Email is the widely used and highly effective way to nurture B2B leads. If you want your nurturing program to be effective, your email marketing skills have to be be top-notch. Attention is in the details while creating a dialog with email recipients - from content creation to subject lines and titles.
Email subject line is the first thing a recipient notices. And it is possible for him/her to make a snap judgment based on the subject line - whether to open, delete or mark as spam. Ensure there is enough is power in a subject line that makes the recipient open it - which is the ultimate aim of your campaign.
The sender name, “From” name, is also an important factor in a subscriber's decision to open an email. If the name is not familiar, it is most likely to be deleted or marked spam.
The Definitive Guide to Engaging Email Marketing covers topics that show how to ensure that your emails adhere to the five key attributes of email marketing - conversational, trust-worthy, always relevant, coordinated across channels, and strategic. This Guide includes latest research and provides expert guidance across many email topics such as managing email lists, subject lines, designing emails for mobile, avoiding spam, and integrating email.
Creating an engaging email is a strategic activity that requires good email marketing metrics. Even though not many top executives care about the open rate/click-through rates, you need a create an email campaign that actually converts to sales.
For more information check out The Definitive Guide to Enaging Email Marketing.