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Category: EMAIL MARKETING

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Your Email Distribution List Is the Foundation of Successful B2B Email Campaigns

Your B2B email strategy is only as strong as the email lists behind it. Even the most well written campaigns will struggle if your email distribution list is outdated, inaccurate, or filled with the wrong contacts. In addition to your messaging, timing, and creative, list quality determines whether your emails are delivered, opened, or ignored. Companies that invest in creating clean, verified email lists consistently see more robust performance, including:

  • Higher engagement across B2B campaigns
  • Improved email deliverability
  • More reliable data and insights

It’s important to remember that your distribution list is never static. Contacts switch roles, leave companies, change email addresses, and more. Maintaining accurate, verified information ensures your B2B emails continue reaching the right people who are actually able to take action.

In this article, we explain why email list verification and ongoing list maintenance are both critical to effective B2B email campaigns and your long term success.

The real value of clean B2B email lists

At Winsby, we see firsthand that B2B email campaigns perform better when email lists are actively managed. Companies with verified and current contact information experience higher open rates, more clicks, and more meaningful engagement. Here’s how email list health benefits your company: 

B2B emails reach the correct contacts

Outdated email lists lead to missed opportunities. List verification removes invalid addresses and confirms contacts are still at the company and in the right role, ensuring your B2B email campaigns reach decision makers instead of dead inboxes.

Improved engagement and deliverability

Poor email list quality can hurt sender reputation. High bounce rates and low engagement signal email platforms that your content may not be relevant. Having a clean email distribution list increases open rates and click through rates, helping future B2B emails land where they belong.

More effective B2B sales conversations

Accurate lists will better align B2B email campaigns with your sales process. When the right contacts receive the correct information, follow ups are more timely, conversations are more productive, and opportunities move forward more efficiently.

Stronger long term customer retention

Email lists are just as important after the sale as they are before it. Maintaining clean contact data ensures customers continue receiving service updates, product information, and value driven B2B emails that support long term relationships and repeat business.

Better email lists lead to better B2B email strategy

When your email lists are up to date, your B2B email performance data becomes far more meaningful and useful. Better data allows you to clearly understand which messages resonate, which topics drive engagement, and where follow up is needed. Over time, maintaining email list health creates a stronger foundation for every campaign. Your B2B email strategy becomes more consistent, reliable, and better aligned with how buyers actually make decisions.

Winsby’s approach to B2B email list health

Effective email lists require more than simply removing bounced addresses. It involves ongoing verification, thoughtful list expansion, and consistent maintenance of your contact information. That’s where Winsby comes in. Our approach focuses on keeping your B2B email lists current, compliant, and effective as your audience grows and changes. We assist companies across various industries with the following:

  • Verifying and cleaning existing email lists
  • Removing outdated, invalid, or inactive contacts
  • Expanding email lists with qualified B2B prospects
  • Maintaining long term email distribution list health

The result is stronger B2B email campaigns built on accurate data, improved engagement, and emails that consistently reach the right people. When your email lists are healthy, every B2B email you send has a better chance of driving real business results.

Do you want to start making your distribution lists better and your emails more effective? Contact Winsby today!

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EmailDistribution

How Your Email Distribution List Is Key to Purchase Frequency

Purchase frequency is how often a customer purchases from you within a given time period. It’s a crucial metric for understanding customer behavior and how well your product, service, or process is meeting their needs. In simple terms, if a regular customer’s purchase frequency starts to fall off, you can assume that they are starting to buy from a competitor instead of from you. Presumably, they still need the product or services that you offer, so they must be going to someone else.

Maintaining or increasing your customers’ purchase frequency is critical to the long term success of your business. The best way to accomplish that goal is to send out high quality marketing emails on a consistent basis.

The importance of email marketing for purchase frequency

The easiest, quickest way to boost purchase frequency is to send out emails to your customers. At Winsby, we’ve found that customers on our clients’ email distribution lists buy two to three times more often than customers who are not on the list. The main reasons for the increase is that emails let customers know what your products and services are, put you top of mind, and even remind them that they might need to stock up on whatever your company offers.

The clients that Winsby sends emails for see an average return on investment of about 4,300%. But that huge ROI can only happen if your email distribution list is up to date.

Keep your email distribution list current

Typically, about 30% of an email distribution list goes bad every year. People change positions, leave companies, or just stop responding to or engaging with your messages. The result is that almost a third of your “recipients” are not actually receiving your emails, or they are no longer the correct person to be sending them to.

It goes without saying that sending marketing emails to the wrong people will not help you towards the goal of increasing your purchase frequency, which is why your email distribution list must be up to date.

