Email marketing may not be a new way of marketing. Email marketing has spread from abroad to China, and the usage habits of people at home and abroad are different, but why is email marketing still worth doing? If it has any value, how should B2B companies plan their email marketing?
Based on its own operational experience, MarketUp will share some email marketing planning, strategies and data analysis methods with you, hoping to help your business, and welcome you to communicate and discuss with MarketUp
the first
Why is the EDM approach still valuable?
As we enter 2024, the trend of B2B marketing will also change under the impact of AIGC and others. For example:How will B2B explore marketing creative?
Under the trend of refined operation, what is the significance of emotional value on the B-side?
How can small and medium-sized B2B enterprises run through their own "digital marketing closed loop"?
How to do a good job in in-depth customer relationship management and improve incubation efficiency?
The EDM channel is so old that many marketers ignore it or even treat it as a chicken rib. However, in a rapidly changing market environment, adapting to change is sometimes a strategy, the channel is still that channel, and what matters is how we use it. It is worth mentioning that at present, many domestic companies are seeking plans to go overseas, while foreign companies still use more emails to communicate in their work, so it is also very useful to learn EDM marketing skills. So what are the advantages of EDM in B2B marketing?
First, the cost is low. According to some surveys, we found that EDM is much more cost-effective than SMS and other forms, and the monthly sending volume is about 100,000 messages, and the cost of SMS is twice that of email. Second, the convenience of production. Compared with short ** and promotional videos, EDM is often in the form of **, which is easier to make. Third, you can get more accurate and high-quality leads. Waist and above or foreign companies, this type of enterprises often use corporate mailboxes. Fourth, it can be personalized. When we get the clue mailbox and combine it with the martech tool to get the clue's behavior trajectory, we can customize the personalized content to reach and bring a better marketing experience to customers. 
Click here to get the full version All in all, in China, although EDM is not prominent, but in B2B marketing, it still has a certain value, we need to explore new channels, but also continue to explore new marketing methods of old channels.
the second
How to better improve the effectiveness of EDM marketing?
If you want to better improve the marketing effect of EDM, it is inevitable to use data for insights, and at the same time conduct A B tests to find details to help growth, and bring users a better content consumption experienceDeliverabilityUser mailbox quality:Sometimes the open rate is low, not only because our title is not attractive enough, but also because the email information collected is wrong and cannot be delivered; The email address is too remote, causing the server to block it; Being blacklisted by users and so on. Therefore, we also need to see what the reason for the sending failure is, what is the proportion, and then judge after a comprehensive evaluation.
Open rate
Title Appeal:What needs to be paid attention to here is the scene opened by the user, and the title of the scene on the mobile phone, PC and other scenes is displayed in different lengths, and it is often necessary to put the key information in front to ensure that the important information can be exposed and received by the user smoothly.
E-mail:Whether it is to fill in the enterprise email lead open rate is higher.
Click-through rate:Analyze the value of the content, but the user clicks, it does not mean that the content has really had an impact on him, such as hand swiping leads to accidental clicks, clicks but only clicks and does not go on, therefore, in addition to the open rate and click-through rate, we also need to analyze another key metric, that is, the conversion rate.
Conversion Rate:Transformation is a change in state, such as a clue, from clue to MQL, from MQL to SQL, these transformations are qualitative changes. While content marketing can have a certain impact on users' minds, the power of relying on an email is not so great. We need to analyze what factors have an impact on the clues and which node clues have undergone qualitative changes in combination with the overall behavior trajectory of the clues. In EDM marketing, we can determine whether the email is a quantitative or qualitative change thrust for the lead by combining the lead behavior trajectory panel, and everything can be traced.
Unsubscribe rate:It is difficult to avoid being unsubscribed by users, although this is a sad thing, but it also shows that we still have room for improvement, using marketup to find the list of unsubscribers, view the behavior trajectory of these clues respectively, and preliminarily analyze the commonality of unsubscribers, if possible (such as users still leave mobile phone numbers, WeChat, etc., then enterprises can also contact customers through these channels, ask the reason for canceling the subscription, and constantly optimize the EDM strategy.
