Email marketing is considered one of the most crucial strategies when it comes to B2B marketing. From generating and nurturing leads to accelerating conversions, B2B email marketing does it all. This is the reason B2B emails have open rates higher than B2C emails. While B2B emails come with an open rate of 24%, B2C emails have an open rate of 22%. Therefore, if you haven’t already started harnessing the power of B2B email marketing, it is high time you do it. Here’s a look at a few critical tips that can help you design B2B email marketing strategy that drives sales and generates ample ROI.
1. Come up with a great subject line
Having an impeccable subject line can set you apart from your competitors. In fact, if we go by statistics, it is believed that 35% of recipients open an email based solely on the subject line. So, opting for a great subject line is all you need to have an edge over the competition. Here are a few pointers to help you make your subject line game top-notch. Take a look.
Including time-sensitive phrases such as “limited Stock”, “the deal ends today” can work wonders in driving your click-through and open rates. The sense of urgency in the subject line will help you leverage from the customer’s tendency of FOMO i.e. fear of missing out. It can serve as a great way of accelerating your sales further.
Incorporating numbers and emojis is another unique way of driving customer’s attention while standing out amidst the clutter of emails in their inbox.
2. A clean email list is always a yes
Having a huge email list is of no use if your subscribers aren’t active. Therefore, it is significant to clean your email list once in a while and keep it updated with active subscribers. It will have a huge positive impact on your deliverability and open rates. However, before you start the cleaning process and remove the idle subscribers, you must opt for a re-engagement campaign. It would help the inactive customers to decide whether they want to be a part of your subscription list or not. You can do it the way Typeform did it. Take a look.
Besides, make sure you clean up your email list consistently. A consistent cleanup schedule is not only going to save you on time and resources but will also help you target your active subscribers in a proactive way.
2. Optimize your sending time
With 73% of marketers sending emails weekly, it is quite clear that optimizing your email sending time is the need of the hour. You can do this by analyzing and evaluating email metrics. It will include testing various days and times along with paying precise attention to peak activity that affects the overall click-through and open rates. There are a lot of Email Service Providers (ESP) that can help you do the needful. It maintains a list of customer’s behavior analysis with the help of its send time optimization feature. It derives and concludes an ideal email sending time based on a consistent customer engagement pattern.
3. Maintain a single CTA
From securing a call and registering for a webinar to driving a customer to a landing page, B2B email does it all to entice a customer to take action. This is where a call to action button comes in handy. However, make sure you go for a single CTA button and not include multiple CTAs. It can distract and confuse the customer resulting in unaccomplished email goals. So, go for a single, simple and creative CTA to get the desired results. Take some inspiration from HEADSPACE and see how it has kept its CTA simple yet enticing.
A/B testing is another great tool to evaluate what works best for your email marketing campaign. You can do this by testing your subject line, optimal send time and CTAs by sending emails to a small group of a selected audience. Their response would tell you how your email is performing. Based on that, you can further send or modify your email to suit the needs of a larger chunk of your audience.
6. A welcome email is always welcomed
We all know how the first impression always matters. That’s why it is important to send a welcome email as soon as a customer subscribes to your email list. You can send it easily with the help of an autoresponder. It automatically sends welcome emails to customers who come on board with your brand. All you need to do is compose a well-crafted and promising welcome email that genuinely makes the customer feel special and welcomed. See how Evernote sends its welcome email in a simple yet unique way.
Further, you can even take your welcome email a level up by including a freebie within it. After all, gifts are loved by everyone. It wouldn’t only make the customers feel welcomed but also help you pave new avenues of a long enduring relationship with the customer.
In conclusion, an impeccable email marketing strategy is all you need to drive your B2B sales like never before. So, incorporate the above-mentioned tips and cut through your competition with high engagement rates and better results.
However, the success of the emails depends heavily on the quality of the subscriber list that you have prepared. If your subscriber list does not contain people who have opted-in to receive emails or, does not include email preferences with respect to interests and frequency, then it is incomplete, and you may not get the results that you expect from the campaign.
