Is email marketing a part of your B2B organization’s strategy for reaching out to prospective clients, leads, or customers? If so, you are not alone: the vast majority of business-to-business firms rely on this time-honored marketing strategy. However, you may be wondering whether email is still as effective as it once was, or if your email messages may be improved in any way.
Let’s begin by studying the success of email marketing for business-to-business (B2B) organizations.
88 percent of B2B marketers, according to a report by Circle Research, use email marketing. While this may come as no surprise, you may be surprised to find that 42% of those marketers cited email as a top lead generation medium.
Additionally, according to a linked survey on B2B email habits and trends, 41% of B2B marketers rate their email marketing ROI as “great” or “good.”
While email marketing’s popularity has waned in favor of more visually appealing types of marketing, notably social media and content marketing, these studies demonstrate that it remains extremely effective for B2B firms. The key to using email’s effectiveness in B2B is simply understanding which email messages will elicit the right responses from your subscribers, converting them from readers to leads.
Email marketing tips for B2B companies
Are you prepared to learn some great email marketing tips? The following are some best practices to follow when setting up your campaigns. These suggestions will assist you in converting more leads and keeping your subscribers pleased regardless of the nature of your business.
Add real value
Email marketing appears to be straightforward for B2C businesses: promote new products, issue coupons, and inform subscribers about promotions and bargains. However, B2B businesses cannot always accomplish this, particularly if their services are intangible and rarely change.
Rather than relying on promotions to attract new leads, use an alternative approach: add value. Send emails to your subscribers that provide them with advice, tips, ideas, or education on a topic that is directly linked to your industry, product, or service.
For instance, if you own a software company that aims to simplify online storage, you may send out organizing suggestions, links to productivity articles, or how-to information on file compression. All of these subjects are pertinent and will provide value to your potential leads rather than annoy them. This increased appreciation will raise their likelihood to choose you when they are in need of your services.
Numerous studies are available online that discuss the optimal days and times to send email, the optimal subject line length, and the most visually appealing email styles. However, you should not necessarily take this advise to heart, as each set of email subscribers is unique.
Rather of sending all emails on Tuesday mornings with brief subject lines, you should experiment with other days of the week, hours, subject line lengths and styles, and so on. Your audience may actually prefer Wednesday emails due to their reduced workload on that day, or lengthier subject lines due to the fact that only a small percentage of them read email on mobile.
Numerous email services enable you to A/B test various components of your messages and compare the results instantly. Everything you can think of should be tested to determine how your subscribers respond. You may be pleasantly surprised by the outcome!
Personalize and segment your messages
Personalized emails (“Hello, Larry” rather than “Hello”) and segmented emails (emails sent to specific subscriber groups or segments) are incredibly effective. Indeed, one study found that simply customizing emails increased clickthrough rates by an average of 14% and conversion rates by roughly 10%!
While it may take a bit longer to create personalized emails or emails that are targeted to a more specific section of readers, the rewards might be substantial. Recipients love communications that appear to be tailored to their unique interests or stage in the sales funnel, and their actions reflect this.
Another alternative is to set up a drip email campaign, which sends messages on a pre-determined schedule. A drip campaign can help drive a prospective lead down the sales funnel by providing personalized material at the appropriate times and stages, creating the impression that they are receiving personal messages—and thereby increasing their motivation to convert.
Utilize targeted landing pages
What happens when someone clicks on a link in your email? You may choose to avoid sending your email messages to your homepage depending on their topic. Indeed, you may wish to develop a page dedicated just to your email subscribers.
If you’re sending email messages to potential prospects, the links in the emails should direct them to relevant, targeted pages that will help them progress further down the sales funnel. Rather than directing them to your homepage, you may direct them to product benefit pages, service overviews, testimonials, and reviews, among other places.
Optimize for mobile
Finally, if you’ve been ignoring the increasing dependency on mobile devices for email and internet information, now is the moment to change course. All of your email messages should be adapted for smartphones and tablets, so that your subscribers can read your material without having to scroll or pinch-zoom.
Invest in a responsive design template that will automatically adjust each of your emails to meet any screen size. This ensures that individuals who read your email will be able to do so without difficulty on any device.
Similarly, your website (or any destination sites linked in the email) should be mobile-friendly, allowing recipients to easily learn more about you or the material in your emails. If your website is not already responsive, you should seriously consider making the switch as soon as feasible.
Other B2B email marketing best practices
What more pointers should you bear in mind? While B2B email marketing may appear complicated at first, it can be quite simple if you so desire. One option is to send “plain text” email campaigns that appear to be personalized emails from a single person at your organization to a select group of subscribers, directly asking them a question or providing them with a unique offer. This illusion of a one-on-one chat has been shown to significantly increase engagement and generate some excellent leads for you.
However, use caution in not devoting an excessive amount of effort to your email marketing program. Email marketing has a return on investment since it is so straightforward. When you invest an excessive amount of time, effort, or energy in your communications, you may discover that you are not receiving the results you anticipate.
Make an attempt to strike a healthy balance between time and effort that you can handle efficiently. If email is consuming an inordinate amount of your time and you are not generating sufficient leads, consider reducing the frequency of your communications.