B2B marketing was one of the emerging segments for email marketers before the pandemic struck, but now the whole landscape is rapidly turning digital-first as we dive into 2022. It is noteworthy that a huge number of business-to-business sales transactions have an online backdrop, and thus emails kick in. And it’s not the $42 ROI that drives its importance- the simple fact that email is needed to exist or interact on the internet is why it is the most relevant and best-performing channel despite the advent of social media.
If you are a B2B marketer looking for email marketing tips, you are at the right place as we have curated eight stellar tips + business email samples to brighten your day. Let’s get started:
#1 Spend Time Knowing Your Email List Subscribers And Their Organization
One of the biggest pitfalls for any B2B marketer is to get started with their email efforts like they would approach B2C email marketing. Here, the sales cycles are significantly longer, multiple people take part in the purchase process, and the purchase isn’t meant for consumption. The value generated out of the purchase helps the buyer to either save expenditure or generate additional income with long-term implications in case they make a wrong decision. So do your homework and get acquainted with the organization, decision-makers, their pain points, and how your product can fit in.
#2 Leverage Account-Based Marketing To Level Up Your B2B Email Game
When implementing tip #1, you will naturally require to leverage account-based marketing (ABC) for your campaigns. ABC allows you to channelize your efforts for each decision-maker and provide them with only the relevant content that gives them the right set of insights. Remember, you need to provide users with cascading sets of information based on their profile at their organization, so ABC is a must like Crunchbase has demonstrated below:
#3 Emphasize On Automation For Hyper-Personalization + Dynamic Segmentation
Next comes the use of automated workflows to implement a combination of hyper-personalization and dynamic segmentation. Hyper personalization revolves around developing extremely relevant email series that use 360-degree user data, while dynamic segmentation helps you match the right subscribers for the different pieces of information you want to share. Implementing both of these strategies is possible only through multi-level nested automation workflows, so make sure your ESP supports it. This will help you up your chances of conversion while minimizing deviations caused by false signals from uninterested subscribers.
#4 Buildup On Social Proof, User Generated Content For B2B Success
One of the things B2B email marketers can learn from their B2C counterparts is using social proof and user-generated content (UGC) extensively. Though B2B marketing uses both of them to a large extent, embedding them as a part of the email strategy requires some pre-planning and special attention while executing emails. For instance, you can run pulse surveys in your emails and later share the statistics or use social proof in your drip campaigns.
#5 Focus On Sharing Value As A Thought Leader Instead Of Becoming A Stalwart Marketer
In B2B outreach, it is very important that you establish yourself as a thought leader that predicts and defines the future of the industry. Thus, your messages should focus on sharing insights and valuable inputs that your subscribers won’t find anywhere else. If you focus on becoming a stalwart marketer with irresistible copies, visuals, designs, and offers, you would probably not fit into their buyer journey as value drives business decisions more than attractive material or discounts.
#6 Use Custom Email Templates To Build A Brand Persona
It is essential that you invest in a decent stack of custom email templates that reflect your brand language and the purpose of sending the message. This is because B2B brands need to convey their messages in a different way rather than focusing on an image-copy combination. Below is one of my favorite business email samples from Commission Junction, which clearly shows why custom templates are highly recommended:
#7 Implement Simple Yet Effective Best Practices To Better Serve Your Subscribers
As you get into the action mode and strategize your B2B email marketing plan, don’t forget to include best practices as a standard part of your overall approach. For instance, helping dormant leads unsubscribe is basic to maintaining your list health. Taking care of accessibility, inclusivity, technical push, and pulls (for B2B marketers, Outlook considerations are a must) are instrumental for good results.
#8 Evaluate Your Email Metrics Periodically, Learn, And Restrategize
Lastly, it is advisable to evaluate your email metrics from time to time, and in our experience, we find that you need to check them more often than B2C marketers. The reason is simple: while your sales cycles are longer, the number of subscribers would be on the lower end, depending on your sector. Thus, any deviation would quickly amplify, and you may end up losing high-quality leads. So keep an eye on how your campaigns perform according to B2B standards relevant to your industry and make timely changes.
Throughout the article, the tips reflect on one core aspect: To win at B2B email marketing, you need to work ground up. No doubt, the basics remain the same, but you will need to develop your assets and strategies on the basis of what works the best for your business and sector at large.
Author: Kevin George is the Head of Marketing at Email Uplers, one of the largest Email Templates production company which specializes in converting PSD to email templates. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage and share insights with fellow marketers.