Upgrade Your B2B Email Marketing Campaign

Shannon Yingst 5 min read  –  September 19, 2023

Increase Engagement and Conversions

There are many nuances to creating the perfect B2B email marketing strategy. Your strategy’s goal may be to nurture relationships with potential customers, build brand awareness, or generate sales, but how can you increase these numbers? The content, whether it be newsletters, general updates, or new services, should be tailored to the needs and interests of your target audience.

A successful strategy encourages recipients to pursue your product or services and continue through the marketing funnel. What makes an email marketing campaign effective?

Incorporate the Right Pieces

According to Statistica, an average of 334 billion emails were sent and received each day in 2022. In a very competitive market, you need to prove your company’s worth through valuable content while providing your team with an easy yet effective strategy.

“Think like a buyer” is the most common piece of advice given to those wondering how to improve their email marketing. While that’s important to keep in mind, what does it actually mean? Here are a couple ways you can “think like a buyer” in your email strategy:

• Use email segmentation: Group your audience by your target personas instead of by name or company. This allows you to customize messages per group and hit their specific interests and needs.
• Write great subject lines: A clear and concise, yet actionable subject line has a higher chance of being opened. Most email providers show 60 characters or less for a preview, so staying within that limit helps entice recipients. Tie in a clear call-to-action, and your open rate increases.

Doing too much of your email marketing manually is time consuming and can fall through the cracks when other priorities surface. Below are a couple ways you can ensure you don’t lose momentum when things get hectic:

• Use templates: Save your team time and make the process faster by creating and implementing templates into your 1:1 sales emails strategy. These templates should include personalization tokens and include a pre-written message but be sure to personalize and fine-tune before sending.
• Save time by automating: Ensure your campaigns are running smoothly without having to take hours to send each individual email by automating the process. Automating can be done through a CRM, like HubSpot. You can set up drip campaigns that span weeks or send emails based on tags added to contacts. Each allows your company to complete tasks and continue to engage your audience.

Lead Nurturing Emails

Did you know that 99% of people check their email everyday? For email marketing campaigns, this is great news. You can take your campaign one step further by implementing a lead nurturing aspect.

For B2B, a lead nurturing email is usually an automated response to a customer subscribing to a newsletter, clicking on a CTA, downloading an asset, or attending a webinar. These campaigns are built to move customers along the sales funnel and eventually have them convert. Successful lead nurturing emails engage, entice, and encourage a lead to continue interacting.

Here are a few tips for your lead nurturing emails:

• Ensure your content focuses on one topic per email
• Keep your branding consistent so customers can easily see where the email is coming from
• Keep the content short and concise, especially the subject line
• Emails would have a natural progression and guide customers to your service or product
• Test your emails and track key metrics

What to Avoid

A marketer’s goal when writing emails is to obtain high open rates and increase conversions. What are some mistakes to avoid when creating a strategy for these emails?

1. Forgetting mobile users: You should always send yourself a test email and review it from multiple devices to ensure each user can properly read the content, especially mobile users.
2. Not segmenting: When your emails are sent to targeted groups, it is easier to customize the content and improve engagement.
3. Confusing CTAs: Including a single call to action with clear instructions increases clicks. When you put too many or don’t make it obvious what you want a user to do, the confusion will push potential customers away.
4. Adding too many images: Some users or email servers will block images and either make your message harder to read or, if you put your entire message in the image, send a blank screen. There are even some servers that will see too many images and sort your email as spam.
5. Incorrectly using links: If you want to keep servers from marking your email as spam, then keeping link to text ratio in mind is important. Always have at least one link, your CTA, and don’t add more than three per email – depending on the copy length. Use clean, well-structured URLs for your hyperlinks, such as linking to words in a sentence – both link shorteners and overly long links can get you caught in spam filters.
6. Sending at the wrong time: While it is smart to send emails at different times and days to see what works best for your industry, HubSpot says that emails sent at 11 A.M. on Wednesdays and Fridays have the highest open rate. This isn’t set in stone – all customers and industries are different, make sure to follow what works best for your company.

Email marketing can be a breeze when you take into account these best practices. A successful email campaign can increase engagement and conversions. Still think you need help getting an email campaign setup for your company? Contact All Around Creative and we can help!