5 Ways to Supercharge Your Email Marketing
Like many of you, PipelineDeals uses email to market to leads and prospective buyers. We love sharing how our product makes salespersons’ lives easier. We also know from experience that successful email marketing is more than just having a great product or message – when, how, and what you communicate will all impact whether your email is deleted or whether your email is the start of a new deal.
That’s why we built an integration with MailChimp, an email marketing solution to manage contacts, send emails, and track results (read more about the integration here). We use PipelineDeals and MailChimp to drive our own sales, and we’re happy to share what we’ve learned about email marketing. Below are 5 tips to help you email smarter and sell more.
1 – Improve the timing of your emails
With email, timing is everything. You may be ready to send out your email at noon on Friday, but your leads may not be ready to read it. Thankfully, professional email marketers have shared their insights about the best times to send emails in the B2B space.
As a general rule, plan on sending your messages between 8AM to 9AM, or at 3PM. Also, people are more like to open an email and take action if it is sent on a Tuesday, Wednesday or Thursday. For a more detailed analysis and rationale, check out this handy infographic from GetResponse.
Pro Tip – if you have customers in multiple time zones, you can use PipelineDeals integration with MailChimp to deliver messages at the same time in a local time zone. Send email messages to your leads at the optimum time in their locality and maximize the chances your message hits the mark.
2 – Write killer subject lines that cut through the noise
You probably receive dozens, if not hundreds, of email messages every day. What are the emails that cut through the noise? Emails with a powerful subject line or compelling call to action are more likely to be opened. And if someone doesn’t open your email, they can’t read your content or take the next step to learn more about your product or service.
MailChimp offers some great advice about writing killer subject lines. To summarize, MailChimp suggests that your subject lines should be timely, personal, and actionable. Avoid using words like “free” or “limited offer” – people are generally hard-wired to think of these messages are spam and may ignore your message.
Still not sure how to write a great subject line? Take a look at this article from Litmus or test your subject line using the Subject Line lab provided with MailChimp.
3 – Test, test, test your emails to get better over time.
One of the best ways to send better email messages is to test, test, test. In the world of Growth Hackers, this is referred to as A/B tests. In an A/B test, email marketers test sending a message in two different ways and see which provides better open and/or click rates.
For example, you could test sending your messages at 9AM and 3PM and see which is more successful. Depending upon your prospective buyers, different types of messages may result in your leads taking action. Try testing out different subject lines, send times, calls to action, who the email is coming from, or test different content. Once you find out what works best for your customers, tailor your future communication so that you’re maximizing the chance that your email hits the mark.
4 – Give your buyers a reason to say yes today
Do you provide a clear reason to take action from your email marketing campaign? Having a clear call to action is critical to a successful email marketing campaign. Give your leads a good reason to take action right now.
Some strategies to help you improve:
Choose your call to action words carefully. Phrases such as Order Yours Here, Download Here, Sign Up Today, etc. are clear and actionable
Make your call to action stand-out by making it a different size or color. At PipelineDeals, we’ll often make our call to action a bright button to click.
Give your call to action urgency by asking your leads to take action immediately.
For more strategies, check out this great post at SocialMouths.
5 – Take action with your email marketing data
Successful email marketers don’t send out an email and forget about it. You need to analyze who is receiving your message, who’s reading your emails, and who is clicking to take some action from your email. If someone went as far as to open your email, click on the call to action, and not buy from you, that’s still a hot lead.
With PipelineDeals integration with MailChimp, you can clearly see whether your emails are being opened, clicked on, or if they’re bouncing. We pull all this data into PipelineDeals and dsiplay this information clearly on people profile pages in the app. This way, when you’re getting ready to call a lead, you can check and see what action they’ve taken with your email marketing campaigns.
What email marketing strategies work for you? We want to hear them! Let us know at firstname.lastname@example.org