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- The average open rate of B2B email campaigns is only 24 percent!
- And the click through rate is just 13%
Source: B2B Marketing’s Benchmark Report
Seems like a dismal state of affairs, doesn't it? Considering email marketing typically eats into a quarter of the marketing budgets!
Overloading business buyers with marketing messages is only going to lead you to the junk folder! When your email campaign is ‘sketchy’ even a power packed database will not help get results.
B2B business buyers are busy people. They more often than not tend to ‘scan’ through marketing messages. To stand apart, you need to create email campaigns that sell themselves while providing value and capturing attention.
To create relevant email campaigns that click, you need to know the ‘Why, What and How’ of Your Customer. Here’s a simple checklist that will help you gain a better understating of your customer landscape.
1. | Do you know Why customers join email lists? | □ |
2. | Do you know What customer expect from business emails? | □ |
3. | Do you know What makes your customers tick and click? | □ |
4. | Do you know When customers read emails the most? | □ |
5. | Do you know Why customers delete emails without reading? | □ |
6. | Do you know How customers look at poorly designed emails? | □ |
7. | Do you know How customers read their email, through which device the most? | □ |
8. | Do you know How customers treat emails that are not readable on mobile phones? | □ |
9. | Do you know Your customers’ touch points and is your email campaign integrated? | □ |
10. | Do you know Your target audience and different segments they fall under? | □ |
Besides developing effective email campaigns, utilizing a segmented database is another way you can increase conversion rates. Based on a study done by Jupiter Research, a segmented list can increase revenues by 781% and conversion rates up to 355%. Access segmented databases with Info CheckPoint.
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