Posts

No Email Love? Revive your B2B Email Marketing Campaign

/0 Comments/by:

Every day, billions of emails swim across the vast information highway right above our heads and inside the fiber-optic cables below the ground. For marketers, it’s a battlefield, and sometimes we tend to forget about the competition and become contented with mediocre emails.

And then we wonder why we never get good responses from prospects.

In order to gain attention, emails need to stand out from a barrage of other marketing mails. If your current email format is outdated and uninviting, you may need to consider total alterations and see how significantly it affects prospect responses.

Consider these things as starting points in breathing life back into your terminally ill email marketing campaign:

  • Be concise and crunchy. Get rid of wordy paragraphs and tall tales. Emphasize only the important things, based on the target audience and how your company is viewed by the industry. Ditch the parts that readers would normally skip.
  • Dazzle from the onset. Your reader must be hooked into reading your email even after just a few lines, just like evoking a feeling when they’ve just received a letter from a dear friend. Keep it relaxed and try not to sound too official.
  • Urge interaction.  Ask questions. Make them share opinions. Allow them to participate in polls. Your email doesn’t have to be a one way street. Giving them something that encourages them to respond obviously increases your chances of click-throughs and conversions.
  • Deliver what is promised. If the email says “Get a Free Demo” and clicking a button would route them to a page where they have to fill-out an enormous form, make sure you follow-through with what was offered. Do not lure them into lead-capture traps without giving them something to take away.
  • Don’t put too much links. While links can do help in shortening an email, putting unnecessary URLs or other external addresses can also smear its overall appearance. Only provide links to useful content, such as industry information, subscription pages, or social media connections.
  • Follow-up quick. You don’t have to wait for a couple of days to check on the progress of an email campaign. Create a follow-up system that monitors on a regular basis the development of responses and to normalize an already-established line of communication. This ensures that no opportunity goes by un-grabbed. 

Effective Lead Generation Tactics: Where B2B differs from B2C

/in /0 Comments/by:

In April 2013, research agency Ascend2 (ascend2.com) and financial firm ResearchUnderwriters (researchunderwriters.com) surveyed marketers around the world in terms of lead generation tactics. Their study made particular emphasis on the difference between Business-to-Business (B2B) and Business-to-Consumer (B2C) industries on which tactic they perceive as most effective and which are most difficult to execute.

b2b differs1

The results are not very surprising, given the contrast of fundamentals between the B2B and B2C, but it turns out that they are actually the same in terms of choosing which the extremes: Both B2B and B2C industries consider email marketing is the most effective at 51% and 54%, respectively, while mobile marketing came out as the least effective at 1% and 2%, respectively.

The difference lies in the middling tactics, particularly in the second most effective: For B2C, paid search or online ads is at 52%, while for B2B, SEO and Content marketing are both tied for the second spot at 38%. Paid search or online ads only got 29% for B2B.

Another contrast is the use of online events such as webinars. Only 6% of B2C companies perceive it as effective, while it got 27% from the B2B side. This goes to show that regular consumers don’t really like participating in online events, and even when they do, it’s not really that effective. Meanwhile, other tactics such as direct mail or print ads and trade shows get average scores.

b2b differs2

Now we put the spotlight on social media marketing. If you can notice on the first graph, only 11% of the B2B respondents think that social media marketing is effective. In this second graph, both B2C and B2B industries think it’s the most difficult tactic to execute, at 50% and 49%, respectively.

Mobile marketing, evidenced as ineffective in the first graph, seems to also be a difficult task to pull off, especially for B2C at 42%. Only 25% of B2Bs think it’s hard, but it’s still in the 4th spot. Not surprisingly, email marketing is easier for B2B (18%) compared to B2C (25%).  While SEO is easier for B2Bs (26% compared to B2C’s 29%), Content marketing is harder for them (39% compared to B2C’s 25%).

B2B lead generation is a much more complex task to undertake, considering an audience that’s generally “experts” in the field they are in. Prospects in the B2B industry are not easily swayed by cheap and shallow propaganda; hence, it is important for marketers to distinguish it from how B2C marketers generate leads. Acknowledging these differences can help give better understanding on how people‘s interest are captured.

When are the Best (and Worst) Times to Send an Email?

/in /0 Comments/by:

When are the best (and worst) times to send an email

Everybody loves social media, and more people are getting into blogging. But despite all this, email still remains as the go-to strategy in any marketing campaign. It never fails to deliver a goal, whether it’s leads, active interactions, warm business relationships, and even for new professional acquaintances. It simply is the most basic communication line in the corporate world.

But while its effectiveness isn’t diminishing, the attention that it used to enjoy is now facing tough competition; prospects now have more things to attend to compared to 5 years ago, and that lessens the odds of emails being read at an optimum time.

