Few of the best practices for B2B email marketing include personalizing emails’ content according to your audience, designing mobile-responsive emails, and adding captivating subject lines.
But how do you practice these? And are there other email marketing best practices too?
Continue reading to get answers to these questions.
Introduction
For effective email marketing, focus on personalizing content to address your audience’s specific needs and crafting concise, attention-grabbing subject lines to improve open rates. Ensure emails are mobile-friendly with responsive designs and test key elements like CTAs and visuals to refine performance based on data-driven insights.
For a long time, the best practices for B2B email marketing have been of great benefit to these companies. They help generate leads, get more traction, build long-term relationships, and propel real-time conversions.
Around 81% B2B marketers reported email to be their popular and commonly used content marketing tool. This explains why it is crucial to leverage it effectively.
Let’s delve deeper into some of the best practices for B2B email marketing in this read. Because we certainly want your business to grow bigger and better.
Quick Overview of Email Marketing
Email marketing, a powerful digital strategy entails crafting and sending emails to potential or existing customers to share value-driven content, promote products, market seasonal offers, and build lasting relationships.
For a business, email marketing works well to mature leads, build and retain clients, and prompt repeat purchases.
B2B Email Marketing
B2B email marketing lays more emphasis on creating more personalized content that delivers monumental value to decision makers.
Typically, these emails range from informative newsletters to striking, promotional offers, educational materials and event invites. When current and prospective clients receive such emails on a regular basis (not daily), their interest in your business and its offering increases.
Over time, your audience starts to explore your offerings better. Even if they don’t, they still continue to learn from your emails and newsletters. Ultimately, they start placing their trust in your work, perceiving you as a thought leader in your industry.
The more credibility you gain, the better your business grows.
Why Email Marketing Works for B2B Businesses?
Email marketing is a highly profitable marketing strategy for B2B businesses.
It is a cost-effective channel that makes it easy for businesses of all types to target a wider audience. Minimal investment allows them to outreach more people, and scale their business.
A common struggle businesses often face in maximizing their sales is to stay top-of-mind. When a client is unable to recall a particular brand on time, the brand loses its presence and importance for the user. Email marketing is a viable solution for this issue.
Powerful email campaigns on a regular basis ensure to keep brands relevant, and top-of-mind. As the target market continues to receive your exclusive offers and industry insights, they recall you better. With time, your brand identity and recall strengthens.
Moreover, email marketing comes with many customization options. Businesses can personalize emails, easily addressing different audience segments. Consequently, different audiences receive customized messages that perfectly resonate with them, pulling them closer to your brand.
The right execution is critical for email marketing success. When that happens properly, businesses benefit from incredible engagement, leads and conversions.
Let’s now discuss 7 email marketing best practices to skyrocket your growth.
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Best Practices for B2B Email Marketing
In today’s highly advanced technological age, B2B companies must know how to harness the true potential of email marketing.
If you don’t already use email marketing, start doing it now. And when you do, ensure to follow these best practices.
#1- Clearly Define Your Goals & Audience Segments
Never hit ‘send’ on an email without defining your goals and segments.
Always, we repeat, always understand your objective, and clarify it. For that, you need to properly understand your audience. Once you know who you are targeting, you can better identify the appropriate strategy and email content too.
Figure out if you aim to retain clients, market a webinar, generate leads, or have some other goal in mind?
The instant you define your goal, segment your audience accordingly. Use criteria such as job role, lifecycle stage, behavior or industry to categorize them. Research has proven segment campaigns have the potential to generate around 760% revenue increment.
#2- Use Powerful & Captivating Subject Lines
What is the first thing a user comes across in an email? The Subject Line!
Yes, it means an email’s subject line is its gateway- it invites your readers, encouraging them to move further down in your email.
Make your subject lines as powerful as possible. Go for elements of urgency, curiosity, clarity, intrigue and attraction to escalate the email open rates.
Some apt examples include:
- Your Free Email Guide Awaits You
- 3 Golden Rules to Get More Clients
- 5 Things You’re Doing Wrong in Your Business
When drafting your subject line, keep it around 60 characters or even less. And please steer clear of spam triggers such as lots of exclamation marks and ‘buy now.’
#3- Always Personalize the Email’s Content
Run-off-the-mill content does not cut it in the B2B landscape.
Focus on creating unique content, and tailor it according to your audience’s pain points and sweet spots. Use surveys and research to better understand your audience. Know their challenges, issues, desires, and the solutions they seek.
The better you know your audience, the more value your email will offer them.
In addition, throw in some more personalization by addressing the recipient by their name. Personalized emails help increase conversions by 10%, and CTR (click-through-rates) by 14%.
#4- Add in Educational Content
B2B buyers don’t really need sales pitches. They seek serious, result-oriented solutions.
If your email newsletters provide them with solutions, or information that helps them devise solutions, you’ll certainly win them over.
Make it a must to provide maximum value to your readers by adding the following in your emails:
- Case studies
- Whitepapers
- Webinars
- Infographics
- How-to guides
- Industry insights
Start positioning yourself as their ultimate problem solver and industry expert, and you’ll find a marked improvement in your email’s open rates.
#5- Optimize Emails for Mobile Phones
Did you know of all the emails, 81% are opened on mobile phones?
This stat means only one thing: you must optimize your emails for mobile devices!
It is absolutely mandatory to design mobile-responsive emails- you cannot make-do without that.
- Keep the design attractive and mobile responsive
- Add in easy-to-click buttons
- Ensure the copy is concise and persuasive
- Keep the CTA (call-to-action) clear and action-oriented
Start working on these areas, and monitor your email marketing progress to measure the effect of these practices.
#6- Channelize Automation to Nurture Leads
Automation tools are super-effective in sending targeted emails to the right users at the perfect time.
Use them to:
- Create welcome emails for new subscribers
- Have follow-up sequences for the webinar registrants and attendees
- Prepare campaigns to re-engage dormant leads
With automated workflows, you stay connected to your audience with less manual effort, and generate engagement consistently.
#7- Conduct A/B Testing & Optimize Accordingly
A/B testing allows you to figure out the things your audience likes best.
Employ this strategy to test different elements such as:
- Email copy language
- Email length
- Subject lines
- CTAs
- Visuals
- Design
- Email’s responsiveness
Use metrics like the CTRs, conversions and open rates to compare and measure the success of the two campaigns. Ensure to optimize the campaigns to achieve desired results.
Get Started with the Best Email Marketing Practices
By now you are well-aware of some of the best practices for B2B email marketing. Your next task is to start executing them.
You see at the end of the day, strategies only work when you put them to use. Start leveraging these amazing email marketing practices, and see magic happen for your business.
