Virtually all U.S. consumers and business buyers use email frequently. And therein lies the opportunity and the problem for B2C and B2B email marketing. On the plus side, widespread use means your emails are potentially sure to be viewed. But on the minus side, since every marketer knows the plus side, marketers use (and overuse) email marketing.

Consumers and business buyers are inundated with emails. How do you rise above the noise and succeed with your email campaign?

Photo Credit: Shuttershock.com

Here are 12 strategies that work.

1. Attract the Right Audience

A truism in email marketing is that your campaign is only as good as your list. Pay careful attention to your house list by systematically updating information and culling non-targets. Steadily add email addresses collected through your various sales and marketing channels. Never buy lists; they will do nothing but cause your open rate, clickthrough rate, and reputation to plunge.

2. Segment Your Emails

Ideally, your content strategy and offers vary depending on whether you are talking to a cold prospect, a warm lead, a new customer, a loyal customer, or a former customer. Segmenting your email list — using the segmentation tool in the Blitz sales software, for example — enables you to reach your targets with messages of the highest possible relevance to them.  The more relevant the email, the more likely the recipient is to open it, read it, and act on it.

3. Use Marketing Automation

Without automation, the time required to execute an email campaign is costly or even cost prohibitive. Automation tools such as Blitz’s workflow automation software help manage the timing of email launches, conduct split tests, personalize messages, create segmented lists, collect data, generate reports that enable you to refine messaging, improve offers, and in short, continuously increase open and click-through rates.

 4. Implement Responsive Design

Responsive email design automatically maximizes readability on whatever size screen the recipient is using. Responsive design is exceedingly important since recipients are just as likely to read your email on a mobile device as on a desktop monitor. If readers must pinch and zoom to make sense of your email on their mobile phones, they’re likely to give up.

5. Use Welcome Emails

Successful onboarding is the surest way to turn a new customer into a permanent customer. Don’t overlook this opportunity to build a long-term revenue stream with your email marketing campaign. Sending a welcome email to new customers, giving them useful information, inviting questions, and offering them an exclusive offer maintains new customer engagement and encourages repeat business sooner rather than later.

6. Publish a Newsletter

Emails with a recurring theme pick up momentum over time as subscribers become familiar with them. A monthly newsletter with company, product, and industry information is a welcome addition to the email inbox — if the information is truly useful and newsworthy. If you don’t have enough real news to fill a monthly newsletter, consider a quarterly publication. Attention-getting topics for a newsletter include:

• New product or service launches
• Cost-saving ideas
• Efficiency-building ideas
• Relevant case studies
• Upcoming industry events or activities
• Reports about your recent community involvement or charitable work

Photo Credit: Shutterstock.com

7. Include Sweepstakes and Giveaways

Everybody likes a deal, especially when the deal involves getting something free. Swag such as hats, t-shirts, and tote bags may be enough to generate a click-through and conversion. Sweepstakes offers giving subscribers a chance to win a big prize are another tantalizing option with strong appeal to the many people who enjoy betting on sporting events or playing the lottery.

8. Improve Calls to Action

Calls to action are short bursts of text that need to pack a punch. Weak calls to action such as “learn more” do not provide enough motivation to turn busy recipients into engaged prospects. Elements of a strong call to action include:

• A limited-time offer (today only, 30 days, etc.). The shorter the timeframe, the stronger the motivation
• Clear, concise language
• Powerful design so they are sure to be noticed

9. Manage Cart Abandonment

Cart abandonment is a serious issue for every e-commerce business, but it is also an excellent opportunity to use email marketing. Using marketing automation, you can trigger an email when a cart is abandoned to maintain contact. Often abandoned cart emails are structured in a series, starting with a gentle reminder that the recipient has left something in his or her shopping cart. Used correctly, these emails will sometimes salvage the order and establish a positive brand perception that lays the groundwork for future orders.

10. Send Email Receipts

Emailing receipts to customers is becoming the new norm because of its convenience, “no-touch” characteristics, and eco-friendliness. By adding a bit of marketing content to the receipt, you can encourage the placement of a repeat order, sell related items or services, offer a discount or thank-you gift, provide useful information, ask for a referral, upgrade the service or account, or otherwise build the business relationship, maintain engagement, and generate additional revenue.

11. Conduct A/B Tests Methodically

One of the most appealing features of email marketing is the ability to continuously improve results through effective use of A/B split testing. Testing only one variable at a time is extremely important to determine which change led to the improvement. Among the most important aspects of the email to test:

• Subject line
• From line
• Calls to action
• Offers
• Personalization
• Time of day
• Day of week
• Frequency
• Design of the email
• Design of the buttons or links
• Images
• Amount of content

12. Request Feedback

Asking for feedback is a highly effective method to build engagement with prospects, customers, and audience members. Prospects may welcome an opportunity to tell you why they are considering a purchase, and what is standing in their way. Customers will surely appreciate being asked how you can improve your products and services. Audience members are eager to share their experience of a webinar or event, especially when the email comes quickly, while the experience is still fresh in their minds.