“If social media is the cocktail party, then email marketing is the ‘meet up for coffee’. The original 1:1 channel.” — Erik Harbison, Co-Founder of The Marketing Help

Emailing prospects and leads is a crucial part of the marketing mix.  HubSpot found that half of US respondents check their personal email account more than 10 times per day, and that it is the preferred way to receive updates from brands.  So, ignoring its power could mean you’re missing a trick!  Especially when we learn just how many of your competitors are doing it — according to HubSpot, 83% of B2B organizations use e-newsletters within their content marketing.  When devising marketing strategies for your business, it is likely you’ve already considered an email marketing campaign, e-newsletter or content strategy.  But it’s important to take it one step further than that.  For the ultimate in B2B marketing success, you need to understand the importance of personalization.

The industry standard email marketing strategy

As part of your wider marketing approach, it is important to acknowledge the value of measuring results.  If you’re starting out or implementing a formal marketing plan is new to you, then getting to know industry standards could really help you.  Start by outlining marketing objectives so you know what you’re trying to achieve.  Then, take a look at the industry benchmarks so you can see how you measure up.  Every industry and organization will be entirely different, but there are some general averages for how email campaigns should be performing, too.  According to Campaign Monitor, the average email benchmarks for all industries are:

  • Average open rate: 17.92%
  • Average click-through rate: 2.69%
  • Average unsubscribe rate: 0.17%
  • Average click-to-open rate: 14.10%
  • Average bounce rate: 1.06%

When we look into the differences between industries, there are some clear winners.  Non-profits see a 20.39% open rate, compared to the Consumer-Packaged Goods industry, which has a lower open rate of 14.53%.  When it comes to click-through rates, Agriculture, Forestry, Fishing and Hunting takes the lead with a CTR of 3.66%, while Consumer-Packaged Goods remain the lowest, with a CTR of 1.86%.  Do your research, make use of your own data, and utilize marketing tools to help you get to the top.  Discover some of our favorite software solutions for your B2B organization here.  If you’re not meeting or exceeding the average results for your industry, why is that?  Revisit your marketing strategy, review, and be willing to test for success.

Using personalization in your marketing strategy

“Instead of one-way interruption, personalized marketing is about delivering value at just the right moment that a user needs it.” – David Meerman Scott, Online Marketing Strategist and author

The best marketing strategies are the ones that are personalized to the maximum.  Think about the big-name brands that are doing it right — Amazon. Netflix. Pandora and Spotify.  And they’re reaping the rewards, too — you can find out more about the brands showing B2B organizations how personalization should be done here.  Using personalization in your marketing efforts can make all the difference.  It should be included as part of a wider marketing strategy, you should consider the software and resources you will need in place for it to excel and remember that it shouldn’t stop at email segmentation.  Personalization should filter through all of your marketing channels.  For the most effective marketing, all digital touchpoint should be personalized.  From the email subject line and content to real time website personalization when they land on your site, make your customers feel valued.

How personalization can affect your emails

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” — Leo Burnett, Founder of Leo Burnett Company

Think about it.  Business decision makers receive countless emails every day.  What will make yours stand out from the noise?  According to InstaPage, personalized emails deliver six times higher transaction rates.  And, when an email is not personalized, 52% of customers say they’ll find somewhere else to go.  The stats speak for themselves.  And, that’s not just about addressing the user by name.  Customer relationship marketing is rooted in personalization.  Without insight into customers’ preferences, behaviors and purchase history, your marketing materials lack a personal touch.  Use market segmentation to establish your target market and get to know your customers inside out.  Marketers who use segmented campaigns note as much as a 760% increase in revenue, according to HubSpot.  Learn more about segmentation strategies for B2B organizations and apply it across all of your marketing channels.  Remember to consider your website in your personalized marketing strategy.  If you’re personalizing your email marketing efforts to drive traffic to your site — what is happening when visitors get there?

According to Epsilon Marketing, 80% of consumers are more likely to do business with a brand that offers personalized experiences.  And, Salesforce discovered that 59% of customers say tailored engagement based on past interactions is very important to winning their business.  Not only is it preferred — according to InstaPage, almost three quarters of customers are frustrated when website content is not personalized.  Make the personalization journey as simple and considered as possible and you’ll feel the benefits fast.  In fact, Econsultancy found that 80% of organizations reported an uplift since implementing personalization.  Make sure your website isn’t hindering your marketing efforts and discover personalization today.

Website personalization should be the final step on your personalization journey, and a crucial part of your marketing strategy.  Discover Webeo and see how personalization can create unique experiences for each of your website visitors.  The software works in real time — editing the content, imagery and language used to appeal to the specific visitors landing on your site.  Using a global leading database of business IP addresses, our software can address users by business name and feed them content specific to their business or industry.  Learn the power of website personalization and take your free Webeo demonstration today.