8 Ways to Get the Most out of B2B Email Marketing

August 1, 2020

email marketing

If you’re consuming all of your energy trying to reach customers over social media, you might want to rethink. Email is still a more practical way to acquire customers. In fact, 80% of small retailers claim that email marketing encourages customer acquisition and retention. As a business owner, you need to spend your marketing budget on strategies most likely to increase your ROI. It’s time to unlock the unlimited potential of B2B email marketing. Make the most of your next email marketing campaign and start drumming up a new business.

Eight Ways to Improve Your B2B Email Marketing

Ready to take advantage of the plentiful benefits of B2B email marketing? Now that you know how emails can boost your business, let’s put them to work. Here are eight ways you can improve your next B2B email marketing campaign. 

1. Personalize It

Personalized emails improve click-through rates by an average of 14% and conversions by 10%. Emails that take the personal approach also deliver six times higher transactional rates. 

There are many ways you can personalize emails. For example, start by adding the recipient’s name to the subject line or body text. You can also personalize an email based on the recipient’s behavior. This tactic will ensure your online content appeals to your target audience’s interests or concerns.

For this to work, it’s important to segment your audience. For example, consider setting up a drip campaign based on website behavior. In this case, someone who subscribed from a product page will receive a different email than someone who subscribed from your blog.

There’s also the activation email.  An activation email will help your clients understand your product or service without seeking around. This limits their frustration and shows them you’re there to help. 

You could also send a re-engagement email. Let’s say you have customers who have been dormant for a while. You can use a re-engagement email to remind them about the benefits of working with your business. For example, Dropbox will send an email that reads “Your Dropbox has been feeling kind of lonely” when it notices a lack of user activity.

Using these types of triggers will help you send emails based on specific needs. Then, email automation will do the work for you.

2. Reposition CTAs

Many people put there CTA buttons and links above the fold of their B2B marketing emails. Since subscribers spend the bulk of their time above the fold, this tactic makes sense. However, positioning a CTA above the fold might overwhelm your subscribers.

Consider placing a button CTA above the fold, then a text CTA link near the bottom of your email. Make sure the CTA language is different but directs people to the same link. Then, check your data. Which CTA received the most clicks? A/B testing can help you determine which tactic works better to improve your click-through rate and conversions. 

3. Add Urgency

Don’t scream at your clients in all caps with the hope they’ll act quickly. Instead, create authentic urgency in your subject lines and body text.

For example, consider adding a countdown. Maybe you have a special promotion that ends at a specific time. Adding these deadlines to your email will encourage subscribers to act now instead of later. Don’t extend your sales, discounts, or special offers.

When you mention a specific deadline in your email, stick to it. Make sure your landing page language reflects the same deadline, too. Otherwise, subscribers will delay taking action (or forget altogether).

4. Go BOLD

It’s often best to keep your emails short and sweet. Otherwise, you risk losing the readers’ attention. After all, businesses are busy running their own companies. If you have a long sales email and want to make sure your content stands out, bold it.

This tactic is an easy way to make sure bulky content still makes an impact.  People skim-read and rush through emails. Bolding a few lines within your content will help draw the reader’s eyes. 

By bolding certain words or lines, you can get your point across, even if someone’s skimming through your content. Make sure not to overdo it, though. Otherwise, you could come off as aggressive within the email.

5. Build Anticipation

“Pay attention now.” “You don’t want to miss this.” “This might come as a surprise, but…” Are you trying to generate excitement for a new product or service? Using this type of language can help you drum up anticipation. 

Don’t get straight to the point in the first line of your email.

Instead, draw it out. Then, hit them with the good stuff. What are people gaining from your product or service? Why should they care? 

Remember to think about your audience. Segmenting your list can help you create anticipation based on what your clients care about most. Then, give them a reason to feel excited. 

6. Make an Announcement

Many companies use B2B emailing to announce changes, new products or services, and big news. This tactic can help you remain at the forefront with your clients. If you’ve recently won an award or received recognition in a publication, it can also add to your company’s credibility.

Show your clients what you’re up to. If something’s changing, let people know.  Announcement emails can also show your clients you’re taking action.

7. Show Support

Marketing B2B means you’re there to help your clients grow. Show your support!

Focus on what you’re able to offer your clients. Then, take it from their point of view. How does working with you help benefit their business?

8. Review (and Review Again)

Once you start using these email tactics, watch the results roll in. It’s important to review the data. Study your open rates and click-through rates.

If your open rate is low, change your subject line. If you’re struggling with click-through rates, change your design, text content, or CTA.

Use A/B testing to determine what works, and don’t be afraid to change it up.

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