Are you a B2B marketer? Sorry then. No holidays for you this Thanksgiving.
As a marketer, it is your responsibility to convey gratitude and best wishes to your clients and prospects on the merry occasion. But more importantly, such occasions are also the best opportunities to leverage your databases, gain more on the brand awareness front, and gather better qualified, opt-in subscribed leads from your Thanksgiving email campaigns.
5 Easy-to-Follow Optimization Steps for Your Thanksgiving Email Campaigns
Generally B2B email campaigns involve redirecting prospects to the home website’s landing page post with relevant offers (mostly in terms of Discounts on Services, Solutions and Products; Whitepapers; Guides; Reports; Free Invitation to webinars and other value-additions), compelling them to exchange their details.
Applying Thanksgiving as your email marketing strategy, you are already harping a relevant note to strike a successful campaign. Below are 5 common sense tips to make the most of this opportunity and optimize your marketing ROI in every step of your email campaigns.
1. Clean & Segment Your Database Beforehand
Area of Concern: Email Service Providers (ESP)
Parameter under Threat: Delivery Rate, Spam Reports
ESPs have very stringent policies regarding emails, especially when it comes to business mailing. Logic: relevant mails should reach the right people. Generic marketing email campaigns fetch the major flak in this regards, while properly targeted lists have less chances to be marked as spam. Your email lists must be segmented, and cleansed for spam trap accounts beforehand.
2. Concentrate on Subject Lines & Sender Names
Area of Concern: Recipient’s Mail Inbox
Parameter under Threat: Open Rates
- Subject Lines: A brief, transparent and comprehensive subject line is always appreciated. It is advisable to keep it under 50 characters. Full mobile visibility is a concern, with 40% of emails being opened via mobile in US.
- Sender Names: Business mails demand authenticity. If the subject line is the “What” of the mail, Sender address is the “Who”. Proper role accounts (eg: Name@xyzcorp.com against @gmail.com or @yahoo.com accounts) are preferable sender addresses.
3. Personalize Your Email Body
Area of Concern: Email Pitch
Parameter under Threat: Click-through Rate
Since it’s Thanksgiving, your personalization game has to be on point. Personalizing your email campaigns generally heaves transaction rates and click-throughs by 6 times. The more you personalize the more you foster. Though personalization must cross the threshold of first-name customization, but remember not to make it a technical debacle for your readers.
Holiday Pitch-ing Tips:
- Narrative of the email pitch should reflect the time when your campaign is sent out. Business storytelling is the best narrative form for holiday seasons.
- Visuals are good, but keep the tone of professionalism in your graphics. Don’t trade elegance for vibrancy.
- Don’t use large images in your mail body. This increases compatibility issues, loading time and spam scores.
- Personalized isn’t the other word for casual. Be genuine in your pitch content, and give a feeling of helpfulness.
- The tone should be friendly: nor too friendly, neither aggressively sales-y. Size of the content should be concise, but not unclear.
- Don’t add large attachments to the email, for the same reasons of not adding large images. Use landing pages for effective lead capture.
- Make your unsubscribe option tag-line interesting, expressing genuine regrets for the reader’s leaving. (“Did we do anything wrong” can be a good feedback link tag-line to provide beside your Unsubscribe button.)
4. Add ‘Real’ Value to Your Email Campaigns
Area of Concern: Landing Page(s), CTA(s)
Parameter under Threat: Download Rates, Lead Counts, Form-fills
Trust builds on the foundation of shared information. Value additions that educate and guide readers in their respective business processes are the best engagement factors which win reader trust. 3 steps post your campaign:
- Make a separate landing page (or successive pages), explaining them clearly what the value-add is, and how it is going to help them.
- Add a small form for them to make the exchange of information fair and straight.
- An acknowledgement page post the CTA click, recognizes the reader’s effort. This is also a way for you to continue the engagement loop and pull additional traffic to relevant website pages.
5. Analyze the Data you Get
Area of Concern: Your Analytics Dashboard
Parameter under Threat: Campaign Success!
Strategize. Create. Send. Analyze. Repeat. That is how successful email campaigns operate. See the workflow closely, and you will find the ‘Analyze’ portion to cover both the beginning and the end. Check your own marketing team, and you will find Analysis to be present in each step of your campaigning process. While there are a thousand parameters to check campaign results, it is the analysis of these parameters that keeps bad things from happening, and good things to repeat. Data Analysis is your vigilance mechanism.
Stay Alert! Set up processes to respond to market changes in real-time. Double your response rate and profits by sending relevant and dynamic content to your segmented email list. This requires lesser time and yields better results.