Were you surprised to find out that the majority of consumers check their email before they do anything else online? I wasn’t, because I do it too! I think it’s basic human curiosity – email is still more personal than social media channels. Messages we receive via email are meant for us, and often require us to take action. So it’s natural that we would be gravitated towards checking our email first. Kind of like in the past we used to wait for the mailman…
Will you agree with me that if consumers’ first online activity in the morning is to check their email, the same is probably true for B2B buyers? They get into the office, they sit down, start their computer… it makes sense that the first thing they would check is their email.
Which means that when you send these prospects an email, the last thing you want is for that email to be something generic, a message that means nothing to them and will be sent to the trash, or – worse – cause them to unsubscribe. You want your email messages to be targeted, interesting, filled with content that will grab the buyers’ attention.
You also want your emails to be short and concise. I can’t imagine wanting to read a very long message first thing in the morning. You don’t want people to glance at your email and decide it’s too long and they’ll get back to it later, becuase in the vast majority of cases, they won’t.
Way in the past, we used to treat email marketing as one of the easiest forms of marketing. It’s easy, right? You simply blast hundreds, maybe thousands of email addresses with your message and forget about it. But today we know better than to do that. We know that generic email blasts are not just ineffective – they could backfire and cause people to unsubscribe.
Personalized emails that contain the right message for the right recipient at the right time in the buying cycle are essential. Your prospects check their email first thing in the morning. What will they find in their inbox? Will it make them visit your site, hit the delete button, or unsubscribe?
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