Email emails stand out has not lost its power and remains the main means of communication for companies, both internally and externally . It is one of the most effective tools in the field of marketing aimed at the end consumer, but it is also effective in industrial marketing, in which there is a long way to go.
Few Spanish B2B companies are committed to using email marketing , as it requires:
Specific techniques.
Good practices.
A very deep knowledge of the client they are targeting.
A segmented information arrangement.
Beyond the automation of this powerful tool, marketing, sales and commercial departments of industrial companies send emails daily to clients and potential clients with information about new products and services. Are they effective? How could they be?
Get noticed and bypass the inbox filter
A B2B email marketing strategy does not, or cannot, consist of simply sending an email. It must be taken into account that, in a corporate account, any employee from any department receives a large number of emails per day. And these figures will undoubtedly skyrocket if the employee is a process engineer or project manager.
Therefore, to attract the attention and convince a professional buyer – informed, very busy and who receives hundreds of emails a day on different subjects – you have to pass the interest filter in their inbox . What we want is for our buyer persona to open, read and act on our industrial marketing email.
To get to that inbox, keep in mind that the first screening will come from their email server. Be careful not to end up in their spam box ! There are ways to avoid it .
Please note the preview text and the sender
Once your email has arrived in their inbox, you ne
ed to distinguish yourself. You need to make it stand out from the unread messages, and to do that, consider the preview text of the content , also called preheader text .
Don’t forget to reserve the most important part of your communication for the top left of your email. Firstly, a personalised greeting, which will help to generate trust and, if you are going to offer content – webinar, report, activity… – try to place its link at the top of the email so that it is easy to access.
In addition, you have to motivate them from the first visible elements of the email. One of the key points is that the sender is recognizable or easily identifiable . This generates trust in the recipient. Therefore, in the “From” line, avoid generic email addresses – such as noreply. In that case, the degree of interaction will be almost zero.
A word of advice: only use your name if you are sure that the list of papua new guinea consumer email recipient will recognize it without hesitation or if there is a previous relationship. It is best to use your company name or trademark so that your customers or potential customers can see your email communications at a glance.
Avoid generic subject lines in your industrial marketing emails
A very suggestive motif that will make a difference and spark interest in the recipient will be the “ Subject ”.
The email you send to the head of department or a worker assigned to the industrial process of a B2B company should stand out due to its header. The goal we seek is to encourage them to open the email.
Keep in mind that if the subject line is generic, bland and without how to integrate the webinar into your inbound marketing strategy substance, you will have the opposite effect: you will discourage your recipient and the email will end up in their trash. An effective email will include technical information, instructions, relevant articles highlighting the particularities and benefits of a product or service or specific activities that will be beneficial for the recipient.
The subject line should be compelling, be oriented to inform, but also agb directory encourage action . It is recommended that they be composed of subjects and verbs that incite action. A good example are the headlines of news in the media. They will give you an idea of how you can attract attention, since they summarize in a few words the most relevant information.
Keys to make your industrial marketing emails stand out
Blink test: first words make all the difference
You’ve done it and your email has been opened. Now the headline and the first few lines will be the protagonists. They will make the difference between being read or completely discarded. Emails, like web pages, pass the so-called ‘blink test ‘ .