Email marketing is cost-effective way for companies to promote their products or services and generate more sales leads. Once you have a prospect's email address, you are able efficiently and inexpensively communcate for as long as they remain subscribed. But in order to capitalize on B2B email marketing, you need prospects to respond.
As explained in this article by HubSpot, “mass emails no longer work.” Greeting prospects as “sir” or “madam” creates a disconnect between you and your prospects. And when there's a disconnect present, it's doubtful the prospect will take action, let alone respond to your emails. To overcome this problem, be sure to personalize each and every email that you create. Greeting prospects by their name is one of the easiest and most effective ways to personalize your emails. You can even personalize the content based on web page views, location, product interests, etc.
You can also increase the response rates of B2B marketing emails by including a call-to-action. Something as simple as a “call us today” message often instills just enough confidence in prospects to make them respond. Of course, call-to-actions come in many different forms, some of which include phrases, buttons, links and more. You should experiment with different call-to-actions to see what works best for your B2B email marketing campaigns.
Check Contact Information
Check the contact information listed in your B2B marketing emails before sending them. You can't expect you sales leads to respond unless they are given the correct contact information for your business. Whether it's your business's phone number, fax, email, website URL, etc., make sure it's correct before sending your emails.
I know this probably sounds like common sense, but it's still worth mentioning that you should proofread your B2B emails before sending them to prospects. We all make mistakes – and that's okay. But if your emails are riddled with mistakes, it discourages prospects from responding. As long as your proofread your emails, you can catch and fix those mistakes. Grammarly is a helpful tool that allows marketers to identify typos and grammatical errors.
Make it Time-Sensitive
Another helpful tip to improve lead generation results, and email response rates is to make your messages time-sensitive. In order words, include some type of time-sensitive promotion, encouraging prospects to take action now rather than later. You could include a special discount that's good for the next 48 hours. This instills a sense of urgency in prospects, boosting response and conversion rates.