Most major B2B companies are finding success in email marketing. In this scenario we will look at two different approaches to see which fits your email marketing goals. First understand that personalized email marketing is a way to insert data into the main template of an email. Using their name or company name adds personal touches to the email. Here are some ways to differentiate personalized emails from generalized emails:
Identify: filters such as gender, age, location, company size, job title and industry
Differentiate: segmenting contacts into specific niches
Interact: reaching out to the contact in the medium that they are most likely to respond to
Customize: this is where personalization happens by including specific information about the contact (ie. name, company, desires)
Secondly, the general approach still has a place in email marketing. Although most B2B marketers will stray away, there are several occasions that are perfect for general emails. Most are related to promotional efforts such as:
New product release
Along with saving time. There are many benefits creating general email campaigns. Personalized and generalized emails can go hand and hand. The benefits you receive from both will be worth creating an email marketing strategy for each approach.
Personalized Email Benefits
Formatting your email to the reader will help them engage. That email now means something to them. Their personal information is included, or maybe their recent searches are mentioned. They are engaged. Whether your goal is focused on impressions, clicks, website visits, or purchases, you can complete all of that through personalizing your emails.
When your audience is interested in something they most likely have a favorite brand, type, flavor, etc. Think of Nordstrom’s for example. Obviously, their audience is interested in clothing but someone is more likely to engage if the subject line of the emails mentions the skirt that they looked at last week. Speaking to the interests of your audience will give them excitement when they see your email in their inbox.
Nurturing leads requires content. Readers find it much more intriguing to read content that they are actually interested in. Personalizing the content to fit their behavior or previous interests will create a stronger relationship.
Easier to covert
Each step you take to personalize each leads experience will help your conversion rate. The quicker, cleaner, and easier the conversion goal is to complete the more likely your audience is willing to take that action. Keep that in mind when sending prospects e-books or webinars. No matter the conversion, it should be simple enough to complete within 1 – 2 minutes.
Generalized Email Benefits
At the end of the day, people do business with who they know and like. Email gives companies the ability to build credibility by sending helpful information to their audience. Engage the viewer with an appealing template that directs their eye to the desired action. Most of all, the template should look neat, clean, and professional.
Getting your name out there couldn’t be easier than through email marketing. Not only are you spreading the news to your recipients but if they find your information useful they will share it with their contacts as well. Strengthen your brand recognition with new and potential clients through generalized emails.
Those who open, click, subscribe, or in any other way engage with your email will show how powerful your message is. Contacts may not decide to buy based on that single email but the more messages, the more engagement, and the more they will be thinking about purchasing your product or service.
Time & Money Saver
General emails lack the time and attention of programing out data to include for a personalized email. You save time by being able to send bulk emails out without changing anything within the message. Not only are you saving on time, but money as well. This is a quick way to get your word out and ensure you look professional when it ends up in the inbox.
If you are looking to get your word out in a big way, DECK 7 can help! Our audience reach is huge and our quality is guaranteed. Give us a call today to see how we can increase your sales funnel and sales.