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Email marketing is still one of the leading ways to connect with your leads and customers.
Or annoy them.
Today, marketers are bombarded with tactics and methods promoted as the ‘the next best thing’ – urging them to try it out. Furthermore, it’s a fantastic opportunity to live in a resourceful world where our message can effortlessly show up in the inbox of thousands of people at the same time.
But, a lot of us forget that acquiring prospects’ email addresses and sending our marketing messages to them should be treated with respect, as it’s like an invitation to someone’s home.
There are many mistakes we can make with email marketing (and we all did them at some point), so here, we bring you the three big blunders you should avoid at all costs.
1) Ending up in the spam folder
It’s ok, we all end up in the spam folder sometimes, but there are things you can do to avoid that happening in the future.
Avoid heavy imagery and attachments
Making your emails visually appealing is advisable, but in most cases, using one to three images is enough.
Some email client’s settings block images by default, and if you use too many images, your email may end up looking odd. To avoid this from happening, make sure your content does most of the explaining, while the images come as a complementary add-on.
Finally — don’t send attachments. The only occasion when you may use attachments is when customers have specifically requested them, or else you will risk appearing scammy.
Don’t ignore GDPR
If you acquire someone’s email address, your emails must be based on transparent and unambiguous communication.
To ensure you adhere to GDPR, consider:
- Disclosing where you got the recipient’s email address
- Giving an option for the recipient to choose the type of messaging they would like to receive
- Having the unsubscribe button easily accessible
When you exercise the best practice this way, you gain trust with your customers and minimise the risk of losing them.
2) Disregarding the timing and frequency element
Firstly, starting on the right note matters. “Welcome” and “Thank you for subscribing” messages are expected nowadays, and if you don’t include them, you may end up appearing as shady.
A good Welcome email includes:
- Clear welcome or thank you message
- Set expectations (Example: how frequently will your subscribers hear from you)
- Recommended content choices (For further segmentation and personalisation purposes)
Another occasion when the time element plays a significant role is when companies send out too many emails during a short period — customers get annoyed. The same goes for sending emails at a low frequency — customers forget about you.
To help nail down the ideal email frequency you can:
- Give your subscribers the option to chose their email receiving frequency
- Hold A/B tests to uncover the best frequency for your subscribers or a specific segment
3) Not providing quality content
To achieve and maintain quality content, start with your audience, more precisely — with segmentation. Quality segmentation is the prerequisite for personalisation, and personalisation is what drives marketing today.
To summarise — if your email looks more like it comes from a friend rather than a corporation, your subscribers are more likely to read it.
Achieve quality email messaging by:
- Personalising your message based on demographic, behavioural or historical data.
- Delivering value without trying to sell. Put your customer first.
- Using professional and respectful language throughout your email.
- Choosing relevant and eye-catching subject lines.
- Editing the sender filed. Please don’t leave it as Do-not-reply.
- Including a clear call-to-action.
- Provide a way for subscribers to reply or get in touch with you.
There are many more occasions when we see email marketing go wrong, such as broken links or irrelevant offers. The road to successful and healthy email marketing may take some training, but without it, you will be facing a lot of spam reports and unsubscriptions.
And if you are eager to step up your game – your best solution is embracing marketing automation technology. For more information on that, get in touch with the team here at Cloud Orca.
Check out these 3 methods to personalise with Pardot for optimal engagement
By 2020 most businesses have experienced the beneficial results of personalising their marketing communications, and even the customers have evolved to expect it now. According to Salesforce’s State of the Connected Customer report, 84% of customers say being treated like a person, not a number, is very important to winning their business.
This insight comes as no surprise to those who keep up with the marketing trends, especially those who use marketing automation to aid their efforts. With this in mind, we wanted to share three methods of using Pardot to personalise your messaging and with it — achieve more desirable results.
Breaking down the barriers between sales and marketing department keeps every business busy. Even though using the CRM and marketing automation platform share the same purpose – increase in profits – the steps to get there can vary quite a bit. But, if the two departments don’t find a way to collaborate effectively, the repercussions can include anything from corrupt data to lost revenue.
