What is the best email address to use for your email marketing messages?
If you’re struggling with this question for your own campaigns, congrats! You’re thinking pretty deeply about optimizing engagement and interactivity with your readers. There are basically two schools of thought: 1) Your readers want a ‘personal’ approach and will respond to an email from their friendly sales executive named Joe instead of an impersonal, faceless corporation, or; 2) Your readers understand your brand and will welcome news and updates from your company, but will feel ‘tricked’ by your attempt to use a personal name.
Notice, in both cases, I assume you have an existing relationship with your readers.
Use the five buyer decision stages to optimize your message.
We B2B marketing professionals think about our target audience practically every minute (It’s kind of an obsession). We know their revenue, number of employees, titles they hold, their budgets, their hobbies, and most importantly, their decision roles. This is static lead info, and we try to know as much as we can.
But what about dynamic info, that changes over time? For instance, when are people ready to buy?
Subject lines -do you start every email campaign with a subject line that encapsulates the message in one easy-to-read headline? Do you make it short, easy to understand, and most importantly, shareable? Or do you wait until the last second before you send your campaign and throw a subject in as an afterthought?
Either way (and you know which way you should be doing it), here are some tips that will help you reach the inbox and will help you get your emails read.
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