Building Brand Awareness in 2025
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
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It's a recurring question we hear from our customers and the short answer is YES, if done well. An effective email campaign starts with:
1. Database: To a solid, tightly targeted house list.
2. Content: We segment emails into one of three categories.
3. Hook / Call to Action: Email marketing should drive the reader to your website. If there isn't a clear Call to Action in the email - for the reader to want to investigate more, then the email will not be successful.
As this graphic shows, Email marketing is one element of an online marketing strategy. Too often clients believe that employing one or two marketing tactics is good enough. It usually isn't.
We advise our clients to use email marketing to bolster other marketing efforts. For example, a newsletter style email is great to stay in front of your customers with company, product, and industry relevant news. For events such as trade shows, use email marketing to generate pre-show interest & post-show follow-up with those who visited the booth and those who didn't.
How do you know your email marketing is working? First, test:
1. Database: Test the validity of each list, clean it up before the start of a major campaign.
2. Content: Run A/B testing on the subject line, content and graphics.
3. Hook: Which call to action graphic, words and placement work best?
For Optics and Technology companies' email campaigns, here's some rough numbers we expect to see:
1. Database: Under 6% of your house list should bounce (soft + hard bounces combined)
2. Content: Expect an open rate over 21%
3. Hook: Expect click-through rate in the range of 10-15%
Want more in-depth but broader findings? Check out this excellent report containing key takeaways from Marketing Sherpa's Email Summit 2012.
Want to discuss your email marketing efforts? Call us.
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