Email in Account-Based Marketing
Emails are the easiest account-based marketing technique of all. It’s low cost, as it doesn’t take much time to prepare and send an email. What does matter is the content of your email. Business-to-business (B2B) marketers use these metrics to determine whether an email was successful:
- Open rates: The percentage of people who opened your email. This is a formula calculated by the dividing the number of emails opened/emails sent.
For example, if you sent an email to 10,000 people and 1,000 of those emails were opened, your open rate is 10 percent.
- Click-through rates: The percentage of people who clicked on a link in your email. This is a formula calculated by dividing the number of emails sent/clicks to content in the email. For example, if you sent an email to 10,000 people and 100 of those people clicked on the link included, your click-through rate is 1 percent.
- Bounce rates: The percentage of emails that are returned as undeliverable. A “bounce” happens when the email address doesn’t exist or there is a typo. The formula for bounce rate is calculated by dividing the number of emails sent/emails bounced.
For example, if you sent an email to 10,000 people and 200 of those emailed “bounced”, your click-bounce rate is 2 percent. Your delivery rate is 98 percent.
Your marketing automation system will have a tool to provide you with open, click-through, and bounce rates.
A thoughtful email has the ability to produce higher open rates and increased click thru rates. Follow these steps for effective email marketing:
- Write compelling content. Before you send your email, make sure it includes the following:
- Compelling subject line: Like the headline of a newspaper article of blog post, this should be catchy but not appear to be spam.
- One central idea: Your email should be short and sweet. A serving attitude should come through. It isn’t about asking the person for something, but offering them something. Ask a question with intention of helping.
- A clear call-to-action (CTA): This is what you want the email recipient to do. Examples of a CTA are to reply back to the email, download a piece of content, register for a webinar, or watch a video.
- Research the contact. Know who exactly you are emailing. You hate receiving emails where the person sending it has no idea who you are and what you do? So do your prospects.
The most effective way of getting something is to give. Many B2B marketing and sales teams forget this rule. They ask prospects for their time without understanding what the prospects need and want.
With account-based marketing, you’re taking the steps to build a relationship with the contacts in the account. An email can start building the foundation of the relationship.