Guide to Email Marketing for Corporations
Were you aware that 58% of adults begin their day by checking their email? Utilizing email marketing is a potent tactic to maintain your brand’s prominence among potential leads and guide them towards converting into sales for your company.
Here, we’ll address all your pressing inquiries regarding enterprise email marketing, such as:
- What constitutes enterprise email marketing?
- How does enterprise email marketing diverge from conventional email marketing?
- What are the benefits of investing in email marketing for enterprise ventures?
- What are the key strategies for achieving successful email marketing in enterprise contexts?
What constitutes enterprise-level email marketing?
Enterprise email marketing entails sending various types of emails to a broader subscriber base. In this approach, emails are regularly dispatched to large audiences with the aim of enhancing brand visibility, engagement, and revenue.
How does enterprise email marketing diverge from conventional email marketing?
Now that we’ve addressed the question, “What constitutes enterprise email marketing?” let’s delve into the next frequently asked question:
How does enterprise email marketing distinguish itself from conventional email marketing?
While both employ some similar strategies, there are several significant distinctions between implementing an enterprise-level email strategy and a traditional one.
Here are several worth mentioning:
1. Enterprise email encompasses a larger contact base.
A major contrast between enterprise email marketing and traditional email marketing is that enterprise companies typically maintain a larger contact database.Given their broader appeal,these companies attract more followers, resulting in a more extensive subscriber list.
Numerous basic email packages impose limitations and may struggle to accommodate the substantial volume of subscribers associated with enterprise operations. Therefore, opting for an enterprise email marketing plan becomes imperative to effectively manage your contact list.
2. Enterprise email handles a larger volume of data
With an increased number of subscribers, there are more interactions and consequently, more data generated. You’ll receive insights on critical metrics such as clicks, click-through rate (CTR), open rate, and others. This data facilitates informed decision-making.
A standard email plan might lack the capacity to effectively process and analyze the extensive data generated by your email campaigns. Conversely, an enterprise email strategy offers email marketing software equipped to manage the scale of your data processing requirements.
3. Enterprise email dispatches a greater volume of emails.
With an established email marketing strategy, you consistently send emails to your subscriber base.For enterprise businesses, the email volume is significantly greater. Not only are there more subscribers to reach out to, but the diversity in email strategy also increases due to enhanced segmentation.
While a basic email strategy might comprise only three or four segments for email distribution, an enterprise business could easily have double that amount or more due to the large subscriber base.
An enterprise email marketing strategy guarantees a personalized experience despite the increased email volume.
What are the reasons to invest in enterprise email marketing?
If you’re uncertain about committing to enterprise email marketing, here are several compelling reasons to consider investing in the strategy:
1.Enterprise email marketing assists in nurturing leads
One of the primary motivations for investing in enterprise email marketing is its capacity to nurture leads. By maintaining a list of subscribers eager to receive communications from your business, you establish a direct channel through which you can deliver promotional content directly to their inbox. Consequently, you can consistently provide valuable information to guide them towards selecting your business when they’re prepared to make a conversion.
2. Enterprise email marketing ensures your brand remains prominently positioned.
A key advantage of enterprise email marketing is ensuring your brand maintains a prominent presence in your audience’s consciousness.
Through regular content distribution to subscribers, your business is consistently brought to their attention, keeping your offerings in their thoughts.
Consequently, when the conversion moment arises, these prospects are more inclined to select your business due to its prominent position in their minds.
3. Enterprise email marketing aids in reclaiming lost sales.
Have you ever placed items in your shopping cart only to leave the page without completing the purchase? If you have, you’re among the 88% of individuals who abandon their online carts. Cart abandonment poses a persistent challenge for ecommerce enterprises, but an email marketing strategy can effectively address this issue.
Through email marketing, you have the opportunity to regain lost sales by dispatching abandoned cart emails. These messages serve as reminders to prospects regarding the items left in their carts and motivate them to finalize the checkout process. Consequently, you can recapture sales that might have otherwise slipped away.
