Email design trends for 2021 reflect the new and unexpected challenges that B2B businesses and marketers faced during 2020—budget cuts, rapid change, and less in-person meetings. In a 2020 survey of CMOs by Gartner, 44% reported facing midyear budget cuts due to the effects of the pandemic.
Despite all this change email marketing has proven to be a tried-and-true tool to reach customers and increase B2B sales. Email engagement is at an all-time high according to email marketing platform, Mailchimp’s recent email marketing report.
With the loss of in-person events and face-to-face contact, more B2B marketers are turning to email to generate leads. In this post, I share 4 email design trends to practice for the year ahead to successfully generate and nurture leads while also retaining your existing clients.
B2B customers have come to demand and expect relevant and personalized content. According to online email testing software Litmus, personalized emails get 122% more return.
Below are a few easy ways to personalize your emails:
People are much more likely to open and engage with an email when they feel it is from an individual they know and trust rather than a corporation or company. Make sure to include a designated name on send, example: John Doe from Vandelay Industries. This helps to humanize your brand and message.
- Gather data to tailor content and imagery
Using data helps sell solutions that solve a particular problem for a specific segment of your audience. Make sure you’re segmenting your audience and tailoring the content and imagery in your emails to match each audiences’ pain points.
Big Bold Type
Good visual hierarchy helps customers read through content faster and easier. Big, bold type is a trend for 2021 because it creates impact and engages audiences quickly. Less is more when dealing with text; it’s got to be attention-grabbing, yet not over the top; enticing but not overwhelming.
Soothing Color Palettes
Pantone’s Color of the Year… is not one but two colors, Pantone 17-5104 Ultimate Gray and Pantone 13-0647 Illuminating. This medium tone gray and vibrant yellow are a reflection on the year we have all survived.
Leatrice Eiseman, executive director of the Pantone Color Institute, says,
“The selection of two independent colors highlight how different elements come together to express a message of strength and hopefulness, conveying the idea that it’s not about one color or one person, it’s about more than one. The union of an enduring Ultimate Gray with the vibrant yellow Illuminating, expresses a message of positivity supported by fortitude. Practical and rock-solid but at the same time warming and optimistic, this is a color combination that gives us resilience and hope. We need to feel encouraged and uplifted; this is essential to the human spirit.”
In short, bright color accents, juxtaposed with neutral/calming colors, will be used a lot in the coming months—helping us all bounce back and get back to business.
Animated GIFs will continue to engage and excite customers. You want something to dazzle your viewers, but by using reasonable file size. So instead of fully animated effects in newsletters, the email design trend of 2021 is to overlap animations with other, static images.
B2B marketers should shift how they view email marketing as not just a selling tool, but also as a relationship-building tool for 2021.
Let’s be honest. Starting a business is not hard. But keeping it afloat? That’s the hard part.
Because you need customers. Lots of customers to sustain the business.
But the problem is for any business, only 3% of people are ready to buy. So what happens to the remaining 97%?
How do you get them to go from strangers to customers?
The answer? – Leads!
Leads are people who express interest in what you are selling.
By getting more leads, your chances of getting more customers will increase.
Here are 5 simple ways to generate more leads for your business.
1. Create a Lead Magnet
Have you ever visited a website or a landing page where you were asked to drop your email address to get a free eBook or guide?
That’s an example of a lead magnet.
A lead magnet is an incentive you give people in exchange for their email address and other contact information.
Once you receive their email address, you can then nurture them through emails till they are ready to become customers.
Examples of lead magnet include an eBook, a cheat sheet, swipe file, reports, free trails, etc.
Remember, it must be FREE, relevant, valuable and easy to use.
2. Through Word-of-mouth Marketing
The best of marketing since time immemorial still remains word-of-mouth marketing.
To get more leads for your business, you can simply ask your current customers, friends, and families to refer people to your business.
In fact, to interest them more, you can offer a form of reward for every referral you get.
That way, they will be more inclined to help you spread the word about your business.
3. Leverage Social Media
The mistake many businesses make with social media is that they use it to sell! sell! sell!
The best way to use social media for your business is to provide as much value as you can.
