How can you boost your email marketing results to reach the right people? We have some tips for you…
Is your email marketing falling flat? If so, it might be time to refine your target audience. After all, email marketing done right still works as is proven by the following stats:
- 64% of B2B marketers consider email the most impactful channel in their multichannel strategy (Backlinko, 2024).
- 73% of B2B email marketers use email newsletters as part of their content marketing strategy (Content Marketing Institute, 2024)
- 65% of B2B buyers say emails nurture them through the buying journey (Demand Nurture, 2023).
Time to put these findings into action! Here are some actionable recommendations to get you started…
1.) Do You Have FRESH Contacts?
- Clean In-House Data: Review your existing database. While it contains valuable contacts, outdated or irrelevant information can hinder your efforts. Regularly verify and update your data to ensure accuracy.
- Targeted Lists: General data sources may not align with your specific needs. Seek providers specializing in the Learning & Development (L&D) space. Look for companies that offer:
- Clear data compilation methods and sources
- Regular data updates
- Information on contacts’ actual areas of responsibility, beyond just titles
- Transparent usage restrictions and pricing
Invest in Quality Data
By targeting the right people with accurate information, you can significantly improve your email marketing success.
The Solution:
Invest in a high-quality, TARGETED database of key decision-maker contacts in the L&D market space.
Remember – Corporate Training & HR is MTG’s ONLY focus, and that makes all the difference! Plus, our database is hand-built by L&D experts.
Mentor Tech Group’s database is UNIQUE, containing marketing intelligence data with key information you need when marketing to the L&D space.
Here’s what’s included with your Mentor Tech Group investment:
- 100% human-verified data – Our database is hand-built and maintained by a team of Market Intelligence Consultants to ensure data quality
- Confirmed Decision-Maker contacts in your target industry: Corporate Training / HR / Talent Management / e-Learning
- Sorted by Job Function – not nebulous Job Title (We help you reach the people responsible for making the decisions!)
- Access to proven industry best practices – find out “what works” for others in your industry
- Four-month FREE data updates, to keep up with the constant changes in this industry
2.) Ditch the Hard Sell!
Nobody enjoys pushy sales tactics. Instead, prioritize building trust by consistently providing value-added content.
We may sound like a broken record when we talk about providing “value-added content”, but here’s why… This is the one critical area of email marketing where we see B2B companies getting it wrong – really wrong – quite often. We have seen countless email campaign examples of companies using heavy-handed selling tactics in their email campaigns, or “Here’s why we’re great” and “This is why you need to use our services.” What a turnoff!!
As I will often tell clients, it’s better to send NO emails than to send poor quality, annoying, or low-value emails – because people will simply unsubscribe and then you can NOT email them again.
So – here’s how to do it right.
Relationship selling is huge in B2B sales, which means prospects need time to develop trust in you, your company, and your services. How do you do that? Provide value at every outreach. Create regularly scheduled email marketing campaigns with content that adds value for your prospects. What do we mean by content that “adds value”?
- It provides answers, insights, information, or solutions, answering the question: “What will HELP my prospects gain value immediately?”
- It is NOT an advertisement or solicitation to promote your company’s services
- Should be 90% informative and no more than 10% promotional
In summary, when done correctly, email marketing can still generate huge ROI for your company as evidenced by the following:
“In the first year of email marketing to the MTG database, we netted more than $175K in sales as a direct result of investing in a custom-built Mentor Tech Group database. Moreover, many of these clients are now doing repeat business with us, year after year.” – President, B2B Team Building Company
Email marketing works – when DONE RIGHT!…
3.) Craft Compelling Subject Lines
A captivating subject line is crucial. Use strong verbs and pique interest without being misleading. Consider the recipient’s perspective and what might grab their attention.
After all the work you’ve done to secure a high-quality targeted marketing database and create high-value content, don’t ruin your results by using a poor subject line. If the subject line doesn’t provide value and pique people’s interest immediately, your message will be deleted. Instead, do the following: Use a provoking subject line to encourage people to open the email. (Use of www.SubjectLine.com can help.)
Pique people’s interest. Think of what works from the recipient’s viewpoint. What would you open? What would you delete? What might make you unsubscribe? Don’t be annoying – instead, provide helpful, insightful or educational tips.
Here are some examples of strong subject lines:
- 3 Tips When Marketing to L&D
- Boost Your Team’s Performance: Free Ebook Download
- Industry Insights: The Future of Learning and Development
By following these tips, you can create emails that build trust, nurture leads, and ultimately drive sales.
NEED FRESH LEADS?
We have exactly what you’re looking for! Contact us today to learn more!
Call us at: (651) 457-8600, Ext. 1
Email us at: marketing@mentortechgroup.com
You’ll be glad you did!!
