So you read our last blog and your prospect has opened your email, great! But for some reason or another they aren’t reading or engaging with your mailer, and if they aren’t engaging with you, chances are they aren’t buying from you, not so great… Don’t worry, you are not alone. According to HubSpot, 54% of marketers say their top email priority is increasing engagement among their prospects, now this is not always the easiest of undertakings but it can be done!
It is important to note before we get started that, although great content will play a huge role in gaining engagement from your prospects there are other aspects that also need to be considered.
There was a time not so long ago when people believed email like its direct predecessors was a dying medium, however today it still tops the list of many digital and inbound marketing strategies for some of the most successful B2B organisations in the world. In fact, over 70% of marketers believe it is the tool in which you see the most ROI, but with the number of marketing emails your prospect receives each day, how can you ensure they read your content and ultimately become a lead? We have collated a list of 6 tips to help your email stand out from the spam and increase the number of meaningful interactions you have with your prospects.
In the first part of this two-part series, we will cover the first two tips.
1. Start with a clean and targeted list of contacts.
It is vital that before we design a wonderful eye catching email that will stand out and convert your prospects to leads, we firstly do a bit of housekeeping.
Your organisation will have a master list of contacts that at some point in time, ticked a box or filled in a form or shared their details with you, opting in to receive correspondence from your organisation. This master list may contain hundreds to thousands, to tens of thousands of contacts, it will contain their name, their email, their company, their geography and potentially demography. This list is key to the success of any campaign, but before you just send to all of your contacts its important to gauge the health of this list, and a good place to start is to look at the response to your last email.
Prospects can take 5 potential actions when they receive an email, firstly, they can ignore it, and secondly, they might delete the email. The third potential action is to open the email and the fourth action is to click on the email both of these actions are signs of engagement, and are exactly what we are looking for. The final potential action is to mark your message as spam, or even worse unsubscribe.
Whichever action your prospect takes, this should be recorded by your email marketing software. You can use these analytics to assess who on your master list actually wants to engage with your company and who doesn’t. Firstly it’s key to remove all the unsubscribes from your database, they aren’t interested. But don’t ignore the contacts that instantly delete your emails, or have never opened a single correspondence as they can also be detrimental to your campaign.
These contacts can be detrimental as they affect your baseline statistics if they have never opened an email from you ever, maybe it’s not your subject line that isn’t working they probably just aren’t interested. So remove these contacts and you give yourself a solid place to start. When the statistics fluctuate within a clean list, it’s much easier to gauge if these are a reaction to changing marketing tactics. Whereas when stats fluctuate in an unclean list its hard to gain any valuable marketing insight.
This baseline gives marketers a chance to gain a clear understanding of what works and what doesn’t, what content they find desirable and what convinces them to take action. Remember, as marketers it is our role not to not only get a good click through rate but to ultimately provide sales with the correct contacts at the right time, enabling them to have valuable interactions and close deals.
2. Send from a real person, your prospects can actually reply too
Firstly this is a great tip for improving both open rates and engagements. If the email comes from an info or a marketing address people tend to trust it less. The whole reason you are sending an email is to drive engagement and valuable interactions with your prospects, knowing that why would you send an email from a firstname.lastname@example.org as the from address for your email? When an email is sent from a person it feels more recognisable and credible.
With tools like HubSpot, you can automate the process so the from address and signature pull through automatically. Meaning the email will come from the person responsible for that contact, allowing marketing to facilitate the first step in building meaningful engagements between sales and future customers.
If you can’t use the lead owner, use the name of someone that may be easily recognised or someone credible, like the CEO or the VP, or the Director of Sales. HubSpot recently performed an A/B test and they found click rates increase when an email is sent from a person. So it might be time to ditch the impersonal from address and give your designs a chance to shine.
Driving high email engagement is key in any sales enabled lead generation campaign, and it requires more than just having good content. Keep an eye out for part two of this series where we explore all essential elements required to create emails which both engage and nurture prospects.
In the meantime, why not download our Sales Email template pack for some ready made email sequences, empowering you to engage with prospects old and new.