For revenue teams that are fully embracing the power of AI to help generate revenue growth, it can be tempting to focus a little too much on the latest advances in marketing technology. AI and machine learning have been transformative for B2B marketing and sales — but it’s important not to lose sight of fundamentals. Especially when the fundamental in question is B2B email.
Good email content is still among the most effective marketing tactics, with ROI around 4,200%, according to a recent HubSpot report. As you set up your email campaigns, keep these six tips in mind:
1. Use a Variety of Media Formats
Most users — as many as 80% — will not read your email in its entirety. Make your emails easy to scan by using images and videos to invite the reader’s eye to key points.
But make sure the visuals are relevant and meaningful. Also, beware of trying too hard to be humorous or trendy. Animated GIFs, for example, may be popular on comment threads. But most email users find them annoying and irrelevant.
2. Create and Share Infographics
Put information your prospects can use front-and-center by building and sharing infographics. Data presented visually is more likely to result in learning than text alone. Consider the following types of infographics as you brainstorm topics to include in your next email:
- Processes: Anything that requires multiple steps can be illustrated as an infographic.
- Statistics: Barfing out a bunch of stats at your readers can be overwhelming. But seeing them represented visually is more impactful.
- Lists: Top 10 lists or rankings that include highlights of underlying research.
3. Curate Lead Nurture Email Content From Others
One of the best ways to earn your prospects’ trust is to take a break from shilling your own products and services. Position yourself as an expert guide instead.
Summarizing key findings from books, research articles, and long webinars can help save your email readers time while also showcasing your credibility and collaborative spirit. Demonstrate that you’re an informed and engaged leader in the field by providing links to high-quality content on a regular basis.
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4. Use a Storytelling Approach
Human beings are literally wired to respond to storytelling.
Neuroeconomist Paul J Zak conducted a study that showed that when a story introduces tension, people experienced heightened attention and increased cortisol (a stress hormone). And the more the audience related to the characters, the higher their oxytocin levels (which are associated with warm fuzzy feelings, empathy, and trust).
These neurological responses correlate with changed behavior. Telling powerful stories means that your readers will remember what you had to say long after they’ve closed their inboxes for the day.
5. Keep Your Content Simple and Straightforward
Think about how you personally use email. When you’re working your inbox, you’re on a mission. Respond. Delete. Set as Task. This is not the time for obscurity or confusion.
Make your subject line clear, your message short, and your value obvious.
6. Use Data to Support Your Point of View
There’s no shortage of opinions on the internet, and that definitely applies to email inboxes. If you want to stand out from the crowd, make sure that your information is backed up with reliable, relevant data.
One great way to use data meaningfully is to keep abreast of research in your field. Set alerts for key research terms, or find the innovators and researchers in your field and follow their work. Set aside time to research before trying to create new content.