• The #1 Reason Air Compressor Companies Fail at Email Marketing

    Posted On Thursday, October 31, 2019 by Evan Lamolinara

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    Email has become one of the leading channels used by air compressor companies to connect with potential buyers. Unfortunately, statistics show three in four B2B emails never get opened. They may reach the intended recipient's inbox, but once here, they sit unopened. It's disheartening when you invest your time and energy into creating an email, only for the recipient to never see or read it. By understanding why recipients don't open your emails, though, you can optimize your email marketing strategy appropriately.

    Generic or Unclear Subject Lines

    Although there are many factors that can affect the performance of a B2B email, the subject line is the most influential factor. The leading reason B2B companies fail at email marketing is because they use generic or unclear subject lines. If an email has a generic or unclear subject, the recipient probably won't open it. And if the recipient doesn't open it, he or she won't see the actual message conveyed in the body of the email, resulting in a missed sales lead generation opportunity.

    What is the Subject Line?

    The subject line, of course, is the field of an email that's visible to recipients from their inbox. It is the title that entices the recipient to open the email to get more information. The more intriguing, the greater the interest to open. As an air compressor company, hitting on their 'need', 'fear' or problem will result in the recipient wanting to learn more about how to solve their issue. Let's explore further.

    Tips on Creating Effective Subject Lines

    How do you create effective subject lines? The single most important thing you do is mention your air compressor company's name. Assuming you've already communicated with the recipient -- whether by phone, social media or other channels -- he or she will likely remember your air compressor company's name. As a result, mentioning your air compressor company's name in the subject line of an email will make the message stand out, which may compel the recipient to open and read the email.

    In addition to mentioning your air compressor company's name, try to include the recipient's name in the beginning of your emails. According to Campaign Monitor, emails with personalized subject lines are 26% more likely to be opened. You can personalize subject lines as well using a variety of techniques, but mentioning the recipient's name is one of the most effective. When the recipient sees his or her name in the subject line, he or she will probably open it.

    Finally, try to keep your subject lines around 40 characters. If you use fewer characters, your emails won't stand out in the recipient's inbox. If you use too many characters, on the other hand, they may be cut off.

    Now let's get started.

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