Verify your email distribution list

In order to keep your customer list as current and effective as possible, we recommend regularly reviewing it and double checking the contact information. You should call any company on the list that doesn’t have an email on file or who has stopped engaging with your messages. Talk to them, determine what email address you should be using, and ask them if they have any pressing needs. You want the decision makers to be on your email distribution list, so make sure to ask for the email of the person who ultimately decides whether or not to purchase from you.

Always add new contacts

To replace the email addresses that you lose and to grow your email distribution list, you have to consistently add to it. The best way to do that is to analyze your current customers to determine their SIC or NAICS code. Then you can find other companies that have the same codes and look like the ones already on your list and reach out to them. Ask about their current needs and find out the decision maker’s email to add to your list.

Improving purchase frequency is critical for your business’s long term success, and properly maintaining your email distribution list is a key piece of that. If you need help making your email distribution list as profitable as possible by keeping it up to date and crafting effective emails to send, then contact Winsby today!

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b2b email

B2B Email Marketing Tips for 2023

As we get deeper into 2023, it’s important that you’re spending your marketing dollars as wisely as possible and taking advantage of every tool at your disposal. B2B emails is one of the most cost effective ways to put your products, services, and overall brand in front of your customers and potential customers. But they’re only effective if you do them right.

To help you out, we’ve put together some B2B email marketing tips for 2023.

Measure performance in a way that makes sense

Analyzing how well your B2B emails are doing is not a new or groundbreaking tip for 2023. But consistently measuring performance and actually using the data should be a continual goal. It’s important to go beyond just open rates and click through rates. Although those are very important metrics, you also want to look at how well your emails are actually contributing to your sales and revenue. For example, for the clients that Winsby sends out B2B emails on behalf of, people who receive them spend 2-3 times more than the people who aren’t receiving them.

That means that the B2B email marketing is having a direct effect on revenue coming in

Understand your audience better

Another B2B email marketing tip for 2023 is to get to know the people who are receiving your emails better. In other words, understand what your customers and prospects value most. Conducting regular customer satisfaction surveys not only allows you to catch and solve customer problems early, they also reveal what your customers’ top priorities are and what part of your business is most important to them.

Armed with that knowledge, you can tweak and improve the messaging and offers in your B2B marketing emails to reflect what your customers and prospects want to see. This strategy will result will much more effective marketing.

Dedicate time to your list

In a post-COVID world, people are switching jobs a lot more often, and many companies are generally more in flux. That means that your email list could quickly go bad with a lot of out of date email addresses. To ensure your B2B emails are as effective as possible in 2023, you need to devote significant time and effort toward verifying, cleaning, and adding to your email list. Once you add someone to your list, it’s important to confirm periodically to see if they are still at the company. Some companies bounce former employees’ emails, but others forward them to someone who may or may not be interested in your products and services.

Keep your B2B emails clear and simple

The economy is tightening in 2023, which means that if you sell products and services to other businesses, you really need to focus on how and why these products and services reduce costs and save time for the reader. Really think about your audience’s pain points and how your products and services solve these pain points. With persuasive copy, the key is to show your readers that you have something that can make their lives better, especially when they have to make tough decisions in a slower economy.

Focus on your B2B email marketing this year

These four tips might seem simple or obvious, but the majority of companies will not follow them, and their B2B emails will suffer. Email is a crucial tool as we move into less certain economic times.  Compared to traditional advertising and marketing methods, like direct mail, print media, and paid ads, B2B email marketing is much less expensive. The average ROI for marketing emails that we see is about $36 for every $1 spent. With that kind of return, you need to be taking full advantage of this tool.

If you want to put your B2B email marketing on a solid footing in 2023, then contact the Winsby team today!

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geographic

What Is the Geographic Market for Your Business?

For most companies, there are a lot of factors that go into whether or not a customer chooses to do business with you. Things like quality and availability of products and services are key factors that are at least partially in your control. You can improve on them and master them. But there are some factors that are out of your control. One of those is the distance limitations for your geographic market.

Understanding your geographic market

Distance for geographic market is a metric measures the number of miles that customers will travel to do business with you. Beyond that distance, a customer is very unlikely to work with you. Geographic market varies within industries and regions, but most businesses, especially physical, brick and mortar ones, have one. In order to understand the geographic market for your equipment dealership, you have to look at the locations of your customers to see whether distance is a factor and how important of a factor it is in developing your customer base.

Why does geographic market matter for equipment dealers?

If you determine that distance is a factor for your customers, it will be very difficult to retain ones that are beyond the range that is comfortable for them to travel. For example, most heavy equipment dealers have a service area that is usually a maximum of 60 miles. The primary reason is that beyond that distance the dealer won’t be able to reach a customer who needs emergency service quickly enough.

