Why Email is Dominating Over Social

The Staying Power of Email

In the current social climate of bright and shiny things where there is a new platform emerging on a seemingly daily basis, it’s easy to get caught up in focusing your time on learning the newest trends and apps. However, there is a familiar old friend out there sitting idle that, when harnessed correctly, can convert leads for you at a rate higher than just about any of those other social platforms.

Email, the stalwart of internet communication, is that best friend of content that you didn’t know you had. With the proper look and feel, it can take your content from zero to hero.

Katrina Munsell has successfully transformed Microsoft’s B2B email campaigns into lucrative funnel-drivers and deal-closers for their US subsidiary. Her approach to crafting the perfect email has led to conversion rates of up to 50% and open metrics that are 11 times over rates from last year.

In This Episode

• Why email can be the best vehicle for your content
• How focusing on the design of an email leads to better click through rates
• Why B2B marketing should really mean person-to-person marketing
• The successful way to organize your content marketing team to execute the perfect email campaign
• How multiple clicks can lead higher conversions than single clicks

Quotes From This Episode

“What we do is more like person-to-person marketing rather than B2B marketing.” —@WildKatM

Katrina’s four considerations for crafting the perfect email:

Design: “We’ve got to put together something that is visually compelling and that’s easy to read and consume.” —@WildKatM

Content: “Instead of coming at our audience with straight product or feature information, we are looking for angles on how to relate to them more as a person.” —@WildKatM

CTA: “We’re really focused around a single call to action and driving our reader to do one thing.” —@WildKatM (highlight to tweet)

Target Audience Segmentation: “The more specific we can get with our targeting, the better we can customize our content and the more likely it is to be read.” —@WildKatM

“Subject lines are so critically important.” —@WildKatM (highlight to tweet)

“When people open up their emails, they’re not really reading it. They are digesting and consuming it so it’s something that people need to be able to see and understand immediately.” —@WildKatM

“We do not send out a single email that doesn’t have some form of A/B test going out on it.” —@WildKatM

Resources

• Stat of the Week: Why Email Marketing
• Katrina Munsell on Twitter: @WildKatM
• Microsoft

What did you want to be when you grew up?

Katrina wanted to be a lawyer when she grew up and actually followed through with that wish by earning her J.D. at the University of San Diego. Although content marketing turned out to be quite a bit more fun than the legal field.