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Optimize Your Email Campaign for Success

Of all the channels used by B2B marketers, including the health and health IT industry, email is certainly one of the most widely used. A recent Direct Marketing Association (DMA) study noted that 75.8 percent of marketers said they were using more email than they were three years ago. 


The question is, as investments in email marketing continue to grow, how does this channel best fit into your organization’s overall inbound marketing strategy? Following are some ideas from the folks at marketing automation company HubSpot for optimizing your email marketing for conversions:

Use Quality Lists

List quality is the lynchpin of successful email marketing campaigns. In fact, “email marketing is only as good as the quality of your recipient list,” according to HubSpot. Each year, there is a “natural decay” that happens to email marketing lists that reduce their effectiveness. In B2B marketing, on average, lists retain only 75 percent of their members after a year due to turnover and other factors.  And, it is important to understand both the bad and good ways to grow your marketing lists. For example:

Buying third-party lists is never a good idea for several reasons:

  • You can alienate recipients that you outreach to who didn’t ask to receive emails from you in the first place.
  • Organizations run the risk of being blacklisted or marked for spam, which can negatively affect deliverability rates.
  • Recipients that are bought aren’t as engaged as those who opt-in to your information. Also, emails sent to opt-ins will always have a higher click-through rate than those from purchased lists. The leads generated from opt-ins will also typically be of higher quality.

The best way to start generating leads is to launch a blog and start creating valuable, search-friendly content.  In doing so, two quick tips to note:

  • Make sure readers can easily find your “subscribe” box
  • You might want to conduct an A/B test of the placement of the subscriber box on your site.

Also, consider partnerships. For example, HubSpot recommends co-hosting a webinar or other marketing event with a company that is related to yours but in a non-competitive space. Encourage participants to opt-in to hear more from each company; capitalizing on each other’s existing reach can help grow your number of engaged subscribers.

Reduce Unsubscribes

According to brand marketers Chadwick Martin Bailey, recipients unsubscribe from business or non-profit email subscriptions for two key reasons:

  • They receive too many emails (69 percent)
  • The content is no longer relevant to them (56 percent)

So, when someone clicks to unsubscribe from your email content, consider the following options:

  • Give them the option to sign up for less frequent emails or for emails that are only focused on a certain topic
  • Present them with alternate channels by suggesting your social media sites on the unsubscribe page.

Integrate email with other marketing activities

Email works best when it’s executed as one element of an overall campaign. When your audience sees related messages on social, in the media, and at your trade show booth they will better grasp the concepts you’re trying to communicate.

Other areas to consider include:

  • Using integrated analytics to keep an eye on overall customer activity
  • Add social sharing buttons to your email to extend its reach beyond the recipient
  • Make sure your email design is mobile-friendly
  • Perform regular list maintenance
  • Segment your audiences to deliver the right message to the right person

These are just a few of the ways companies can optimize their email campaigns for success.