In this second session, focused on Email Marketing tailored to photonics companies, we will discuss how to create engaging email campaigns. We will share tips on email design and explain how A/B testing can help you innovate and improve your campaign performance. The second part of the session will focus on optimizing deliverability. After crafting the perfect campaign, it’s essential to navigate spam filters, reach your audience’s inboxes, and encourage them to open your emails. As you know, this is no easy task, especially in the B2B industry, where the average open rate ranges from 15% to 30%.
The first session in this series covered GDPR regulations for managing your database, setting up your CRM system for optimal segmentation, and extracting reports to analyze your email campaigns. A video of this first session is available for EPIC members on the Extranet.
Target group of only EPIC members: Marketing Managers, Sales Managers, Marketing Engineers, Tech Copywriters.
15:00 – 15:05: Welcome and Recap
Brief wrap-up of the key points from the first session.
15:05 – 15:30: Crafting Effective Email Campaigns
– Writing engaging subject lines and preheaders: Best practices for capturing attention.
– Email design tips: Structuring your email for readability and engagement, including layout, visuals, and call-to-actions (CTAs).
– A/B Testing: How to test different versions of your emails to improve performance (subject lines, images, CTAs, etc.).
– Examples of effective emails tailored to the photonics community.
15:30 – 15:35: Q&A Session
15:35 – 15:55: Leveraging Automation
– Introduction to automation tools: How automation saves time and boosts efficiency.
– Drip campaigns: Setting up automated email series to nurture leads over time.
– Practical use cases for the photonics community: onboarding new subscribers, promoting events, and sharing technical resources.
15:55 – 16:00: Q&A Session
16:00 – 16:20: Optimizing Deliverability and Engagement
– Improving deliverability: Ensuring your emails avoid spam filters.
– Strategies to boost engagement: Increasing open and click rates.
– Avoiding common pitfalls: Over-mailing, generic messaging, and poor timing.
16:20 – 16:25 Q&A Session
16:25 – 16:45 Use Case of EPIC Member
16:45 – 17:00 Closing words