These Creepy Personalization Techniques May Be Causing You To Lose Out On Your Email Marketing

 

Clients want relevance. They like it when your email content is customized to their interests and purchasing propensities; thus personalization. However, they also want to be safe and in control of the content they receive. Overdoing personalization can leave them feeling disturbed and creeped out. According to a study conducted by Barnard (2014), if customers view you and your selling techniques as “creepy”, they become 5 percent less likely to make a purchase. They will see you as a threat and assume negative perception towards your product. Indeed, there’s a thin line between “cool” and “creepy” personalization in email marketing. Below are personalization techniques in your email that are bothering your prospects. Make sure you are not doing them.

Getting Too Personal

Putting your prospect’s name in the subject line and repeating it numerous times throughout your email or marketing materials can send the wrong flag. It simply sounds shady. Sure. It may catch attention. But remember that you are not the only one using such technique. Your prospect is most likely besieged with heaps of different or similar customized marketing emails everyday, which implies they got more than they can bear and that you can’t really depend on using their first name to spark their interest.

Sending from your Brand

There are instances where prospects aren’t compelled to open email from companies because there is this perception of it being just promotional and not a personalized correspondence. An email from a person? Now that can appeal more to them.

Overdoing Email Automation

Sending out emails frequently through automation even if  you don’t get a response from your prospects. You may unintentionally spam a market segment without noticing if there excessive number of procedures are automated.

 Stagnating Email Content

Personalization encompassed the type of content you want your prospects to receive and where and when you choose to send it. Take for example, the early part of an email correspondence with a prospect might contain promotional content or information why he needs to purchase your service. If this prospect became a warm lead, you might consider sending him newsletter subscriptions or the cost of your service or other content like service packages or discounts to push him further down the conversion funnel; this, coupled with considerations of your prospects locations. Overlooking these things might defeat the purpose of your personalized email.

Personalization in email marketing, when done right, can be a manifestation of your relentless effort to comprehend and act on your prospect’s needs. There is something great you can reap with this more than just B2B leads or conversions; a client’s confidence and loyalty.

Marketing Automation Mistakes You Should Be Wary About

Embracing marketing automation has been giving a lot of opportunities for both small and big businesses to grow in terms of lead management, lead scoring, lead nurturing, and segmentation. However, like anything else, the good results it can offer is only a reflection of how good it is handled. The absence of clear strategy, trained users or defined goals can turn it into a cost squeezer rather than a growth booster.

Unsettled Strategy

Preferably, a business dedicating resources into marketing automation ought to have a well-founded strategy such as quantitative goal and campaign process. However in some cases, businesses proceed right away in using this platform to address campaign backlogs and tactical needs.

No Segmentation

Segmentation allows you to profile and understand your prospects. Not only you can sort them into demographics (job title, industry, geography) but can also give you insights on their needs. Moreover, you can leverage this in terms of email personalization and content curation, sales follow-up and product development. In the event that there is a lack of segmentation, email performance can suffer as it will probably result to your email being common and insignificant.

Marketing Automation in a Silo

Your sales department should be in the whole marketing automation process too. Collaborate with them and distinguish prospects, lay out a lead scoring threshold and recognize assessment specifications. Operating it within a single department can lead to failure.

Taking for Granted Testing

Programs in the marketing automation technology’s are suitable for A/B testing various aspects of an email (e.g. subject line, headline, message, offer & etc.). The results of these tests can be used to improve current or future email campaigns. Sad to say, there are still businesses that used marketing automation who neglect this fact.

Even the most advance marketing automation tool will render useless if not optimize to its full capacity.

Linguistic Reminders in Email Marketing

How a business email is written is decisive for B2B email marketing. That is why, for any B2B marketers, linguistic considerations are important. However, you’d be surprised to know that there are still wrong practices in this aspect that some B2B marketers are being lenient about.

Typographical Errors

Seriously? Yes. Seriously. You don’t want to misspell words! That is simply absurd. So better proofread before sending it to your B2B prospects or clients.

SHOUTY CAPS

Writing in all caps in social media signifies shouting and the same can be said in business email and subject lines. If you want to use caps for the purpose of stressing a word or words, you can always go for alternatives such as underlining or bolding it.

Over the Top Usage of Powerful Words and Modifiers

Employing powerful words like “free”, “guarantee” or “save” and modifiers such as “Best” or “Superb” in a rather repetitive and irrelevant manner. It will sound to good to be true and to good be true for these B2B prospects means its gonna be toss on the spam section.

Passive Voice is Passive

Use active voice in writing your business email by front-loading your sentences. An active voice makes your writing more direct, confident and concise. It’s also easier to follow and understand.