When you have difficulty gaining and keeping customers beyond a certain distance or outside of a certain geographic market, it’s not worth trying to sell your products and services to them. To avoid wasting money targeting customers that are extremely unlikely to work with you anyway, it’s critical to know how far the reach is for your company.

How to take advantage of distance to geographic market

Distance from a customer is something you don’t have much control over. But you can use the knowledge of your range to your benefit. It’s important for equipment dealers and other types of businesses to conduct a market analysis of potential customers to determine how large their potential market is and exactly what the distance is for their maximum reach.

This analysis will help guide your marketing strategy and keep you from wasting resources on leads and prospects that are unlikely to work with you, regardless of how great your services are or how effective your marketing is. By understanding your company’s distance for geographic market, you will be more focused and effective in building your customer base. In the long run, this focus will help you save money, tailor your marketing and sales message more specifically, and become extremely proficient at serving the customers in your area. You won’t be wasting time and resources chasing down far away business that will never convert.

What is your geographic market? Do you how to identify prospects within that market, so you can convert them to customers?

Get help identifying who your best target customers are.

Contact the Winsby team today!

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customerretention

Why Customer Retention Is Key for Purchase Frequency

Purchase frequency is a crucial metric for any business. It tracks the number of times a customer buys products or services from a company within a given period. There is no such thing as a “one-size-fits-all” number for purchase frequency, because how often the typical customer purchases has a lot to do with the types of products and services you are selling, but higher is always better. Where customer retention fits in is that the longer a company retains a customer, the more often they purchase and the more revenue they generate for you.

How companies should think about customer retention

Customer retention measures the percentage of customers that purchased within the last 12 months that also purchased within the prior 12 months. Maintaining retention over the long term is critical for your purchase frequency, purchase volume, and overall profitability.

For most companies, the revenue that each customer generates skyrockets when they go from year two to year three of working with you. Here are the typical purchase frequency gains that we see for equipment dealers, as an example: 2.9X more equipment, 9.1X more rentals, 4.1X more service, and 5.6X more parts in the third year. Overall, their customers spend 30% more in the second year of working with them and another 50% more in year three.

Improving customer retention and purchase frequency

The best method for improving your customer retention and, in doing so, the purchase frequency and purchase volume of your customers, is through customer satisfaction surveys conducted by a third party. When they are done right, surveys give you insights into why customers are leaving you for the competition, where the gaps in your processes are, and what customers value most about a company.

Using a third party will elicit candid comments that customers may not want to share with an employee of your company, and the surveys will provide very specific feedback, so you can solve any issues quickly. At Winsby, we see an increase in retention rates of 30% or more when customers are routinely surveyed about their experience with a company.

That means that 30% more of your customers are staying with you each year, moving closer towards those higher purchase frequency and purchase volume numbers.

Our customer satisfaction surveys are highly effective

The best type of customer satisfaction surveys are phone surveys, because they typically provide a better sample. At Winsby, our team will usually reach a customer over the phone on every third call. Then, once we reach them, 97% agree to take the phone survey. This rate is much better than responses for email surveys, for which a good response is 2% of recipients.

When conducting customer surveys, we get to the heart of what your customers care about, how well you are fulfilling their needs, and any areas they feel you should improve. Surveys give you the ammunition you need to act, so you can boost customer retention, purchase frequency, and purchase volume.

If you want to increase your customers’ purchase frequency and purchase volume, then

contact the Winsby team today!

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Info Updates

Is Your Email Distribution List up to Date?

Making regular updates to your customer list is crucial to ensuring the emails you send are effective. It’s important to remember that people change jobs, which means your email distribution list is never static. You’ll need to find out who the new person is in that role, once the previous person leaves. What can be confusing is that often their email aren’t bouncing, because they are being forwarded. And they may not be reaching someone who is buying your products and services.

How quickly does your customer list go bad?

With our clients, we find that as much as 30% of their email lists need to be updated every year. It’s very possible that as much as a third of the people you’re sending your emails to may not be receiving them. With all the effort and resources you put into creating emails to showcase your business and convert leads, you want as many people as possible to see them.

Also, add the title of the blog under Email Marketing on the right

Verify your customer list

To keep your list from going bad, you need to go through the list regularly and check the contact information. We recommend calling any company that doesn’t have an email address on file or that has stopped engaging with your emails to determine the email address you should be using going forward, then add that email to your distribution list. You should be contacting the decision makers at these companies consistently. If you want your customer list to be as effective as possible, then you need to send emails to the people who are actually purchasing what you are selling!

