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EMAIL MARKETING HAS AN ROI OF
4,300%
Direct Marketing Association, DMA 2013 Statistical Fact Book, 2013
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EMAIL IS
RANKED
THE
For initial introduction to a product/service, learning about a product or
service and post purchase follow-up about a product or service
The Economist Intelligence Unit,
Mind the Marketing Gap, Mar 2013
PREFERRED
COMMUNICATION
CHANNEL#1
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Successful B2B Email Marketing Requires
1. Smart Segmentation
2. Clear and Relevant Call to Action
3. Continual Optimization
4. Mobile Friendly Designs
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Smart Segmentation
Demographics
Psychographics (Persona)
Behavior
Digging Deeper: Three ways to Segment your lists
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Use Cases
Demographics
Psychographics
Behavior
Digging Deeper: Three ways to Segment your lists
Dynamic messages based on firm size
Email release times based on location.
Message content positioned around
goals, aspirations, and pain points.
Reminder emails to non-responders and
triggered messages based on web activity.
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Start with a Clear Objective
• What's the Purpose of the Email
• What Action do you want the recipients to take
• Is your CTA relevant and timely for your selected
segment
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Tips for Successful Email Subject Lines
• Tease
• Personalize
• Be Specific
• Prioritize
• Use Numbers
• Watch Your Length
• The ‘From’ line should be from a real person
• Test
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What makes a CTA Awesome?
• Language: Be clear and
direct; Use active verbs
• Content: Make it engaging
and encouraging
• Size: Make your CTA big
enough to grab attention
• Colour: Use colour to draw
attention to your CTA
• Placement: Put your call to
action on prime real estate
• Repetition: Repeat the
suggestion to click if space
allows
• White Space: let your CTA
have room to breath
• Icons and Images:
Incorporate visual clues
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OF B2B MARKETERS SAY
THAT CONTENT BASED
OFFERS WERE THEIR MOST
SUCCESSFUL CAMPAIGNS
56%
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What to Test
Subject Line Head Line Copy Length
Offers Button Copy Colours
Images Form Placement # of Form Fields
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The New Email Dimension
• One layout for all Screen sizes
• Large Text and Buttons
• Generous white space
• Content Comes First
• Reduction of Clutter
– Navigation
– Repeated links
– Low priority content/imagery
• Clear and direct CTA
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Results
Creating a device-agnostic experience lead to a
Increase in Sales Ready
Leads in a head-to-head
test against desktop only
versions
93.5%
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Key Takeaways
• Know Your Audience
• Don’t Forget About the Basics
– From Name
– Subject Line
– Call to Action
• Explore Different Approaches
• Find what works best
• Responsive design isn't a silver bullet
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Learn More About Act-On Software
Interested in a demo?
Call +91 80 4098-5338
Email sales@act-on.com
Web www.act-on.com
THE FORRESTER
WAVE™ LEADERS
QUADRANT
