The Role of Email Marketing is Changing

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Email marketing is being changed by the modern online marketing market. So, is it still worth investing in?

Email marketing is used by many companies to get in touch with their existing clients, as well as to acquire new ones. While mass email is often looked at as a way for businesses to promote their products to consumers, this is not the only use of this online marketing tool. In fact, email marketing is a much more useful tool as a part of business to business (B2B) campaigns.

There are many reasons as to why email is an interesting method of marketing and communications when your products are mainly directed at other businesses. Consumers often have their inboxes filled with messages from dozens of different companies if they regularly shop online. Therefore, they are less likely to pay attention to individual messages, simply because they receive so many. Even though they may have subscribed to a legitimate and opt in email list, consumers often view nearly all commercial messages as “junk”.

But this is not the case for businesses. Here, you are dealing with recipients who are more open to new business opportunities, or new services that would provide them with better value, productivity and price. However, even in the case of B2B email, your campaigns would need to be done right in order to achieve some degree of success. According to an online survey taken in June 2012, the role of email marketing for B2B companies is beginning to change. While it is still useful as a general marketing platform, email today is gaining prominence as an efficient way to acquire new leads.

Properly testing your campaigns in still a very important element if you want to be successful with email marketing. Checking which email content results in better click through rates, testing how the day and time where an email was sent affects the open rates, as well as examining which subject lines get more of your messages opened is extremely important to conduct a successful marketing campaign by email.

There were some trends reported that marketers in the business to business industry should know about. Emails containing an invitation to a webinar get the most responses, followed by messages containing a white paper. The day and time when a message is sent are also of great importance. Many B2B marketers polled would say that sending an email between 8 AM and 12 PM would get more responses. Furthermore, it is best to avoid sending lead generation or promotional messages on Fridays, as these tend to get lower response rates than messages sent earlier in the week.

As an ever growing number of business professionals are now using mobile devices to open their email messages, formatting your emails so that they are easily readable on mobile is becoming a necessity. If someone can’t get the message to display properly, chances are they will just forget about it and move on to the next one and you will have missed the opportunity to get your message across, no matter how interesting it could have been to the reader.

The Role of Email Marketing is Changing is a post from: Technshare