To ensure that sales and marketing connection brings overall business benefits, we must get the CRM and marketing automation talking, freely and clearly.
Ideally, Pardot will follow the prospects through their journey with your company, picking up any signals of buyer’s behaviour and triggering its sales counterpart (CRM) to act when the prospect exhibits this behaviour.
Similarly, the CRM users will return the favour to the marketing department by sharing their insight into customers behaviour as they continue nurturing the relationship after purchase. To better understand how a free data flow between Pardot and Salesforce CRM can benefit your organisation and the ways of achieving it — read on.
How Salesforce CRM and Pardot connect
When Salesforce and Pardot unite, the data can securely move between the platforms every two minutes, via the Salesforce Connector. In essence, this means that when you update a relevant record in Salesforce, Pardot will pick it up and sync automatically. The same rule will work the other way, as the connection is bidirectional.
We have previously talked about how Pardot supports the sales reps, so now we want to address how the CRM data can help the marketing department boost their efforts.
Learn best practices to back your efforts
Email is still the primary marketing channel for most businesses, as it’s proving to be the most effective — with an average ROI of 3,800%. Even with the rise of newer channels, email is still going strong. According to the Salesforce State of Marketing Report; email use has grown by 11% in 2020. But not all emails yield results.
To become a Pardot email marketing pro, and ensure impressive results, follow our list of email marketing practices we have devised for you below.
Email Marketing Best Practice with Pardot
Crafting effective and reusable emails
Not every email you sent will serve the same goal, but that doesn’t mean that the best practice shouldn’t apply. We’ve listed our tips that will help you build better emails in Pardot, regardless of your objective.
- Make emails mobile-responsive – Responsive templates use CSS to resize your emails when viewed on mobile devices. Pardot includes several responsive layouts that you can use, however, make sure to check the email responsiveness by clicking Open in Popup and then manually resizing the window to get the email view.
- Take note of the subject line, relevancy and the call to action – The most attractive subject lines are short and to the point. Also, make sure that the subject line fairly represents the contents of the email body; otherwise, your readers might get confused. If you’re practising using misleading subject lines, it’s is only a matter of time when your prospect or customer will unsubscribe. And lastly, a clear call-to-action within the email is unavoidable. A good CTA will instantly convey the value of clicking on it, it will catch the eye of the reader, and ideally, it will indicate urgency.
- Build email templates – Creating reusable templates in Pardot is a time-saving practice that will benefit every organisation. With an email template, you can create text and HTML email designs and reuse them for engagement programs, autoresponders, one-to-one emails, or list emails. Pardot will guide you through creating the templates, and after you design it, you can use it as a base to personalise the email for each recipient.
Testing the emails
Pardot A/B tests can effectively compare two versions of an email against different segments. The platform will then store the engagement data so you can quickly determine the best way forward.
As a best practice, change only one element at a time, as making many changes can create difficulty when pinpointing the factors that moved the needle.
You can test numerous elements within the email, here are some ideas to start:
- The wording of your email copy and its length
- The subject line and the name of the sender (A generic sender vs a specific sender)
- Images (position and design)
- Place and form of the links and the CTA’s
Reporting on email engagement
In Pardot, the List Email Report breaks down the most significant data about your sent emails. The reports will include the number of emails sent, unique clicks, unique click rate, total clicks, and overall click rate.
Make sure to create a practice that digs deeper into the email KPI’s. Reporting on particular elements of the email can help set performance benchmarks for future email marketing efforts.
Email marketing is more than just automating email send-outs. Even if you build a successful campaign once, it doesn’t guarantee that the next time you run a similar campaign, it will drive the same results. There are a lot of moving parts when it comes to email marketing, and it’s your job to optimise them for optimal results.
If you are struggling to create a clear email marketing practice with Pardot, or are looking to expand your efforts, get in touch with our team here at Cloud Orca. We have many more nuggets of wisdom up our sleeves.