Optimization of the email reach through a B2B digital marketing agency

B2B Digital Marketing Agency: How to optimize your email reach

Leads are potential and potentially loyal customers. Every business advantage is therefore valuable and cannot be lost in the gaps in incomplete pipelines. However, it is quite common for a seemingly promising email marketing campaign to fail due to a lack of optimization of email reach. Failure to adjust reach to meet potential challenges will result in the loss of viable business contacts due to low open rates, an unsatisfactory sender reputation, missed engagement opportunities, and other opportunities that all B2B marketers avoid to the best of their ability. A seasoned B2B digital marketing agency takes a professional approach to lead generation without dropping conversion rates or slipping sales opportunities through your fingers. Automate your lead management process by choosing a business lead generation service.

Generation of business contacts

To start an email outreach, a marketing team not only needs to establish a solid marketing strategy and timelines (what, where, when and to whom to send), they also need to consider potential disruptive factors. Your mailboxes may be too new to send bulk email. Your reputation as a sender can be affected by your previous ill-advised activity. If you haven’t considered returned emails or purchased email lists from dubious sources, your email marketing campaign will be much less effective than usual. Knowing what to look for will help you figure out how to optimize it can. Here are the things to watch out for:

E-mail service

Today there is a wide variety of email services to choose from depending on your needs. You definitely don’t want to use Gmail or Outlook for outreach campaigns as their capabilities for sending email in bulk are limited. Once you understand the features you need, you can choose an email service with free email templates and landing pages, including email automation, a built-in CRM tool, and many other built-in tools. What you need to optimally adapt in all email-related processes:

Email monitoring tools.

Categorize your email threads and improve email management. It’s easier when you can tag the emails according to the stages in the sales funnel. Look for segmentation tools to segment leads into groups. Easily navigate through your correspondence.

Adjustment of metrics.

A variety of email services offer the option of ordering emails according to your needs. For example, you can order the messages in your inbox as follows: Tagged first or Unread first. Create as tight filters as you need.

Email snoozing.

Remove the emails you will be sending later by sleeping in them. If set up correctly, email automation will take care of it later.

Snippet creation.

Save time by saving “snippets” of your and Leads messages to avoid repetitive input. Use a keyboard shortcut to paste the text you want.

Email tracking Tools

Of course, you need to know how many people opened the email and clicked a CTA. However, today’s email tracking tools do more: let you know all of the pages that caught the attention of leads on your website; Notify when the lead returns to your website. Notify when new people come to your website from the lead’s company. When you have more information on which of your messages are engaging readers and how they are interacting with them, you will gain insights into how you can improve your email campaign.

How do I use email tracking tools? Use metrics for your own benefit. React accordingly to every action of the leader. For example,

  • If the leads open your emails without any errors, keep the time frame in mind and make sure your emails are scheduled for this time to ensure the highest open rate.
  • If the leads open your email several times a day and click attachments, get in touch with them right away to pique their interest.
  • If the leads are ignoring your emails, send them a discount code or business proposal.
  • If emails bounce back or receive negative responses, remove their addresses from your database to avoid any negative impact on conversion rates.

The three main email tracking tools:

  1. Mailchimp. Available a limited free plan and paid plans starting at $ 9.99 / month
  2. HubSpot. Available a limited free plan and paid plans starting at $ 50 / month
  3. Zoho. Available a limited free plan and paid plans starting at $ 6 / email

Email deliverability

If the average deliverability rate for your email reach is below 50%, check the following criteria:

Reputation data.

Each IP address is assigned a rating by Internet Service Providers (ISPs), also known as the reputation of an e-mail sender. If your score is low, there is a high chance your email will be sent directly to a spam folder or blacklisted. Pay close attention to your sender’s reputation to avoid being flagged as spam:

  • Regularly scrub your email lists and delete non-responders and invalid emails
  • Keep your bounce rate below 2% and keep an eye on the bounce codes. Distinguish between a soft jump (when a problem is temporary) and a hard jump (when the address is DOA).
  • Follow an IP warm-up schedule. In particular, if your email address is new, you won’t be able to send bulk emails like you would with an account with an established sender reputation. Increase the workload of your mailbox steadily but gradually.