Segmentation plays an important role in the increase in engagement and conversions. The first thing you ought to know about segmentation is that it has different forms, and comes with its own set of challenges. You, as the email marketer, ought to observe how you need to segment your list in order to attain the goals you have set.
When we are talking about segmentation, let us talk about the two different types- static and dynamic. The dynamic segmentation is the more powerful of the two, and is the one that will act like the crusader of your war towards accomplishing goals.
Why segmentation is important?
Let’s take a look at a scenario where an email was sent without segmentation.
So, let’s assume a new series is being launched, and the email is sent to a person who is not interested in watching series. Will that person open the email? No. The person will either send it to trash or, unsubscribe, as you are not sending them emails that are relevant to them.
This is the result of an unsegmented list. So, whoever opted in for your emails, you decided to keep them in a single list, and spammed them with emails that were a part of your campaign. So, whether or not the person is interested in that particular email, they will receive it, and you will have a bigger unsubscribe list, as a result.
However, imagine a reverse scenario. You are a mobile company, and you send two different emails, one to the prospects and one to the already converted. The prospects will receive emails regarding the new mobile options available while, the converted will receive some accessories and add-on related emails. This way, you will be able to witness proper conversions from both the emails, and you will succeed in attaining your goals.
As both are different, and were treated differently, you are able to successfully convert both lists. The reason was personalized attention that was showered on them.
Let’s understand the difference between a static list and a dynamic list.
Static vs. Dynamic Lists
When you say static, as the name suggests, they contain the list of people who have opted-in for the emails from you. They simply contain the names and email addresses of the people who have signed up for your emails. You can use any of the email tools available online to create the static lists and upload it to your database, while managing the duplication.
The static lists are generally used when you are getting people to register for an event, as there is no way you will be connecting with the list again for any other purpose. The static list is also used as part of the trade show, as it is a one-time affair.
Dynamic lists, on the other hand, are pretty evolving in nature. They are in accordance with the buyer’s journey and the buying stage they are in. whenever they meet a certain criterion, they are put into a particular list, and then nurtured accordingly. It is an intelligent list and so will include only those people who match the criteria for the moment. The moment they stop meeting the criteria, they are automatically removed from these lists.
A dynamic list impacts personalization, and helps the email marketing evolve with time, for both the subscribers and the marketers.
How Dynamic Segmentation Works?
It is important to segment the list according to the buyer’s journey, and that’s what the dynamic segmentation does.
Let’s understand it with an example.
When a subscriber first opts-in for your email list, they are interested in your business but, know next to nothing about it.
So, the criteria is new subscribers, and when this is met, the email that you would send would belong to the welcome series.
Next, there are subscribers who have been on the list for a while, and have been inactive. You need to get them out of the dormancy stage. The best way to perform this would be to send them a re-engagement email. These emails would offer them some discounts or, make them want to get back to the brand in some way or the other.
The dynamic segmentation moves the people from within the list based on the buying stage, their interests and other preferences as observed by the intelligent email system the business uses.
So, once the user has been welcomed, and they still opt to stay with you, the system will move them one step up towards the next list.
The data for the dynamic lists is made available through the app/website activity, the interests they showcase while browsing casually, the kind of data they fill in while on the app/website or any other asset that belongs to your business etc.
These dynamic lists can be utilized majorly for
General marketing activities
Lead nurturing via email campaigns
Customer retention activities
Personalization is a result of dynamic segmentation, as you know what the customers are expecting from you, and you can give them just that. The result of a dynamic segmentation is that you know the customer’s expectations and can live up to that.
Segmentation is an art that you need to incorporate in your email marketing for successful conversions. You cannot grow your business and convert better if you don’t know what the customer is expecting, and how you can offer what they need.
Make sure you use the dynamic insights offered by the data made available through the various channels to give your segmentation a boost, and improve your marketing efforts. It is believed that email is the best way to generate better leads. So, if you want to make the most of this channel, start with building a quality list.