the secrets of successful b2b email marketing

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The Secrets of Successful

B2B Email Marketing

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Social

#ActOnSW

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Today’s Presenter

Nidhi Raj Puri Manager Marketing

nidhi.rajpuri@act-on.net @nidhirajpuri

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EMAIL MARKETING HAS AN ROI OF

4,300% Direct Marketing Association, DMA 2013 Statistical Fact Book, 2013

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EMAIL IS

RANKED

THE

For initial introduction to a product/service, learning about a product or service and post purchase follow-up about a product or service

The Economist Intelligence Unit,

Mind the Marketing Gap, Mar 2013

PREFERRED

COMMUNICATION

CHANNEL #1

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Successful B2B Email Marketing Requires

1. Smart Segmentation

2. Clear and Relevant Call to Action

3. Continual Optimization

4. Mobile Friendly Designs

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SMART SEGMENTATION

1

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Smart Segmentation

Demographics

Psychographics (Persona)

Behavior

Digging Deeper: Three ways to Segment your lists

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Use Cases

Demographics

Psychographics

Behavior

Digging Deeper: Three ways to Segment your lists

Dynamic messages based on firm size Email release times based on location.

Message content positioned around goals, aspirations, and pain points.

Reminder emails to non-responders and triggered messages based on web activity.

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CALLS TO ACTION 2

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Start with a Clear Objective

• What's the Purpose of the Email

• What Action do you want the recipients to take

• Is your CTA relevant and timely for your selected

segment

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Tips for Successful Email Subject Lines

• Tease

• Personalize

• Be Specific

• Prioritize

• Use Numbers

• Watch Your Length

• The ‘From’ line should be from a real person

• Test

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What makes a CTA Awesome?

• Language: Be clear and direct; Use active verbs

• Content: Make it engaging and encouraging

• Size: Make your CTA big enough to grab attention

• Colour: Use colour to draw attention to your CTA

• Placement: Put your call to action on prime real estate

• Repetition: Repeat the suggestion to click if space allows

• White Space: let your CTA have room to breath

• Icons and Images: Incorporate visual clues

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OF B2B MARKETERS SAY

THAT CONTENT BASED

OFFERS WERE THEIR MOST

SUCCESSFUL CAMPAIGNS 56%

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Mix It Up

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OPTIMISE IT 3

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A/B TESTING

IS THE BEST METHOD

FOR IMPROVING

CONVERSIONS

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What to Test

Subject Line

Head Line

Copy Length

Offers

Button Copy

Colours

Images

Form Placement

# of Form Fields

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Act-On A/B Test

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RESPONSIVE DESIGN 4

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Why Responsive Design Matters

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The New Email Dimension

• One layout for all Screen sizes

• Large Text and Buttons

• Generous white space

• Content Comes First

• Reduction of Clutter

– Navigation

– Repeated links

– Low priority content/imagery

• Clear and direct CTA

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Act-On Case Study

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Responsive Designs

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Mobile View

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Results

Creating a device-agnostic experience lead to a

Increase in Sales Ready

Leads in a head-to-head

test against desktop only

versions

93.5%

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Key Takeaways

• Know Your Audience

• Don’t Forget About the Basics

– From Name

– Subject Line

– Call to Action

• Explore Different Approaches

• Find what works best

• Responsive design isn't a silver bullet

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Learn More About Act-On Software

Interested in a demo? Call +91 80 4098-5338

Email sales@act-on.com

Web www.act-on.com

THE FORRESTER

WAVE™ LEADERS

QUADRANT

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Industries that use Marketing Automation

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Q&A

Nidhi Raj Puri Manager Marketing

nidhi.rajpuri@act-on.net @nidhirajpuri