B-to-B: ‘6 Email Marketing Questions You’ve Been Dying to Ask’
B-to-B email marketing messages require a more conservative approach than B-to-C communications, according to a whitepaper announced on Tuesday. "6 Email Marketing Questions You've Been Dying to Ask" includes advice on avoiding "spammy" words like "free" and "now" and inappropriate usage of symbols like "!" and "$," according to the whitepaper creator, Topsfield, Mass.-based lead generation and data provider PureB2B.
The whitepaper's advice includes:
- When Should I Send a Marketing Email? "Tuesdays and Thursdays see the highest response rates, and the early bird gets the worm," according to the research. From 5 to 10 a.m., professionals are starting their workdays and aren't yet in meetings or on calls. Between noon and 2 p.m. can also be good, grabbing businesspeople while they're wolfing down sandwiches at their desks, the whitepaper reads.
- How Do I Write a Compelling Subject Line? Keep it simple and say it in fewer than 50 characters, PureB2B says. Use a strong call to action and personalization, if possible, while avoiding spammy words and symbols. "Asking a question, using numbers or metrics, tips, tricks, best practices and how-tos are all effective tactics," the whitepaper reads.
- How Should I Use Links Within the Email? While remembering that many email clients still block images by default, marketers will want to design messages with "multiple clickable areas." PureB2B suggests header images, headlines, calls to action, and interior images and text include links. "Three to four links for every one to two paragraphs of copy is ideal," the whitepaper reads.
- How Stylized Is Too Stylized? Each email client renders emails differently. Therefore, that cool font? Not so cool. "Steer clear of overly stylized fonts, use alt-tags for images, always create a text version of your email and, above all—test, test, test, and then test some more," PureB2B advises.
- How Often Should I Email? "How often you mail really comes down to how much you have to say," according to the whitepaper. "Relevancy will always trump cadence."
- How Long Should the Message Be? The message should be long enough to present a business challenge and propose its solution. "This is typically one to two paragraphs of five to seven sentences each," the whitepaper says. If there's still more to say, provide a link to a longer blog post.
Is PureB2B's advice useful?