Ambiguous Calls to Action

CTAs such as “Sign up now” or “Click here” are so beat up and vague. You might want to be particular like “Download your free white paper” or “Register to get your free newsletter subscription”.

“This is Not a Spam”

Putting that up either in your subject line or business email won’t certainly earn you an open. Ironically, that statement being there can question your authenticity.

Good linguistic command can make a difference in your email marketing. It has convince prospects to act, clients to purchase and who knows? More B2B leads to trickle down that sales funnel.

5 Calls to Action Tactics To Boost Your Email Campaign

Calls to action or CTAs in an email campaign are likely your B2B prospects’ way in to conversion funnel. Given this, are your CTAs compelling enough to deserve their click? If you answered yes, you’re on the right track and keep it up! If no, have these potent tactics aid you.

Keep it Short 

Don’t beat around the bush. Condense your CTA down to its essentials. Utilizing CTAs with short verb such as “click here” or “subscribe now” will directly reveal what you want your prospect to do.

Mind its Perceptibility

Don’t give your prospect a hard time. Your prospect should be able to tell and locate your CTA right away. To do this, you have to be particular with your CTA’s color and size. Do not use colors that will have it mixing with your email design because it will not stand out. Also, its size must be big enough but not overpowering that it takes your prospect away from your email’s content. In addition, you might want to code your CTA buttons with CSS and HTML (not just CTAs in picture formats). There are instances of images turned off by default. Make it convenient to respond despite images being deactivated.

Employ Urgency

Express the need to respond to your CTA right there and then to your prospect (e.g. “Get 25% discount while supplies last!” and “Only 100 products/slots available. Lock in your order now!”). Pressure and limiting tactics are bound to have anyone signing up.

Connect it to a Landing Page

Link your CTA to a landing page that corresponds to the email campaign you have send them. You don’t want them to be directed to your website’s homepage where they still need to find the offer you are talking about. That would be a major turn off and could lose you B2B leads.

Test

What better way to find out your CTA effectivity and come up with better ones than testing it? Explore on what urges the best response from your prospects. One example of CTA testing is A/B split testing.

Creating powerful CTAs can give you more than just names and email contacts, B2B leads and conversion.

Social Media Marketing: 2 Ways to Generate B2B Leads through LinkedIn

Compare to Facebook and Twitter, LinkedIn is said to be the most viable social media platform for B2B leads generation. A recent study concluded that more than 80% of B2B leads from social media are generated from LinkedIn. Well, why wouldn’t that be the case? Linked in is like a huge convention of professionals from different industries. This only implies that businesses eyeing businesses and decision makers will find a large convergence of it in LinkedIn in contrast to other social media platform. Undeniably, B2B leads seem to be endless in this vast social network and B2B marketers are taking advantage of this. However, you don’t want to go prancing around this platform indiscriminately without a strategy.

 

B2B Leads in LinkedIn Status Updates

Members who post regularly are said to likely succeed in LinkedIn. In any social media platform, the more active you are, the more visible you get. This is a good approach to stay in your connections’ feed. Frequently expressing great information, sharing industry news and tips and publishing your own article enables you to establish credibility and gain new connections as other members will see how engage you are. What’s more is that you can leverage these posts to acquire a significant number of B2B leads easily. Members use LinkedIn channels to see articles in line with topics they are concern with. LinkedIn channels sort these posts into various topics. A channel per se could have 1 million followers! (Just imagine how many B2B leads you can procure with such an overwhelming number). If you want this to work for you, get featured in a channel. You can also initiate or encourage a Q and A trick. Questions doesn’t need to be about your respective businesses. It can be anything (e.g. economy situation, political events and many more). Q and A can stimulate healthy professional discourses and can lead to B2B lead generation. Just make sure that you’re a specialist in whatever topic you want to discuss and that answers you offer are profound, intensive and reliable.

 

B2B Leads in LinkedIn InMail

One of the well-known marketing feature in LinkedIn that has empower B2B lead generation is InMail. It permits you to send messages to individuals outside your immediate connections. In addition, it’s a successful instrument for moving beyond gatekeepers and reaching prospects directly. As per LinkedIn, the probability of B2B marketers getting a reply in employing InMail is 30 times than those who pick cold calling. Make sure to make a research before sending an InMail message so that you can specify shared characteristics with your contact.

LinkedIn has many features that makes it an ideal resource for B2B marketing and B2B lead generation. Play to its strength with your objectives in mind.

Social Media Marketing: 2 Ways to Generate B2B Leads through Twitter

Twitter is another platform used in social media marketing. It does not have Facebook’s easy targeting capabilities but some of its features are really helpful in B2B leads generation. Even though conversion rates in Twitter are low compared to other social media, B2B marketers are still investing on this platform simply because potential clients are here. This is a basic rule in marketing, go after where your prospects are.

