There are numerous email marketing tips and best practices that apply equally to B2B and B2C marketing plans. And we strongly encourage you to give those techniques a try.
However, before you begin experimenting with strategies that may work for your business, you must first adhere to the rules for effective B2B email marketing. Herime are the seven names you should be familiar with.
1. Divide your audience into segments
I’m sure each of your emails is excellent. However, not every email will be effective for every contact in your database. That is why segmenting your audience for B2B email marketing is critical.
By segmenting your audience, you can be more targeted with your copywriting and offer. For example, if you’re sending only to contacts in the Northeast United States, you can refer to July as the start of summer. If you’re sending only to contacts that have previously made a purchase, you can re-engage them with a discount code.
And those are just two quick examples of the countless ways to personalize your business-to-business emails and increase their appeal to your audience.
And improving the appeal of your emails to your audience can result in tangible results for your business. Indeed, marketers who segment their email marketing campaigns see an increase in revenue of 760 percent.
As a result, segmenting your audience is a good rule to follow.
2. Send a newsletter
A newsletter is an excellent way to distribute your blog posts, webinars, and other content to your database on a consistent basis. Additionally, it is an excellent method of engaging with your contacts. The cadence will vary depending on your business, but it will be consistent whether it is weekly, monthly, or quarterly. This keeps your brand name in front of each contact’s inbox, which builds trust if you provide high-quality, useful content.
That is why 31% of B2B marketers believe email newsletters are the most effective way to nurture their leads.
Your newsletter can be formatted in a variety of ways. If your marketing generates a significant amount of content, you can incorporate recent podcast episodes, videos, and blog posts. If your industry generates a lot of news, you can summarize it in your newsletter and even write a long-form email introduction commenting on the most important topics. The critical thing is to determine what works for your brand and how much work one should undertake.
Additionally, if you prefer a more creative approach, take a look at these creative newsletter ideas for each month of the year. Additionally, utilize these unique newsletter titles. Then choose your format and begin writing!
3. Follow the law
This is more than a necessary B2B email marketing rule; there are legal ramifications that any marketer should be aware of. In the United States, you must be familiar with the CAN-SPAM Act. Additionally, if you send emails to contacts in Europe, you should be familiar with GDPR.
In the majority of cases, these laws are elementary. Each email must include an unsubscribe link. You must respect those unsubscribe requests. Your email must include a physical address. You cannot alter the email addresses—doing so appears spammy, and the objective is to ensure that any email sent is legitimate and not a nuisance.
4. Stick to your brand
Your business-to-business email marketing should be clearly identifiable as coming from your brand. That is the most effective method for maintaining consistency in your emails and establishing brand recognition with your audience.
5. Concentrate exclusively on your copywriting
The reality is that not every recipient of your B2B marketing emails will open them. Email marketing is one of the most effective marketing strategies because it enables you to maintain control over your messaging, personalize it, and scale it. However, this adds to the noise in everyone’s inbox. Each day last year, 306.4 billion emails were sent.
To compete in inboxes such as these, you must prioritize your email copywriting.
Begin with your subject lines, as they will have an effect on your open rates. They should be interesting, visually appealing, and contain just enough information to entice your reader to open the email. Consider the excellent subject line in the image of my inbox above from Dropbox.
The subject line begins with an emphatic imperative. The preview text then explains that this action is unnecessary because Dropbox provides an alternative solution—inside the email.
Make sure your email’s body contains a clear goal so that you’re writing toward it and leading up to a single CTA. Additionally, schedule time for proofreading each email. It never hurts to double-check, and in the best-case scenario, you’ll avoid any embarrassing typos or errors.