A Quick Refresher to Improve Your Email Marketing

How long have you been using email marketing to connect with engineers and technical professionals? A number of years, most likely. And when was the last time you cleaned your email list and made strategic improvements to your email marketing efforts? Chances are, the time has come to freshen up. It’s worth the effort, because email remains an effective tactic in the industrial sector.

The time has come to freshen up your email marketing. It’s worth the effort, because email remains an effective tactic in the industrial sector.
The time has come to freshen up your email marketing. It’s worth the effort, because email remains an effective tactic in the industrial sector.

First, Clean Your Email List

If you are emailing to a stale list, you are likely incurring damage in terms of low response rates and brand reputation. You might even be risking having your account suspended by your email service provider if you incur a large number of spam complaints, undeliverable messages or unsubscribe notices.

There are several ways to clean an email list. You can send emails out asking recipients to verify their address and their desire to continue receiving emails from you, but if your list is poor, you’ll get a poor response and this tactic won’t help much. You can manually go through the list looking for problem addresses, which could take a long time and still not produce the results you need.

If you choose to manually validate and clean your email list, look for and remove:

  • Duplicates
  • Improperly formatted addresses
  • Syntax errors
  • Role accounts like sales@, support@ and info@
  • Accounts with words like spam, junk, abuse, etc.

To increase the likelihood that your email list will stay cleaner longer, use only an opt-in strategy when building your list. Also, consider using email to fulfill downloadable offers; sending the recipient an email with a link to download a white paper, for example. This ensures you have a valid email address.

Also, going forward, keep an eye on bounces and unsubscribes. Make sure they are removed from your lists and suppressed from future mailings. Most email service providers will do this automatically for you.

Use Analytics to Improve Performance

With a clean email list in hand, it’s time to freshen up other aspects of your email marketing efforts. Your number one tool in this is analytics. Most email marketing platforms can help you create more targeted campaigns and improve results. For example:

  • Identify highly engaged recipients who most often open or click on your emails, and then offer rewards in terms of early access to a new white paper or industry research, special offers or a sneak peek at new products. Be sure to note in your copy that they are receiving the discount or special offer because they are a valued reader.
  • Identify recipients who tend to ignore you and try to re-engage them. Give them a reason to pay attention again: discounts, an invitation to a special event, or a just-published white paper or video.
  • Split your list in two (called an A/B split) and test various aspects of an email campaign, such as subject line, headline, copy, layout and graphics, and call-to-action. Change only one variable at a time when performing a test. Incorporate the successful changes into subsequent emails and you will get closer and closer to optimizing your email campaigns.

Incorporate these Proven Strategies

Industrial marketers have years of email marketing experience and many have learned what works and what doesn’t. Here are some proven strategies and best practices that other industrial marketers have incorporated into their campaigns:

  • Use an email marketing service offering responsive design templates that will automatically render well on different user devices, including mobile phones and tablets.
  • Include only one offer in each email and repeat it several times, making it easy for your readers to understand and take action. Include both text links and buttons for your offer.
  • Visually break up copy and make scanning easier by using subheads, short paragraphs and bulleted lists.
  • Get to the point quickly by keeping important information, including the first mention of your offer and a call to action, near the top of the email.
  • Include the offer (webinar, white paper) and/or action verbs (register, download) in your short and sweet subject line.
  • Create synergy between your email and landing page by repeating key copy points and using the same colors and graphics. Landing pages are a great place to put social sharing icons allowing your audience to share the content on their social media platforms.

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How are you keeping your email marketing fresh? What advice or tips would you give your peers in industrial marketing? Share your thoughts in the comments section below.

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Beyond Email Marketing: 3 More Ways to Use Email

Email remains a popular and proven marketing tool for connecting with your target audience. Seventy-four percent of industrial marketers are using email marketing to internal lists as a marketing tactic in 2013, making it the most widely-used marketing tactic, as reported in the 2013 Trends in Industrial Marketing survey.

These emails primarily take the form of a regular e-newsletter or a concentrated email campaign to push products or promote content (white papers, webinars, etc.). That’s a good use of this channel as industrial professionals respond to email. But did you know there are other ways, beyond traditional marketing, that your company can use email to help distribute your message, build your brand, and strengthen customer relationships?

As a marketer, you should work with each of these groups to help achieve overall company goals and objectives:

1. Emails from the sales team
You should already have in place a process for transitioning sales-ready leads from the marketing department to sales. But just because a lead belongs to sales now, it doesn’t mean that marketing ends. Every email that a salesperson sends to a customer or prospect is an opportunity to nurture a lead, polish your brand image, and put your company in a strong position to win business.

Make sure your sales team has easy access to marketing content they might want to offer to customers and prospects in their one-on-one emails. A good strategy is to distribute to the sales team a list of links to marketing content, categorized by type and purpose of content, as well as copy that can be used to describe the benefits of viewing or downloading the content. Your salesperson can simply copy this text and the link into an email. With the sales people using the same or similar messaging as the marketing team, you can help reinforce your branding.

Another opportunity is to work with sales people to develop an email signature line that includes links to relevant content or highlights the latest important news. This signature line—with content and links following the salesperson’s contact information—can be updated on a regular basis and distributed to your sales team. Also, don’t forget to include links to your social pages in signatures lines, or a link to your online catalog.

2. Emails from customer service/tech support
Your support teams have regular contact with customers, which provides another excellent opportunity for marketing to get involved. Your customer service teams should have access to the same messaging and links to content that the sales team has at its disposal, and you can also help with signature lines as well.

Customer service emails are also a great way to ask customers questions about your products and services. You can include a poll question right in the email, or invite your customers to take a survey to measure satisfaction or generate product “wish-lists.” Be sure to offer some type of modest incentive for completing the survey, anything from a coffee card to a discount on their next purchase.

3. Automated emails as follow-ups
Whether you use a third-party email marketing service or have an internal email marketing solution, you should have the capability to send automated emails to customers and prospects when they perform an action, such as submitting a form on your website. Signing up for your newsletter, downloading a white paper or other content, registering for a webinar—all of these are opportunities to send something more effective than a generic thank you email.

You can tailor your response depending on the context of the submitted form. Give new e-newsletter subscribers links to past newsletters or articles about your company. Provide links to popular pages. Put contact information in these emails in case a prospect wants to speak with someone right away. If a customer downloads a white paper on a specific topic, offer them descriptions and links to other related content. If they sign up for a webinar, show them the way to past webinars they can view on demand.

The point is to not waste any of your email communications. Every touch point is an opportunity to improve relationships and do better than your competitors. Customers will remember what company is most helpful to them—make sure it’s your company.

How are you using email beyond the marketing department? What tips and ideas about using email would you pass along to your peers in industrial marketing? Share your thoughts in the comments section below.

Customer Relationships E-Mail Marketing