Generating B2B Leads through Twitter Chat

             Most of the Twitter chats utilizes a specific hashtag so that Twitter users can take after a discussion. How can you use this to generate B2B leads? There are two ways to join a Twitter chat, follow an existing one through a hashtag or create and host your own. Either will work as long as you consider its significance to your business and potential clients would take an interest in it enough to participate. This is to guarantee that you pick up visibility with the right audience. In participating or hosting a Twitter chat, it would be preferable to make a good impression and not jump in on a sales pitch. Ask questions if you have to, answer knowledgeably and lay out your comprehension of the business being tackled and your business services. You can follow potential clients from this Twitter chat and with the right timing, message them personally so that you can suggest content links and marketing materials that will promote your competency and what your business could give them. Be warm but calculated when establishing a relationship with them because too much pitching might irk them off and you will lose those leads.

Generating B2B Leads through Twitter Cards

         These Twitter Cards is also known as Lead Generation Cards. Released way back summer of 2013 and now, B2B marketers’ very proficient lead generation tool. It is proven to have been effective in reducing the normal expense per click while raising the quantity of click-throughs. Your followers can forward their contact information in a click through this lead generation card so long as you connect it to your twitter profile and tweets. You can make, tweak, send, and monitor your Twitter cards. Start off by going to account settings, click Twitter ads and scroll over to the Creatives dropdown menu. Supply details in the necessary fields and don’t forget to add a touch of creativeness. When you are finish, you can explore on the manner of how you want to tweet and deliver your card. You can get your leads information through coordinating your CRM with Twitter. If you don’t have one or simply does not prefer it this way, you can resort to the downloadable lead information list in Twitter. Moreover, you can keep tabs on the performance of your Twitter cards by going over the Analytics dropdown menu.

               Twitter is all over the place and is very convenient. This bodes well to use Twitter as it expands your potential reach.

 

Social Media Marketing: How to Generate B2B Leads through Facebook?

As of July 2016, there are over 1.71 billion monthly active Facebook users and about 1.13 billion people log onto Facebook everyday (June 2016). This signifies that it is too substantial of a social media for B2B marketers to ignore and that among from its active users (most likely from varying demographic groups) are promising clients worthy of B2B marketing efforts.

       There are lots of tactics that can be used to generate B2B leads from Facebook. Here are some of them:

  1. Leads acquisition through email subscription. Increase leads on Facebook through newsletter signups. By including an e-mail subscription form in your Facebook page, you create another possible way to build your e-mail newsletter distribution and leverage that newsletter to produce conversion.
  2. Leads acquisition through creating a contest. Contests on Facebook always creates buzz. Choose a prize that will lead to the involvement of your target audience and at the same time, something that is of relevance to your company. In this way, you can ensure the validity of the people engaged and can also gather emails.
  3. Leads acquisition through great content curation. Content strategies are a must in Facebook. Every time you set up a video, post a blog entry, or produce a material such as e-book, make sure that you make a Facebook post and include links. It is impossible to spark an interest and generate leads if you do not have any content to entice people with. Also, it isn’t necessary for your post to be all about you. You can post about things such as your existing clients’ achievements or milestones. It is also apt to make your content visual by making use of infographics, videos or photos because those propel higher engagement. Do not ever compromise content. Remember that it is what you need to get your message across your target audience.
  4. Leads acquisition through FB ads. To be able to generate B2B leads through Facebook is generally going to mean running paid promotions. Facebook has been working on making their ad platform easy to use and effective as possible. Well, who won’t if it is your billion dollar source of revenues? Facebook ads even cost less ($.80) compare to Google AdWords ($2.50). Not to mention that Facebook has targeting capabilities that allows you to reach your desired audience.

          B2B lead generation opportunities in this platform are endless. Sure, it can be a trial and error process but it has the power to become one of your most successful B2B marketing campaigns.

The Role of Social Media in B2B Marketing

The use of social media was first established in B2C marketing. However, its applicability covered B2B overtime. Currently, it is a channel considered to be one of the tigers in B2B marketing strategies as it generates significant number of leads for conversion.

Social media has leverage B2B companies in many ways.