To do this, you should often post valuable educational content on your social media pages to help people solve their problems.
Content can be videos, images, podcasts, live videos, infographics, etc.
This way, various people will contact you and you can take it up from there.
4. Answer Questions on Forums
Another simple yet effective way of generating leads for your business is through forums like Quora, Reddit, Nairaland, etc.
These sites have millions of people from different demographics posting daily questions.
If you can answer enough questions related to your niche, this will position you as a thought leader.
The best thing is you can leave a link directly to your website or landing page.
People will take notice of your profile and most likely check out your website and what you have to offer.
5. Use Influencer Marketing
Wikipedia defines Influencer Marketing as “a form of social media marketing involving endorsements from influencers, people and organizations who possess an expert level of knowledge and/or social influence in their respective fields.
In layman terms, this means using influencers who can influence the buying decisions of their followers to promote your business.
Contrary to the popular opinion where you have to pay huge amounts to influencers, you can simply reach out to them and ask nicely.
Alternatively, you can offer them a chance to make use of your product or service for free.
Their followers will see this as proof of your credibility which enhances your chance of attracting new leads.
The key to the survival of any business is to get more leads.
As you read above, generating leads is part of the overall marketing and sales process but it doesn’t need to be hard.
The key is to create valuable lead magnets, getting referrals and leveraging social media, answer questions on forums and lastly use influencer marketing.
Lead generation is more or less a continuous process.
Once you have an effective system in place using the points above, it will increase your opportunities for business growth.
Do you have questions, comments or more tips to help generate more leads for a business? Kindly leave a comment below.
Imagine if your website shows up in the first pages of the Search Engine Result Page (SERP) for related or relevant keywords search. It gives you the privilege to get high website traffic and create exposure to your brand through organic search. But it can only be made possible through proper Search Engine Optimization (SEO) setup.
What does SEO mean?
SEO stands for Search Engine Optimization. It’s the process of increasing your website visibility on the search engine results page. It can help your business or brand become more discoverable.
This article is going to give you insight on how to optimize your website for it to be SEO-friendly.
Why SEO is Important
SEO is a very significant part of digital marketing. Currently, trillions of searches are being carried out daily on search engines with the intent to find information about products or services.
Search is usually the primary source of digital traffic for brands and it complements other marketing channels. Strong visibility and ranking in search results than your competition can have a tangible impact on your bottom line.
5 Simple Steps To Optimize Your Website For Search Engine
- Analyze the content on your website: Your first step to SEO is to analyze your website and determine what changes, if necessary, are needed. The content on the webpage which you need to rank on search should reflect the relevant keywords used.
- Review your competitor’s website(s): You have to research and know your competitors in the industry. The knowledge of who your competitors are gives you a better understanding of what directions and steps to take. Spy on them and check out how they were able to rank well. These will give you an insight and guide you on the right pedestal.
- Research keywords: Identifying keywords or frequently searched terms that are relevant to your content is required for a proper SEO setup. Your keywords may be words related to your brand, business, specific webpage, or blog post. It is important to use research tools to get relevant keywords that will help you rank well on Search Engine Result Page (SERP). Moz and Ubersuggest are freemium keyword research tools that can help you find keywords related to your business.
- Create Great Content: We often hear that content is king – yes it is. Written content is very important in SEO ranking. As such, fill your website with a combination of useful, informative, enlightening, and entertaining content meant for real human consumption, not bots.
Posting relevant content will help your website show up on more searches, therefore, when approaching written content, you must always keep your keywords in mind. Use your keywords as a springboard for content ideas. Also, you should avoid the use of pop-ups that covers your website content. It can prevent visitors from getting a glimpse of what your content is all about.
- Quality Backlinks: Backlinks are an essential factor in improving your website rank. Basically, when high-quality sites link to yours, Google interprets the link as a sign of your site’s credibility. As you build a solid backlink profile, your page will climb the ranks.
These days, everyone uses search engines like Google and Bing to search for things online. About 80% of online searches result to direct sales or in-store visits. As such, you need to continually optimize your website and stay ahead of the search curve, which should be the priority of any business owner.