If someone asked you what was an important way to use content to market to their target audience, what would you answer?
Blogging, social media or maybe articles?
All likely answers, but email marketing is still a powerful way to market to your prospective audience. Although it’s not “new,” it still brings in a major ROI when it comes to lead generation.
In fact, in the 2012 B2B Content Marketing Benchmark, Budgets and Trends Report, from the Content Marketing Institute and MarketingProfs, shows eNewsletters as one of the top five ways marketers use content marketing in their marketing mix.
This means email is still alive and well, but it might not get the attention that others, like social media. With that in mind, there are still mistakes many marketers make when it comes to creating and maintaining effective B2B email marketing campaigns. These mistakes lead to unsubscribes and a lower percentage of prospective leads.
Now, unsubscribes do happen and if you freak out every time someone leaves your list, you need to get over it. With that in mind, there are a few things you can do to reduce your unsubscribe rates, including:
Create Relevant Content
If you sign-up for an email list and you get emails on a different subject or the content isn’t what you expected, you’re going to unsubscribe. That means you need to produce more relevant content for your list.
Look at what you offer on your opt-in page and other links to your email list, and then make sure it’s all related. If it’s not, revisit your B2B content marketing editorial calendar and make it so.
Keep a Consistent B2B Email Marketing Schedule
Business buyers lead a life that’s usually on the go. If you send out emails one week, but wait another month, they will forget who you are and unsubscribe. Yes, I’ve done this and I learned my lesson, too.
Along with consistency, stay true to your initial offering, at the time of opt-in. If you say you send out a newsletter on Tuesdays, send it on Tuesdays. Don’t just say something, actually do it and keep your credibility.
Creating Interesting B2B Email Content
Above all else, if you don’t have interesting content, you will really see a drop in your B2B email subscription list. There are LOTS of email lists out there and if you don’t have anything interesting to read, view, etc., subscribers will go to a list that does have content they look forward to.
It’s simple: create content business buyers want to get. How do you go about that? Here are a few tips:
- Take content marketing questions and develop emails with that data
- Subscribe to other B2B email lists and see what they offer – gather ideas
- Keep a swipe file of ideas in tools like Evernote or even on a notepad
- Always revisit your analytics and see what content marketing ideas come up
Just like any B2B content marketing endeavor, email is powerful, but only if you do it the right way. Don’t just create something, publish it and expect it to stick to the wall. Do some research, tie your content to business goals and measure what you do. Then, you can reap the rewards from your content efforts.
How do you create B2B email marketing campaigns? What comes first and what works best for you? Leave me a comment and let me know!
Want to know more about B2B content marketing with email and other content platforms, subscribe to my email list for more ideas!