How many emails do you receive in a week?
How many do you actually open before immediately moving them to the trash bin?
What makes you stop and open an email?
Successful email marketing strategy can seem like a daunting task, but with effective email communication to your audience, you can break through the clutter in their inbox and deliver impactful and insightful content.
Distributing Relevant Content
Research shows that 87% of B2B marketers use email as a main source of distributing content to their clients, prospects, and leads. The most effective email campaigns provide the recipient with actionable content. While some emails can be strictly sales focused, say if you are launching a new product or service line, the majority should be educational and informational instead of pushing a sale.
For a professional advisor, email marketing campaigns can be a weekly newsletter, a recap of recent transactions, or a collection of top content you have found useful in your own practice. By highlighting and distributing content to your leads or even your current clients, you position yourself as a thought leader in your industry and remain top of mind for any future client engagements.
Intriguing Subject Lines
When creating your emails, the first thing your target audience will see is the subject line. Take a look at your inbox. How many of the emails waiting for you have a subject line that draws your attention? Which catches your eye enough for you to skip over a more recent email because you just have to open it?
An intriguing and successful subject line incorporates personalization and description that engage the reader. Some email platforms limit the number of characters in a subject line shown in the inbox. Ensure your subject lines are visible in their entirety by limiting your subject lines to 60 characters or less.
Nurturing Leads through Personalized Communication
The most popular use of email marketing strategies is to generate leads for a business. 85% of email marketing is for lead generation and 78% of marketers use email newsletters as their main channel to nurture leads and move them further down the pipeline. We recommend creating dedicated email campaigns for your leads and prospects highlighting new products, educational content, or promotions. By testing what offerings you share with prospects you can see what is the most beneficial to this target audience based on how well the campaign is performing.
According to HubSpot, B2B marketers say that new product and feature announcement marketing emails have the highest click-through rate. Additionally, segmented campaigns, prospects vs. clients have a more engaged audience and a higher click-through rate.
Email marketing allows you to target specific subsets of your prospective clients and engages them with personalized content and communication.
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