Would you like to improve your B2B marketing strategy but are unsure where to start? Many marketers mistake using the same approach for their B2B email campaigns as they do for the B2C email. However, that does not work.
In this blog post, we will cover B2B email marketing and the best practices you need to try.
What is B2B Email Marketing?
Business-to-Business Email is a specific marketing strategy where the email campaigns are targeted to businesses rather than individual customers. However, many business-to-business email marketing strategies overlap with traditional business-to-customer email marketing tactics. There are some unique differences between the two, and your success as a B2B marketer on how well you understand the differences.
The challenge with B2B marketing is that it is hard to track. Companies usually get lazy with the audience segmentation and put B2B and B2C email marketing strategies under the same generic umbrella. So, the marketers here are approaching two different styles of email marketing in the same way and hoping for equal success for both. However, marketers can see massive improvements in their email campaigns if they understand the minor differences in B2B marketing. And here are some B2B email marketing best practices to ensure you make the most of your email campaigns.
Best practices for B2B emails
Remember that these are not the B2B email marketing rules but only guidelines or best practices to help you.
1. Craft the perfect subject line
The subject line is one way your B2B and B2C email marketing strategies overlap. But it is too important not to mention. The chances of your B2B email campaign getting open rates are high when you craft a good subject line. Also, it may go into the trash bin if it is not unique. Marketers must also ensure that the subject lines are short enough to be seen in the box. Mailchimp recommends not more than 60 characters.
2. Personalize as humanly as possible
Automating certain campaign functions, like email segmentation and audience targeting, is essential. Within the email, you can use import fields to ensure the email is addressed to your recipient by name, include their company in the subject line, and add in other information that helps your email look less generalized. Therefore, custom fields are more critical for B2B emails than consumer blasts.
3. Be Conversational
B2B marketers need to remember that they are still writing to people even though their targets are brands. Because when you are writing B2B content, it’s easy to drift too far into professional mode and come across as robotic.
4. Keep things scannable
Most effective emails are pretty brief. Always remember that business people are busy, and very few people have time to get through the email packed with text. Also, keeping your emails brief doesn’t mean you are not giving them substance. One can pack a lot of information into an email with intelligent formatting and a little strategic design. The goal is to get them to click through your content.
5. Include one call to action
Many marketers doubt how many calls to action they should include in the content. It depends. The reason is that different types of content require other calls to action. If your weekly newsletter is for leads, you may have calls to action leading to other recommended products or services. However, in B2B emails, you need to keep things more focused. Hence, it is important to make only one call to action.
B2B email marketing is undeniably tricky, but taking the time to do it right pays off. Contact GrowSmart for all your Digital Marketing Needs.