Never underestimate the power of email marketing

Email marketing is seeing something of a renaissance right now. Twilio’s recent Global Consumer Engagement study found that 83% of consumers prefer companies to communicate with them via email. During the recent crisis, email marketing performance has been impressive. Email marketing platform, Klaviyo reports an 86% year-over-year increase in email revenue and a 21.8% increase in open rates.

Here are three ways to ride its current wave of popularity and make email marketing work for your outreach efforts.

  1. Keep it short. Concise and to the point always wins in this medium of communication. People are inundated with emails. So, you have to make yours count and stand out. Less than 200 words in short paragraphs with bullet points is best practice.
  2. Provide something of value. Whether it’s an invite to a webinar panel discussion with expert speakers or a link to an industry analyst report, the best way to increase engagement is to provide insight and information that’s relevant to what your target audience is focused on day-to-day.
  3. Write in a human voice. No one wants to hear from a robot. Your communication approach needs to be conversational while keeping things professional. Avoid the use of jargon or tech speak and take the extra step to personalise it.

Your email marketing is a reflection of your brand so make sure it’s authentic and written in your brand style and tone. Another way to further your email campaigns is by making your b2b tech PR team aware of what outreach you’re doing with your customers and prospects. Often, email content can spark a pitch idea for the media and further your thought leadership programme, complementing your efforts and providing you with more return on your email marketing investment.

If you’d like help crafting email marketing campaign messages that will resonate with your key audiences, please contact TechComms, a b2b tech marketing and communications agency on + 44 (0) 203 322 8928.