Guest post by Benchmark Email’s email marketing expert Yo Noguchi.
Designing your email marketing campaign for large businesses often means more tireless editing, changes in design, and extra effort put into personalized services. Chic aesthetics and adapting to ever-changing advances in technology are only the beginning when it comes to courting top tier executives.
Add a little elbow grease to these 6 tips on email marketing and advance to the playing field of large businesses.
1. Watch every word
A 100% professional, error-free email is the only way to get the attention of large businesses. Larger sized businesses are in the position they are in exactly because of their acute attention to detail and professionalism. Don’t get marked down due to careless errors.
When email marketing to large businesses, make the extra effort to edit your emails thoroughly for grammar errors, punctuation, and content relevancy. While no one intentionally sends out flawed emails, it is those that take the time to check and double check for errors that eventually earn the notoriety as experts in their field.
2. Design for the smart phone, tablet and laptop
The top tier executives at large companies conduct more of their business on the go, as opposed to their desktops in the office. This means that more often than not, your emails are received and viewed on smart phones, tablets, and laptops, and should be crafted accordingly.
Adjust the contrast between the background and font or simply provide the option for subscribers to “view online” in case the mobile devices do not display the email correctly.
Keep in mind that with the confined parameters given for mobile emails, you have less opportunity to use extravagant graphics and words to intrigue your readers. Make sure each word serves a purpose, is attractive to your readers, and stays on point.
3. Go for a more elegant, modern look
Designing an email marketing campaign for large businesses can often mean a wardrobe change for your layout. Remember that when dealing with clients who have powerful partners and rarely pay for things on their own, only the best will suffice.
Let the chic aesthetic of your layout design translate the message of elegance and exclusivity to your clients.
4. Focus on saving time and money
Quality products and services are always a good thing, but showing how the product can help cut a budget and speed up productivity is much more important in this field. When dealing with large businesses, always remember that an exorbitant amount of resources are at their fingertips, giving them the advantage of comparative shopping. For them, a quality product is just the beginning.
Put an emphasis on how the product can help cut their budget without seeming like you’re making a sales pitch. Large businesses prefer tactful improvements on production to finding a cheap deal. Remind yourself that elegance and exclusivity apply more to this demographic than savings do.
5. Personalize, personalize, personalize
Segment your email lists based on each company’s type of business, buying needs, and shopping patterns. Clients from large businesses will have a higher level of expectations for everything from product quality to personalized service. Prove to clients that you know the market better than all the competitors by providing the best in personalized customer service.
In the same way, personalize emails you send out to include the names of your sales representatives as opposed to messages sent out from another faceless corporation or organization.
6. Focus on 10 great emails
Focus on 10 great emails rather than 50 okay ones. Big clients are big business! Take the time to craft a lower number of quality emails rather than a higher number of okay ones.
Carefully reconsider your frequency to what you deem as appropriate for your business, then decide whether you need to adjust the time in between emails sent. Find the balance that will have subscribers looking forward to your next newsletter.
In the end, what’s most important is that you maintain a certain level of confidence and remind yourself that large businesses are considering your products and services because the rest of your subscribers are likely satisfied customers.
Yo Noguchi (@ihcugonoy on Twitter) is a well-known blogger and email marketing expert for Benchmark Email, one of the world’s global email marketing services. You can follow BenchMark email on Twitter or visit the Benchmark email Facebook page. Yo has written for Technshare, madimmarketing.com, work.com, and other websites.