How healthy is your b2b data?
Updated: Feb 24
It is always advisable to check the health of a data list prior to sending to it. But what do we mean by that?
There are 2 main facts you must check off your list to make sure you don’t fall into a few traps or tricky situations. Firstly, ensure the data you are processing is being carried out in accordance with the UK GDPR and secondly, understand the legal basis under which you are processing your data so you are also complying with the Privacy and Electronic Communications Regulations (PECR).
PECR is relevant to email marketing as it helps gain permission to send marketing via this way. The general rule of thumb is that you need to gain prior consent to send a marketing email. A B2B campaign can have exemptions for employees of corporates, and you may be able to rely on legitimate interest instead. If you are planning on licensing B2B data from a third-party provider, make sure the file only includes email addresses for corporate contacts, and not partnerships or sole traders.
It can be easy to get caught out, so ensure you use a reputable and accredited agency when licensing B2B data to avoid a costly mistake that could result in prosecution and potentially a fine of up to £17.5m or 4% of global turnover, whichever is higher.
If you have old data to use and you’re not sure whether it complies with the current regulations, or you used it to for a while, don’t risk emailing them. Using old and out-of-date lists can do more harm than good and, have a detrimental effect on you as a brand and your reputation. Instead, get in touch with a data expert like RD Marketing and we can check this information for you and clean up your B2B email marketing data prior to your campaign.
Your email campaign won’t be a success if you are spamming your entire database, so look at sectioning it and only select the most relevant targets. If your target selection is small, you can widen the net and increase your chances of success by licensing a dataset that meets all your specific requirements.
EMAIL STYLE AND SUBSTANCE
Designing your email
Design your email right is so important they need to reach real people! When you have targets to get and you’re desperate for success, it can be easy to put pounds before people.
However, don’t forget that there is a real person on the receiving end of your email, whose day will be interrupted by your email.
For a successful outcome, write an intriguing but informative subject line and email header. Keep the body text short and to the point and make it clear what you are offering or use numbers they are known to draw people in. Using numbers within our subject lines for content can give people an idea of how long your email will be.
Timing is key
Your B2B email marketing could all be in vain if you don’t have a plan working out when the best sending time is. Carefully think about the time of day, day of the week and seasonality. Is your target audience going to be focused on a big industry event, simple things like school holidays can effect the ability to get hold of decision makers. Make sure to keep a close eye on the calendar to avoid your email being lost.
Sending emails on Thursdays seem to work really well for email open rates, as does choosing a sending time that is off the hour, such as 10.25. Performing an A/B test with a small sample of your data is a wise idea if you are unsure what’s working best.
Email marketing isn't everything
B2B email marketing is a great strategy however it shouldn’t stand alone. To work successfully it needs to be part of a multi-channel approach supported by telephone follow-up, social media campaigns and valuable content on your website.
OPTIMISING YOUR EMAIL MARKETING
Investing time in your email marketing campaigns, will make sure that your campaigns are also being monitored in your CRM against your prospects. Having knowledge that a prospect opens your email, clicks on your CTA but then does nothing is just as important as being able to see that another prospect has taken action.
This information should help with campaign evaluation and future decision-making. Track and report on key metrics such as deliverability rate, open rate, click-through rate (CTR), % read and how many times your email was forwarded. By tracking this data you can perform a campaign evaluation and learn what is and isn’t working.
By testing subject lines and send times you can optimise the final send. By optimising these you can see key metrics which will indicate that the content of the email hasn’t worked to engage your audience.