Optimize your Email marketing, increase engagement and ensure deliverability!
Email marketing is only as good as the quality of your recipient list!
Each year there is a natural decay that happens in email marketing that reduces it’s effectiveness. People change their jobs, get married or change their names. In B2B marketing, on average lists only retain 75% of their members after one year due to turnover at companies and other factors. As a result, marketing lists have a tendency to expire at a rate of about 25% a year.
If you aren’t updating your list with new prospects each year, your email marketing will likely bottom out. So how do you keep your list full in the face of inevitable decay? There are two ways marketers tend to grow their email lists – the bad way and the good way.
WHAT IS INBOUND MARKETING?
Inbound marketing is aboutrather than harassing prospective customers with ads or direct mail. If you use a purchased list as a separate method you’re undercutting the work that has gone into building your company’s reputation as a helpful inbound marketer.
Inbound marketing is based on the concept of, making yourself easy to be found and drawing customers to your web site by producing content customers value. It is a strategy that focuses on building useful, interesting content to attract subscribers and leads. Blogs, podcasts, video, eBooks, newsletters, whitepapers, SEO, social media marketing, and other forms of content marketing are considered inbound marketing.
In contrast, buying attention, cold-calling, direct paper mail, radio, TV ads, sales flyers, spam, telemarketing and traditional advertising are considered outbound marketing. Tactically speaking, the best way to start generating leads through inbound marketing is to launch a blog and start creating good, search friendly content.
MAKE YOUR SUBSCRIBE BOX VISIBLE AND BOLD
If you’re creating good inbound content, your blog and website will become a magnet for potential subscribers. Make sure that those readers can easily find your subscribe form.
An important role in increasing your email subscribers is maintaining the number of recipients you already have. Here are a few tips on how to reduce your unsubscribe rate.
The top two reasons for email users to unsubscribe from a business or non-profit email subscription are. When someone wish to unsubscribe from your communication, give them the option to sign up for less frequent emails or emails that are only on a given topic (e.g, only major announcements). You can also present the former subscriber with alternative channels by suggesting following the company’s social media sites on the unsubscribe page.
HOW TO INTEGRATE EMAIL INTO INBOUND MARKETING
You can get the most of your Email marketing when it’s integrated with other marketing channels and strategies – make sure you use them together for best results! There are a few options available how to integrate email with other marketing assets, such as search, social media, mobile and analytics.
EMAIL MARKETING AND SOCIAL MEDIA INTEGRATION
Various study’s shows that email strategies that integrate social media into their emailing campaigns lead to better results. About 65% of the top 20% of B2B marketers in social media lead generation integrate email with social media, compared to the industry average of 51% (Aberdeen Research).
This presentation created by by Meghan Keaney Anderson from HubSpot