While there certainly are flashier and more expedient ways to communicate nowadays, you can deny the value of email particularly when it comes to business-related communications. That’s especially true when it comes to marketing and sales efforts as the medium provides ample opportunity to customize and personalize your messaging. One such function is content syndication which, when it comes to educating and informing potential buyers is a great way to go.
A majority of buyers today are more careful—avoiding the pitfalls of relying solely on marketing fluff—and doing research themselves on the solutions that they choose to go for. Through content syndication, you can push your high-quality content—like white papers, sponsored studies, case studies, videos, and the like—in front of them. This achieves the purpose of providing them the answers they need while keeping you at the forefront. An effective way to conduct content syndication is via email.
The Benefits of Email Content Syndication
As a fairly ubiquitous tool in business today, email remains one of the top choices for marketers in reaching their audience. Here’s why:
1 – High level of personalization.
With emails, the first big benefit is that you can make your messaging very personalized. For one, you can name your recipient right off the bat, making them feel that you’re talking to them directly (which you are, anyway). For another, you can tailor the content that you deliver to match their needs. Marketers, on average, find that their conversion rates increase by up to 20% when they incorporate personalization of the sort we described into their approach.
Considering that 70% of brands actually fail to perform any kind of personalization at all in their emails, it’s certainly something that you can get a leg-up on. Another advantage to this kind of customized approach is that it helps break the ice and builds a sort of rapport which you can use as a jump-off point for the rest of your nurturing process. Always take the chance to personalize your emails as much as you possibly can to ensure successful content syndication.
2 – Full control, less intrusion.
When you use social media or paid advertising to promote and distribute your content, you aren’t completely sure who you are reaching. Sure, you can define the parameters of the audience you’re reaching out to, but those aren’t as specific as you might need them to be. Email, on the other hand, gives you the ability to decide who you’re reaching out to—ideally from a verified, vetted leads contact list. This plays back into the first advantage—you can fully personalize as you need to.
Additionally, with email, you can test out different parameters to find what works the best. You can send out emails in batches at different times, A/B test subject lines, body copy, or even calls-to-action—and then reuse what’s most effective. Best of all, you give your recipient the ability to read and respond when they’re most comfortable instead of pushing something in their face. Both these things mean wins for both parties.
3 – Email has a very high return-on-investment.
Finally, email is a channel that has—time and again—proven to have a high ROI versus other means of syndicating content. Part of it really has to do with the level of personalization allowed as well as it being far less intrusive than, say, a telemarketing call. Think about it. How many of us actually enjoy having a busy workday (or day off, for that matter) interrupted by anyone, much less someone trying to sell you something. Again, with email, they can view and read your content at their leisure.
From our own experience, we’ve found that for every £1 spent on telemarketing, we get an average of £11 in return. It’s actually not bad when you think about it. But we found that that same £1 spend on email marketing has an average ROI of around £38. If you’re a numbers man, there’s a clear winner here. Is it any wonder that with all the advantages offered by paid advertising and social media, that many marketers still rely on email?
Drawbacks of Email Content Syndication
Of course, no one tool is ever perfect, and email does have its share of drawbacks that you still need to take into consideration.
1 – Email campaigns are time-consuming.
The act of personalizing an email isn’t all too hard—until you factor in exactly how many emails you have to personalize. This involves verifying details, writing mostly unique copy each time, and choosing the right content to send. That’s not even factoring that that’s just the FIRST email in a series as you should follow-up after that first one—especially if they have more questions and queries. So, all in all, it really takes a lot of time and manpower to set up.
2 – Poorly targeted campaigns are ignored.
We need to hit you with a key statistic. On average, the open rate of your average email campaign sits at just 17.9%—that goes down if you don’t send follow-up emails. If your campaign is well-thought out and planned, you can raise that number—but you’re never going to hit 100%. You also need to further engage your prospects (on different channels even) if you want to build upon any email that is actually open and read.
3 – Email copywriting isn’t easy.
From the headline that your prospect first glimpses to the actually body copy, email copywriting is very challenging. Think about how many marketing emails you’ve gotten and never opened and you realize that it takes a lot of skill, experience, and research to get the copywriting down to pat. Even when you get it right, you’re still not guaranteed an open and a read. That said, you’ll need to get someone who is highly skilled and balance that with effective targeting.
4 – It’s tough building a leads list.
A final challenge is that it is very difficult to build a quality leads list. Anyone who has tried to source emails for B2B decision-makers before will tell you that it isn’t an easy task at all. Since that point of contact is exactly what you need, you need to get this done right. You can source emails yourself but the process takes a lot of time, know-how, and the right tools. Even then, you can’t be assured that what you’re getting are solid leads.
We can help.
At Internal Results, we have our own first-party list of over 60M+ B2B contacts across a range of industries filling a wide range of job titles. We’ve made sure to check and verify these leads for accuracy and organize them along demographic, firmographic, and technographic lines—among other key classification points. When you come to us with a list of people who fit your ideal customer profile, we provide you the leads to match.
We even provide you with intent data that tells you who is on the verge of making a purchase. Better, we can even help you with your content syndication campaigns to ensure your content is place right in front of the right people. Looking to improve your conversions?