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"Beginning with e-mail marketing we will explain the advantages
of this medium and how it can be used as part of overall marketing solution. Beyond simply
driving short-term results, you'll see potential opportunities to differentiate your firm,
so you can expand your market share, while continuing to build brand awareness"
Source: Liquid Comma
Design Can Be Your Next Asset to Manage: E-mail Marketing
Email Marketing is also known as :
E Marketing,
Email Marketer,
E-Mail Marketing,
Bulk E-Mail,
E Blast,
E Communication,
Electronic Communication,
B2B Email Marketing,
Electronic Marketing,
E-Mail Marketing Techniques,
Electronic Mail Marketing,
Email Marketing Software,
Business Email Marketing,
Direct Marketing,
Direct Email Marketing,
Marketing Solutions,
Email Marketing Services,
Email Marketing Campaign,
Small Business Email Marketing,
Internet Marketing Email,
Email Online Marketing,
Web Email Marketing,
Email Marketing Solution,
Email Marketing Company,
Promotional E-Mails,
Email Marketing Tips,
Email Blasting,
Internet Ads,
Email Newsletters,
Email Marketing Tools,
Email Marketing Best Practices.
In an unpredictable economy, it is becoming
increasingly necessary to refocus marketing efforts to
be more cost-effective, while still achieving measurable
results in even shorter time frames. With these realities
in mind, we have created this series of documents to
offer insights into different mediums that when used
as part of a personalized multi-faceted approach to
marketing can be a key element in accomplishing
your goals.
In an unpredictable economy, it is becoming
increasingly necessary to refocus marketing efforts to
be more cost-effective, while still achieving measurable
results in even shorter time frames. With these realities
in mind, we have created this series of documents to
offer insights into different mediums that when used
as part of a personalized multi-faceted approach to
marketing can be a key element in accomplishing
your goals.
This document is not meant to be a comprehensive
reference, but instead it acts as a starting point so you
can see and gain a deeper understanding of a small
selection of the options that may be well-suited to
promote your company.
At Liquid Comma, we look forward to working with our
clients to tackle these complex questions and select the
an approach that reflects your firm.
STRATEGIC B2B MARKETING TACTICS
These tactics allow you to see how just one medium can be crucial in
marketing your firm in a smarter, leaner and more focused manner that is
geared toward achieving a quicker ROI.
Here are their benefits of this approach:
E-mail Marketing Techniques
- With an ROI of approximately $43 for every dollar spent (Direct Marketing Association) e-mail
marketing has consistently proven itself to be an extremely cost-effective solution to grow
your firm's outreach. While it is a more straightforward task for retailers, there are countless
opportunities that B2B firms can take advantage of and more often than not you'll see a B2B
firm send out weaker e-mail communications than their retail counterparts. This could provide
you with the opportunity to gain a competitive edge.
- For effective communication, it all begins with whether a user chooses to open your
e-mail based on the Subject Line. The design and content then have to work hand-in-hand to
compel users to click on your links increasing your "conversion rate". You'll notice in many
promotional e-mails from major online retailers that they place links to their web site and
other key areas within the site along with their contact information at the very top of the
e-mail, just to capture users who won't scroll down. This is an effective technique that
happens to be easily transferable from B2C to B2B companies.
- One of the greatest strengths of e-mail marketing is its measurability. Just about every
aspect can be tracked like retail items in a store. Using "multi-variate testing" you can test
variations of your e-mail to see what approach will be the most effective to use in your
final e-mail. Similar to a taste test of two products, A and B, you can find and account for the
strengths and weaknesses of each test to create the ideal e-mail.
- Like any science experiment the method to effectively use "multi-variate testing" is to try to
adjust as few variables at one time, so that you have a true "control" e-mail. Otherwise it
becomes impossible to understand which changes actually had an effect in the success of
your e-mail and which ones were negligible or even harmful.
- A solid example of something that can be made easier through "multi-variate testing" is to
send the exact same e-mail at different days and times of the week to see when your target
audience is most likely to respond. Depending of the e-mail your sending (a newsletter,
a change in law, or even a seasonal promotion, etc.) there are numerous case studies and
statistics that already exist that you can piggyback off of to get started on finding the ideal
time.
