With well-researched, highly-relevant, and concise emails, B2B marketers can build an effective email marketing strategy that reaches senior executives.
The Senior Executive’s Dilemma
Reaching key executives is a top priority for B2B marketers—and email marketing is the best way to do this. Email engagement increased 78% over the past year, and the ROI of email marketing is a staggering $42 for every $1 spent. This puts email marketing at the top of the B2B marketer’s toolkit as the most effective marketing strategy.
But what makes B2B email marketing effective? What differentiates the emails that senior executives find valuable, and the emails they disregard? And how can one email cut through the multitude of emails executives receive each day?
There are many different factors to consider when it comes to creating an effective email marketing strategy. First, senior executives want to find information they don’t already know in order to make informed business decisions. Plus, the decision-making process is becoming more diffuse as organizations become more complex and more decision-makers come into play. With communication technologies like Slack bringing more people into the decision-making process than ever, it becomes even more complicated. In fact, 72% of senior executives responding to a McKinsey survey agreed that bad business decisions were as frequent as or more common than good decisions.
To make matters worse, the world is changing at an unprecedented rate. Between the fluctuating restrictions on workplaces due to COVID-19 and the economic uncertainty associated with the pandemic, executives have to make decisions quickly and efficiently to keep up with the changing world.
With all of this in mind, today’s executives are eager to find more information quickly and seamlessly, in order to make the best possible decisions in an increasingly complicated business environment.
What are the Elements of an Effective Email Marketing Strategy?
Not all emails are created equal. There is a reason some emails are effective in reaching senior executives, and others are sent straight to the trash folder without a second glance. We’ll discuss the elements of a highly effective email marketing strategy below.
In terms of content, executives are responsive to emails that are highly relevant to their situation. As we discussed previously, executives want to know what they don’t already know. They want to keep up on industry trends and the state of the field to stay cutting-edge. Similarly, executives want to stay informed about potential threats or emerging opportunities that they didn’t foresee internally. With this in mind, a well-researched email packed with relevant information is valuable to executives.
But executives are busy people—they don’t have time to read a 10-page newsletter every day. For this reason, an effective email marketing strategy includes concise emails, while still packing in a wealth of information that is relevant to the specific executive.
What about the layout? Executives respond to clean and simple layouts. Overwhelming them with a barrage of multimedia elements and unreadable fonts might make an email stand out—but in the wrong way. In order to get a concise and relevant message across, a clean layout is a vital element of an effective email marketing strategy.
Finally, including certain visual elements will make an email more compelling to executives. Executives are most responsive to data visualizations, photography, and charts, but relatively few have time for videos and interactive features, virtual reality, and audio clips. Once again, in this instance, simpler is better.
Best Practices in B2B Email Marketing
With a highly-relevant, well-researched, and concise email marketing campaign ready to go, the process of implementing an effective email marketing strategy is almost complete. The next step B2B marketers have to consider is the logistics of sending these emails. B2B marketers obviously don’t want to overwhelm executives with too many emails, and run the risk of being discarded as spam. So what is the right number of emails to send to executives in a given period of time?
While the industry standard is five touches in 30 days, marketing experts advise five touches in 45 days for CEOs. This way, B2B marketers can rest assured that they are not becoming a nuisance to high-level executives while staying relevant at the same time.
In addition, 50% of executives read an email newsletter upon waking up to receive relevant news and prepare for the day. With this in mind, the best time to send an email newsletter is early in the morning, to ensure that the email is at the top of the executive’s inbox.
With these key elements of a highly effective email marketing strategy in mind, B2B marketers can cut through the noise in an executive’s inbox and deliver highly-relevant information. This will establish credibility, and lead to increased email engagement in the future.
SOMAmetrics designs and executes its proven 4-step high-quality lead generation programs to deliver more leads that close faster and at a higher rate for 20% of what it costs clients to produce in-house.
As a next step, download this white paper that describes the most effective way for B2B companies to generate high quality leads for their sales organization.
Then, let’s schedule a quick call to discuss how we may be able to help you build your high-quality lead generation programs.