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bp email emailmarketingguidelines

Email Marketing Guidelines

How to Maximize Your Return on Emails

1. Verify emails for decision makers by phone
What does it matter how many emails you have on your list if they are the wrong people? Confirm spelling and job titles by phone periodically. Find out who is deciding where to purchase what you’re selling, and make sure that’s who is on your email list.

2. Review your email list for generic emails
If the email address begins with info@, there’s a good chance it isn’t going to someone who is making a decision. If you’re a business sending emails to other businesses, identify gmail, yahoo, Comcast and any other email addresses that may not be business emails. Call to verify that they are connected with a business.

3. Vary the days and time of day you send your emails
Different days and different times of the day attract different people opening your emails. Look at your own habits—some days, times of day you delete emails without spending time on them. Other times, you open most of them. Everyone has different habits, so vary your send day and time.

4. Send your open reports to your sales team
Sales people are busy calling on customers and potential customers. They can always use help in finding things to talk about. If they know a customer has opened an email a few times, they can talk about what was featured on that email with them, and it could result in a sale.

5. Help your customers with tips and best practices
You know your business better than anyone does. Help your customers identify issues and potential concerns in your field of expertise by including tips and best practices in your emails.

6. Make sure your customers are on your email list
Customers on your email list purchase more often. It’s a fact. Review your customer list and add any missing emails periodically.

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WhyYourBusiness

Why Your Business Needs to Send Emails

Of all the various types of digital marketing, sending emails on a regular basis is the most important and effective one. In addition to providing information about your products or services to current and potential customers, b2b email marketing reminds your customers to purchase again and helps you develop a relationship with prospects to convert them into customers who do business with you regularly.

Email marketing return on investment (ROI)

Across all types of businesses in the United States, email marketing brings in an average ROI of about 4,300 percent. Distributing emails even helps bring in more business and generate more sales for companies than massive social media platforms like Facebook and Twitter.

In addition to making your company and product and service offerings known to new customers or prospects, email marketing also encourages existing customers to purchase again and purchase more often. Emails help move your company to top of mind, remind customers that they may need purchase whatever you sell, and encourages them to buy from you, rather than a competitor, when they are ready to buy.

Emails help customer retention

According to Small Business Trends, increasing your customer retention by 5% can boost profits by up to 95%. And by consistently sending out emails and putting your company in front of existing customers, you have a higher chance that they will remain as customers and purchase your products or services again in the future. On average, customers on a company’s email list are more likely to remain customers and purchase three times as much as those who are not receiving emails.

We handle your email marketing

From building your email list to developing topics to designing and sending the emails, Winsby handles the entire process. We’ll ensure you are sending out emails consistently, and craft the content to assure you’re sending out emails that your audience will be highly receptive to. That way, you’ll retain a higher number of your existing customers and encourage them to consistently purchase more often.

Looking to increase customer purchasing frequency?
How Our Email Services Work

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ListCleaning

How Fast Your b2b Email List Goes Bad

If you have ever sent out emails or managed email marketing for your business, then you probably know something about the importance of building and expanding your email list consistently. What you may not fully understand is just how important this process is to successfully marketing and growing your business.

Your email list is your audience. It’s your existing customers, prospects, and future business. Your email list is the foundation of your sales funnel, where future business and sales begin. The key to making sure it keeps expanding is ensuring that it is constantly updated and added to, so that you can be confident you’re sending your emails to actual people in charge of making relevant business decisions.

Is your b2b email list current?

It is estimated that 20% – 30% of the emails on your list go bad every year. When it comes to b2b email marketing in particular, people on your email list change—sometimes they’re let go by the company, sometimes they leave on their own, other times they are promoted, and there’s someone new in that critical position that you are targeting.

In addition to position and personnel changes, many subscribers might simply stop engaging with your emails for any number of reasons. They stop opening them, stop clicking on them, and stop expressing interest in your products or services. Maybe they found another company to provide what you offer. Maybe they just got distracted.

When you’re spending time and money distributing emails, it’s important to keep your list up date, because up to 30% of the recipients may no longer be viewing them or don’t have the ability to act on them. This simple supplement of building your list consistently makes your emails much more powerful.

Because so much of your email list can go bad every year, it is extremely important to clean it and expand it routinely.

