If a B2B email marketing campaign is failing to perform, it could be down to one or more of many factors. Have you misjudged what your leads consider to be an offer worthy of their attention? Are you presenting that offer in a compelling way? Could your structure and/or design do with a re-work?
Are you stuck for inspiration? Take a look at these five examples…
HubSpot: framing a must-read offer…
Never seen a fit-for-purpose lead nurturing before? This example from HubSpot is a useful starting point. Firstly, note the subject line; designed to catch the attention of any lead with an interest in SEO. In concise terms, it goes on to describe what the lead can expect from the gated offering.
There’s also a strong personal element. You can be sure that HubSpot delivers this email to literally thousands of leads, but it doesn’t feel that way in this message. Pay special attention to this as a personal touch: “Also, feel free to reply to this email to let me know what other global marketing tips you’d like to learn. I’d love to hear from you!”
How to do event follow-up
So you’re leveraging your authority and knowledge by creating genuinely useful content targeted at leads. This may include webinars and in-person events. Here’s a good example of what to do after such an event has taken place – and it’s aimed at leads who didn’t attend.
The offer consists of a handy video recap and there’s also an option to subscribe to brand-related alerts.
Stand out from the crowd with your gated offerings
The likelihood is that your leads’ inboxes are being hit from all directions with marketing content. How do you maximise the chances of your messages being opened? Here’s one approach: adopting an instantly recognisable model (in this case, the ‘For Dummies’ series) to instantly stand out from the crowd.
Promote newsletters that are actually newsworthy
For a best-in-class example of how to connect with your target audience, take a closer look at the “Get Optimistic” campaign from Xerox. By partnering with Forbes and creating a series of magazines “with perceived value, rather than marketing collateral”, the company increased readership by 300-400% compared to its previous email campaign and generated 20,000 new contacts.
We don’t all have the resources of an international conglomerate, but it’s the principles behind this campaign that are worth focusing on: building authority, and providing genuinely useful content, all wrapped up in a premium-quality offering. Do you feel under pressure to churn out a weekly newsletter as part of your nurturing campaign? Bear in mind that Xerox published just 4 issues of this – a reminder that it’s quality, not quantity that counts.
A clean and simple way to frame a free trial
Here’s how LinkedIn introduces a free trail of its ad service. A simple summary of the benefits of the service is followed by a CTA making direct reference to the value of the free offer. At this stage, your leads should already be familiar with your brand and product. Resist providing a lengthy list of its features; focus on the benefits – and make it clear that there’s no risk or commitment in trying out your demo.