Effective Email Marketing Campaigns for Marketing Success

Apurva Pathak | December 24, 2021 | 440 views

Effective Email Marketing Campaigns
More than half the world’s population uses email. It is one of the most preferred means of communication today. For businesses, emails are a medium for account-based marketing. They help nurture leads, sell products, create brand awareness, drive website traffic and increase sales and revenue by conveying lucrative content to the target audience.

Sending emails to current and potential customers with the goal of improving your brand's standing, content engagement, and eventually landing a sale is an example of an effective email marketing campaign. Neglecting email marketing while carrying out your marketing strategy can be dangerous because it has the highest conversion rate compared to other marketing channels.

According to a 2020 Statista report, 3.9 billion people use their emails daily. By 2023, this number is projected to rise to 4.3 billion. Moreover, 78% of marketers have seen a steep increase in email engagement in the past year, based on Hubspot’s Not Another State of Marketing 2020 report. These statistics highlight the importance of email marketing in a marketing campaign.

Email Marketing: Implementation and Challenges

Ever since the pandemic hit, the importance of digital marketing has skyrocketed. Without utilizing all the digital marketing channels, it is impossible to reach the target audience. In the realm of successful digital marketing, email marketing has a big stake. It has the highest conversion rates, is preferred, and is simple and affordable.

In an interview with Media 7, Mike Dickerson, Chief Executive Officer at ClickDimensions talked about the importance of digital marketing in the current reality impacted by COVID-19.

"Digital marketing, and all the channels included within that, is more essential than ever before for businesses around the globe."

Businesses use email marketing to build brand credibility, deliver crisp and accurate messages to their target audience, and generate leads. They strengthen existing customer relationships, boost sales and achieve higher ROI, gauge the response of customers to content through metrics, and automate marketing workflows to streamline marketing processes. By interconnecting their marketing channels, they create a fluid buyer journey to increase the chances of conversion.

Like every other marketing campaign, an effective email marketing campaign needs effort, vigilance, testing, and upgrading. Email marketing can be challenging, but the good news is that you can remedy the issues easily. Here are some snags you might hit:

  • Ideal Email Frequency
Achieving the right frequency of emails can be challenging. If you send too many emails, the recipient might unsubscribe from your email list. However, if you don’t send enough emails, the recipient might not remember your brand. You can review your subscription process to know what frequency and information you have promised your recipients. You can consider revising the frequency based on the click rate, subscribe and unsubscribe rates, and post-click activity.

  • Low Subscriber Engagement
If your subscribers are not engaging with the emails, you can start by testing the segments and personalizing the content.

  • Data Syncing
You need to ensure that the data that comes from CRM and ESP responses is synced.

  • Irrelevant Content
Keep reviewing your click-through rates to pinpoint content that works. If your content is not relevant, your subscribers might stop opening your emails and may go as far as unsubscribing. Content includes everything from your subject line to your call to action, so make sure your content quality is high.

  • Unsatisfactory Campaign Results
If your delivery rates are lower than expected, consider subscribing to a list validation tool and reevaluating your subscription process. If the open rates are too low, try using different ‘from’ names to create a better impact. If the click rates are low, then align your content with your goals.

Creating Effective Email Marketing Campaigns for Business Success


To create an effective email marketing campaign, follow these crucial steps:

Decide Your Goal

Efforts without direction go nowhere. Define and understand the goals of your campaign. They can be anything from increasing website traffic, lead nurturing, creating brand awareness, or getting customer feedback. Aim for tangible results once you figure out what you want to achieve. Your goals should ideally align with larger organizational goals.

Define Your Target Audience

Identify the unique needs and pain points of the customer base you want to target. Create special campaigns for a specific group of customers. You can segment the customers based on their age, location, interests, gender, online activity, or engagement levels.

Choose a Relevant Type of Email Campaign

Depending on your campaign goal and target audience, choose a relevant email campaign. Some of the most popular email campaigns include welcome emails, cart abandonment campaigns, newsletters, re-engagement emails, announcements, holidays, invitations, promotional, seasonal, and testimonial or rating emails. These email campaigns can be executed using marketing automation workflows.

Time Your Campaign Correctly

Timing is important for effective email marketing campaigns. For maximum engagement, consider the ideal day of the week and time of day. Based on data from co-schedule, the best days to send out emails are Tuesday, Thursday, and Wednesday, while the ideal timings are 10AM, 2AM, and 8PM. Proactively verifying your target audience’s time zone and location before starting your campaign is advisable. Marketing automation makes it easy to time your campaign effectively.

Use a Conversational Tone

Nobody wants to read drab emails with no personal touch. For the recipients to respond, you need to create a relatable copy and an attractive subject line that compels them to open your email.

How Conversational Emails Helped the Obama Campaign with Fundraising

By using a conversational tone in the email and creating effective, attention-grabbing subject lines, the Obama Campaign raised a huge chunk of the $690 million.

They used great opt-in forms, which helped them collect more email leads. They also sent a follow-up/thank you page to encourage subscribers to donate to the campaign. They also kept on constantly testing email conversions using split testing of key pages.