Consistently add new contacts to your customer list

In addition to verifying the people already on your email distribution list, you also need to add new contacts to the list. We recommend analyzing your current customers to determine their SIC or NAICS code. Next, find other companies that have the same codes and look like the ones already on your list. Then, reach out to them, find the decision maker, ask them about their current needs, and get permission to start sending them emails about your products and services.

How does your business benefit?

Your email distribution list is a tool to generate and convert customers. For the companies we develop emails for, customers that receive emails typically purchase two to three times more than customers who are not on the email list, proving the effectiveness of emails. Regularly checking and updating the emails on your list maximizes the effectiveness of the emails. As part of our email maintenance program, Winsby calls through the customer lists regularly to confirm contacts and pulls lists of contacts that looks just like your customers to add their emails to distribution lists, too.

If you need help making your email distribution list as profitable as possible, then contact Winsby today!

Contact Winsby

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email marketing list bp

Email Marketing List Guide

Email marketing only works if subscribers actually want to get emails from your company. Reaching the right audience with a timely message is very important for savvy marketers who are focused on driving results. It all starts with your audience and growing an engaged one is crucial to your success.

Growing your email list will take a bit of effort on your part, but you can still succeed in building a profitable list. Email list building only requires you to follow a few simple rules that will help you to effectively reach your target audience.

Don’t be fooled into or tempted to buy an existing email list. Buying an email list will cost you money, and you will also run the risk of losing your reputation. If you’re sending out irrelevant emails to subscribers who don’t know who you are, they are likely to report you for spam, and you will end up running campaigns that will have little to no conversions.

How can you grow an engaged and profitable email list that is personal to your company? Email list building is one of the best strategies that you can use to grow a profitable business. Here’s what you need to do.

Let Your Ideal Customers Opt-In

Create a resource that your ideal customers will like and will be happy to trade their email addresses for. Make sure you let them know that by opting into your offer, they are giving you permission to send them promotional material. Put your offer on your website, social media channels, and anywhere else where your customers can be found online.

In order to capture the email addresses of your audience, you will need to design a signup form that is easy to fill in. These forms should be brief and to the point.

With a hard-to-resist offer and a well-designed form, your email list will soon be full of good leads.

With a hard-to-resist offer and a well-designed form, your email list will soon be full of good leads.

Make sure you collect relevant data about your prospects right from the start. The right data will depend on your:

  • Business
  • Product
  • Goals

The right data is the kind of data that will help you to run a successful, hyper-personalised campaign. The more data you have, the more you can personalise your information. 

Keep Your Email List Healthy

Email list decay is a problem that you will need to find a way to deal with. In order to keep your email list healthy and engaged, you will need to regularly remove any inactive email addresses. This could be email addresses that bounce or those that don’t react to your emails. For the addresses that don’t react, send a re-engagement campaign to re-activate readers who might still be interested in staying on your list. 

Value Is The Key To Growing And Maintaining An Email List

Make sure you always provide valuable content and offers to your readers. If you don’t, you will get higher unsubscribe rates and low engagement rates. Both lead to poor performance whenever you send out an email campaign to your subscribers.

Contact Us Today!
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writing

A Guide to Writing Copy that Hooks Your Audience

Creating compelling, persuasive copy can have a huge impact on your sales and conversions. Using communication best practices, you can convince your readers to do something: subscribe to your newsletter, purchase a product, or support your latest campaign. Whatever your goals are, here are some important tips to note when writing your copy.

Use the Right Language and the Right Tone
Think about who your readers are and adopt the best language and tone to reach them effectively. For example, if you are targeting a younger demographic, you can use a more conversational tone. On the other hand, if you are talking to a business audience, you need a more professional tone.

Overall, the goal is to make sure you write in a way that is easy to understand for your target audience.

Consider Pain Points
Instead of pontificating about the benefits of your offer, think about your audience’s pain points and how your product or service solves these pain points. With persuasive copy, the key is to show your readers that you have something that can make their lives better. Highlight your unique selling points, and discuss how you are specifically addressing your audience’s needs.

Establish Your Identity
With persuasive copy, you try to reach new users and convince them to support your brand. To be successful, you need to help your audience understand who you are and why they should trust you.

Loyal customers may already know your brand well, but you need to consider how to influence anyone who is finding out about you for the first time. It isn’t necessary to write several paragraphs to make an introduction, however. Doing something as simple as attaching a photo of the writer and a short description is often enough to build credibility.

