6 Effective Tips for B2B Email MarketingPosted by Chris Donald
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.
- Keep it small, precise and to the point. A subject line with 50 characters or less can drive customer’s attention easily. This is the reason 82% of marketers send emails with subject lines of 60 characters or less.
- 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.
4. Segment your target audience
55% of customers prefer receiving emails that contain relevant offers and information. This is the reason customer segmentation is necessary. You can segment your audience based on their buying behavior, purchase history, sales funnel position etc. and send them relevant emails in accordance with their needs and preferences. In addition, opting for personalization is another great tool for accurate segmentation. According to HubSpot, the chances of a customer opening an email is 75% higher if it’s individually personalized. Strava does a great job on segmentation by leveraging the personalization strategy. Here’s how it did it.
5. Go for A/B testing
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.