Finding the Suitable Enterprise Email Marketing Software
An essential element of email marketing is the utilization of enterprise email marketing software. When managing hundreds to thousands of emails, relying solely on manual efforts is impractical. However, selecting the appropriate email marketing software can pose a challenge.
Below are some traits to seek in your enterprise email marketing software:
1. Automated Email Processes
An essential feature to seek in your email marketing software is automation. Automated emails play a crucial role in saving time and effectively engaging prospects at opportune moments.
Attempting to manually send emails is impractical for enterprise businesses. With a large subscriber base and diverse email types, email automation becomes essential to streamline the process and alleviate the workload.
When evaluating enterprise email marketing software, prioritize automation capabilities. Seek features that enable automation of tasks such as welcome emails and the setup of if/then/else scenarios.If the email software offers these functionalities, it merits consideration.
2. Sophisticated Segmentation
As you delve into enterprise email marketing, you’ll realize the pivotal role segmentation plays in your strategy.
Given the vast number of subscribers, it’s evident that each individual’s interests in your enterprise offerings vary. Sending generic mass emails that lack relevance to your audience’s specific interests is ineffective.
This underscores the importance of advanced segmentation features.Through advanced segmentation, you can categorize subscribers based on their distinct interests in your business. For instance, you may have one group of subscribers keen on IT equipment while another group is interested in your
Utilizing advanced segmentation enables you to divide these two groups and send tailored emails highlighting their specific interests. This ensures that your subscribers remain consistently engaged and interested.
For effective targeting, your enterprise email marketing software must incorporate advanced segmentation capabilities, ensuring the delivery of timely and relevant messages.
3. Split Testing
Another essential feature to seek in your enterprise email marketing software is A/B testing.
A fundamental aspect of email marketing involves A/B testing. When crafting emails, it’s essential to present the most effective version. Conducting tests allows you to determine which elements yield the most favorable outcomes.
A/B testing allows you to evaluate individual elements to determine the most effective version. It’s crucial to focus on testing one aspect at a time, as testing multiple components simultaneously can obscure results and hinder the ability to discern their impact on engagement.
Your email marketing software should provide testing capabilities, allowing you to experiment with various elements such as:Subject lines,email headers,graphics,call-to-action (CTA) buttons,etc.Seek software that simplifies the process of conducting A/B tests and implementing changes based on the results.
4. Personalized Dashboard
Another aspect you’ll want to ensure in your enterprise email marketing software is a tailored dashboard. When committing to enterprise email marketing, it’s crucial to monitor campaign performance closely.
Numerous metrics are available for tracking in email marketing, such as:Open rate,click-through rate (CTR),bounce rate,conversion rate,unsubscribes,spam complaints.
Given the plethora of available metrics, it’s essential to focus on tracking the most relevant ones for your campaigns. Rather than sorting through all metrics, prioritize creating a personalized dashboard to highlight key metrics.Your email marketing software should feature a customizable dashboard, simplifying campaign tracking.
5. Pre-designed Email Layouts
When conducting an email marketing campaign, you’ll be sending various types of emails to your subscribers, customized for different segments. Email templates play a vital role in streamlining this process.
Select email marketing software, such as MyEmailCreaRank, that offers reusable templates. These templates simplify the email creation process, ensuring efficiency with each email sent.
For instance, when sending out a weekly newsletter, employing an email template ensures consistency in appearance. Furthermore, it simplifies the process as you only need to replace outdated information with new content.
Ensure that your email marketing software includes templates to streamline the email creation process effortlessly!
6. Customer Assistance
The final aspect to consider when selecting your enterprise email marketing software is customer support. When investing in email marketing software, it’s crucial to have the assurance of a dedicated team available to assist you in resolving any issues that may arise.
Your email marketing software should offer a support channel for you to reach out to, whether through email, chat, or phone.
Access to support is vital for swiftly resolving issues and maintaining the smooth operation of your email marketing strategy.
Successfully Implementing Enterprise Email Marketing
While finding suitable software is pivotal for successful enterprise email marketing, adhering to additional best practices is equally important.Here are six best practices to ensure the effectiveness of your strategy:
1. Segment Your List of Subscribers
To effectively engage in enterprise email marketing, initiate the process by segmenting your subscriber list. Given the expanded subscriber base characteristic of enterprise businesses, segmentation is vital for providing a highly personalized experience.
