B2B email marketing best practices
The best way to make your B2B email marketing campaign perform well is to get noticed. 72% of B2B buyers share valuable products and information via email, which makes for an incredible opportunity to tailor content that will be shared to multiple businesses and influencers, as well as company decision-makers. Before spreading brand awareness over email, make sure to create good subject lines for your emails, the ones that will attract attention early on.
Opt-ins are also a very good way to create actionable campaigns. This is an extra chance to get prospects to engage with your content and reach out to your business. Remember that in B2B marketing, it is two people talking to each other instead of automated emails, so when sending another email, make it as personal as possible. Sign off as the person who has really written the email instead of ‘customer support’ or ‘info’; this will give you a higher chance of conversion and building partnerships. Below are a few more tips for successful B2B campaigns:
Focus on the right roles
Although this seems relatively straightforward, a lot of B2B email marketers tend to overlook it. This is because it is much easier to focus on the customer when doing business-to-consumer marketing. In B2B, you have to make sure to target the decision-makers, not the individuals. Your email reaching a small-time manager of a large corporation is not enough, it must reach someone who has the power to take action and make large-scale business decisions. It’s often smart to focus on each decision maker separately rather than crafting a uniform email with minute changes, as the one-size-fits-all approach will not be appreciated by the recipient, making it seem as though you didn’t put enough effort into your marketing campaign.
Mind your subject-lines
An office worker usually receives 121 emails per day, and your target decision-makers receive even more, so they will not spend a lot of time paying attention to an email with a poor subject line. Although most subject line tricks have already been seen, it does not mean that you shouldn’t try to impress your recipient with a catchy subject line.
In 2022, the best way to create a good subject line is to make it concise yet informative, make sure to exploit the FOMO concept (Fear of Missing Out), subtly, and of course, add a touch of personalization to every subject line that you create. Keep in mind that when adding links to your newsletter, the standard practice is to add three links or fewer to avoid over-crowding/stuffing, as well as not more than 1-2 images to personalize your newsletter. The golden rule is to remember that stuffing your newsletter with images and links will have adverse effects, and implementing the less-is-more approach will be highly beneficial and will lower the chances of your email going straight to the spam folder. In addition, mind the DKIM, which is a technical standard that helps protect email senders and recipients from spam, and phishing. It is a type of email authentication that permits an organization to claim responsibility for an email in a way that can be legitimized by the recipient.
Remember to check the list of spam triggering words before sending out emails, although these words may seem ordinary, they may activate the spam filter and send your mail right to the junk folder.
Accentuate lead nurturing
It so happens that B2B marketers are faced with a much longer sales cycle, which means that keeping your leads close is extremely important in the long run. Make sure to take each lead carefully through the sales cycle, answer their important questions, provide necessary content and make the right offer at the right time, which should all improve conversion rates.
Email marketing is incredibly useful for lead nurturing as it offers direct communication with potential customers, nurturing leads smoothly without having to push them to make a decision. Coincidentally, business decision makers tend to trust email a lot more than they do social media channels. Forming good relationships with potential leads can one day transform into much-needed customer loyalty.
Work on responsive design
Some great B2B email marketing campaigns fail because of seemingly insignificant issues such as design errors. Nonetheless, the responsiveness of your email is an important factor, as the design must be fully responsive regardless of the tech your recipient is using. Most of your leads will open their email on their phones. According to recent surveys, 59% of Millennials mainly use their smartphones to check their inbox, followed by 67% of Generation Z mobile users. If your email lacks responsive design, it will go straight to the bin so remember to pay extra attention to every image in your email and how it shows up on a phone screen. In addition, your subject line should be around 60 characters in order for it to show up in full on a phone screen and your call-to-action should be in the center of the message so that it is easily seen by your recipient.
Use appropriate tools
To get the best out of your campaign, you need to use proper B2B email marketing tools that will help you reach your targets. To boost your email marketing productivity, consider using customer experience automation tools. These tools are used to manage, track and analyze email campaigns in a single place. When using email marketing automation tools, you can create impressive newsletter templates, test user responses, set up sending sequences and manage live chat communications.