Uses
Email today: findings and opportunities
In BtoB, email is the first touchpoint. The volume of messages, the recurrence and the quality of attention paid (1to1 exchange) make it the first vector of the brand, both in quantitative and qualitative terms.
And the quality of interpersonal exchanges with prospects or customers often makes the difference when making a professional purchase.
opportunities
Engage your interlocutors where you have their recurring attention
Each of your users sends more than 2000 emails per year, outside the company. So many exchanges with qualified contacts.
Take advantage of these personal and ongoing exchanges to deliver messages and engage your interlocutors.
How can we take advantage of these opportunities?
1. Piloting
Make email signatures, a centralized media
The first thing to do is to take back control of this space, to automatically manage and deploy the messages and your brand image. If you don't know how to do it, Signitic can help you on the subject.
Don't expect miracles of manual actions from your users, because either they don't know how to do it, or they will update their signature as best they can. Or they will do it “later”, so not.
Integrate dynamic signatures into your workflow: email messaging + CRM.
2. Segmenting
Segment: this is the key to delivering relevant content
Plan, segment and deploy your communications automatically, according to the users concerned (brands, BUs, business functions, agencies, franchises, etc.). Track who is driving what and for how long.
How do you work on the message to maximize engagement?
On the form
Prepare 1 single clear message with an action button
If you want to activate your interlocutor, you have to guide him (so that he knows where he is going). Creating a button with a verb is the best way to get people to take action, beyond the value of the proposition. A pictogram such as an arrow also increases the clarity of the expected action.
Do not multiply the proposals, at the risk of the interlocutor going his own way. On the other hand, change the messages regularly or allow your users to switch between them.
On the content
Work on the angle of the message
The tone: affirmative vs empathetic Saying “my product is the best” (closed) doesn't have as much of an impact as “find out how...” (call to action, curiosity). The majority of Internet searches are done in the form of a question: “how to...” offering an answer increases engagement.
The value proposition. This can be of several types:
- practical > being able to register for an event or solve a problem.
- qualitative > access relevant content (downloading a study).
- inspiring > provide expert insight on a question.
Recurrence
Don't be afraid to repeat a message!
The repetition of a message, or its frequency of exposure, play in your favor to activate an interlocutor. Sales cycles are often long in BtoB, and your interlocutor is not necessarily mature on the subject you are submitting to him. The frequency will therefore allow memorization, and the presence of the message at the moment when your interlocutor is available to deal with the subject.
Not all emails come from you! What may seem repetitive or too lazy to you is in fact a good reminder among the various daily emails.
Profiles
Each user is your best ambassador for their contacts
Take advantage of this diversity of profiles! The variety of expertise within your company are so many assets and angles for promoting your services and products.
If one of your developers — who seems to have little contact with the outside world — sends emails to his contacts, because of his business expertise he will be read more carefully than other emails.
Commitment
Measure your actions!
From the control platform: The objective of email signatures is to engage in direct concrete action (making an appointment), i.e. to be an entry point on your pages. Measure the clicks on your signatures and messages and who relays what directly from a dashboard.
In your Analytics: Analyze the portion of traffic generated by signatures, with segments automatically added to your Analytics console.
A/B test your content
Image banners, text messages, tone, angle, approach. If you have many users, A/B test your content to validate the most effective formulas.
