Let’s talk to you about what it takes to do email marketing for B2B. And also how you distinguish your B2B email marketing campaign from every other B2B email marketing campaign out there.
See also: Email Marketing for Beginners
Complete Guide to Email Marketing for B2B
This will be a complete guide to email marketing for b2b. And in the process of reading and absorbing this information, you’ll create more effective b2b email campaigns with these six steps.
If you are just getting started with email marketing for b2b, it can be tempting to jump right in and start building the perfect campaign. But there are a couple of things that will need to be thought about before you even consider writing your initial message, and one of those things is deliverability.
Few facets of b2b email marketing are as essential as deliverability. After all, a perfectly crafted email is rendered useless if it doesn’t ever reach its mark. Taking steps to protect your Sender Score before you begin emailing, can prevent you from inadvertently triggering spam filters — or worse, landing your IP address on an email blacklist and thwarting your b2b email marketing efforts before you even begin.
The foundation of any great b2b email campaign consistently lies in the design of the email template itself. Spending enough time laying the groundwork for a successful b2b email template will pay off later in the kind of greater response rates, better branding, and stronger customer relationships.
When it comes to designing email templates to your B2B audience, it can be challenging to know where to start — especially once you consider all the aspects that go into planning: determining what kinds of email you want to send (trickle emails, autoresponders, webinar blasts, etc), which pictures to use, whether to use HTML or plain text, and much more.
Possessing a marketing automation platform using a WYSIWYG email editor may make the procedure much less dull and time-intensive while also enabling the customization, or tailoring, or email campaigns for more private, customer-friendly messages — all without needing an understanding of HTML. But even with the most effective tools available, there are still a lot of factors to think about prior to hitting that “send” button.
The words you decide to use in your email is essential to how it’ll be perceived by its recipients. So from the subject line to your email signature, put careful consideration to both what you say and how you say it. Ensure that your messages are informational and conversational, and prevent blatant sales pitches whenever possible.
To get the best results, your emails must differentiate themselves from the normal generic sales pitch, and with the currently overcrowded inboxes, this job is harder than ever in b2b email marketing.
Testing and Optimization
As soon as you’ve crafted the perfect email, you will want to be certain that all your hard work will render perfectly for your recipients, and your content is optimized to avoid spam filters. Monitor your campaign’s look and feel by analyzing it in many different email providers.
It is very important to see how your email will appear, not only in different readers such as Yahoo!, Gmail, and Outlook but also in mobile environments such as iPhone and Android.
You are almost there! Now that you have walked through the whole process of putting together the ideal email campaign, it is time to be certain that sending it goes off without a hitch. Let us take a look at a couple of last-minute factors.
Deliverability should be a consideration at every stage of the email marketing for the b2b process, and deciding upon a list to send your emails to is no exception. High bounce rates brought on by invalid or misspelled email addresses may damage your email standing, so be sure that you’re regularly keeping your lists and cleaning out email addresses which are not valid.
It is a question as old as b2b email marketing: what’s the best time to send emails to prospects? And the answer is simple (if somewhat frustrating): it depends. As an example, if you are a B2C marketer, nights and weekends are a much better time to reach out, if your readers will not be distracted by work emails. For a B2B marketer, those hours likely could not be a worse time to convey about a business-related service or product.
Related: Email Marketing for B2C
One last element of time email marketers should consider is the frequency of your contact with prospects through email. You should be sending emails often enough to remain top of mind with prospects, but not so frequently that you become an annoyance. Three emails annually are most likely not enough; three daily is definitely too many.
Tracking and Reporting
Don’t rest easy as soon as you’ve put together an excellent b2b email campaign. Today’s marketing world is all about improvement and measurement. So when doing email marketing for b2b, work out how to monitor and quantify your email marketing success. Also, determine what is working and what’s not. Then correct and optimize your attempts to genuinely get the most from your b2b email marketing campaigns.
B2B email tracking makes it possible to learn if an email reached its intended receiver and whether it had been opened or not. Most tracking tools record once the email was received and when it was started. Tracking tools also notice the receiver’s IP address. This allows you to see which links the potential clicked after opening the email.
What to Measure
Email tracking yields a range of helpful metrics which may be analyzed to gauge the success of a marketing campaign or web page, but how can you know what to measure? Here are a few critical metrics to keep your eye on.
- Click-through rate (CTR) is most commonly calculated by dividing the total number of clicks from the entire number of impressions.
- Email clients and devices. Use advanced email reporting to determine which email clients, browsers, and devices your recipients are using to open your emails.
- Engagement statistics. You need to learn more than how many recipients opened your email — you want to know how many recipients are participating with your marketing message.
- Bounces. Bounces can be hard (permanent) or soft (transient). In the event of a hard bounce, you probably have a bad or invalid email address that must be scrubbed from your own lists. A soft bounce, on the other hand, may indicate that a mailbox is full or that you are sending a file that is too large.
There’s a lot to consider when doing email marketing for B2B, that’s for sure. The components that make a b2b email campaign successful, are no different than other successful campaigns. Stay focus, review these objectives and makes sure you b2b email campaign has all these elements. You’ll see an immediate improvement in your response rate and sales.