To segment your subscriber list, commence by crafting buyer personas tailored to your company. These personas are fictional portrayals of actual customers for your business, aiding in comprehending your target audience and enhancing marketing efforts.
You can formulate buyer personas by examining your typical customers and categorizing them based on attributes such as:Age,gender,occupation,interests,hobbies,socioeconomic status,buying habits.
Once your personas are defined, segment subscribers according to their corresponding persona.Through segmentation, you can deliver tailored content to subscribers, enhancing the likelihood of conversion.
2. Customize Your Subscribers' Experience
After segmenting your subscribers, the subsequent stride toward crafting a thriving enterprise email marketing strategy involves personalizing your audience’s experience. Given that each individual desires something distinct from your business, it’s imperative to provide a customized experience.
You can customize your audience’s experience by:Delivering content that is personally pertinent to them,incorporating the subscriber’s name in the email subject line or conten,referencing the subscriber’s location in the email (“Exclusive Offer for Memphis Members”),dispatch trigger emails according to their actions (viewed an item, receive an email regarding that item),recommend products aligned with their interests,a customized experience fosters increased engagement and conversions for your enterprise business.
3. Craft a Compelling Email Subject
To master enterprise email marketing, begin by crafting a captivating subject line. Your subject line serves as the initial point of contact for subscribers upon receiving your email in their inbox.
Given that 47% of email subscribers open emails based on the subject line, it’s imperative to promptly grab their attention and motivate them to open your email.
So, what’s the key to crafting an email subject line that boosts your open rate?
Here are a few recommendations:Pose a question and reveal the answer within the email,tease with suspense (You won’t believe this sale…),customize with the subscriber’s name,incorporate emojis relevant to the content (e.g., shoe emoji for a shoe sale).
4. Establish Email Drip Sequences
Moving forward in this enterprise email marketing guide, let’s discuss email drip sequences. Email drip sequences are essential for ensuring ongoing engagement with your emails.
Email drip sequences involve sending automated emails to your subscribers in response to their interactions with your business. These emails ensure continuous engagement with prospects and guide them through the sales funnel.
Various types of email drip sequences can be developed, such as:Welcome sequences,retargeting sequences,abandoned cart sequences,post-purchase sequences.
For instance, suppose an individual opts to join your email list. In this scenario, you might establish an email drip sequence to initially send subscribers a welcome email expressing gratitude for joining your list. Subsequently, a few days later, you could send a follow-up email encouraging these subscribers to connect with your social media profiles.
The concluding email in your welcome sequence might entail a “get-to-know-you” survey, where you encourage subscribers to share their interests, enabling you to tailor your marketing efforts more effectively.
Email drip sequences are essential for sustaining engagement with prospects and facilitating progression toward conversions (or repeat conversions!).
5. Develop Email Templates
To master enterprise email marketing effectively, begin by crafting email templates. When sending numerous emails to various prospects, constructing each email from scratch can be time-consuming. Email templates offer a solution to streamline this process.
Email templates provide a framework for your emails, simplifying the process by allowing you to insert new information each time you send a different email. You can create templates for various email types, ranging from promotional to informational emails.
When crafting an email template, ensure it aligns with your brand’s distinctive style. Consistently incorporate your branding elements throughout the email to maintain a unified look and feel.
6. Conduct Email Testing
The final aspect to consider in email marketing for enterprise businesses is testing your emails. It’s essential to refine your emails through trial and error to determine the most effective version for your subscribers.
As mentioned earlier, you can experiment with elements such as your:Subject line,multimedia,CTA button style,CTA button placement,email length.
By conducting tests on your emails, you’ll achieve improved results with your campaigns.
Require assistance with enterprise email marketing?
Enterprise email marketing is a significant endeavor, and when you’re occupied with managing other essential tasks, you may not have the time to dedicate to it. That’s where the team at CreaRank can step in to assist.
