5 mistakes when working with outbound email marketing campaigns

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1. The initial interest
To carry out your email campaigns, you need a well-stocked, quality database. You probably use business directories, associations or fairs to extract emails from potential clients . Don't waste any more time. These people and professionals receive dozens of emails every day. Keep in mind that those campaigns in which there is already an initial interest will always be more successful.

Emails collected through inbound marketing or attraction marketing techniques (forms for downloading resources, for example) implicitly carry this initial interest, since it is the user who has approached the company. In this case, france email list the return on your email marketing actions will always be greater.



"According to the Email Statists Report study by the Radicati Group, we receive an average of 92 emails every day. Only those that provide value and solve the recipient's needs are likely to capture their attention and be opened."


The main barrier to an email being opened and clicked is mistrust . Anything that is not known or identified is usually associated with spam. Even if the subject of the email is attractive to the recipient, there will always be that mistrust that will reduce the effectiveness of the campaign.



2. Timing
Another interesting concept when we talk about capturing potential clients through email marketing is the management of the timing of our emails. When we develop a business strategy based on workflows, we need to know very well what the times are within the purchasing process of each typical client or buyer persona . Following an outbound methodology leaves aside the analysis of the different buyer personas of our company. The lack of analysis forces us to send emails without having a more objective approximation of the most appropriate frequency of sending to lead your leads towards the purchase of your products or services.



3. The value for the user
Related to the previous point, buyer persona analysis will give us information about what type of content you should produce and promote in your newsletters. Producing content that does not directly address your contacts' goals, challenges or pain points will result in your newsletters not generating traffic to your site, products or resources.

TWEET IT: Designing newsletters with content that doesn't address your contacts' goals, challenges or pain points will affect your click-through rate. via @_Connext


4. Segmentation
Segmenting your emails increases your chances of success. Among the options for segmenting your database we can talk about the type of buyer persona, geographic location, company size, lead status in the sales funnel, and much more.

Let's think back to the example above. Imagine how many types of industrial companies could work with management software. Do they all have the same needs? Do they all work with the same processes? In this case, it would be essential to define typologies so that your emails offer the content and resources that each lead is expecting to receive.

Think about what makes your leads different so that your emails are targeted to specific groups. You'll see how your opening and click rates increase !



5. Personalization
You must not forget that you are communicating with people who have objectives, needs and problems. By correctly segmenting, you will be able to transmit a more approachable and attractive tone of communication. Identification is very important and personalization of your emails is always welcome . Why would a user spend time with you if you didn't spend any time with them?

At this point, you're probably thinking that Inbound Marketing requires a lot of time for analysis and management. You're not wrong. But the truth is that this work significantly improves your marketing ROI. Would you like to see everything that Inbound Marketing can do for your company? Start by downloading our free guide and tell us how we can help you. Remember that Connext is the Inbound Marketing agency specialized in technology companies. We'll be waiting for you!