The stats speak for themselves: email isn’t going anywhere any time soon.
In today’s marketing world, it’s easy to get caught up in the latest trends. But if you’re not also taking time to regularly reassess and adjust your email strategy, you could be losing out on significant benefits. So whether you’re just getting started or are an email veteran, use the following resources to double check that your strategy is optimized and ensure that you’re getting the most from your efforts.
First Things First
You can’t build an effective email marketing strategy without first considering deliverability. After all, writing a top-notch email won’t do any good if it never reaches its mark. Luckily, our free Email Deliverability Handbook can help with every aspect of deliverability — from warming up your IP address to keeping spam complaints under .01%. The worksheets and tip sheets included can help you optimize your subject lines and email greetings, avoid spam filters, and keep an eye on your deliverability rates.
Know Your Overall Strategy
Start with the end in mind. A few questions to ask yourself before you sit down to write an email:
- Who are you talking to?
- What is the goal of your emails (to initiate contact? to educate a prospect about the benefits of your product?)
- Who should they appear to come from?
- What stage of the sales cycle is your recipient in?
Pardot’s own Mathew Sweezey presented at Dreamforce 2013 on building a strategy behind your lead nurturing emails. Listen to the recording below, or check out the highlights on our blog.
Build the Perfect Template
Every aspect of your email content—from subject line to call to action—is important, but so is the package it comes in. Our B2B Email Templates Handbook includes information on when you should use HTML vs. rich-text format, elements of design that can capture readers’ attention, and worksheets, tip sheets, and checklists to help ensure your email gets read. And don’t forget to check out our Lookbook with exceptional examples of email templates built by Pardot clients.
Optimize Your Open Rate
It’s a sad fact but true: you can do everything listed above and your email may still go straight to your recipient’s Trash folder. But that doesn’t mean you can’t take measures to improve your open rates, and one way to do this is by finding your best send time. Your ideal email sending time will ultimately depend on your product, message, and audience, and today’s advanced tracking and reporting tools can reveal everything you need to know about your specific audience’s preferences for email communication. The worksheet below can help you make sense of this data and find the right time to reach out. And be sure to download our free Complete Guide to B2B Email Marketing for more worksheets, checklists, and best practices.