Product Marketing Manager
Over the past two decades, TechTarget has tested millions of emails to our audience, helping us understand exactly what gets them to engage. These are the same technology buyers that Priority Engine provides you access to for your own email campaigns.
So then what can you do to get tech buyers to actually open and click?
We have distilled our lessons learned over the years into five email best practices to help you better engage tech buyer audiences:
There are only two outcomes from emails that don’t address their audience expertly: deletes and unsubscribes.
The TechTarget audience consists of highly technical to broad business professionals in the B2B space, each with unique motivations and characteristics. When crafting your message keep in mind the following insights about our audience:
When speaking to a technical audience you need to offer a solution, not an interruption. Technical audiences want contextual comparisons to other approaches, solutions, or the status quo. Tech people don’t respond well to language that is “cute”, so don’t be too clever for your own good.
When speaking to a higher level audience their primary objectives are to drive business objectives through IT and oversee technology investment decisions. All decisions are made to benefit the business. Management audiences require more broad business benefit focused material.
TechTarget Priority Engine can help you further understand your audience by filtering your lists on a number of attributes to help you better target your audience and customize your messaging.
Key attributes we recommend understanding about your audience:
The sole purpose of the subject line is to stand out in a crowded space. It needs to be unique, short, catchy, urgent, specific, and descriptive. No problem, right? Subject lines are notorious for being one of the most challenging parts of an email to get right.
Use the following methods to help enhance your subject lines:
Here are some examples of subject line formats that consistently outperform against the TechTarget audience:
Ask yourself: Why am I sending this email?
If the answer is focused on your goals you may be headed in a dangerous direction. Goals for a campaign should be determined long before you are writing your email.
When you sit down to write an email, your sole focus should be on how you can help your prospects do their jobs better. Consultative approaches are highly effective with the B2B tech audience with expert tips, best practices, and lessons being of great interest to them.
TechTarget copywriters use these guiding principals to get started on their copy:
The offer is a critical element in every email campaign. The rest of your email copy is really just pretty wrapping paper on the gift you are giving them. Just like a sales pitch, you have a negligible amount of time to connect with your audience and the offer is the one nugget you want them to remember.
Keep these methods in mind as you craft your offer:
The call-to-action (CTA) is an important extension of the offer. After all, it is the vessel by which you actually get the value of your offer into your recipient’s hands, and by which you track engagement. Unfortunately, it is one part that is often done poorly. Here are a few best practices for designing your CTA:
We hope you can use these five lessons to help you drive even more engagement and demand from your target audience as well as get the most out of any TechTarget programs you run.
B2B demand generation, B2B Tech Marketing, email marketing, email marketing tips, improving email response
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