- In the professional services sector, especially for Financial Services companies, it is
critical that your e-mails make little specific reference to your clients accounts with your firm.
With phising, spoofed e-mail addresses and numerous other scams that occur, you will be
able to raise your clients confidence by avoiding this pitfall. Instead help them on your web
site or even in the e-mail to know what to be on lookout for so they can become knowledgeable
in detecting fraudulent communications.
E-mail Marketing Techniques
- Be conscientious of your use of images in HTML e-mails. Your average e-mail user often has to
enable them to display for each individual e-mail. Furthermore, the more images you use in an
e-mail, statistically the lower the conversion rate is going to be. While there are exceptions to
this rule, a simple question to start with is will including this image really help us achieve
our goals?
- One of the most critical decisions every firm has to make when it comes to e-mail marketing is
selecting the most effective online mass e-mail platform that is a good fit for their business.
- These e-mail services streamline a number of functions, such as potential SPAM detection, list
organization, etc. The marketplace is becoming increasingly saturated with providers, so finding
a provider that matches your needs from the number of e-mails you plan on sending out
regularly to size of your recipient list(s) should all be taken into consideration.
- By maintaining ‘clean' lists that don't contain useless or undesirable e-mail addresses you can
lower the number of your e-mails that get bounced and don't reach their intended recipients.
In addition, many e-mail services will rate the quality of your e-mail blasts and the percentage
of SPAM you send may hurt your rating or even cause you to eventually get banned from the
service.
- E-mails are great promotional tools for retails companies, but the same doesn't apply to
businesses that don't sell directly to consumers. An alternate method is to make your e-mails
truly informative by adding value such as a topical white paper. These can be made available
for direct download or through a specialized web page called a "landing page". This page
requires users to provide basic information about themselves before they can download your
white paper, simultaneously helping you grow your list of e-mail contacts.
- E-mail lists can be organically grown from your own base of professional contacts. You can
utilize existing contacts from Outlook or even from a professional social networking site like,
LinkedIn, by exporting them and then importing them back into your online e-mail service.
This provides a simple, but effective way of reaching out to not only your current clients, but
partners, inactive clients, and other contacts who have a predisposition to read your e-mails.
- The tactic listed above can be a great way of targeting your secondary and tertiary target
audiences, that you simply don't have time to contact on an individual basis. If nothing else it
serves as a reminder, keeping your firm fresh in their mind.
- The last thing you want on any of your e-mail contact lists is someone who doesn't want to
receive your messages. Most e-mail services include an Unsubscribe feature that makes this
process simple and automated.
E-mail Marketing Techniques
- Many e-mail services will claim that personalization like "Dear Bill" is proven to help the
effectiveness of your e-mail communications. Keep in mind they want to sell you on their
service first and foremost. In the B2B space, that kind of personalization is only a nicety that
you may want to use if you were sending out a personalized report. That doesn't mean personalization
isn't applicable to your company, it just means it should be handled in a more
thoughtful and possibly complex way.
- Your approach to personalizing your B2B e-mails can take a different route. Instead of focusing
on soft enticements like inserting someone's real name into your e-mail, refocus the
content for the vertical your addressing. B2B clients also tend to be savvier than your average
B2C consumer so poorly implemented personalization may shout ‘form letter' to them.
About
Liquid Comma
At Liquid Comma Design,
we create award-winning visual
communications that capture
the imagination and resonate
in the mind.
The repeated success of our projects earns us accolades
and our clients results. We exceed expectations
by combining communication design with a thorough
understanding of brand strategy, technology and your
business environment. We're more than just vendors
to our clients, we're their creative advantage.
We have many success stories to share because we
take the time to understand our clients and their communication
objectives. Clients work directly with our
designers, as we firmly believe in creating personalized
solutions.
We take a holistic approach to design, with no house
design styles or preconceived notions. What we have
is a simple ideology: create beautiful answers.