GetResponse, an email marketing software firm (www.getresponse.com), analyzed more than 21 million emails in the first quarter of 2012. These are some of their findings:

  • 23.63 percent of all emails are opened within the first hour; that number drops off precipitously as the hours tick by;
  • Most emails are sent from 6 a.m. to noon; the least amount occurs from midnight to 6 a.m.
  • The hours that see the most click-throughs are 8 a.m. and 9 a.m., and 3 p.m. and 8 p.m.
  • The hours that see the most opens are 8 a.m. and 9 a.m., and 3 p.m. and 4 p.m.

According to the study, the best time to send emails is when “customers are reviewing their inboxes”. This usually happens more during mornings and early afternoons. However, because of the apparent change in lifestyle of today’s generation, some factors may affect the open rates of emails.

In theory, an email sent between 3-4 p.m. (according to the study statistics) has a 23.63% chance of being opened in the first hour after it was delivered. But in reality, at 5:00 p.m. people are actually on their way home, or stuck in traffic. Between the hours of 6-8 p.m., they would be doing house chores and eating dinner, and the next time they would probably have time to check their emails again would be after 8 p.m. The problem is, 4 hours after delivery, the open rate chances have already dropped to less than 5%, in theory.

Still, according to the study, most emails appear in inboxes in the morning; hence, those emails sent in the afternoon have more chances being noticed, opened and clicked. For maximum open and click-rates, schedule emails to land in inboxes no later than 1 hour before top open times, and that’s 8-9 a.m. and 3-4 p.m. The key is to not let your message lose impact by waiting too long in the inbox.

Why An Email Blast Campaign Will Help You Get More Singapore Sales Leads

/in /0 Comments/by:

Why An Email Blast Campaign Will Help You Get More Singapore Sales Leads

Even though email can be considered “ancient” in internet terms, it still remains one of the most effective means to find business sales leads online. You would be missing out on a lot of potential customers if you haven’t been utilizing this lead generation tool enough. So why is email marketing so enduring and successful, compared to other online marketing tools that have risen and fallen out of favor with marketers?

  1. Email is rudimentary. Every single person who uses the internet has an email address, and it is most likely the online communication tool used daily and comfortably by your Singapore business leads. Even technologically-challenged business owners make it a point to know how to send and receive an email.
  2. Email is more about business. More so than any other social media platform available today. If you want to be taken seriously by your prospects, sending them an official email is the way to go.
  3. Emails marketing is not constrained by the boundaries of branding. No matter what email service provider you have, sending an email to your prospects is basically the same process.
  4. Email carries with it the expectation of a product or service offer. This means that your sales leads know that you’re selling them something with your mail, and if they open it, then it means they’re interested in making a purchase!

Businesses that need more Singapore sales leads should start to seriously focus on their email marketing, and if your marketing team are already preoccupied with a different lead generation campaign, then you might want to consider outsourcing to a BPO company to oversee your email blast campaigns for you. Having this marketing tool in conjunction with other marketing plans such as telemarketing or social media marketing will surely provide your Singapore business with a steady source of quality business to business leads.

After 5 Years, Email and Search still Beat Social Media, and You Better Believe It

/in /0 Comments/by:

 

Here’s a piece of information that social media worshipers may not like: boosting emails and improving SEO can lead to better customers compared to “likes” and “tweets”.

It’s been a relatively known fact – it’s just that people subjected it to speculation and dismissed by theories. But when credible numbers enter a conversation, all doubts might as well be put to rest once and for all.

Custora recently released a report coming off a study among US companies across 14 various industries. Their data is based on a total of 72 million clients who interacted with 86 companies from 2009 to 2013.

A central tool that they used in the study was a standard measure called Customer Lifetime Value or CLV, which pertains to the “dollar value” of a company’s relationship with a customer. This metric focuses more on long-term projections of cash flows and benefits instead of quarterly benefits. It also sets a limit on how much a company should spend to acquire a customer based on a projected CLV.

Here are some of the notable findings of their study:

  • After determining which of the clients involved are ranked as having a “high lifetime value”, it was found out that 54% of those customers were acquired through organic search, which makes it the most profitable channel amongst all strategies.
  • When they sought to rank each strategy based on the percentage of customers acquired (without considering the lifetime value), the victor still remains to be organic search, accounting for 16% of all customers, followed by pay-per-click at 9.8% and email at 6.8%.

Facebook and Twitter? Only 0.17% and 0.01%, respectively.

  • Twitter came out as the least beneficial channel, even in CLV, where it scored a dreadful 23% below average. Facebook had at least 1% above average, but it’s not something to be proud of, either.
  • Although organic search generated the largest numbers, the “most improved” award goes to email marketing, with a growth rate that has quadrupled since 2009. The trending strategy involves building online communities which require email addresses, and then painstakingly converting each of those members to customers via email.
  • Two other channels that were found to have rapid increase in success are affiliate referrals and banner advertisements. Both have scored better or at least equal to that of Facebook and Twitter.

 

Resources:

http://blog.custora.com/2013/06/e-commerce-customer-acquisition-snapshot/http://www.marketingprofs.com/charts/2013/11170/email-and-search-deliver-more-customers-than-social-media