Before taking on my first B2B Email Marketing blog, I had worked in email marketing for some time. Of course, I was aware that B2B initiatives required a different approach than my typical consumer outreach, so I made the necessary tweaks.
More than minor tweaks to generalized email marketing tactics are needed to build a great B2B campaign. If you’re a beginner learning the ropes or an experienced B2C marketer making the switch, trying to work with anything other than a B2B email marketing plan designed for that reason is a surefire way to fail.
I found out from my B2B blunder, and to save other marketers from similar mistakes, I’ve put together a guide to building a tailored effective B2B email marketing tips & strategy.
What is B2B email marketing?
B2B email marketing is a tactic for promoting products or services. At its core, the goal is to nurture relationships with potential customers, build brand awareness, and generate sales. Successful strategies involve distributing newsletters, promotional offers, product updates, or free tools—all hyper-tailored to the needs and interests of the recipient.
B2B email marketing can encourage recipients to buy or take other actions to advance through the marketing funnel.
Historically, B2B marketing lacked creativity and personality. That is changing! Businesses realize that communicating their values with a distinct personality can be highly effective. You’ll see the examples below in this blog post of how some B2B email marketers infuse creativity into their messaging.
B2B email marketing may boost brand visibility and audience engagement. Many top companies favor email marketing. Email marketing was one of the top three marketing channels for HubSpot in 2023, according to more than 1200 global marketers. Correctly so.
Users of email increase annually. According to Finances Online, by 2024, there will be 4.5 billion email subscribers, up from 4 billion in 2020.
Why B2B Email Marketing Required Strategies
Did you realize that over 90% of B2B marketers distribute content through email? And that’s not the only impressive statistic related to the role of email in promoting B2B growth!
As you can see, B2B email marketing has retained its power and relevance in the age of social media and fast information exchange. 80% of marketers say they would give up social media rather than email marketing to promote their business.
Email marketing is constantly improvising according to the business landscape. Marketers keep developing new ways to use email to increase brand awareness, reach new audiences, address customers’ pain points, and boost sales.
10 Effective B2B Email Marketing Tips For Creating Email Campaigns.
So, you’re making plans for your client’s email marketing.
How do you start? Here are a few effective email marketing tips that will help you get started:
1. Create Optimized Lead Magnets
How do you get people to sign up for your email list? A great lead magnet.
When people visit a brand’s website, a lead magnet is usually the first thing they see. It gets them to click through and learn more about a brand, so it needs to be exciting and catchy. And a brand can only get more leads if its lead magnets are set up to make sales.
So, how do you make sure that your lead magnets work?
When people come to your site, they should notice your lead button. That means it needs to be interesting, different, and good for the business. For instance, you can get people to do something by giving them a freebie or a discount code. You could also offer them a free report or guide in exchange for their name and email address.
It makes people want to keep getting emails so they don’t instantly delete them when they get a discount code or something similar.
2. Segment Your Subscribers
You have probably heard the word “subscriber segmentation.” By putting subscribers into groups based on their interests and actions, you can send them information, offers, and other useful messages.
Email marketing uses this to make sure each message is relevant. Marketing and sales interactions are better when they are segmented. Collecting and using the data of people who sign up for your email list gives you an edge and helps you understand your customers.
You can also use this method to make different versions of your emails, like a welcome email, a thank you email, and a follow-up email. B2B email marketing needs more business-oriented classification methods:
- Firmographics: industry, company size, number of customers/subscribers
- Decision-makers: managers, executives, etc.
- Business needs: pain points, goals, revenue targets
- Potential: readiness to buy, profitability
Email list splitting is a powerful way to make your email messages more relevant. So, before you go after new people, divide them into groups to make converting them easier. By giving your subscribers the information or deals they want, segmenting them can help build trust and long-term interest in a brand.
3. Craft B2B Email Marketing Welcome Series
New users usually receive welcome emails when registering, purchasing, or creating an account. Consider the customer’s brand relationship when creating a welcome series. So, create each email with a precise aim and space them out over time.
A welcome series is a unique way to keep people interested once they sign up, mainly because they get emails from companies almost daily.
