Email as a medium for advertising is alive, well, and kicking. More than 59% of marketers say email is their biggest source of ROI. Not only that, but the number of email accounts is growing every day and is expected to hit 5.6 billion in 2019. If you’re looking for a platform to reach anyone in any industry, on both mobile and desktop, then email has it all. Today, we’re going to specifically focus on email marketing for IT consultants.
While social media may be the trendy marketing platform and ads on Youtube are taking off, email should still be counted as a major part of your marketing strategy. However, sending out just any old email isn’t going to cut it. In order to get the best ROI out of your email sends, you need to create a great email. Here’s how.
Switch It Up
How long have you been using that same email template? If you can’t remember the last time it was changed, then it’s time to switch. The information technology industry is always changing. New software and hardware come out, while older models fade into the background. Email marketing for IT consultants needs to do the same thing.
Changing the design of your email template helps you stay up-to-date on the latest email trends. This could include using images in the body of your email or adding in widgets like a countdown clock or .gif. Changing your email template re-engages your readers with something new and unexpected.
Remember to Experiment
Speaking of trying new things, think of your email marketing for IT consultants in terms of the scientific method. Do you think that adding an emoji to the subject line will result in a higher open rate? Test it out and do so methodically. Pay attention to small changes – they can have a big impact. Try saying tap here instead of click here on your CTA button and see if your click-through rate increases. Track your results and create a new hypothesis to evaluate in your next send.
Analyze Previous Sends
You can learn a lot from your previous emails. When it comes to email marketing for IT consultants, every little detail matters – a lot. Analyze your previous email sends to find the small details that make a big difference. For example, is 9 am the best time to send an email? What day of the week has the highest open rate or click-through rate? You can learn a lot about how to optimize your next email send by looking back at previous sends.
Don’t Mislead Your Audience
When you’re trying to increase your open rate, it can be tempting to create a misleading subject line. For example, if you write an email that says, “MISSED DEADLINE: Your Computer is at Risk!” you’ll probably increase your open rate. However, you’ll also increase your spam and unsubscribe rate once your users open the email to find an advertisement for managed IT services. Email marketing for IT consultants isn’t just about increasing your open and click-through rate, it’s also about providing value to your subscribers. The more value you provide, the better your ROI. Relying on cheap tricks to increase your stats does not pay off in the long-run.
Add a Personal Touch
If you’re using an automated email system, like HubSpot or Mailchimp, chances are you’re able to customize your emails. The question is: are you taking advantage of that?
Custom emails include putting the customers first name in the greeting or subject line to make the email feel more personal. Imagine that someone greets you by yelling “Hey!” You’re probably less likely to turn around and engage with them than if someone calls you by name. Think of a personalized email as someone calling you by name. You can personalize emails by first name, company, and much more.
Make It Mobile-Friendly
When it comes to email marketing for IT consultants, the percentage of opens on a mobile device will vary depending on your list. According to HubSpot, 35% of business professionals check their email on a mobile device. That’s a high percentage of your list. If your email isn’t mobile-friendly, then you’re missing out on a lot of engagement. A mobile-friendly email has fewer content and images and larger buttons to make tapping easier.
Keep It Short and Sweet
People typically don’t want to open up an email and read a book. If your content is too long, you’ll have the majority of people just skimming it without actually engaging. The best performing emails will be on the shorter side, with just a paragraph or two of content and larger pictures, videos, and buttons. The actual email content is just a taste leading to the CTA. You want enough copy to get the reader interested, without overwhelming them.
Include Something New
Just like every other aspect of digital marketing, email marketing for IT consultant trends change fast. It’s important to pay attention to these trends and include something new and different in your emails. Pay attention to your competitors’ emails and those from well-reputed agencies. Are they including videos? Interactive widgets? Using more emojis? Test out what you see others doing and see how your email list responds.
Grow Your Email List
If you’re not actively working to grow your email list, then it will shrink over time as people change their email address or change jobs or no longer have the need for an IT consultant. Because of this phenomenon, you need to always be actively building your list. You can do this by creating a pop up for your website encouraging people to sign up, or using eBooks and whitepapers to encourage conversions that include an email address. Email marketing for IT consultants isn’t just about sending out emails to a paid list. You’ll get the most ROI out of an organically grown list created from people that are actually interested in your product.
Create a Great CTA
A great call-to-action isn’t just a button saying, “click here.” It’s about designing an attractive button and combining it with the right copy to get readers to click and take the next step. Your CTA should be designed using an attractive accent color that highlights your logo. Go beyond your typical “Learn More” or “Download Now” when it comes to the copy. Try and be more creative in a way that engages with your users. Instead of “Download Now,” try “Find the Answer Here.”
These ten tips are just the tip of the email marketing for IT consultants’ iceberg. Email marketing takes dedication and expertise. If you want help with your email marketing, reach out to us today.
With New North’s email marketing service, you’ll get:
- Thoughtful consideration and review of your lists
- Custom template design and usability testing
- Content creation services
- Full metrics and reporting for each campaign
- Marketing automation planning and execution
Veronica is a University of Maryland graduate and passionate equestrian. She focuses on creating audiences on social media and on maximizing the value of public relations to make New North clients famous.