Don’t know where to begin to improve your B2B email marketing strategy? Too many marketers make the mistake of treating B2B emails the same as B2C emails. That’s a no. So, today we’ll cover a few key techniques to help you distinguish between the two. What is B2B email marketing?
This post will teach you how to write B2B emails that get high open rates, conversion rates, and, of course, more revenue.
What is B2B Email Marketing?
Business-to-business email marketing is an email marketing strategy that targets businesses rather than individuals.
While many B2B email marketing strategies are similar to B2C email marketing, some key differences are. Your success as a B2B email marketer depends on your grasp of these distinctions. B2B email marketing is difficult to track. Companies often get lazy with audience segmentation and lump B2B and B2C email marketing strategies together. As a result, marketers treat both types of email marketing the same and hope for the same results. That’s insane.
When marketers finally grasp the subtle differences required for B2B email marketing, their campaigns are bound to improve dramatically. Understanding what makes B2B campaigns special is crucial. Personalisation is the top strategy for 47% of B2B marketers in 2020:
1. LinkedIn generates 80% of B2B leads.
2. 73% of millennials are involved in purchasing decisions.
3. For B2B marketing, email was the most popular tactic in 2019.
These figures hint at how to approach your B2B email marketing strategy. We despise subtly. So let’s be clear.
Let’s look at 5 B2B email marketing best practices to maximise the effectiveness of your email campaigns.
5 B2B Email Marketing Tips
Before we start, keep in mind that these aren’t B2B email marketing rules. They are suggestions or recommendations.
But email marketing isn’t an exact science. To discover your ideal solution, you must first test it.
So, let’s look at 5 B2B email marketing best practices. Click here to learn about other forms of marketing, such as video marketing.
1. Filter for business or pleasure leads
Start your B2B email marketing strategy with lead generation. As a result, you can tailor your message to the specific business you’re speaking with.
But, as previously stated, B2B lead generation is difficult to track.
Many marketers fail to distinguish between customers shopping for personal or business reasons. Because of this, they put all leads into the same cycle.
No one knows how B2B leads arrive. Lead generation is believed to be a mix of unquantifiable activities and behaviors that work.
You can accurately segment your email service provider’s leads based on their origin.
2. Choose your email provider
The next step is to find the best B2B email service, provider. Many email service providers offer similar features, but may not scale as well as you need.
Find the best email service provider for you. We recommend Constant Contact, Sendinblue, and Drip as excellent B2B email marketing platforms. Plus, their pricing scales with your company’s growth.
Some small businesses choose to use WordPress for email only. If so, install the WP Mail SMTP plugin to get the best deliverability rates.
Many email platforms like Google and Yahoo have tightened spam prevention. The downside is that your emails may be mislabeled as spam and never reach their intended recipients.
Yes. Even if leads voluntarily provide their email addresses, your emails will never reach them.
WP Mail SMTP takes care of that for you by authenticating and sending emails from trusted third parties. Not to mention, the WP Mail SMTP team configures everything for you.
WP Mail SMTP is a must-have for sending B2B emails through WordPress.
3. Make a great subject line
The use of strong subject lines will make or break your B2B and B2C email marketing strategies.
A good subject line can make or break your B2B email campaign’s open rates. This is how content marketing works. You can learn more about this here.
So how do you write a good B2B subject line? The same way you would for individual clients: by understanding what language inspires curiosity and what your audience truly desires.
The two components of a compelling subject line are: builds curiosity and taps into your audience’s buyer intent.
But you need a buyer persona to do either. You can’t speak to your audience until you know who they are.
Remember how we said 73% of millennials are involved in purchasing decisions? This kind of data should remind you to consider demographics when writing B2B email copy.
Once you know your target audience and what they want, you can craft a compelling subject line.
4. Keep emails rational, informative, and profitable
Like we said before, new marketers make the mistake of treating B2B and B2C email marketing the same.
However, people buy things for different reasons when they buy for business or pleasure. That requires a different approach to email copy.
It’s no surprise that so many people want to know how to write B2B emails. If you’re wondering how B2B emails differ from B2C emails, here’s a good rule of thumb: B2C communication is more emotional. B2B communication is about facts and profit.
As previously shown, 90% of top B2B marketers prioritise their audience’s information needs.
And rightly so.
When people buy for business, they do so to make more money for their company.
An investment in new tools, whether paperclips or the best SEO software on the market, is intended to increase revenue.
So keep in mind this practical, information-based communication style when writing B2B email copy.
5. One call to action
Many people wonder, “How many calls to action should I include in my content?”
Our reply? Idioms.
Because different content types necessitate different numbers of CTAs. For example, in your weekly lead newsletter, you may have many calls to action for various products or services.
But in B2B emails, you should be more focused. Only one call to action.
Everything in the email points to the simple act of giving it a go.
You should too. Your B2B email campaigns should have a single, strong call to action. When they get to the link or button, they should be compelled to click it. This is definitely one of the major marketing tips to work on.
Once you’ve chosen your email service provider and segmented your list, these are the 3 components your B2B email must-have.
Now that you know the 5 best practices for B2B email marketing campaigns, work out the plan as per your convenience and get things going.