11 Ways To Improve Your B2B Email Marketing Strategy In 2021
B2B email marketing can be astonishingly beneficial when done correctly and for the right purposes.
In other words, if email marketing is used only for B2C (business to client) marketing, B2B marketing can simply become ineffective and overlooked.
Consequently, it’s crucial to understand how you should be planning your B2B marketing campaign from start to finish 🏁
Today, you'll learn a little bit about B2B email marketing and hopefully find a way to implement some of these ideas into reality.
1. Understand What B2B Email Marketing Is Like 🧐
First and foremost, you need to understand what B2B email marketing is like and how it is different from B2C email marketing and B2C marketing in general.
B2B marketing is about targeting businesses, while B2C marketing is about targeting regular customers.
In other words, because you are selling to other businesses, you will need to adjust your targeting accordingly and aim all of your marketing efforts at the right audience, aka your potential customers.
Email content will always need to correspond to all your other content created for digital campaigns. View your email subscribers as you would your B2B buyers.
After all, all the B2B companies are just the same as marketers, which means that when you're a B2B seller, you will be pretty much using the same techniques as marketers do, just in slightly different ways.
2. Choose Your B2B Email Marketing Tools 🛠
Now that you understand the difference between B2B marketing and B2C marketing, you will need to start getting into B2B email marketing by choosing your B2B email marketing tools.
Having a diverse selection of tools will help you achieve all your email marketing aims and perhaps even exceed your expectations.
- LinkedIn is a social media platform specifically for making professional networking connections and can serve as a handy tool when contacting other businesses.
- MailChimp should be your number one option for email campaign automation, but you can also consider other popular email automation tools if they seem more suitable.
- You should also find a good software that will serve as your CRM (customer relationship management) – for this, HubSpot is undoubtedly one of the most popular options while also giving you such features as inbound marketing and sales management.
3. Plan Your B2B Email Marketing Strategy 💌
Once you have chosen the tools you will be using, begin to plan your B2B email marketing strategy. Having a detailed B2B email marketing strategy ready will allow you to launch one successful B2B email marketing campaign after another.
Consequently, you must have a solid strategy prepared before you launch any campaigns.
You will need to use automation techniques correctly and keep in mind such tiny (but vital) details as sending a welcome email to every new subscriber, etc.
Don’t forget about your budget and resources and how you can use these to achieve your goals.
After that, you can move on to more specific details:
- Welcome messages and
- Transactional emails
And techniques such as:
- Following-up on past emails and
- Promoting your products and services through sales and discounts
4. Work On Lead Generation 🥰
After you have determined your overall strategy, you will need to work on your lead generation techniques. In other words, you need to start with the lead generation before you do anything else because that is what will help you get started.
Lead generation is about converting prospects into those interested in your brand and your products or services.
So, every person from your target audience will be a prospect you can convert into a lead through the process of lead generation.
Lead generation involves all kinds of techniques – and email marketing is one of them.
However, attracting leads to your mailing list can be done with different tactics. For example, you can host a giveaway on social media with a participation requirement to subscribe to your mailing list.
But even once the person has subscribed, you will still need to lure them in with your email content to get them interested in your brand and its offers 🧐
5. Grow Your Email List Gradually 📊
One thing to remember as you start growing your mailing list through lead generation is that you need to do it gradually.
Don’t jump in and expect it to be massive by the end of the first week. Instead, take it one step at a time and gain subscribers as you invest more and more.
The best thing you can do at this stage is to choose the right email service provider specifically for your situation. Gmail is an obvious choice, but you should still consider other available options and think several times before making the final decision.
As for your email newsletter itself, it needs to have some work put into its design and content to make it stand out and catch the attention of your target audience.
You can use a template for starters, but once you grow a bigger list, consider investing more into your newsletter’s design and hiring a professional to create a wholly original and unique look for it. 🤩
This investment will ensure that your email newsletter doesn’t look amateur.
6. Don’t Overlook Your Email Subject Line 👋🏼
One thing many business owners and marketers forget about is the email subject line. You should never overlook or ignore it – its power is undeniable.