Email list scrubbing.

The deliverability rates increase immediately as soon as incorrect data is removed from email lists. You can clear your email lists by manually deleting email addresses that have responded negatively or have been returned. You can also use an email list cleaner system that will scan your databases and remove suspicious email addresses automatically. Also, avoid buying third party email lists. It protects your deliverability and frees you from the need to do additional scrubbing.

Spam control.

Aside from obvious spam triggers (like many exclamation marks and the words “SALE” and “FREE” in capital letters), companies are also advised to ensure that the VPN settings they are using do not flag them as spam. On the one hand, it is advisable to use a VPN in email marketing campaigns to protect your online activities. On the other hand, unless it is a popular VPN and you are tagged, an email service may not recognize your IP. The best way to avoid such problems is to use an email service that is recognized by a large number of VPNs (e.g. MailChimp).

Spam control

Keep an eye on lead generation

In the meantime, make sure the B2B lead generation process is not lulling. What is lead generation in digital marketing? It is a pool of actions a business takes to stimulate a consumer’s interest in a business’s product or service. Find out your top lead generators, find out which one is generating the most leads, and optimize lead generation even further.

Do you know your key lead generators?

In addition to the email marketing discussed earlier, social media, blog posts, and live chats can also generate potential customers for your business. Users are interested in your marketing campaigns on Facebook or Instagram and visit your website to review your suggestions. Similarly, the top performing blog posts can encourage readers to visit and wait for your website, which has an effective lead magnet set up on it. Once you know your top performing lead generators, make sure that the lead magnets and landing pages are fine-tuned and customized to welcome and further fuel potential customers’ interest.

How well does each lead generator work?

Evaluate your website with an online tool to see how it is doing in terms of SEO, security, and mobile readiness. Website Grader, a free online tool, can also rate your business lead sources and give you feedback on how they can be improved.

Test the effectiveness of some of your landing pages by comparing the higher performing against the underperforming. See how they differ and optimize the landing pages accordingly for poorer users.

Also, there are many analytics tools that can be used to run internal reports for each landing page and banner. See what brings more CTA clicks, visits, approvals, load times, etc., then add changes to the existing website and landing pages.

How can the lead generation process be optimized?

A typical conversion process starts with an attractive offer that a user sees somewhere on your social media / live chat / website and clicks the “call to action” button to receive it. If, when visiting the landing page, the user fills out a form to get access to the offer, the conversion is complete and they will receive the offer. However, if you find that conversion rates are lower than expected, there must have been an error on the way to the conversion path. By streamlining every step of the lead generation process, you are creating an effective conversion path.

Context-appropriate content

. Conversions are higher when potential customers find exactly what they were promised on your landing page when they pressed the CTA button. Create unique content. And don’t fool visitors’ expectations: if you’ve promised 10 ways to lose weight, don’t expect visitors to be converted into leads if you instead offer them 10 ways to remove excess hair.

Buyers people.

Even if your content is enticing and up to date, it should appeal to your buyer personalities as well. If you tailor your landing pages specifically for different demographics and purposes, you will get more conversions. For example, if you’re targeting a buyer personality who only has one idea on how to buy your services (e.g. SMM), they probably won’t be too keen on downloading a guide on how to create fun Instagram stories. Instead, create a landing page for that person that explains how to choose a professional social media manager.

Last thought

Before you start email marketing, the first thing you need to do is fully grasp all of the elements and details of lead generation and conversion path. E-mail contact is much more effective and successful when the website is optimized and all lead generators are optimized. The above tips can help you get tremendous performance and results without high bounce rates and low conversion rates. However, if you find optimizing email reach too complicated and time consuming, there are always ways to find someone to do it for you. The way many companies add external sales, lead generation, and appointment scheduling to their in-house sales teams can also be outsourced. If you like the article, check out Techdee

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