8 Measures of Effectiveness within a B2B Email Marketing Strategy

Posted by Jessica Jones Sep 28, 2016 6:00:00 AM

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Email newsletters are great for keeping everyone on your email list up-to-date on the latest news and promotions. However, there is one catch. You want to make sure that you are creating effective email marketing campaigns that nurture and convert your leads into repeat customers. With that said, let’s explore three measures that your email marketing strategy needs in order to be effective for both your business and your audience.

Keep it simple first

Before you can learn how to measure your emails effectively, you first have had to tip your feet into email marketing. In order to know how to have effective emails for your audience, you have to have data based on lists or opt-in downloadables from your core audience.

If you’re in need of some tips or key reminders to email marketing, check the following video by influencer Amy Schmittauer:

Measure your workflow

An email campaign workflow is when subscribers might receive an email upon first signing up, then another email one week into the campaign, and perhaps another email three weeks in, according to a predetermined schedule.

When setting the timing of your emails, a good rule of thumb is to send an email to a new subscriber, then transition from sending emails every day to every other day, and so forth.

You might be asking yourself, why don't scheduled emails ever run into timing problems? The answer is simple: your email campaigns should be readymade to fit that particular subscriber's need way in advance.

This process might sound impersonal since your emails are written out beforehand, but it's really not. If you create lead nurturing email campaigns, then you know that your subscribers receive relevant and customized content around their needs, when they need it.

Alternatively, an email campaign can be automated to coincide with changes in customer behavior or indications to how they are moving along in the buying cycle.

For example, an automated system might send another email after a subscriber drops by your website or right after making a purchase. Or if you have a customer who is ambivalent about getting a service upgrade, you would have an automated email in place that sends out a blog post or webinar invite about reasons to go for the upgrade.

Because this feature corresponds to changes in your subscribers' behaviors, you would want to use this behavioral data to create personalized emails and workflows based on what you’ve collected.

Lead nurturing email marketing campaigns are so helpful to customers, because they meet their needs in the right allotment of time that they need it. For basics on how to establish a lead nurturing workflow for your strategy, explore Pardot’s infographic on the basics of drip campaigning:

The Basics of Drip Campaigns [INFOGRAPHIC] - An Infographic from Pardot

Embedded from Pardot

Measure the effectiveness of your campaigns

During the planning phase, you should sit down and measure the effectiveness behavioral triggers and timing of your automated email messages.

Focusing consistently on metric like clickthrough rate or bounce rate within your strategy allows your campaigns to stay fluidly in tune with your audience—especially if the timing of an automated email or the content within a specific campaign didn’t produce the desired results.

For instance, the open rate is 80% better for email drip campaigns since email drip campaigns have higher open rates among customers than single sends. Meaning, if you tether the timing of an email to your customers' behavior and evolving needs, it pays off with higher exposure and more customer engagement in the long run.

Identify key problem areas

Your business needs a clear starting point before you start creating any email campaign. Without a starting point, it will be very hard to tell whether your campaigns are successful or not inline with the best analytics. Successful email marketing strategies typically follow the following steps:

  1. Develop a goal: The first step shouldn’t be daunting. A goal could be as simple as increasing your exposure and selling more products this year. If that’s the case, pick that goal and use that and your audience data to create action items to achieve this goal. For example, an action item can be to create more emails with video embeds in order to expose more people to your new web series.
  2. Understand leads: If you don’t understand your audience, then your email will fall in the digital wasteland of the Spam folder, the Trash bin or even towards the dreaded unsubscribe link. Understand who you are talking to first, what they want to hear, what’s the best time to reach them, and what content suits them best to answer their specific needs. Once you have these questions answered within your email strategy, you can move forward.
  3. Create engaging content: Next, the content of your automated emails should add value to the customer's life, and the emails themselves should neither be too long nor too dense with information. Realize that a lot of customers want an email that's scannable since they have their own lives and a tight schedule to keep. So keep it simple, relevant, and actionable in order for them on their own time to move towards the next step in the buyer’s journey.
  4. Calibrate timing by creating lead nurturing workflows: Knowing your audience as well as the full cycle of your buyer’s journey makes this step very simple. Take the time to map out your workflows with your buyer’s journey. By knowing where your audience is at each stage of the journey, it allows you to create personalized workflows that gets the information they need that’s inline with their specific behaviors.
  5. Segment multiple campaigns: You don't want to overwhelm your audience, but you want to ensure that your open rates are high as well, which is where analytics comes into play.One stumbling block that some run into is sending two or more drip campaigns to the same subscriber. Segmenting and prioritizing the most relevant campaign to particular subscribers is a surefire way to drive your open rates, exposure, and overall sales.

Though there are most likely more places to measure the effectiveness of your email marketing, these are great starting points to freshen up your strategy as well as to create more personalized campaigns to nurture your audience. For the inside scoop to email marketing, watch and learn this behind-the-scenes insight to effective email marketing:

 
 
 
 
 
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Topics: Marketing, Inbound Marketing, Analytics

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