Content Marketing Strategy Sessions Email Marketing Tips 1
[Music] of all the channels that b2b marketers use to distribute content most people saved emails the most important what are some tips you have about getting the best results from email marketing it kind of starts with some making sure your email lists are split out by personas because if you're gonna send an email out to your your generic email list I mean you're not going to be able to track the results you you're not gonna have the ROI effect that you really want without actually understanding what the problems are and sending your content out through that those appropriate titles and emails everything like that you're not going to get that operate that you really want awesome excellent artists what about you different add to that it's really important to hook them fast I'll get right to the point because otherwise you've got what seven seconds to delete so you've got to get right to the point and people meander around and don't say what's most important I'm deleting before I even get to what the means of messages so just make sure you hook them fast and make sure it's relevant to them yep yeah I would say I agree with both points I think good good segmentation is crucial to making sure that you're you're going to get those high open rates and engagement rates also I think you know hook them fast and also you know treat the email is an invitation to content and take them somewhere where you can't actually measure the engagement to understand not just did you convince them to click but what was the actual follow-through and engagement I think that's a that's a that's a big one yeah I think the segmentation and irrelevance is really important because too many brands they may have that list right but then they meander around and they're talking about themselves first in the branding and what it is they want to say and they never get around to anything that's really relevant and important to that persona are there any emails that you guys look forward to getting in your inbox from vendors or from I could tell you about a lot that I don't always yes a point yeah anyone that stands out other thing emails that you know right off the bat you know are going to be relevant to you because they start off with something that is engaging which is why I always say use the hook but I'm really I can give you more examples of what I don't want and what I see that works really well what are some of those characteristics of those lead like well there are a lot of emails I'm getting lately it must be some kind of new trend where they kind of insult you and talk about how badly you're doing something which is why you need to read their contents and to me I find that insulting you know and I'm not really inclined and I'm kind of like sitting there thinking do you know who I am the other ones are the ones that assume that they know who I am because I downloaded something from them and I do a lot of research so I'm on a lot of lists that really aren't relative relevant to who I am as a person so when I get these emails from companies I know instantly it's something somebody I was doing research for because I'm not a CIO and I'm not you know and they don't check to make sure the people on their list are actually those who should be there so that's off-putting as well yeah I find them a lot of unperson alized email right you can tell it's a mass blast they personalize it with you know your name but the actual content of it is just completely irrelevant and I can't tell how many times I've seen grammar mistakes and spelling mistakes which really turns me off maybe I'm old-fashioned to me it's just it's a repetitive behavior of sending me just stuff over time that I just do not want to engage with and so that's really off-putting to me I mean if I keep getting emails and he knows from this person or you know some automated list it's like nope never going to get the I instantly archive it swipe left I'm done so my other favorite is to follow up that they do like it's our fault because we didn't read the email they sent last week and we haven't responded yet and so we're a bad person do you know those kinds of emails and they're automated now I used to think it was just lazy salespeople sending that stuff so they're actually automated now you know yeah so guys we talked a lot about clutter right all these emails we don't like do you have any tips on how to break through that clutter I think it's going back and looking at what is it that's valuable to that persona and not putting the brand forward not putting the product or service forward what is it that we can do that to help the audience down set for so to solve problems and make their life easier their job easier we're value deliver value which is where Skyler's tip unsegmented really comes in because different segments care about different things and so if we can touch on you know what they really need the most or what they care about the most or what they're working on or solve problem they're solving then we can become relevant immediately but you know lately I've been in this conversation several times with different people talking about the difference between relevance and resonance which i think is really kind of cool you have to be relevant or it's not going to work at all but then if you think about the difference between what's relevant and what resonates right so it's like I know vegetables are good for me so they're relevant to me but they don't resonate yeah I mean I'm not going to go to anything different about my vegetables but you know when you get that message that is really cool that really resonates and it makes you want to do something right it drives intense and drive action I wanted to add just one thing which is really kind of going back to the intent of really earning somebody's attention and and you know being diligent about cleaning your email list right as I think it's it's just as important on the on the the on the reader side as it as it is on the sender side right looking and seeing you know and and if you might take somebody off of a list warn them before you do it but say hey we noticed you haven't really engaged and we don't want to pollute your inbox and so if you want to stay on you know click here what or whatnot just just you know again going back to really being diligent about your subscriber list as of I think as a vendor I think it's it's good practice and I think long-term is what I as an email reader like I look for stuff that I subscribe to and I and I really like brands that are really thoughtful about about that I think that's a great example because I got one of those emails just yesterday and I didn't I hadn't been opening those emails and I hadn't been reading them and they said you know do you want us to take you off if you don't respond well and subscribe but what it made me do was reengage with that brand because I felt that they respected my [Music]
