We all know that content is king, right? Not necessarily. Too much content performs poorly if the recipient doesn't have the time to read it. And, if the goal of your email marketing content is to sell then don't dismiss targeted B-to-B promotional copy. Here's my point.

B-to-B email marketing focuses heavily on relevant content – lots of info and educational flare. Is it working? Not as well as we think in all cases according to a recent study published by the MarketingSherpa, which provides an example where a merchandiser targeted and tested promotional content against informational content. The promotional content won with 89% more CTRs and five times more revenue! You can read the entire article here, Test Shows Promotional Content Beats Information (open access closes August 27).

Take aways from the full article:

  • People may not want to read about you products or services as much as you think. They might just want to buy them.
  • Discount offers or coupons are common nowadays so don't hesitate to use them; almost required to get attention.
  • Email marketing works best when the subject line text reflects the content closely. 
  • Don't abandon educational content but condense the info as much as possible; use only the most important aspects of the message you are communicating.

Also note there are two critical items associated with successful email marketing: testing and targeting. When you know your audience (targeting – list segmentation), you should be well aware of what he or she wants – make sure you know what they want (testing). And, let them know you value their time – quickly get to the point.