Test Your Emails

A/B testing your emails is a good way to understand which of your email designs and content creates the most impact. Look at campaign performance metrics like open rate, bounce rate, click-through rate, spam complaints, and unsubscribes.

Make Great Opt-ins

Experiment with different opt-in forms like welcome gates, exit pop-ups, and lightbox pop-ups. They can help you get new subscribers.

Focus on Design and Content

Your content should offer value to your recipient. It should also be pleasant to look at, concise, and effective. Focusing on the design and content elements is vital to the success of your campaign.

Wrapping it Up

If executed correctly, effective email marketing campaigns can be a game-changer for your conversions and, in turn, your revenue.

FAQ


What are the benefits of email marketing?

Effective email marketing campaigns help businesses create brand awareness, outreach to new and existing customers, and achieve high conversions.

What are the important email marketing metrics?

Some of the important email marketing metrics are open rate, bounce rate, click-through rate, spam complaints, and unsubscribes.

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Convertr

We are the software that’s restoring marketers' confidence in their conversion efforts. With a proudly independent approach, Convertr works alongside marketers to bring a whole new level of actionable insight, clarity, and control to lead generation. Our artfully crafted platform acts as a catalyst to unite, automate and accelerate your demand process, while protecting your database of record.

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This study is follow-on research from “The State of B2B Marketing Budgets 2022” and was conducted with global research and advisory firm, Demand Metric. “Today’s B2B marketers are in the unenviable position of making the unpredictable predictable in an uncertain market, and that means recalibrating everything from their goals to their focus,” said Colby Cavanaugh, SVP, Marketing at Integrate. “This research suggests that today’s marketers are incredibly resilient, and they’re adapting by being flexible and leveraging both what they know works and investing in creative new solutions to drive pipeline.” With rising interest rates, bank failures, and other economic headwinds looming, many B2B companies are hedging their bets and tightening budgets, forcing marketers to do more with less. In fact, the next biggest challenges the survey found include headcount cuts (40%), increasing growth targets (39%), and budget cuts (38%). What’s more, 66% of respondents report that they are experiencing burnout as a result of additional economic stressors. Interestingly, despite these challenges, 72% say their marketing team will meet or exceed goals in 2023. Meanwhile, 84% of marketers surveyed report having a neutral to optimistic outlook for the remainder of 2023, up slightly as compared to 80% six months ago. To adapt to these shifting tides, “The State of B2B Marketing Budgets 2023” survey found that 57% of B2B marketers are optimizing for growth in 2023 by leveraging customer marketing (upsell/cross-sell); 42% are building team skills and adding new competencies; and 36% are investing in existing verticals or markets. They are also cutting travel budgets (46%), consolidating teams/job responsibilities (41%), and relying more on contractors (36%) and agencies (34%). The top three areas marketers plan to invest more in include customer marketing, content creation/strategy, and sales enablement. As for budget spend for specific marketing disciplines, the survey found that about 40% of marketers are spending about the same on ABM, communications, content, demand generation, field/event marketing, marketing operations, product marketing, and sales enablement. This is in contrast to the 2022 results, which reported starker changes to planned budget investments with nearly 50% planning to invest more in digital marketing, content creation, and customer marketing, while 53% planned to spend less on ABM. Today, the areas marketers are investing more in include customer marketing (38%), marketing operations/technology (37%), and product marketing/strategy (36%). Conversely, marketers are investing less in ABM (25%), communications (24%), and demand generation (22%). The survey results find that two-thirds of marketers (67%) are satisfied with their current marketing approach and 64% are satisfied with their martech stack. However, there is always room for improvement as 80% report evaluating their martech stack on a continual basis and 77% report redundancies in their martech stack. “These survey results indicate that despite economic challenges, B2B marketers are forging ahead and making do with the resources they have with a focus on their customer,” said John Follett, Co-Founder, CXO & Head of Research at Demand Metric. “They’re overworked but optimistic and are in the greatest need of accurate and connected data to better understand their buyer, guide their decisions, and defend their spend in difficult times.” "The State of B2B Marketing Budgets 2023" report was fielded in March 2023 to 524 respondents across the U.S. and UK. Download the full report here or read a recap of the results in our blog, "Marketing Spend Infographic: 2023 State of B2B Marketing Budget Survey. About Integrate Integrate connects, governs, and measures marketing campaigns across demand channels. This enables marketers to launch cross-channel buyer experiences, ensure data integrity, measure the impact of their programs, and inform the next best investments. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their Precision Demand Marketing strategies. Today, Integrate’s Demand Acceleration Platform helps create more precise and personalized buying experiences that reach the right buyer with the right message at the right point in their buying journey, and ultimately convert more leads to revenue. For more information, please visit http://www.integrate.com or follow us on LinkedIn, Facebook,Twitter and Instagram.

