B2B email marketing can be a powerful tool for reaching potential customers and driving sales.
However, crafting the perfect email marketing strategy requires careful planning and consideration. So, here are 10 tips to help you create a successful B2B email marketing campaign that I have used:
1) Take time to really understand your customer base and define your audience:
Clearly define the characteristics of your ideal customer, including industry, company size, location, and job title. This will help you create targeted messaging that resonates with your audience. Some data suppliers will be able to model your customers at a much more granular level – looking at elements such as car park size, premise type, import and export indicators and much more.
Using deeper data sources like this will allow you to much more accurately select recipients or even model your customers. Propensity modelling allows you to really fine-tune the targeting rather than having to keep to the old-school boundaries prescribed by some data companies.
For example, if a potential recipient is in your core target market for industry, job title, location etc but just misses the employee band you selected you will miss out on a good prospect.
2) Think about your goals and the way this can impact the strategy:
Determine what you hope to achieve with your email marketing campaign. Some examples might include generating leads, increasing website traffic, or boosting sales. Having specific goals will help you measure the success of your campaign.
It will also influence a variety of factors, for example, the data you are selecting – a brand awareness campaign may have a much wider audience than a campaign designed to sell tickets for a specific event.
It might also influence the language and style of your emails – remember to always use point 8 and run tests to make sure you optimise these decisions. Data backed decisions tend to be the best ones!
3) Don’t use a one size fits all approach – remember we are all individual:
Divide your email list into smaller groups based on shared characteristics or behaviours. This will allow you to create more targeted and relevant messaging for each group.
If possible, use Marketing Automation technology to give each recipient an individual experience. A good automation tool will allow you to personalise the frequency, timing and creatives that you are sending out to maximise results.
4) The subject line is crucial – compelling subject lines are therefore a must:
Your subject line is the first thing that a recipient sees, so it's important to make it compelling and relevant. Use action verbs and specific details to grab attention and entice recipients to open your email. Remember to test and optimise!
5) Use clear call to actions that ask the recipient to do what matches the goals you have set:
Make it easy for recipients to take the desired action by using a clear and concise call to action. Whether it's signing up for a newsletter, downloading a whitepaper, or making a purchase, make sure the path to conversion is straightforward.
6) Personalisation can supercharge your campaigns:
Use personalisation to make your emails more relevant and engaging for your audience. This can include using the recipient's name, referencing their interests or behaviours, or tailoring the messaging based on their stage in the buyer's journey or pages they have visited on your website.
7) Optimise for mobile (and specific email clients such as Outlook):
More and more people are accessing emails on their smartphones, so it's important to optimise your emails for mobile viewing. This includes using a responsive design and short, concise content. The same is true to make sure your email displays correctly in platforms such as Outlook, Gmail, Apple mail etc. Use a supplier or tech than can test how your email displays so that you are confident the recipients are getting the visual experience you intended!
8) Test, test and test again:
Use A/B testing to see which elements of your emails are most effective and make adjustments as needed. Test things like subject lines, calls to action, and email design to see what works best for your audience.
Testing and optimising are key to make sure that your campaigns are successful and continue to improve. Our Dynamo platform dynamically tests multiple subject lines all the time and is always testing to see if the subject line can be tweaked to drive more engagement.
9) Don’t just rely on email to do all of the work:
Don't rely on email marketing in isolation. Integrate your email campaigns with other marketing channels, such as social media and your website, to create a cohesive and comprehensive marketing strategy.
Whilst cold calling has got harder utilise your sales team to reach out to the leads that are most engaged with your campaign.
10) Don’t send fire and forget emails:
Keep track of your email marketing metrics, such as open rates, click-through rates, and conversions. Use this data to refine and improve your email marketing strategy over time.
Effective B2B email marketing requires careful planning and consideration. By following these tips, you can craft a successful email marketing campaign that generates leads, increases website traffic, and boosts sales for your business.
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