Great email content is personal, highly relevant, and entertaining or compelling enough to rise above the slew of other emails your prospects receive. In the “Complete Guide to B2B Email Marketing” by Pardot, the writers note, “There’s no better way to impress your prospects than by catering specifically to their needs and creating a personalized sales experience with your email marketing.”
A segmented email subscriber list is crucial to highly targeted emails. For instance, Bob, the home remodeler, will see much better results when he sends his kitchen remodeling email campaign only to leads who expressed interest in kitchen remodels, rather than to his entire lead list.
Even after you’ve personalized your email content, how do you know whether it’s right for your audience?
- Do: Test, test, test. Just like with your subject line, write a few different versions of each email. For example, try an option that is short and sweet. Test different testimonials. Tell a personal story or lead with a joke. You won’t know what your audience prefers unless you test.
- Don’t: Test more than one factor at a time. Don’t try to test multiple subject lines and different content at the same time, or you won’t be able to determine which change is driving your results.
- Do: Consider using a “dynamic content” strategy that sends different emails depending on the prospect’s actions. For example, if a prospect clicks on a video, send them an email with a free e-book. If they don’t click on the video, send them a reminder email about the video in the next week.
- Do: Look at click-through rate data. It will help you determine if your email content is compelling your readers to take action. Of course, you’ll also need to consider whether you have the best call to action possible.