Tips for Marketers to increase email performance for IT buyers

Email Marketing is an age-old technology but is still one of the most effective marketing strategies, and is growing more popular than ever. Although a big problem is that a lot of people don’t know how to pull off this strategy successfully.

Professional people receive many emails every day. So, it is becoming quite difficult for marketers to stand out. To improve email marketing’s performance IT buyers focus on the actionable information and purchasing cycle.

Here are some tips for marketers to increase customer engagement and email performance for IT buyers.

• Use tech-related subject lines

Your email is incomplete if you don’t use a compelling and catchy subject line. Always keep the subject line short, captivating and unique; it is one of the most important elements of every successful marketing campaign.

Most of the IT buyers open unwanted emails with captivating subject lines. Solution-oriented subject lines attract IT buyers more as they ensure that the company is targeting the user’s problem and providing an easy solution.

IT buyers have no interest in reading irrelevant emails, they are more interested in reading about the SaaS product’s (Example: google apps, dropbox, Hubspot, intercom, azure, etc.) benefits. It is very important to build your value first and then ask the IT buyers to show up for an event.

• Segment your email list audiences

 The most important thing for effective email marketing is to segment your email list audiences. It is very important to take care that the right information is going to the right group of people. Segmenting your audience is the best way to improve email personalization.

You can find numerous apps on the internet which will make it easy for you to automate email campaigns in a segmented and personalized way. These apps make it very easy to segment your audience using buyers’ personas. Always make sure to first remove inactive audiences and update your database.

To obtain quality contacts and to segregate your email list you need to collect relevant data about your audiences. And the best way to do this is to ask people to fill up signup forms when they show interest in your company.

Few ways to segment a large list:

• Demographics such as age, gender, job title, income level, location, etc.
• Newsletter subscribers
• Customer’s interests such as marketing or sales topics
• Customer list (in comparison to sales leads that haven’t bought)
• Daily email list (in comparison to weekly, monthly list, etc.)
• Past purchases
• Customer expense history
• Personal interests

Segmenting email lists improves both open and clickthrough rates.

• Personalize your emails using user – intent data 

The key to a successful email marketing campaign is personalization. Once you’re done with segmenting your email lists, start thinking about how you can personalize your emails. A tech target study showed that IT buyers are 12 times more likely to open an email if it’s relevant and addressed directly to them. So, it’s a good idea to address IT buyers using their names rather than using ‘sir’ or ‘ma’am’.

IT buyers need you to track and understand their problems or needs and provide the best possible solutions for their problems. Using user – intent data you can build the right message for your targeted audience. You can create engaging content that relates to your audience such as personalized images and videos, problem-related solutions, product-focused content, creative storyline content, etc.

When you individualize each message, you show your audiences that you care about their needs and problems. And this is how you gain active and genuine audiences.

This marketing strategy delivers huge returns if marketers do it the right way. Don’t make it complicated, keep it simple and a bit creative. For successful implementation always include good keywords, captivating subject line, personalized message, and a solution-oriented message. 

Squaristic offers the best email marketing strategies to increase email performance for IT buyers.