After completing the data analysis, we will establish preliminary hypotheses, such as whether the low open rate is because the title is not attractive enough; Low click-through rate, whether it is because there are too few CTA buttons; The unsubscribe rate is high, whether it is not liked by users because of the form of content and topics......How to answer these questions, you can do a b test to verify the conjecture.
Previously, MarketUp sent 2 holiday-based marketing emails, but the effect was not good, so we make an assumption: in B2B EDM marketing, the holiday element in the header will affect the open rate of the email, and the basic steps of A B Test are as follows:The first step is to clarify the purpose of the testThat is, to verify whether the conjecture that "in B2B EDM marketing, the festive element in the headline will affect the open rate of emails" is correct, so as to adjust the marketing strategy in the future. The second step is to select a variable. We recommend selecting only one variable at a time to operate, while controlling the other additional variables. It is important to note that the time variable, if the time is not the test variable, then it is necessary to limit a test period, because as the time is extended, the number of readings will increase somewhat, which will interfere with the analysis. The third step is to select the sample. Take 2 samples of the same number (30 samples per copy), in layman's terms, for example, select 5000 clues (excluding invalid mailboxes), divide them into 2 copies equally, that is, 2500 emails each, and send A and B emails respectively, we can complete the sampling with the help of MarketUp. The fourth step is to create an email. Make 2 emails that are consistent except for changes in factors involving variables. Step 5: Send an email. The sixth step is the analysis of the results. If it is more rigorous, the validity of the conjecture can only be proved by the significance test, and the verification in this regard can be carried out if possible. 
the third
2024 EDM Marketing Strategy Plan
1. EDM marketing purposesBefore proceeding with EDM marketing planning, we first clarify what the purpose of using it is, generally there are the following:Leads promote activity and improve overall retention rate:Enterprises get the user's information in advance, so EDM is mainly to promote the clues that are already in the lead database. Personalized reach, boost incubation:After the first-value customers are screened out through the clue behavior trajectory and tags, the enterprise uses EDM to push it separately and incubate the leads. Guide customers step-by-step to refine the information fields:Sometimes the clues do not leave complete information, and EDM can be continuously reached to guide the clues to gradually improve the information field. ......2. Common usage scenarios of EDMEmail is a channel that is often used with content, and we can build EDM marketing scenarios through two ideas:The first is regular content marketing actions. This method is highly influenced by external influences, and the subject matter is basically uncertain. Publicity + email cooperation General dry goods release + email cooperation Activity promotion + email cooperation Case sharing + email cooperation Holiday greetings + email cooperation (but according to the operation test results of MarketUp, this method is not good, it is recommended to use it with caution) ......Second, the lead automatic incubation workflow. This method is less affected by external marketing, mainly based on long-term observation of lead behavior habits, of course, it does not rule out the possibility of changes (such as the change of the ideal customer portrait of the enterprise, the overall change of lead behavior at a certain stage, etc.).
When our content is precipitated to a certain extent, combined with user behavior analysis, we can suggest that the behavior preferences and content preferences of different users can be set up through the martech tool to set the automatic incubation path of the lead, so that after the user meets the corresponding conditions, the system will automatically send an email containing a certain content to the lead to achieve automatic incubation.
3. Optimization of EDM conversion efficiencyAny marketing event has a purpose with it, and EDM is no exception. What do you want the lead to do when he receives your email and completes the reading act? How can we better inform the cues what they expect him to do, even to the point of being silent? ①cta：Is the CTA obvious enough? Are the text commands clear and infectious? Content Rendering:Is the content valuable? Make the lead willing to exchange information with youPersonalization:Add a personalized salutation to the opening field, and the email itself is a channel for us to reach the lead directly, and make the lead feel friendly through a personalized salutation. In addition, the UTM parameter can be set for the EDM channel, and the overall channel effectiveness can be analyzed later. 
Write at the end
The market is constantly changing, and so is the marketing technology. So what is constant? What can market people still insist on? Maybe it's the determination to continue to create value. Although EDM is not the latest marketing method, the original intention remains the same, and the old channel can still play new tricks. The above is MarketUp's sharing this time, I hope to bring you some inspiration.