When it comes to driving sales and growth, B2B email marketing has huge potential for any company that wants to take their digital marketing up a level. Email marketing, especially when it comes to B2B businesses, has one of the highest ROIs out of any online marketing method out there. However, success isn’t guaranteed and there are some guidelines you need to follow if you want your campaigns to have the impact you want.
Here are a few tips for B2B email marketing success.
1. Build a catchy subject line
You only get one chance to create a first impression and the subject line is your first impression. It may be the only thing that’s viewed so it’s important to get this area right. The subject line has to be brief but also provide an incentive to open and read through the email. Always try to aim for a catchy line that’s only 50 characters or less.
2. Be brief if possible
This piece of advice is especially true if you’re trying to reach out to a younger demographic. Millennials today want to have the information provided in as few words as possible. Also, even older generations aren’t going to read through a giant wall of text. Try to offer a brief message that’s as direct as possible. People like quick information and they can click on your links to get additional information.
3. Avoid distractions
Find a good B2B email template to get started, if you’re having trouble building your own. When it comes to effective design, you want to keep the format as simple as possible. Sending an email that’s busy will end up doing more harm to your marketing campaign than good. The basic template should have a fair amount of whitespace and a few select images. Also, make sure that the design works on all different devices from computers to phone screens.
An email that’s too heavy and cluttered with elements like html and huge image files will take longer to load. The longer it takes to load, the higher the chances are that your readers won’t click them through. Not only that, but they make your mailings that much more incompatible with mobile users, which make up a huge portion of your audience. Keep your emails light and try to stay away from heavy code. And if you’re going to be sending images, try to compress them as much as you can to reduce loading times.
4. Segment customers
This is an area of marketing that usually requires more work but is well worth the extra effort. Before you think about a campaign, consider your leads and what they want in a message. Segment your market into age, gender, position within the company, and other areas that may set them each apart from the others. Some areas may require more segments than others but have enough specificity to ensure that you won’t alienate people who can’t use your content.
5. Review landing pages
Of course, you want the marketing to encourage people to visit your landing pages. They’re probably going to be visiting a customized page that’s aligned with the campaign offer. This is an area where it pays to be as direct as possible. Just like your email needs to be excellent and straightforward, the landing page should be optimized to allow you to capture vital data. Assess the page on a regular basis to catch any bugs or other problems.
6. Track metrics
Once you’ve gotten the basic structure of the campaign put together, then ensure that it’s connected to an analytics suite. This should consider the analytics of the email campaign in addition to the activity on the landing pages. Over time, it’ll be valuable to have this information available, especially for disconnects. Review the data to see if and when disconnects are happening. Optimizing campaigns takes time and you’ll know where to focus your efforts with this type of information.
7. Follow up and remarket
Although there will always be people that aren’t interested in your offers, you can use the information that you’ve gathered to keep on working towards getting prospects that didn’t take action the first time around. Remarketing with revised B2B campaigns can help you catch anyone who has been left behind. This is incredibly valuable as the people who didn’t quite take action may be more likely with some additional work.
8. Add incentives
This is an obvious but often overlooked area of email campaigns. Ensure that the content in the campaign provides an incentive that will increase conversions. Although templates and content are important, without driving conversions, there’s not going to be effective results.
When crafting a B2B marketing campaign, consider the type of email that you would want to receive. Using that as a general guideline, these 8 tips can help you improve your email campaign. It may take some time to get a grip of email marketing, but with time and by implementing the few tips in this article, you should eventually be able to reach your objectives.