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BUYER INTENT DATA

Anteriad Named a Strong Performer in B2B Intent Data Provider Research

GlobeNewswire | May 31, 2023

Global B2B marketing solution provider Anteriad today announced that they have been named a Strong Performer in The Forrester Wave™: B2B Intent Data Providers, Q2 2023. In the report, Forrester notes that Intent Data Providers included “must demonstrate their proprietary means of collecting either second- or third-party intent signals. Forrester did not include pure data aggregators or resellers that don’t offer proprietary data.” Forrester notes that companies should look for providers that meet the distinct needs of their marketing and sales use cases, offer incremental insights with unique collection methodologies and align with their geographic coverage requirements. Anteriad earned a 5, the highest possible score, in seven criteria including: Innovation Data security and compliance Accuracy and noise filtering Data delivery The Forrester report evaluated the 14 most significant Intent Data providers against current offering, strategy and market presence criteria to help marketers to identify the companies most aligned with their needs. Forrester notes that, “Anteriad is a full-service marketing execution partner leveraging diverse intent signals.” The Forrester report also states that Anteriad’s “diverse set of captured intent signal types, advanced noise filtering, strong options for data delivery, and outstanding achievement in data security and privacy certifications strengthen its current offering.” Forrester also writes, “Innovation is a strength, including advancements in future-proofed, compliant capture of their proprietary signals, a strong B2B identity graph, and a clear strategy for enabling customers to leverage intent in increasingly mature ways.” The report continues, “Reference customers highlighted its service and support, data accuracy, and level of granular detail available in its campaign targeting.” “We believe that being named a Strong Performer validates our diverse intent signals, data quality and accuracy. This Forrester Wave for Intent Data Providers highlights for us our focus on bringing innovative and effective solutions to our customers. We continue to add breadth and depth, as well as global coverage, to our offering while maintaining our focus on quality and accuracy, giving B2B marketers more opportunities to get in front of their next customers faster,” said Rob Sanchez, CEO at Anteriad. About Anteriad Anteriad puts B2B marketers in front of their next customer and ahead of their competition. Companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo have benefited from our high-fidelity B2B buyer data, full and self-service multichannel execution, tele-based conversion services, analytics, and expert advisory to generate impactful ROI multiples. Our award-winning Anteriad Marketing Cloud platform tracks more than 500 billion buyer-related signals each month. BNZSA, our international division, delivers GDPR-compliant data and qualified prospects directly to sales teams with BDRs that offer local expertise in 26 languages. Start creating your future today – get to know us at https://anteriad.com/.

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BUYER INTENT DATA

Bombora Offers Visitor Insights With Real-Time Capabilities for Precise Personalization

EIN News | June 01, 2023

Enterprise businesses and online publications can now obtain demographic, firmographic, and B2B interest data on website visitors. That’s thanks to a low-latency solution from Bombora called Visitor Insights (VI) with Real-Time Capabilities, the company announced today. At the same time, Bombora has begun a search for customers for its pilot program who will receive first access to a new solution, called Bombora Company Surge® Signals, or Signals, for short. VI with Real-Time Capabilities is the only first-party visitor tag that connects visitors to Bombora’s proprietary Intent data so enterprises and publishers can conduct powerful on-site advertising while simultaneously analyzing their visitors to personalize the content shown and prove value to advertisers. Signals will enable customers to create target account lists showing Intent that will incorporate sophisticated, proprietary algorithms using Company Surge® data, the user’s goals, and other custom inputs by the user. This new solution integrates results from the user’s Bombora Historical Buyer’s Journey Analysis, delivering insights that are easier to access and apply to their sales and marketing campaigns. “We tested the competitors, and Bombora’s Visitor Insights performed the best,” said Snowflake Senior Director of Account-Based Marketing Hillary Carpio. “Our marketing intelligence teams appreciate the ability to enable site personalization with enriched visitor data, and particularly the enhancement of the sales signal: The power to know when your active prospects are on your website — at that moment.” VI with Real-Time Capabilities helps companies accomplish a number of tasks. Among them: Build and Deliver Audiences: Within Bombora’s Digital Audience Builder, companies can combine VI with Real-Time Capabilities data with Company Surge® data to create targeted ads using even more data points Historical Visualization for Analysis: Companies can view historical first party data alongside third party data to better understand visitor interest and build stronger account-based campaigns Javascript response to page: The tag shows companies which topics a particular visitor consumed, enabling the company to feed that data into a third-party tool to learn not just which topics interest them but exactly which pages contain content on those topics and should be used to personalize the homepage to each visitors’ exact interests “Every business with a website wants to know who’s visiting and why,” said Bombora President Mark Connon. “As it gives new powers to B2B sales and marketing teams, Bombora continues to innovate to serve the growing needs of its enterprise and publishing partners. And as our team creates the next big intent solution, Company Surge® Signals, we welcome the pilot participants who can help us perfect it and shape the future of Intent data.” To learn more about VI with Real-Time Capabilities, email sales@bombora.com or register for the upcoming webinar. To inquire about the pilot program for Company Surge® Signals, email ethornhill@bombora.com. About Bombora Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. To learn more, visit www.bombora.com.

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