Some examples include: “Welcome! We hope you like our goods” or “Your account has been set up.”
You can also send welcome texts to customers using your site but haven’t logged in a while ago.
For example, if someone signs up but doesn’t use the service for three months, you could email them, “Hey, we saw that you signed up recently. Would you be willing to use our service?”
This kind of marketing works very well because it is personalized and aimed at a specific group. It shows that you aren’t sending out significant emails not made for each customer individually.
4. Implement Automation In B2B Email Marketing
After the craft of an email series, you should automate its delivery so you don’t have to send it every time you need to, on your plan. It’s Automating email marketing using tools like MailChimp, Constant Contact, Campaign Monitor, and Convert kit is easy.
You can use these programs to send emails automatically when certain things happen, like when someone sees your email, clicks on a link, or buys something from you. This way, you won’t have to send out those emails by hand, which can make things easier if you have a lot of followers.
5. Design Mobile-Friendly Emails
Most of the time, people check their emails on their phones, so they must work well on their phones.
If the email is about deals or discounts, it should be set up to work best on mobile phones. For example, they should be able to quickly see information about sales or pictures of products on their phones.
And users should be able to click on the promotion, link, or image and have the choice to open the brand’s website in their preferred browser on their phone.
When making emails that can be read on mobile devices, the most important things to think about are:
- Placing essential links at the top of the page rather than down below.
- Keeping graphics small.
- Using text only where appropriate.
- Optimizing images.
- And testing different sizes of fonts and margins.
6. Personalize Your B2B Emails
Sending special notes to potential leads improves responses, even though many get spam emails.
Unique emails reduce spam rates. Your fans feel like they know you. Email marketing requires a strategy to choose who to send emails to and what to say.
After determining what works and doesn’t, you can act. Please keep them coming back with audience-specific language. First, choose an email subject line that explains your message. This will assist people in deciding to open your email.
Next, encourage users to try a new product or sign up for a trial. Finally, add connections to your site to make each letter distinct. Be inventive and learn the business. Do emojis make emails more personable, or is that a no-no in that industry?
7. A/B Test Email Content
A/B testing of email content increases open rates. Additionally, it enhances product or service engagement.
Determining what will work for you and your target audience can be challenging.
A/B testing assists marketers in making profitable business decisions. It is common to conduct email marketing split tests to determine the most effective method.
Frequently, it is necessary to split-test various versions of an email to determine which version performs better.
A/B email testing software is an excellent tool for evaluating email variants. This enables you to compare two versions while simultaneously presenting one version to half of your consumers so they are unaware they are receiving two messages.
The majority of email automation tools support A/B testing. A/B testing has applications beyond email. A/B testing will assist brands in evaluating website copy and content, for example.
8. Scrub Your List of Non-Opens
It’s essential to manage your subscriber list. When you click “send” on your newsletter, your list contains all subscribers who did not open the email. If you see that certain people ignore your emails, you should delete them from your list.
To delete them from your list, go to the unsubscribe page, then select Remove and confirm. This process may be repeated until all your non-opens are removed.
You don’t want to overload people who have already purchased or are no longer interested in the brand, so you don’t create a negative relationship with them.
Incorporating one of the email management tools to help you eliminate the consistent non-opens can help you manage your subscribers and decrease time spent on this repetitive task.
9. Experiment with Lead Generation Ads
The goal of lead generation ads is to reach people who may be interested in buying from the brand.
They usually appear at the top of the page, where they are visible longer than other ads.
This means people tend to click on them more often than ads below the fold. As long as you don’t use these ads too frequently, you should be able to generate leads.
10. Include a Call-to-Action
You want your email recipients to do more than just read the email – you want them to take action. This is where a clear call-to-action (CTA) is essential. What is it you want your email recipients to do? Some CTAs could be:
- Filling out a website form
- Clicking on a link to read more
- Visiting your website or product page to buy something
- Registering for a webinar
- Downloading a whitepaper
Note: If you liked this Post about B2B Email Marketing 10 Tips You Need To Know you’ll also find our previous edition about 5 Benefits Of B2b Blockchain Technology