  • Social media increases brand awareness and visibility. This is vital in making prospects access you easier and also in allowing existing clients to be more familiar with you.
  • Social media is utilized by B2B companies to educate prospects through content distribution. Whether it’s in the form of writing, photo or videos, social media is taken advantage to enlighten audience about the internal workings of their company, to introduce their products or services and/or to talk about their companies brand creatively. This is to aid prospects in making their decision and develop trust not just in the brand but in the company as well.
  • Social media helps in boosting website traffic. The inclusion of their website’s URL in social media profiles, enable B2B companies to direct prospects to their official website. Also, it enhances SEO by increasing third-party links, mentions and sparking brand interest.
  • Social media marketing generate more B2B leads into the funnel when combined with offers. More than just keeping a company’s name in the front lines of the sales war, it’s a great way in gracing both B2B prospects and existing B2B clients with incentives for their patronization.
  • Social media’s prompt nature signifies that it’s one of the best channels to get feedbacks about a business in real time. Keeping up with what people have to say with your business and responding to them can give a positive image. Moreover, this can be an excellent way to improve and even innovate programs that nurtures clients, prospects and advocates.

It may sound like social media is an easy ticket for generating leads, but just like any other marketing strategies, social media marketing requires sincere commitment and involvement, techniques, profound industry knowledge and innovativeness.

Purchase an Email List! (Move on From the Lies!)

Some people in the field of business say that purchasing an email list is a bad investment and with this, email list providers kind of get a bad rep. But this is undeserved, there are ignorant lies that needs to be straightened out with regard to purchasing one. Most likely, the problem lies in the faulty sending of emails to the purchased email list. Aside from saving you from along vexing manual work, purchased email lists can be leverage to its full potential in generating leads if you take a shot at it in the most precise way. Here are three myths you need to get over with in purchasing an email list.

  1. Procuring Email Lists is Against the Law

Getting direct to the point, purchasing email list is not unlawful nor is it illegal to email contacts on that list. The CAN-SPAM in USA and CASL in Canada (laws overseeing the emailing of bought contacts) set out controls for the sending of business emails to contacts that have not opted in. There is no stipulation in the said laws that bandits or boycott purchasing email lists, nor the sending of emails to these obtained contacts. Anyway, if there’s any truth in the statement that procured email lists is against the law, then why is there an overwhelming number of email list provider companies throughout the whole world?

  1. Purchased Email Lists are In-viable

As mentioned above, there’s a lot of email list provider companies in the world. Competition is tough. Clients are seeking for quality contacts that can get to be leads for their business. The reliability of email lists to be offered is critical because the satisfaction of clients utterly determines whether these companies can still play in the game. Providing pointless email list to their clients would be a bad scheme for guaranteeing clients unwavering support.

  1. Emails are Not Even Opened

The poor delivery and open rates are not brought about by the email list per se. There are lots of factors that contributes to this. It maybe that, emails are sent to this purchased email list through software not intended for this function or an anti-spam regulation is violated. Again and again, choosing the right email list provider is the key. Most email list provider companies provide you with additional services such as creative resources for email templates as well as the best practices to avoid violating anti-spam regulations and even coordinate email content that are design to boost open rates.

If we go by the rule of thumb “to see is to believe”, try purchasing an email list from a reliable email list provider and see for yourself.

Email Marketing: Boost that Open Rate!

Purchasing a contact database is not a bad idea as what others claim to say. But of course it’s just a matter of choosing the right provider. Besides, it comes with treats that can certainly help in lead generation. Take for example the offer of boosting open rates in the email marketing services of b2b list provider companies. Open rate is defined to be the metrics that measures the percentage rate of people who “view” or “open” the business email (excluding bouncing emails) send out by marketers. In this year where email campaign is amongst the marketing strategies that are still in play, there are activities that should be done in accordance to increasing business emails open rates.

  • Rid that Hard Bounces. You just have to roll your eyes out when receiving that dreadful bouncing emails. This happens when the recipient’s address is invalid or non-existent. That is why your b2b email list should be updated. Remove that invalid addresses and correct evident typos (e.g. gmal.com). With this the activeness and receptiveness of your email lists is ensured.
  • Segment Emails List. “The more the merrier” is simply not the case for email marketing. Small but more targeted lists can help limit the sending of business emails to people they’re relevant to. This increases the odds of your business emails being opened especially if your targeted content carries a powerful voice that echoes theirs.
  • Format for Mobile Users. There are approximately 2 billion smartphone users in the world and many people check their messages through it nowadays. In fact, leveraging mobile in email marketing is the current trend. Studies showed that emails are usually opened on a mobile device (a large percentage of those are smartphones) and is even labeled now as the “new inbox”. With this, there is an impetus to modify email messaging to a “mobile friendly” format. Most people just tend to stop accessing links in their phone if they cannot open it easily. Such is a possible outcome for businesses sites if they are not mobile optimized.

By and by, challenges emerges in relation to email marketing and there is a lot of factors to consider before taking an action. Nonetheless, B2B marketers’ continuous persistence to come up with solutions and hard work in order to establish a feasible email marketing strategy, counter these challenges.