Scrubbing your email list

Properly maintaining your b2b email list involves email verification, list scrubbing, and adding new customers and prospects to your list. Signs that your list needs to be cleaned up or “scrubbed” include the following:

  • Reduced open rate
  • Reduced clickthrough rate
  • Increased unsubscribes
  • Increased spam complaints

Cleaning your email list of unengaged recipients requires checking who is consistently not opening your emails, monitoring invalid email addresses, and verifying that you have the address of the decision maker at any given company.

Using a list verification tool, like Email Verifier from Hunter, can make scrubbing your contacts much easier. With this tool you can verify the validity of any professional email address in seconds, so you can quickly remove invalid contacts. The result is a higher quality distribution list, which will respond better!

We continuously build your list

At Winsby, we handle the entire email list scrubbing and expansion process for you. Our team reviews your customer list and identifies anyone who doesn’t have an email on file, so we can call them and add emails for all the decision makers. Then, we’ll identify industries that you do business with and download a sample list of prospects for you to review. We’ll find companies that you aren’t doing business with that look a lot like the ones you are doing business with.

We’ll then call through the list to identify who the decision makers are for your products and services, and we’ll offer to send them information about your company, including any specials you might want to offer. And our team of callers will ask if they have any needs now. We speak with actual people to verify which person at the organization we should have on your email list.

Once we add someone to your list, we’ll handle checking periodically to see if they are still at the company and confirming that spelling and job titles are correct.

Contact Winsby Today!

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bp mr bounces

Dealing with High Email Bounce Rates during COVID-19

Email marketing has been heavily impacted by the COVID-19 pandemic and its associated shutdowns and shelter in place orders. With millions of people working from home, laid off, or furloughed, there have been some key changes in the level of engagement for business to business (B2B) emails. Most notably, bounce rates have increased significantly, and engagement has decreased over the past several months for nearly every industry.

The increased bounce rate and lower levels of engagement have an obvious culprit: nearly 39 million Americans lost their jobs in the nine weeks between mid March and mid May. According to the U.S. Labor Department, unemployment jumped to 14.7% in April, the highest since the Great Depression.

Is your email list still any good?
The question is, with all these people out of work, is your customer email list out of date? The answer is most likely “yes”. In the best of economic times, list expansion and maintenance need to be constant activities. Once you add someone to your list, it’s important to check periodically to see if they are still at the company. People change jobs, and when that happens, it’s easy to lose the customer, unless you are updating their information routinely.

With such a sharp rise in unemployment, however, a large number of email addresses have been or will be deactivated. According to Christopher Penn of Trust Insights, as much as 25% of your B2B email list could no longer be active.

“Every non-personal email you have in your database has the potential to be invalid. Personal emails – the Hotmails, Gmails, etc. of the world – should continue to be fine, but corporate emails likely will not be,” Penn explains.

As more and more companies are forced to close permanently due to the economic strains, email lists will likely continue to degrade even further. The more out of date your audience is, the less effective your emails will become, and your sales will suffer as a result.

How to keep your email list current
It’s important to clean your list regularly by removing any bounced emails to make sure you’re not sending to inactive email addresses. More than just cleaning out bad or inactive contacts, however, you have to verify existing contacts continuously and add new contacts to your list, as companies return to normal.

With so much reshuffling going on at many companies, you need to reach out to confirm who the decision makers are and to determine whether your current contact is still valid. In addition, because some of your competitors may not survive the downturn, there is a great opportunity to expand your audience. Find businesses that are similar to ones you’re currently working with, and check to see if they have any needs that aren’t being met in the new economic landscape.

Conclusion
Bounce rates are high and may continue to increase over the next couple of months. The current situation makes email list maintenance and development even more critical for ensuring your business can sustain your customer base and grow it further. Checking existing contacts and prospecting for new ones should be a regular activity for your company through the COVID-19 crisis and beyond.

Contact Winsby Today!

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Marketing Agencies

How an Email Marketing Agency Helps Small Businesses

Sometimes, in an effort to target new customers, small businesses will tend to ignore their existing customer base. Unfortunately, they often don’t have adequate resources to run several marketing campaigns, some targeted to their current customers and others targeted to new prospects.

Having an experienced, reputable email marketing agency, however, will help you overcome this hurtle. They know how to design marketing campaigns that help you appeal to both current and new customers within a limited budget. Being a result-focused business owner you need to attract new customers and keep your existing customers coming back. Effective email marketing strategy from an experienced agency enables you to accomplish both.