If you work on it every time you send out a new email, you can create a significant impact out of something as simple as a subject line. Subject lines may not be a part of the email template you choose, but they’re a vital part of the emails themselves.
The success of your emails largely depends on how good your email subject lines are.
But why are email subject lines so powerful? Your emails’ click-through success rate ties directly to the subject line. If a subject line catches a recipient’s attention, they will likely click on the email and open it to see what’s there.
On the other hand, if the subject line isn’t gripping, the recipient will likely ignore the email altogether. Hence, it’s necessary to make the subject lines of your email newsletters as eye-catching as possible.
7. Map Your Customer Journey 💁🏻♀️
Mapping your customer journey might not seem like something particularly helpful in the context of B2B email marketing specifically. Still, it can help you build much more effective campaigns and even perfect your strategy in the first place.
A detailed customer journey will allow you to understand your target audience better and let you work with your customers more creatively while staying within the limits of what they can and can’t do for you.
It’s important to remember that a single customer journey map can’t fit every one of your potential buyers.
You will need to segment your audience and decide how every segment or group would get through their specific journeys and eventually purchase your products or services.
You should also make the maps from the perspective of email marketing and not just your general digital marketing efforts.
8. Start Using Audience Segmentation 👀
As mentioned above, segmenting your target audience is one of the most critical customer journey mapping elements.
At the same time, segmentation can help you get more out of customer behavior using such factors as pain points and interests to guide your customers and make them perform the actions you want them to perform.
If you don’t know these personal details about your customers, it will be much harder to guide them.
Audience segmentation starts with essential characteristics such as gender and age but can be expanded to more complex factors such as education and past job experiences.
Dividing your target audience into groups or segments will allow you to work more closely with each customer because you will now be personalizing content for a much smaller group of people, making it more relevant to them. It’s completely different from personalizing for a large group of people.
9. Use Other Digital Marketing Techniques 💻
It may sound counterintuitive initially, but using other digital marketing techniques alongside email marketing is one of the best ways to get significant results from your marketing efforts.
- Create a landing page for a particular product you are particularly eager to sell
- Launch a webinar to educate your potential buyers.
- Publish a case study detailing every aspect of your products or exploring a new trend in the industry.
- Work on white papers regularly to establish yourself as an authority and a reputable source for knowledge in your field.
- Use messaging to get through to your most inactive customers.
- Consider copywriting or using outside help.
10. Include CTAs In Your Emails and Other Content 👩🏾💻
A CTA or a call to action is probably one of the most commonly used elements in marketing. With the help of CTAs, you can convert potential customers into actual buyers and maybe even later on into returning clients.
Moreover, you can use a call to action for purposes other than just making a sale – it can be anything that can translate into a story or a conversion.
CTAs can help you improve your email open rates: by placing a CTA in your subject line, you encourage the recipient to click on your email and read it.
At the same time, a call to action can potentially prevent your email newsletter reader from clicking “unsubscribe” – they could be distracted by your CTA and will eventually get engaged with a piece of content the CTA has directed them.
11. Create High-Quality Content For Your Emails 📝
Last but not least, you should always remember to keep on creating high-quality content for your emails.
Any marketing agency you decide to take needs to put quality first and quantity second – this way, you will be attracting decision-makers rather than slackers to become your new customers.
Even when working on a new product, you need to keep the quality-over-quantity rule in mind.
After all, your B2B email marketing campaigns’ success depends on how good your product is: if it isn’t well-made, the demand for it will be low, and no amount of marketing will be able to change that.
On the contrary, if you ensure that your products or services are of the highest quality, you will have an excellent foundation to base your marketing strategy on attracting more buyers.
Final Thoughts 💁🏻♂️
All in all, B2B email marketing can be very effective once you learn the fundamental elements of how to make it great and make it work for you.
Use the tips and techniques from this article to start planning your own B2B email marketing strategy and then implementing it the way you want it to be.
This article was written by Jamie Fry. Jamie is a a purposeful and promising author. At this moment he is working at writing services review companies, as Writing Judge and Best Writers Online and enhances his blogging skills. Confidently goes to his goal. He has a talent for writing original content. The main conviction in his life: «To be the best in the field in which you are developing». Always in search of fresh ideas.