Our trusty friend Google tells us that the most commonly searched phrases when it comes to B2B email marketing are – is email marketing still effective? And, what is the success rate of email marketing?
We’re not really surprised, we often hear marketers say email marketing is dead, while others rejoicing it’s alive and well. The truth? It probably lies somewhere in between, after all what works for one doesn’t necessarily work for another.
While we’re not an email marketing agency per se, and we don’t offer targeted email marketing services, we do know that a well-written creative email can make a world of difference.
We can even prove the ROI of injecting creativity into an email. When granted the permission to try something new, our copywriting has helped our clients to double open rates and click through rates within just three months. We’ve done this by using our creative muscles to connect the seemingly unconnected.
When was the last time you were inspired by an email? When have you looked at an email and thought, “Wow, they really get me”? You probably haven’t. While it’s basic sales 1-0-1 to show potential buyers you understand their problems, very rarely do emails show that, at least authentically. Just because it’s digital and not face-to-face doesn’t mean you can’t show emotion, our copywriters know how.
Just because you know your product can help doesn’t mean your recipients will automatically trust you – humans are hardwired to be cautious. So how can you build trust? If your recipients are Data Scientists, our B2B copywriters might read job descriptions to find out how their performance is evaluated. If your recipients are pharmacists, our copywriters would visit pharmacy groups on social media. We find a window into your recipient’s world.
We know sales and marketing don’t always see eye to eye, but there’s no denying they are linked. Helping sales achieve more business is the most important thing a marketing team can do, especially now that we face new challenges. More sophisticated martech options might help secure qualified leads, but you still need to convert those leads and that’s where effective copywriting that is not forceful, or boring, can help.
To catch attention in a crowded marketplace email marketing needs a shakeup, especially in the era of “the new normal”. As businesses race to reinvent themselves and speak to new audiences we recommend revisiting the cookie-cutter mould. If a creative approach doesn’t suit your brand, then rather than spending time and money on emails that are ignored we recommend other forms of content marketing.
