10 Tips to Improve Industrial Email Campaigns

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If you’re struggling to get decent results from your company newsletters, here are ten tips on how to improve each email's performance!


1. USE INTERACTIVE CONTENT

“Interactive content,” means blogs, videos…anything that inspires your audience to take action.

If you just send them a few paragraphs about your company or new product, they may not take the initiative to reach out if they’re curious for more. Make it easy for them.


2. USE THE WORD "VIDEO" IN YOUR SUBJECT LINE

If you are sending a video, say so in the subject line!! People love videos! They provide maximum information while requiring minimum effort from the viewer.

Studies show that including the word “Video” in email subject lines boosts open-rates by 19% and click-throughs by 65%!


3. WRITE AN ENGAGING SUBJECT LINE

Sending an email called “Our June Newsletter” is not interesting to anybody.

Write something valuable, like the selling point of a new case study or customer testimonial. Try “How We Helped One Company Generate $5 Million In Revenue In Two Weeks!” (True story: )

Now that’s compelling!


4. SEND A LINKED THUMBNAIL, NOT A VIDEO FILE

For one thing, video files are huge. And big files trigger a lot of red flags for email providers, so your message might get blocked or sent straight to spam.

Send a picture instead –preferably one with a play button– and attach a link to the image. It’s really hard to resist play buttons. That way, when people click on your picture, they’re whisked away to where your high-quality video lives on the internet.


5. LINK TO YOUR WEBSITE, NOT YOUTUBE OR VIMEO

Do we have a YouTube channel? Yes, we do. But, if you follow our show at all, you know that it is not the place where we send our audience.

Video hosting sites have their own agenda; they don’t want your viewers to leave. They may post your competitor’s videos right next to yours because they’re ‘relevant.’

Don’t send your viewers from your perfectly on-brand email newsletter to the land of distracting cats and ASMR cooking shows. They may not find you interesting enough to return from the detour.


6. EMBED THE VIDEO ON YOUR WEBSITE

So what do you do with your videos, then? Where can you post them that will not distract your audience? Your own website, of course.

All video hosting platforms have embed options so you can host them on your own blog or webpage.

The video may still include ads, which is a whole other problem for another time…but at least now your viewers are in your domain. They only see “distractions” all about you, and your company.


7. USE A CLEAN EMAIL LIST

A lot of people buy email lists. Don’t do that. For one thing, it’s a very lowbrow and spammy practice that GDPR is cracking down on in Europe. It’s only a matter of time before that hits the states, too.

Second of all, a lot of email lists, whether bought or legitimately required, are old. And old email addresses are more likely to bounce.

You may have a list of newsletter subscribers dating all the way back to 1999! Good for you…but how many of those AOL and Juno emails are still active, do you think?


8. USE EMAIL SEGMENTATION

Don’t send the same blanket message to everybody in your contacts list– especially if you serve multiple verticals. If your products can be implemented within aerospace and within healthcare, for example…send two different emails to those two different groups.

It’s better to tag your contacts and separate them within your CRM. Distributors, past clients, potential buyers, all segmented by industry– each wants to hear from you, but for very different reasons.


9. MINIMAL TEXT, MAXIMUM VISUALS

If you want to send your subscribers a lot of information and details, great! Write it in a blog article.

Do not send a small novel in your email. There’s no guarantee that everyone – or anyone – will read all of it. And even if they do…you may never know!

Got a new product? Send a picture of it; two sentences about it; and a button to learn more or watch a video. Boom. Less is more.


10. MAKE YOUR EMAILS MOBILE-FRIENDLY

Email usage on mobile phones has surpassed desktop usage. Desktop may be slightly higher in the B2B world, but it won’t stay that way.

Since mobile usage is higher among younger generations, and those individuals are fast-filling the workforce, that number is only going to continue to rise.

Your email had better look as good on a tiny screen as it does on a big screen. Emails that display incorrectly on mobile may be deleted within three seconds.

These techniques are tried-and-true. A/B test them for yourself. We can guarantee you’ll like the results.


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