In ”
“, we touched on the role and benefits of
an e-mail newsletter
in BtoB marketing.
This time, I would like to write down what you can do to increase the open rate of your email newsletter.
In addition, at the end of the article, we will introduce recent examples of titles that received a large number of conversions (downloads of materials and seminar applications) in the e-mail newsletter of the human resources specialist media “
”.
What is the open rate of a typical BtoB email newsletter?
There is information that the open rate of a typical
BtoB
email newsletter is around 10%, and the click-through rate (CTR) is around 2%.
To measure the open rate, you need to send emails in HTML email format, which allows you to insert images and edit text.
The purpose of distributing e-mail newsletters is for ”
lead nurturing
” (see:
What is lead nurturing? Explaining the meaning, method, and 4 processes
) to nurture potential customers. You need to come up with ways to get people to see your work, so that it can generate even the slightest amount of interest.
We will explain specifically what points you should pay attention to.
Things to be careful about as an e-mail magazine creator
It’s been about a year since I’ve been in charge of creating the e-mail newsletter, but I’m still going through trial and error.
Even so, I pay close attention to the following points each time and make improvements based on post-distribution results (open rate and click rate).
[Things to be careful about as a person in charge of creating e-mail newsletters]
・Short the subject line. Aim for less than 30 characters so that it can be displayed on smartphones and email software
・Make sure to include something eye-catching in the subject line, such as specific numbers.
・Clarify what you can get (trends, case studies, etc.)
・Write the main points of the email in the first view (lines 15 to 20 of the main text)
・Establish rules for delivery times. (Morning commuting hours, midday, and evening hours are considered good for BtoB)
・Fix the delivery day. (Generally avoid the end of the week and the beginning of the week when emails accumulate in your mailbox)
latest! What is an example of a title that had a good CV in the “HR Pro” e-mail newsletter?
This is an example of a recent title that received a lot of conversions (downloads of materials and seminar applications) in the e-mail newsletter of
, a media company specializing in human resources.
[Many CVs! HR Pro Mail Magazine title example]
*This is not the title itself, but the editing.
-
[QUO cards will be given to 30 people by lottery]
Improve your work environment with meaningful stress checks! Special feature on “Stress Check/Mental Health” -
[QUO cards will be given to 30 people by lottery]
Request for cooperation in “survey on corporate trends in…” -
[Very popular series]
…Seminar -
[Free seminar & download materials]
…Know-how -
[Download materials]
Useful materials for human resources personnel who are having trouble with… -
[Lecture record]
Mr. “Lecture title…” -
[DL material/Case study]
New HR strategy realized by…
You can see that in each case, the subject line clearly states “what you can get.”
I think this point can be used as a universal tip, so I hope you find it helpful.
summary
◆There is information that the open rate of a typical BtoB email newsletter is around 10%, and the click rate (CTR) is around 2%.
◆The purpose of distributing e-mail newsletters is “lead nurturing” to nurture potential customers. We need to come up with ways to get people to see it so that we can raise their interest even a little.
◆It’s best to keep the subject line of your email newsletter short and include specific numbers. It is also important that “what you get” is clearly stated.