Email marketing is far from dead, and this is especially true in the B2B world. The statistics speak for themselves:
Email is the third most influential source of information among B2B audiences, behind recommendations from peers and industry authorities. ( Imaginepub )
86% of professionals prefer to communicate via email for business matters. ( Hubspot )
89% of marketing professionals use email as their primary lead generation channel. ( Mailigen )
Taking this information into account, it is very important to develop email marketing strategies that allow you to take advantage of the reach of your email from the start, that is, to get your emails opened! In this article, we will give you 7 tips to improve the opening rate of your email marketing campaigns.
Why people don’t open campaign emails
Campaign after campaign you strive to create the best content and design the most attractive email pieces… Only to see your open rates drop even further. I know it’s frustrating and you want solutions now, but before I tell you what you can adjust in your campaigns to increase their open rates, it’s important to understand why people see your email in their inbox and don’t open it. These are the main reasons why prospects don’t look at commercial emails:
Shipments at the wrong time and day
In Email Marketing, not just any time or a random day is valid for sending your campaigns. On the contrary, it is important that you review your previous campaigns and their performance according to the time and day of sending, and start taking into account the studies that show the best times to send commercial emails in B2B to find the time that best guarantees a high opening rate for your campaigns.
You send from “no-reply” addresses
No-reply addresses often trigger spam filters, and even if your email makes it to your prospects’ inbox, they are less likely to open emails from these addresses.
Unattractive subject lines
The main barrier between your email being opened or being forgotten is the subject line you use: 47% of recipients of commercial emails decide whether or not to open an email based on its subject line. So writing an attractive subject line that indicates value and is as personalized as possible is essential.
Tips to get your emails opened
Now that you know why your emails might go unopened, here are 7 tips that will help you increase your opening rate.
Tip 1: Write a seductive subject
email marketing subject
With good subjects, the opening rate of your campaigns will rise quickly (Source: Pragmática )
The first step to convince a prospect to specific database by industry open a commercial email is to convince them with an attractive subject line that matches their interests. Here is the anatomy of an attention-grabbing subject line.
It must communicate urgency:
Your subject must convey to patient testimonials and testimonials the prospect that what you have to offer is for a limited time and they must act quickly to obtain it.
Curiosity Arouse: If your subject line piques your audience’s curiosity, they’ll want to know what’s inside your email. You can arouse curiosity awb directory by asking questions, or indicating that there’s a surprise inside the email.
It should be personalized: just putting your recipients’ names in the subject is enough to start increasing your opening rate.
It should touch on your prospect’s pain B2B email points: write subjects that imply that by opening your email, your prospects will be closer to finding a solution to their problem.
Tip 2: Segment your mailing list
One of the keys to getting your audience to open your emails is to make it 100% relevant to them, and to achieve this you have to segment your contact B2B email list into smaller groups to create emails according to the interests of each group. Here are some criteria you can use when segmenting:
New Subscribers: Create welcome emails with TOFU-worthy content for new members of your list.
Old subscribers: Similarly, you can create emails for those who have been on your list for some time and have interacted with your emails.
Level of interaction: whether they always open an email from you, or have never done so, create emails to build loyalty or give them the push they need to click on your email.
By lead magnet: Segment your subscribers by the lead magnet they have chosen to download by sending emails with related content.
