Social media may be a popular form of communication nowadays, but for most business-minded people – or B2B companies to be precise – email still remains a crucial channel for engaging with clients or the target audience to drive sales and increase revenue. Even if your business is using social media to interact with people, the notifications for any activity on these platforms often goes to the user’s email nonetheless.
According to a survey conducted by the Content Marketing Institute last year, over 90% of all B2B companies or marketers use email to advertise their services and distribute the required content. But did you know that almost 269 billion emails are sent to different people across the world on a daily basis?
When an average person receives around 90 emails every day and spends less than a minute skimming through the contents of each, it’s no surprise that most emails get ignored or remain unopened forever.
If you are failing to increase your client base or achieve the desired results with your email marketing, you need to find out why that’s happening.
Take a look at the most common reasons why any B2B email is ignored and what you can do in order to fix the issue.
Reasons Why Your B2B Mail Might Be Getting Ignored:
- The email went to the spam folder
- Missing CTAs
- No segmentation and personalization
- Not optimized for mobile devices
The email went to the spam folder
Spam filters are the arch-enemy of email marketers. Of course, they are great for people who want useless emails automatically sorted out of their inbox. But for B2B marketers, it can be a real deal breaker when their emails end up in the junk folder of the intended recipients, even though the content was anything but spammy.
To ensure that your emails make it to the inbox, it is essential to learn how to avoid spam filters. The main technique is to ask your subscribers to ‘whitelist’ your email address. This can be done by adding a step-by-step guide on how to whitelist your ID when the user first signs up for your service. Your email ID will be marked safe for the recipient when they add you as a contact.
Alternatively, you must avoid the following things when sending out any B2B email so that it is not flagged as spam.
- Using uppercase in the subject line
- Incorrect spelling and grammatical errors
- Overuse of exclamation marks
- Shortened URLs
Even if your email made it to the inbox, was opened, and read by the receiver down to the very last sentence, it won’t add immediate value to your business unless it is followed up by a particular reply or action. So, while you pay attention to the design, layout and content of the email, don’t forget the main purpose for which you are sending it in the first place.
When sending an email, you want the readers to buy your goods or services, check out your latest product, or take some other type of action. Thus, include a clear call-to-action (CTA), as it is the key element that indicates whether your email was ignored or not – and ultimately determines the effectiveness of the campaign.
No segmentation and personalization
Isn’t it annoying when you excitedly open an email that mentions a huge discount on your favorite brand, only to realize that the offer is valid for stores located in another city?
Segmentation and personalization play a very important role in determining the effectiveness of the emails that you send to prospective or even age-old clients. One of the primary reasons why any B2B email gets ignored is that the content isn’t really relevant to the recipient.
Something as simple as addressing the receiver directly by name rather than the typical ‘Dear Sir/ Ma’am’ – or worse still, ‘Dear Customer’ – can determine whether they read it past the first two lines or not.
Personalizing your B2B emails will require you to segment the email list first. This means that you need to categorize or tag the intended recipients based on factors such as location, job title, as well as certain interests that you may have deduced from previous engagements, past purchases, and the like.
Not optimized for mobile devices
You must have come across your fair share of emails that end with the signature ‘Sent from my iPhone.’ Even if you haven’t, the fact remains that the majority of people check, browse, read and reply to emails using their smartphones.
When more than 60% of B2B buyers utilize their mobile phones to work on the go, it’s quite obvious why your B2B emails should be optimized for these devices.
Make sure that your subject lines are short and to the point so that they fit on the screen and are readable at a single glance. CTAs should never be based on images as people who use text mode to view emails on their smartphones are bound to miss out on the crux of your message.
Emails that are compatible with mobile phones must have sufficiently large font size so they are easily readable, as well as an attractive overall look that entices the recipient to check it out.
How to Ensure Email Marketing Success
Using emails is quite a simple and cost-effective method to market your goods and services, and actually has the potential to yield huge rewards. However, the task is not as easy as it may seem.
From drafting a compelling message and sending it out to hundreds or thousands (if not more) recipients, to managing the lists, analyzing the results and taking corrective actions as required, a B2B email marketing campaign can take a toll on even the most skilled marketers. This is one of the main reasons why successful email marketers often employ an Email Service Provider (ESP) to make the most of their marketing campaigns.
At the most basic level, an ESP is responsible for operating and maintaining the requisite software and hardware for delivering bulk email. It segments and manages your contact list, builds email templates, and then sends the required messages to the relevant recipients. An ESP tracks your email marketing campaign on a larger scale and provides ways in which the business can get the maximum returns.
If your B2B emails are largely ignored so far, then consider collaborating with an email service provider to silence those dreaded inbox crickets.