Step one: decide on your structure
Every business is different, but we think a combination of regular single campaigns, longer email sequences and action-based emails is a strong mix. You don’t have to build these all at once – you’ll do them over time, starting with the most important, and add functionality and content as you go.
The exact structure will depend on your industry and audience – as well as your internal goals and the resources you have on hand (or what you’re able to outsource).
Step two: write your email copy
Once you have the structure worked out, it’s time to write your emails.
If you have a copywriter on hand, give this job to them. If not, you might think about giving it to an agency. Your emails need to reflect your brand’s tone of voice and personality, while still getting across all the essential information and leading the customer to act in a certain way (by downloading a guide or purchasing a product, for example).
There are a few schools of thought on how you should write and what you should write about. We think a safe bet is to stay true to your roots, and focus on telling simple stories that you can then relate back to your product or brand. Businesses we talk to tend to think that because we’re writing for B2B, we need to fill our emails with technical jargon and marketing-speak. Don’t forget that B2B buyers are people, too – they laugh, they like to be entertained and they see right through you when you try to be too clever.
Hot tip: Space out your amount of ‘sell’ over the course of the email sequence, going from a 0 in the first email to a 9 or 10 in the last. Try to have some thematic or stylistic elements consistent through the sequence, or at least appearing near the beginning and coming back at the end.
Step three: optimise
The journey doesn’t end when you press ‘send’ – in fact, it’s quite the opposite. You need to constantly review and refine your email sequences.
Look through the data and let it tell you what’s working and what isn’t. It’s important to adjust your structure, copy and visuals – as well as the timing of the sequence – based on the performance of the emails.
Hot tip: You can optimise as you go by split testing elements of your emails. Split testing is where you send two different versions of an email to a segment of your list – the one that performs best is then sent to the rest of the group. Your email software should let you do split testing fairly easily. Test your subject lines, pre header text, send time and ‘from’ name – and test different content against each other using the ‘conditional content’ feature in your email marketing platform.