Send It with Flair: Top 4 Email Marketing Practices for B2B Companies

Emails are not dead. Despite the increasing popularity of social media over the recent years, email remains to be one of the most trusted means of communication and a credible method to execute digital marketing campaigns. In order to test if emails are still valid, just ask yourself: do you still use emails? Do you make it a habit to check your mailbox at least once a day? Do you have newsletter subscriptions regularly sent to your inbox? If you answered yes to one or more of the questions, it easily proves that you utilize email enough to make it part of your daily routine.

Why not make use of email marketing as well to help drive growth for your business?

Emails are considered to be at the core of marketing for B2B companies, and it’s not hard to see why. After all, they’re a very cost-effective way to communicate one-on-one with your target customers – and eventually convert them to paying clients. You can make your message personal and easily relatable to the reader, and it has a considerably longer lifespan than your social media posts. If you’re still not using email marketing for your business, you’re missing out. 59% of reputable B2B marketers claim that emails are their most effective channel for revenue conversion.

If you want to engage your prospect customers, there’s never a better time to try your hand with email marketing. Don’t quite know where to start? Whether you need to have an email marketing strategy in place or you want to revise the one you currently have, read on for some of the best practices you can immediately implement for B2B companies.

Are you ready to leverage the power of emails?    

  1.    Make it a point to send emails from a person, not your company.      

More than half of subscribers (64%, in fact) tend to open an email based on who’s the sender rather than what’s on the subject line (only 47% does). And it makes perfect sense, come to think of it. From a reader’s point of view, it feels much better to receive an email from an actual person rather than from a generic email address of a company. So take that point into consideration.

As a business owner, make sure you assign someone in your team (or do it yourself if you don’t have someone else to do it in the meantime) to do the regular email blasts and keep a tab on the mails. Personal emails have more emotional appeal and can create better relationships with recipients over time. That being said, you have to have a brand that’s trustworthy and credible to begin with. Otherwise, no amount of personal email addresses will do the trick.

  1.    Build the habit of communicating regularly with your subscribers.        

Effective brand building doesn’t only entail regular blog posts and social media uploads; you have to send out regular email updates as well. How often is too often? The last thing you want is to send too many emails that don’t get opened as much – or worse, that eventually prompt your readers to unsubscribe. On the other hand, you also don’t want to send too infrequent emails that your subscribers have to take a moment to recall your company.

The key to effective email frequency is to strike a well-balanced compromise: often enough that your customers know exactly what your business is all about, but not too often that your messages come across as annoyingly intrusive. To determine what your subscribers prefer (for example, weekly or monthly), you can do an A/B testing. It’s also a great idea to let your readers set the email frequency they’d like to have.     

  1.    Create content that’s relevant and relatable.          

Much like frequency, content likewise plays a very important role in your email marketing. Take the time to segment and sort out your email list so you can, in turn, churn out content that your target readers can easily relate to. For instance, if you have the additional budget for it, you can utilize artificial intelligence to get the behavioral research of your subscribers and then send out emails based on that. Another thing, if you’re sending out sales emails for a product or service, you can utilize a cart abandonment email for prospect customers who didn’t complete their purchase. Emails are also a good way to get feedback or gather responses for a survey from your readers.   

  1.    Remember to put together a knock-out landing page.           

Your landing page is important. So important, in fact, that if it doesn’t match your email, your email marketing won’t be nearly as effective. But what exactly does a landing page do? In a nutshell, a good landing page should be able to clearly state a goal. Do you want your readers to register for a training event? Attend a seminar? Buy your latest book? Whatever it is, your Call to Action (CTA) should be so concise and clear that there’s no doubt what you want to accomplish. Your goal will likewise help you put together a page with the right combination of layout, images, and text, letting you deliver the message you really intend to.

If you’re running a B2B company and you haven’t yet started on email marketing, or you have but you feel it’s far from organized, it’s about time you invest in proper email marketing to help you get better results. Much like everything else in digital marketing, it will likely take considerable time to get a handle of things and it’s all right to get flustered or overwhelmed occasionally. The tips discussed above, nevertheless, should be enough to give you a good head start or get you to update your email marketing strategies. It will likely involve trial and error – but then again, the same goes for running a business, doesn’t it?

So, do you make use of email marketing in your business? What are the challenges you experience in utilizing it? Share with us in the comments.