough of an impression.
Marketing automation technology can help you strengthen lead generation when used in strategic email and web tracking campaigns. Tools from companies like Pardot, Marketo, eTrigue and Hubspot allow marketers to create custom campaigns with personalized content. These campaigns automatically respond to prospects based on their actions and predesignated criteria. This analytic software also performs user-specified tasks and automates repetitive functions, which saves time and increases efficiency in identifying viable leads.
However, it’s important to remember that this technology is just a tool. You still have to send industry-specific content that your recipients want – and that will trigger a response from them. By developing and sending usable information tailored to your audience, you prove your value to them. In turn, they are prompted to respond to your personalized outreach.
Lisa Goetz is a public relations executive at Schubert b2b, where she primarily writes content and manages media relations. She brings 20 years of editorial and communications experience to Schubert b2b and holds a PhD in English literature from Duquesne University. When not in the office, Lisa likes to take excursions with her husband and hang out with her cat and a good book.