Add a Call to Action

The call to action (CTA) is one of the essential elements in persuasive copy. Once you have talked about your product or service and how it will help your audience, you need to end by telling them what to do next. The CTA can make all the difference and affect whether a customer moves forward in the buyer’s journey, so you need to write it clearly and visibly.

Overall, writing persuasive copy is about knowing how to engage your audience and compel them to do something for your brand. Remember to proofread your copy before publishing anything and to monitor results to find out whether the article impacts your readers’ purchasing decisions.

Contact Winsby for Help with Your Writing Today!
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email dist

How to Build a Profitable Email Distribution List

If you want to take advantage of email marketing benefits, then your email distribution list needs constant work and attention. Neglecting it will mean that it quickly becomes out of date and possible obsolete. Why? Because email distribution lists are never static—employees leave companies, people move to new positions, or the person on your list simply stops looking at your emails.

Whatever the reasons for the changes, if you want a profitable email distribution list and to take advantage of email marketing benefits, then follow the steps below to keep the list current and growing.

Steps to take to create a profitable email distribution list

It should be simple to subscribe
Your website should include form fills on multiple pages to capture the name and contact information of people who are interested in your products or services. Keep a simple link on your website with limited fields that allows your visitors to enter an email quickly, and watch your list grow.

Collect emails when taking online orders or payments
Customers who have purchased a product from you are great candidates for your email distribution list. Collect their emails when you gather payment information, but be sure to indicate they are opting in to receive future emails from you.

Contact lookalike customers
Analyze your customer list in terms of SIC codes or NAICS codes. Determine which industries are most prevalent in your existing customer base. Then find companies similar to and in the same industry as them to target. Build a prospect list, call through it to determine who the right decision maker at the company is, offer to send them information about your company, and ask for their email address.

Verify your current list
As many as 20% to 30% of the emails on your email distribution list go bad each and every year. The result is that up to almost a third of your contacts may no longer be viewing your marketing emails. To fix this problem, you need to review your customer list, call any company that doesn’t have an email address on file or that has stopped engaging with your emails, determine the email address you should be using going forward, and add that to your email distribution list.

Consistency is critical

In order to receive the maximum number of email marketing benefits for your company, email distribution list maintenance needs to be a constant activity. Once someone is added to your list, you should check regularly to see if they are still at the company and in a relevant role for your products and services. Dedicate time to find and add new businesses to your list and to replace out of date email addresses. The result will be a far more profitable list!

If you need help with making your email list as profitable as possible, the Winsby team can help.

Contact Our Team Today!
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emails

5-email-marketing-benefits

If you’re in business in 2022, then you probably already know about all the email marketing benefits that your company can gain. But you may not grasp just how crucial sending out effective emails consistently is for your business. Or how much you can increase your sales and purchase frequency.

Let’s take a look at some of those email marketing benefits.

The most important email marketing benefits

1. You have a huge potential audience – Over four billion people are sending and receiving emails. About 306 billion emails are sent and received worldwide every single day. The way you capture some of that audience for your business is to review your current customer list, identify which industries they are in, then call similar companies in those industries and ask for the email address of any decision makers. Then you can start sending them information about your products and services.

2. Increased purchase frequency – This one is probably the most important of the email marketing benefits for your business. When Winsby develops and send emails on behalf of a client, their customers that are on their email list purchase two to three times more often that those customers who are not on their email list.

3. Most people check their email daily – How often do you check your work email? Once a day, five times a day, too often to count? What that means is that you can get directly in front of your target customers’ and prospects’ eyes regularly by sending them emails. Plus, if contacts on your list are receiving emails, that means that they have not opted out of your email list, so they want to receive emails from you.

4. Emails are cost effective – Compared to traditional advertising and marketing methods, like direct mail, print media, and paid ads, email marketing is much less expensive. According to Constant Contact, a leading online marketing platform, the average ROI for email marketing is $36 for every $1 spent.

5. Email analytics are simple to track – Marketing can only be accomplished correctly if you are tracking the effectiveness and the results. Email makes it easy by letting you look at open rates, click through rates, sales conversions, and even revenue that can attributed to specific email blasts. These numbers allow you to see how well your emails are working and if you need to tweak any aspect, like subject lines, to improve open rates, or calls to action in the email to improve conversions.

What to do next

If you want to have an advantage over your competition, you need to take advantage of these email marketing benefits. And working with an experienced, proven agency like Winsby is the best way to do it.

We’ll put in the work to build your email list, develop relevant topics for your audience, write, design, and program the emails so they are professional, and then, after you approve, we will send out and track the results, including whether the customers on your email list are purchasing more than those customers who aren’t receiving your emails. We’ll handle it all, and you’ll reap the benefits!

Contact our team to take advantage of email marketing benefits

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