Have you written a powerful message and applied B2B email best practices? But was that not enough to guarantee the success of your campaign? Have you thought about the other elements, in particular those promoting its openness? In B2B, the opening average is around 13%. 85% of professionals consider the subject of the email as a trigger for opening. But other factors must also be taken into account. Discover in 5 points how to increase the open rate of your campaigns.
The subject of your B2B emailing
The goal of your subject line is to make people want to read your message, not to sell. A commercial offer, as interesting as it is, only motivates the opening of your emailing in 29% of cases. Then evoke it in the very body of your message, and focus on making your subject matter relevant and attractive.
Sell your profits, not your products!
Your writing should not limit itself to describing your product or your service but rather highlight the benefit promised to your recipient. They must be able to identify in an instant the advantages that they can derive from your offer or arouse their curiosity.
Example: Rather than “A software to write an effective B2B al fakher uk distributor email subject”, prefer “Save time in writing your marketing messages”.
Use business arguments
To be relevant, the subject of your B2B mailing must be adapted to the interests of your target.
Example: Suppose you are selling seminar venues. To make your object fly, personalize it according to the function of your interlocutor, for example:
– Marketing: Imagine your future marketing strategy in an unusual place
– Sales representatives: How to re-mobilize and unite your sales representatives for the start of the school year?
– Human Resources: Celebrate [15] years of [Nomination], in a memorable place!
Play on your contact’s ego
Include a personal element in your subject line and congratulate your contact on their success. He will have the impression that this email is addressed directly to him and he will feel valued.
Example:
• Congratulations on your appointment [Mr.] [Smith]!
• Thank you for your intervention at the [Social Selling Forum] conference!
The corporate video aims to send key messages to its targets, to highlight its expertise, its know-how or its values. Today, video has taken on such importance in its uses that the company must design an action plan specific to this means of communication. However, building a corporate video strategy is not as straightforward as it seems.
Objectives, content, planning, production, distribution … many factors must be taken into account to ensure a satisfactory result and success with its audiences. The opportunity to review the decisive steps to a successful video strategy.
Corporate Video Strategy: Many Advantages…
Video is currently the best way to capture an audience and send a message. Proof of this is: 75% of Internet users are likely to follow a brand’s page if it contains videos and 42% of French people have already made a purchase after watching a Social Media video (1).
Embarking on a strategy dedicated to video thus has many advantages for a company, starting with that of boosting its communication and improving its online visibility. In fact, just like websites, videos are referenced on search engines.
In addition, the production of a series of videos can prove to be a strategic device. Indeed, it is thus possible to decline different themes in several videos that follow one another and therefore to build a story around its products or its brand. 54% of consumers want to see more videos from the brands they follow (2).
So, if the result is successful, the audience will tend to watch the next video. Creating many videos also means getting your audience used to the rate of publication during the year. We can therefore expect an increase in subscribers where the videos will be posted.
Finally, if the benefit seems less direct, developing a video strategy also makes it possible to strengthen internal cohesion in the company, in that the teams will be involved and valued. Highlighting your employees is indeed the best way for them to support the company’s projects, but also to share the videos.
This is all the more true in a period of health crisis where teleworking is the majority, the format allowing to maintain the social link (some video productions can even be collaborative!).
On Condition That You Think Your Strategy Upstream!
When you start making videos, it is essential to think upstream about the strategy you want to put in place for your business. While this preparatory step may initially seem like a waste of time, it actually saves a lot of time later.
Indeed, many questions will arise when producing videos. This dedicated strategy should also be part of the company’s overall communication strategy to ensure consistency between actions.
First, it is a question of defining the objective (s) carried by the videos. The orientation given may vary depending on this objective. Then comes the writing of the content of the videos. The easiest way is to compile information such as key messages and scenarios into a script.
Even if it is not obvious, it is important to force yourself to put your ideas on paper. These elements will ensure the consistency of the video series.
This phase is very important in that the videos will have a better impact if the audience understands their timeline. It will also be necessary to ensure that this dissemination schedule is not counterproductive with the rest of the communication actions.
It is also advisable to spread the videos throughout the year, without however spacing them too much. What to know if the strategy is realistic or if it is necessary to review its copy for lack of sufficient means.
For the production phase, it is a question of planning well in advance the days of shooting as well as the necessary human resources and of reserving quiet places which will make it possible to have qualitative videos.
While it is advisable to define a backstory with an introduction and a common music for each video, it is still important to vary the styles to keep the audience interested.