How Can Email Optimization Boost ROI in B2B Marketing?
August 2, 2022
With email delivering $36 for every $1 spent, it can have a significant impact on your B2B digital marketing ROI. In fact, it continues to be one of the best B2B marketing channels as the average B2B email marketing ROI currently stands at 312%. To yield this level of return, however, organizations need to be strategic with their approach and optimize their existing email strategy.
7 Tips to Improve ROI in Email Campaigns
When measuring B2B marketing ROI, you may not see results you’re happy with. For instance, your email conversion rates may be far from impressive or you may see extremely low open rates. Perhaps your ROI doesn’t measure up to the benchmarks in your industry. This is when it’s important to look for solutions to optimize your email marketing campaigns. Here are a few tips to get a head start.
1. Prioritize Email Address Validation
Have you considered that you’re sending emails to contacts that don’t even exist? Whether because of a typo or because the recipient has changed their email address, emails that don’t make it to the intended recipient negatively affect your bottom line.
The result of this is high bounce rates and low open rates. Plus, there’s also an increased risk of emails getting reported as spam because they’re going to the wrong inbox. As a result, you could end up with a low sender reputation score, damaging your future email deliverability and subsequent ROI.
To prevent this, conduct regular contact validation to ensure you’re only targeting legitimate and active email addresses. Working with reliable B2B data is essential to perform this authentication and validation process. Thankfully, solutions exist—including our own!—to provide you with only the most accurate, up-to-date contact data. That way, you can rest assured that you’re contacting the right people.
2. Focus on Improving Deliverability
B2B email marketing ROI is doomed from the outset if your emails aren’t reaching people’s inboxes in the first place. Legitimate emails aside, you must also look at other factors that affect email deliverability to avoid your emails ending up in the junk or spam folders of the people you want to reach. In fact, Email Tool Tester ran a test and found that 15.8% of all emails go missing completely or were flagged by popular spam filters.
So, how can you avoid spam filters and improve deliverability? Your choice of email marketing service is one leading factor, with the Email Tool Tester study finding higher deliverability rates for MailerLite, CleverReach, ConvertKit, and ActiveCampaign respectively. Additionally, email send volume is another potential factor— lower deliverability is more likely when sending large volumes of emails at a time.
The email content itself can also play a role. For this reason, avoid spam trigger words in your subject lines to get past popular spam filters. Combine this with quality email content to limit the reasons email clients may choose to divert your email to spam.
3. Use Data to Optimize Existing Strategies
B2B organizations have an abundance of data to inform their email marketing strategy. Email analytics alone provide data on recipients who open their emails, the links they click on, the devices they’re using, and the time of day when they open those emails.
These insights can help you to develop email campaigns that deliver improved ROI. For example, by sending out emails to reach recipients at a time when they’re most likely to open them.
The most important step is ensuring that you have accurate and up-to-date B2B data to work with. FYI, our B2B data solution is perfect for this. We can help you to identify in-market buyers by looking at prospects who have opened their email in the past 30, 60, or 90 days, or have answered the phone within a specific timeframe. You can then craft follow-up campaigns to nurture these engaged prospects.
4. Create Highly Targeted Lists
The best way to improve B2B email marketing ROI is by targeting the right prospects with the right offers. Otherwise you risk spending months following up and nurturing a prospect only to later discover that they’re not the right fit for your product after all.
This makes it crucial to optimize email campaigns by building highly targeted lists and creating offers unique to each list. Consider optimizing your account-based marketing strategy by building better ABM lists based on ideal customer profiles, intent keywords, and customer personas. If you need help with this, we’ve got you covered.
5. Deliver Content that Adds Value
With many B2B email marketing campaigns focusing on nurturing leads, you need to create content that will offer value to your prospects as they make their way through the pipeline. This will not only improve your email marketing results, but it will also help with your B2B content marketing ROI by encouraging more engagements.
Tailoring email content to match the needs and concerns of specific lists is a crucial step in any lead nurture email marketing effort. This may involve delivering content based on relevant data such as demographic information, technographic installs, and firmographic details. It may also involve delivering content based on how prospects have engaged with the business in the past, for example by the pages they’ve previously viewed.
For example, say an email marketing service provider offers different solutions for email design, email personalization, email automation, and email testing. They can share content about avoiding spam filters and improving sender reputation scores to target prospects who might be interested in their email testing solution. Similarly, they could also share content about the different benefits of automated email campaigns to target prospects who have shown some interest in their automation solution.
In addition, don’t forget to keep up with B2B digital marketing trends and consider adding live content to your emails when applicable. This may involve adding countdown timers to offers that are expiring soon or real-time updates of your account dashboard, for instance. According to a Litmus study, adding live content can improve email marketing ROI by 107%.
6. Spruce Up Your Email Design
One of the unwritten rules of email marketing is improving email design to entice and engage recipients. People may open the email because it’s relevant to them, but they’ll only read through the whole thing and click on the links if the design appeals to them too.
Businesses must avoid sending emails that overwhelm prospects with information overload, as they’re likely to disengage. Moreover, you should also avoid sending emails that look poorly designed as they may come across as suspicious or unprofessional. This could compel many recipients to report your emails as spam or hit the “Unsubscribe” button.
The overall look and feel of B2B emails should catch the recipient’s attention and align with the brand’s visual identity. It should be easy to read and navigate so they can quickly scan it and find the information they need. Additionally, make sure to strategically place important elements such as call-to-action buttons so that people won’t miss them.
7. Craft Enticing Subject Lines
The subject line is one of the first things people will notice when they receive an email. That means it could be the factor that influences them to either open the email or send it straight to trash.
Remember those spam words we mentioned earlier? Be sure to avoid them when writing an email subject line to get past those ever-vigilant spam filters. Instead, craft subject lines that are enticing and relevant to the recipient to encourage more opens. Businesses can use free subject line tester tools like Omnisend and CoSchedule to optimize their subject lines and increase their B2B email marketing ROI.
Additionally, run A/B tests on different variations of the subject line to see what works best with your audience. Test variations with different wording, lengths, and emojis to find out what compels your audience to open their emails. According to the aforementioned Litmus study, running A/B tests on emails can increase email marketing ROI by 82%.
Gear Up for Greater ROI
With the right approach, email has the potential to take B2B digital marketing ROI to a whole new level. Businesses can even use it to boost the ROI of their content marketing efforts by strategically delivering timely and relevant content to segmented lists. But to make this possible, they need high-quality B2B data to inform and optimize their email campaigns for improved ROI.
Contact us to find out how DemandScience solutions can boost B2B email marketing ROI.