What Works in Email Marketing – 3 Quick Tips by Jae-ann Rock

Posted on Oct 27, 2021 in Blog, Meeting/Event Planning, Principles of Success, Training and HR

Let’s look at three things you can do right away to begin improving your email campaign results. Whether you are an email marketing “beginner” or if you’ve been doing email marketing for a while, these tips are for YOU. 

Did you know? 

Today, according to Litmus, more than 30% of B2B marketers say email newsletters are still the best way to nurture leads, and 4 out of 5 marketers said they’d rather give up social media than email marketing.

In the end, email marketing still works – IF DONE CORRECTLY. 

There are many tips we can provide about what works in email marketing – but this week, we’re going to focus on three things that can quickly improve your email campaign results. 


Believe it or not, nearly 1 in 5 email campaigns is not yet optimized for mobile devices. Today, 81% of all emails are now opened and read on mobile devices. If your email isn’t mobile-optimized, when someone opens it on their phone, they will immediately delete it. 

So, here are some added tips to be sure your email campaigns are Mobile Friendly:

  • Shorten your subject line to fit easily on a mobile screen.
  • Be sure your email design fits the screen and ensure loading time doesn’t take a long time.
  • Keep the email word length short and manageable.
  • Keep up with changes in technology to ensure optimal results.


According to Campaign Monitor, segmented campaigns can result in as much as a 760% increase in revenue. In B2B marketing, you can choose to create segmented campaigns in any number of ways: by Geography, size, title, industry, etc. (Hopefully, your leads are in a CRM system where you have fields to track such segmentation attributes.)

The key is to create segmented campaigns to speak more directly to a specific group of individuals with similar needs/wants and challenges. Dig into your CRM system to understand what kind of segmentation and associated offerings you can create that will appeal to each targeted subgroup. Identify segments for whom you can run special offers or provide value-added marketing campaigns that speak to that segment’s specific challenges or needs.  

It helps to know that if you’re seeking new Training & HR leads, the Mentor Tech Group database is segmented by proprietary Job Codes – which is the person’s actual area of responsibility! (NOT just a nebulous job title!) This allows you to target the exact contacts who are making decisions to purchase solutions like yours! 

“The fact that we segment by Job Code is also highly unique to Mentor Tech Group, allowing you to better target the exact decision-makers you seek….Segmenting our database by Job Code allows you to perform more accurate targeting and segmentation, achieve higher response rates, and ultimately, develop more qualified leads for your sales team.” – Pat Ryan, Mentor Tech Group

This Job Code information, combined with other info included in every MTG database record (company revenue, # employees, state, etc.), can help greatly when running segmented email campaigns.  (Contact us today for a customized decision-maker list of Training & HR contacts that meets your targeted segmentation requirements!) 


We may sound like a broken record when we talk about providing “value-added content”, but here’s why… This is the one critical area of email marketing where we see B2B companies getting it wrong – really wrong – quite often. We have seen countless email campaign examples of companies using heavy-handed selling tactics in their email campaigns, or “here’s why we’re great” and “this is why you need to use our services.” What a turnoff!!

As I will often tell clients, it’s better to send NO emails than to send poor quality, annoying, or low-value emails – because people will simply unsubscribe and then you can NOT email them again.

So – here’s how to do it right.

Relationship selling is huge in B2B sales, which means prospects need time to develop trust in you, your company, and your services. How do you do that? Provide value at every outreach. Create regularly scheduled email marketing campaigns with content that adds value for your prospects. What do we mean by content that “adds value”? 


  • Provides answers, insights, information, or solutions, answering the question: “What will HELP my prospects gain value immediately?”
  • Is NOT an advertisement or solicitation to promote your company’s services
  • Should be 90% informative and no more than 10% promotional

In summary, when done correctly, email marketing can still generate huge ROI for your company as evidenced by the following: 

“In the first year of email marketing to the MTG database, we netted more than $175K in sales as a direct result of investing in a custom-built Mentor Tech Group database. Moreover, many of these clients are now doing repeat business with us, year after year.”  – President, B2B Team Building Company 

Email marketing works when DONE RIGHT!…

Need more help locating Training & HR decision-makers or planning out your next campaign? We can help! 

Remember, Mentor Tech Group provided Market Intelligence for companies selling to Corporate Training & HR. This is ALL we do – and the reason we do it better than anyone else…

Each contact in the MTG database was entered as a result of an actual conversation with one of our Market Intelligence Consultants. Every contact MUST merit membership in our database by being responsible for making purchasing decisions or influencing such decisions. Let us help you finally gain direct access to the exact decision-makers you need to talk to.

If you’re selling and marketing to corporate training and HR, give your reps direct access to the hand-built MTG Market Intelligence database.  The Mentor Tech Group database contains more than 40,000 US decision-maker contacts in Training, HR, e-learning, and talent management

Contact us today at: (651) 457-8600, Ext. 1


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