Author: Roni Dagan

In 2013, marketers sent over 838 billion emails, according to Forrester Research . However, the average click-through rate for B2B marketing emails in Q2 2013 was 1.7%. Emails are the most common form of content marketing. In the typical lead nurture process, emails play a crucial role. Because we send so many of them, we sometimes tend to overlook their impact on our overall marketing success. It’s worth taking into account the following 5 tips when planning or rethinking your email marketing.

1. The basic, “Safe” lead nurture email structure

If you are new to email marketing and lead nurture, consider, at least for the beginning, to stick to the following email structure –
Start with a personal greetings and the reason why the receiver is getting this email. Add 2-3 sentences explaining the importance of the content or your offer, with added benefits in no more than 4 bullet points. Then finish with the call-to-action, explained again, in a different way. Sign your email with a real name and title.
Make sure you have hyperlinks to the CTA in every paragraph.

2. The subject line is as important as your email content

The subject line is going to determine your open rate, and therefore the success of your email. Make sure it doesn’t include anything that is too salesy – avoid “free offer!” and such. No one will open your email, and it will appear as spam. Write quality subject lines that relate to your customers, and explain the benefit of your offer.

3. Minimal design is better than overly designed emails

Ideally, you’ll be able to test different types of design, so over time you will learn what works better for your audience. But for the beginning, I would recommend going for the minimal approach. Banners and overly designed emails are sometimes a turn off, and imply a hard sell. A CTA button is good to have, but you should also experiment with simple, plain text emails. They imply a personal approach.

4. Be relevant: Use current events for content your audience can relate to

Here’s a quick content tip for you: Use what’s happening now to support your case and have your audience relate to your content. It can be industry-related news, or general news and events that anyone can relate to. For example, if your audience is in education, acknowledge if it’s the beginning of the school year. If you are writing about a social media product, acknowledge the latest company acquisition in the industry. Of course, it all needs to relate to what you’re trying to say.

5. Use the right content for the right lead stage

Not all leads are the same. Make sure you have the right content marketing to refer to in your emails. For cold leads than need education, have articles and white papers ready. For warmer leads, higher in the funnel but not ready to buy yet, have customer success stories and relevant blog posts. For sales-ready leads, have product sheets, brochures, and other sales enablement tools.

Remember, the emails are just the beginning. They are by far the most accessible, and easy to deliver marketing tactic. But you need to make sure you use them wisely. If you have any email content tips you are ready to share, we’ll be thrilled to use them and share them.

This is a summary of a presentation from a talk Natan and I gave to startups at a Grant Thornton event last week.

This presentation focuses on the crucial point in every startup’s journey where the goal is to validate product-market fit. This is an essential part of every start-up’s Go-To-Market strategy, and without completing this process a startup cannot scale. Product-market fit is defined as a point in a start-up life when there’s a product that is at least sell-able, and ideally a “must have” for its market.

 

 

 

According to the Content marketing Institute, 61% of B2B marketers rate Webinars as the most effective content marketing tactic. Webinars not only position you as a thought leader, they are also highly effective for generating new leads as well as a playing part in your lead nurture funnel.
But Webinars are not easy to do. Or should I say, not easy to do well. The first time is the hardest, when on top of developing the content, you face the hurdles of the Webinar setup, prepping your host, and setting up the Webinar promotion and invitations process. Here are a few tips that can make your Webinar successful –

1. Strategy first: answer the hard questions before you start on content development

– Is your Webinar purely educational or do you actively plan to promote your product?
– Is your Webinar free or paid? (if it is of high educational value, you can consider a paid Webinar – you will get less attendees)
– Is it a series or a one-time Webinar?
– What would you consider a success? What are your goals?

2. Build the database

If content is king, then the email database is queen. If you don’t have the email database to drive to Webinar registration, consider “riding” other email subscriber lists through partners or relevant newsletters.

3. Keep your content focus as narrow and as targeted as possible

It’s better to dive deeper into content that matters to your specific target audience then to go broad. People attend Webinar that provide high value on a specific topic, and that matters to their industry – content that they can’t easily find when skimming the internet. Ensure your speakers are prepared to go deep – check their presentation well in advance, and rehearse with them.

4. Create a Webinar promotion plan

Your Webinar’s promotion should be planned well ahead. For your database, prepare a series of emails. You might want to create a few different variations, depending on different target audiences. Don’t forget to prepare the Webinar follow up emails, including a leave-behind, if you plan to send one.

5. Create an on-demand recorded version of your Webinar

The beauty of a Webinar is that you can reuse it over and over again, if you have a recorded version. You can post it on your website, or you can use it to create another specific online event, that requires registration and possibly involved a live opening.

There is much more we can about Webinars – from establishing the right metrics, to presentation tips. If you have any questions, please contact us.