Take your small business marketing to the next level

Not only will an email marketing company give you a direct and effective way to connect with and nurture prospects, but it will also enable you to convert those prospects into lifelong customers. Even with the innovation of new technologies and platforms, email marketing continues to deliver the highest ROI for small businesses. To have effective email marketing, you need a highly experienced, data driven email marketing automation agency.

Here’s how you can leverage an effective email agency:

  • Build a trustworthy relationship with your target customers

Your customers want to know you’re thinking about them and they want to stay updated on the latest things going on in your business.

  • Newest products or services
  • Special discounts or offers
  • Your next big event or sale

As it’s nearly impossible to reach out to all your customers by phone and make them aware of your business’s latest offers, products, or services, email is the most efficient method.

Email is a cost and time effective way to reach out with an update for your customers quickly and build long lasting relationships with your prospects. By using the services of an email marketing automation agency, you can build credibility by staying in touch with your base and keeping them up to date about your business.

  • Economical

Generally, most small businesses create promotional advertisements and reminders for their customers in the form of printed material. But that can be expensive and time consuming. Converting this expensive ‘printed’ pamphlet into a user friendly email format is a more effective way to advertise and also lets you save on print and postage overhead.

  • Sending timely campaigns

With the right email marketing layout and content, you can create an entire business marketing campaign on shorter notice than with print and better time when your customers or prospects will see it.

Email marketing is here to stay for the foreseeable future. Ensure you’re sending out the most effective emails possible by hiring an experienced email marketing agency. Don’t miss out on email’s revenue generating benefits or the opportunity to surpass your competition.

How Our Emails Grow Your Business

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Email Mailings: Top Reasons to Send Emails to Customers Consistently

Do you want a cost effective marketing strategy that generates new leads and engages existing customers?

Email mailing is the answer.

Check out the following email statistics:

  • Email ranks as the most influential source of information for B2B audiences, behind only word-of-mouth.
  • B2B email campaigns have 47% higher click-through rates (CTRs) than B2C email campaigns.
  • Customers who receive emails spend 138% more than those who do not receive email offers.
  • Email mailing is the preferred mode of business communication for 73% of millennials. The Pew Research Center estimates that there are approximately 71 million millennials. 73% of 71 million is over 51 million. That is a large group of people who prefer email, and it does not even take into account other generations.

With so many advertising channels available to today’s marketers, you might be asking yourself, “Is email mailing still a viable part of my marketing strategy?”

The answer is a resounding yes!

Regardless of how many new digital marketing methods spring up, email marketing continues to be one of the most effective ways to reach and engage your target audience. The strength of email mailings lies in its ability to provide an attractive return on investment to businesses of all sizes.

According to an eMarketer report, the median email marketing ROI is 122%—FOUR TIMES higher than any other digital marketing channel.

What Are the Top Benefits of Email Mailings?

Although email has been around for a long time compared to other ways we communicate on the internet today, the number of email users worldwide is still growing. The total number of email users worldwide was 3.9 billion in 2019 and is projected to grow to more than 4.3 billion by the end of 2023. That is more than half of the global population!

Email is not going anywhere, and here are six reasons why:

  • Customers that are receiving your emails purchase two to three times more often that those who are not on your email list.
  • Your customers check their email at least once a day, meaning you can get directly in front of your target audience’s eyes regularly. Furthermore, as long as contacts are receiving your emails, it means they have not opted out, and they would be excited to hear from you.
  • It is less expensive than conventional marketing methods like direct mail and print media.
  • You can target your emails to improve their relevance and value, which will lead to more conversions.
  • Email mailings are easy to track. Tracking your email open rates, click-through rates, and conversions allows you to see just how far you are from your email mailing objectives and what you need to do to improve.
  • Email seamlessly blends with your other marketing channels. For example, you can pull content from your emails that has worked well and use it to create some social media posts, and you can add information from your website as features in your emails.

Email mailings take time and effort to develop, but we see the process pay off nicely. Contact Winsby. if you want an email strategy that is proven to grow sales. Call us at 312-305-1970 or fill out an online form to talk to one of our marketing specialists today.

Start Sending Effective Emails

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CustomerEmailList

5 Reasons to Expand Your Email Distribution List

Are you thinking about whether you should start building an email distribution list for your company? The potential benefits of having an email list are too many (and too great) to ignore. In this blog, we will go over the top five reasons you should start building an email distribution list now.

1. You can send your message directly to your customers and prospects.
There are over 4 billion email users worldwide, and 91% are checking their email inbox at least once a day. These numbers should give you an idea of why building an email distribution list is a no-brainer for your business. When you write an email, it is sent right to your target audience’s inbox, so they can’t help but see your sales messages. Your business essentially gets a direct line into your customers’ and prospects’ offices.

