B2B marketers who are interested in how to improve the performance of their email lead generation and nurturing will find no dearth of posts, white papers, studies, and reports on the subject. Many are excellent and informative.
But this morning Alex Madison and Lisa Harmon, posting for Media Post’s Email Insider, pared the insight and best practices down to three simple steps: “Three Questions Your Email Should Answer In Eight Seconds Or Less.”
Their focus is on emailing subscribers, but their advice applies to all B2B email marketing.
- What is this email about?
- Why should the prospect, customer, subscriber care about it?
- What should they do about it?
The post then goes on to give examples of each of these important points in different types of email marketing messages.
Madison and Harmon state that “subscribers spend just eight seconds on most messages before clicking through or navigating away.” That’s why it’s so critical that prospects and customers quickly understand what is being offered and what they can do to get it.
What Madison and Harmon have presented, however, goes way beyond email marketing. It’s advice that should be applied universally to B2B marketing messages in all channels — direct mail marketing, banners and search engine advertising, print advertising, and yes, even social media.
Business buyers are busy. They don’t want to be wooed or romanced. They want information and they want it fast. By following Madison and Harmon’s advice, B2B marketers can improve the performance of ALL their marketing efforts.