Email continues to be the leading marketing channel for most B2B businesses. As per statistics, 81% of all B2B marketers use email marketing as their primary marketing tactic to reach out to a wide audience base.
That being said, simply creating a B2B newsletter isn’t enough. You need a considerable amount of planning and effort to launch a successful email marketing campaign that drives conversions. You also need to focus on writing the right content, understanding your target clients, testing your copy, and much more.
Here, we will talk about some of the most important B2B email marketing practices that you must consider before launching your email campaign. So, let’s begin.
1. Pay Attention to Your Tone
The tone of your email is a crucial aspect of the message you wish to convey. In fact, the tone sets expectations and instantly creates a first impression on the email recipient. In B2C, the tone of the email is typically urgent that is designed to grab the reader’s attention. It is also accompanied by CTAs such as “sign up now” or “order now”.
On the other hand, in B2B email marketing, the tone is generally more subtle. It is focused on nurturing relationships and providing a trusted solution to the recipients.
2. Personalize Your Messages
This is one of the most crucial B2B email marketing practices. Every good marketing agency for manufacturing industry focuses on personalizing emails as that helps to make the recipient feel more valued. Also, most professional agencies nowadays use a plethora of tools and gathered customer data to personalize messages based on where the prospect is in the buying journey.
Many times, personalization may be as easy as mentioning the recipient’s name in the subject line. However, even that helps to build an instant rapport. It lets the leads know that they are not just another number for the company but instead are deeply valued.
3. Craft Subject Lines that Spark Interest
Research reveals that almost 64% of people open an email based on its subject line. After all, it’s the first line that they come across. And thus, subject lines play a vital role in boosting the open rates of your emails.
To craft the best subject lines, you must follow the below-mentioned tips:
- Aim for 28 to 50 characters
- Avoid using symbols in your subject lines
- Keep the subject lines as short and crisp as possible
- Include at least one emoji in the subject line
Once you have followed all these guidelines, you can craft a couple of subject lines and run A/B testing on them. This will help you make the best decisions that will improve your email marketing campaign.
4. Include a Call to Action
The main purpose of email marketing is to nurture and generate leads. But apart from that, you also need to persuade your prospects to take an action. And for that, including a call to action that compels your prospects to visit your landing page is important.
Calls to action can take different forms. For instance, depending on your needs, you can ask your prospects to either fill up a questionnaire, share relevant resources, etc. Remember, every CTA has three crucial elements: the action you want your prospects to take, the words used, and the CTA’s design. Additionally, the placement of the CTA also matters. Make sure your CTA is placed in a way that is easily visible and quickly accessible.
5. Segment Your Email Marketing Lists
The best way to keep your emails on point is to segment your list based on the interest level of your audience in your brand. Segmentation is an excellent way to deliver highly relevant content to each subscriber which can potentially convert them into buying customers.
To create segmented lists, you can ask your subscribers a couple of questions that gauge their priorities, interests, and preferences. Additionally, you can use segmentation software to categorize your audiences based on factors such as their age, buying preferences, demographics, previous purchase history, position in the buying funnel, etc.
6. Keep Your Messages On Point
When people provide you with their email ids, they hope to receive information that will serve their interests. And this is why it is very important to keep your email content on point so that it adequately serves your audience.
To keep your content on point, make sure to only send emails when you have something valuable to share. Also, pay attention to copy and keep your messages clear and simple. Abstain from sending too salesy messages that put off your prospects.
Email marketing is among the most effective manufacturing digital marketing services that can help you grow your brand presence. It is an incredible channel for moving leads from the top of the sales funnel all the way to the bottom, all while nurturing long-lasting customer relationships.
Make sure to deploy these best practices for your B2B email marketing campaign and constantly track the results. You can also seek the services of a professional digital marketing agency such as StratMg to formulate an effective B2B email marketing campaign for your precise business requirements.