2. You can stay top of mind for potential customers.
Did you know that between 70% and 96% of users who leave your website never return? If you add them to your email distribution list, however, you have a better chance of turning prospects into customers by keeping your business fresh in their minds. Emails allow you to do that by sending them special offers, engaging posts they find useful, announcements, and generally just information to remind potential customers about what you offer.

3. Emails build trust.
Sending emails to your target customers fosters a strong bond between you and them. When your prospective customers read your emails, they see them in the privacy of their inbox. It is not a message that the broader population can see on a giant banner or through a social media feed. It is a more personal way of communicating. Because email distribution lists make your prospective customers feel like they are a part of a private conversation, they are more likely to engage with your emails and explore what you are offering.

4. You own your email distribution list.
The best part about email marketing is that you have total control over your email list and what you send to it. For example, you can have thousands of followers on Facebook, Twitter, or LinkedIn, but you have no influence over whether (or when) a social media platform’s policies may change and derail your marketing efforts. One of the most important advantages of creating an email list is that the list is all yours.

5. You will make more money.
Imagine that each of your website users is a lead. Does it not make sense to request their contact information, so you can follow up with them? Since they are on your website, you know they are already interested in what you have to say and what you have to offer. This also means that they are much more likely to convert into customers. Since the average ROI on email marketing is 4400% (or $44 for every $1 spent!), you can be sure that your email marketing campaign (if done correctly) will produce phenomenal results. One of the goals of your website should be encouraging people to sign up and join your email distribution list.

If you are looking for an expert in email distribution list building and in developing and sending emails, we would love for you to consider Winsby Inc. Call us at 312-305-1970 or fill out an online form to talk to one of our email marketing specialists today.

Contact Winsby Today!

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email distribution

Is Your Email Distribution Working? There’s One Metric that Matters

Email distribution remains one of the most powerful marketing tools at your disposal. It’s an extremely cost effective way to get your products, services, and overall brand in front of as many customers and potential customers as possible. More than four billion people are sending and receiving emails, with about 306 billion being sent and received worldwide every single day.

That’s a huge potential audience that you can tap into. The question is, once you build your email distribution list and start sending out messaging, how can you know whether it’s working or not?

The key metric for email distribution: purchase frequency

Purchase frequency refers to how often customers buy from you within a given time period. What this metric lets you see is purchasing behavior and whether or not customers are starting to buy from a competitor instead of you. If their purchase frequency starts to fall off, then you can guess that they are going somewhere else for those products or services.

Purchase frequency will also let you know how well your marketing efforts are working, in particular your emails. Once you establish a baseline for your customers’ typical purchase frequency, as well as knowledge about when and how much your customers buy, you can see how your email marketing improves it.

Why email marketing boosts purchase frequency

Email distribution puts your company in front of customers and prospects. What that does is remind them what your company offers, reminds them that they are getting low on something and need to buy more, or simply reminds them of where they bought a product or service from the last time.

Basically, effective emails keep your company top of mind for everyone who opens them, encouraging them to buy from you.

What results should I see from email distribution?

At Winsby, we build lists and send out emails for the majority of our clients. The results we see are pretty incredible. We’ve found that the customers on our client’s email distribution lists purchase about two to three times more often than those who aren’t on the list. The average return on investment for clients that we send out emails for is about 4,300%. No other marketing channel will produce such amazing and consistent results as email distribution.

Are you seeing these types of results?

If the purchase frequency of your customers isn’t increasing this much across the board when sending out emails, something in the process isn’t working right. To see such great results, you need emails that are compelling to convince the reader to take action, they need to have CTAs throughout, and they need to concisely and clearly outline your products and services. Besides messaging, they should also have a professional design and look, and you have to have the right people on your email distribution list.

You should be continuously verifying the existing contacts on your email list and adding new people to it. The reason is that about 30% of your list will go bad each and every year and your emails will be wasted on people who are no longer decision makers.

All of these pieces need to be in place to see such an increase in purchase frequency from email distribution. At Winsby, we handle the entire process, from messaging to design to list verification. If you want to boost your purchase frequency by two or three times, let’s talk.

Contact Winsby Today!

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EmailMistakes

The Most Common B2B Email Marketing Mistakes to Avoid

B2B email marketing is crucial for businesses that sell to other businesses. Communicating through emails keeps your products and services in front of your customers, reminding them what your company offers, and emails increase how often your customers purchase. The potential ROI is huge. For example, at Winsby, our clients typically see a 4,300% ROI on the emails that we send for them, and the customers who receive those emails purchase 2-3 times more often than those who don’t receive them.

There’s one catch though: You have to do B2B email marketing the right way to see results like this. To help you out, we’ve put together some of the most common mistakes that businesses make when sending emails.

The most common B2B email marketing mistakes

1. Not managing your email distribution list properly – As much as a third of your email list goes bad every year. If you don’t take the time to verify your existing contacts and continuously add new ones, your emails will increasingly be sent to people who won’t read or receive them, or who don’t have the power to act on them and make a purchase.

2. Not including a CTA – This one might seem simple and obvious, but it’s one of the most common B2B email marketing mistakes that businesses make. Your emails should compel the reader to take an action and give them the opportunity to do so through buttons that lead to your website or landing page.

3. Not creating a professional design – Your B2B email marketing is showcasing your company and what you offer. You should only be using high resolution images, consistent fonts, colors that match your brand and that go well together, and checking and re-checking that there are no broken links in your CTAs.

4. Not optimizing for mobile – The quickest way to make your emails look unprofessional is to not optimize them for mobile devices. Even with B2B email marketing, a large segment of your audience is going to be viewing them on their phones and not a desktop.

5. Not presenting clear, simple copy – Another of the most common B2B email marketing mistakes that businesses make is writing complicated or convoluted copy. Remember that the reader might not be as well versed in your products or services as you are. They also don’t have a lot of time to read. So, keep it short, sweet, and easy for a lay person to understand.

5. Not sticking to a consistent schedule – The last common B2B email marketing mistake that we see a lot of businesses make is sending too many emails or not sending enough. We recommend at most once a week and at least a two each month. Whatever schedule you set, stick to it, then tweak it and keep an eye on the metrics to see if adding or removing an email makes them more or less effective.

At Winsby, B2B email marketing is what we do! We will create professional looking, compelling emails that produce sales. Plus, we’ll take all the work of developing schedules and messages off your shoulders. All you do is give inputs for topics and approve the emails. We come up with topics for the emails, then research, write, design, program, distribute them and provide open reports!

Contact Winsby Today!

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bp purchasefrequency

The #1 Way to Increase Customer Purchase Frequency

Purchase frequency is a metric that tracks the number of times a customer buys products or services from a company within a given period. Essentially, you want this number to be as high as possible, because it means people are buying from you more often. Maintaining or increasing your customers’ purchase frequency is critical to the long term success of your business.

There are multiple strategies for increasing this metric, but the best way is through effective B2B email marketing.

How B2B email marketing is related to purchase frequency

Often how frequently a customer will purchase from you ultimately depends on how often they think of you when they need the products and services that you offer. B2B email marketing gives you a direct line to your customers, so you can highlight everything you offer, remind them about your brand, and give them an easy way to buy from you again through effective call to action links throughout your emails. Basically, emails help keep your company top of mind, so that when it comes time to stock up or schedule a service, they think of you instead of your competition.

The more you can increase your purchase frequency, the more likely customers will stay with you over the long term, buying more year after year.

B2B Email marketing: Look at the numbers

You might be asking yourself; how can I know that sending emails will help improve my customer purchase frequency? Well, we send out emails for a lot of clients, and the results that our emails produce really tell the whole story.

At Winsby, we consistently find that the customers on our clients’ email distribution lists who regularly receive emails purchase two to three times more often than their customers who are not on the email list. That means that sending out just a couple emails a month will double or triple the number of times a given customer buys your products or services.

The B2B email marketing services we provide pay for themselves and fast. In fact, the clients we send out emails for see an average return on investment of about 4,300%. 

How it works

At Winsby, we take the burden of B2B email marketing off your shoulders. Our team handles everything from creation to distribution, even list maintenance, so you don’t have to, freeing up your time to focus on your core business. We start by working with you to develop a calendar of topics. Once you approve the topics, we write the copy, design professionally looking emails, and then let you take a look. After giving your approval, we program the emails, test them, and schedule. List maintenance to add new emails or removed inactive one is part of our service.

We create and send a lot of emails, so we know how to do it well and what works and doesn’t work for B2B companies. The emails we send on your behalf will lead to more sales and increased purchase frequency.

If you want your customers to start buying two to three times more often, then let’s talk.

Contact Winsby Today!

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