There are 45% of spam emails sent every day. A 45% spam rate is equivalent to over 14.5 billion spam emails sent internationally every day. Digital retailers and business owners do not like getting spam emails. Spam folders can reduce the number of emails you receive. As a result, fewer people open your email, and the number of people who visit your website drops as well. B2B merchants, especially, will find this looks unprofessional, and if your company is one, your emails will end up in spam.
By checking the source of the email and verifying that it is valid, Internet Service Providers (ISPs) are constantly working to reduce spam. This process of identifying an email’s origin, also called domain authentication or domain validation, aid ISPs in better routing your emails. It also helps prevent fraud and phishing. Businesses can also make use of email-finding tools.
With email authentication, your email marketing tool can send emails as your domain on your behalf. Taking the advice from these tools will be helpful, even though it is not a must-follow tip for email marketing.
Don’t Sell, Educate
When it comes to B2B email marketing, you’ll get the best results if you focus on creating, designing, and submitting content that educates rather than sells. Do not push an offer that does not attract recipients to buy or test your product; instead, show them how it solves their problems. Once they click your email link and reach your website, you can force them to purchase your product.
Email marketing should follow the 80/20 general rule, which means that 80% of your content should be useful and informative, and the remaining 20% can promote your business and services.
Put your Attention on the Subject Line
Upon receiving your email address, a recipient can read the subject line and decide whether or not to click on it. Typically, B2B marketers are quick to allow recipients to explore what’s inside within a few seconds. Therefore, you should create an attractive, appealing, and compelling subject line for your email. You can improve CTRs with B2B email marketing by adding an emoji to the subject line because it makes your emails stand out.
Adestra analyzed more than 3 billion emails across four industries and found that good subject lines increase open rates by 90%. The subject lines that performed the best had words like ‘profit’, ‘money’, and ‘income’ while the lowest-performing lines had words like ‘reminder’, ‘percentage discount’, ‘free’, and ‘help’.
Send a B2B Email that is valuable to your Recipients
You should always give before you receive when you are trying to sell. To sell something to someone, you need to give them something valuable, something they can use to help their business, something that will increase their trust and confidence in you. Professional articles, top-10 lists, whitepapers, free assessments, eBooks, how-to guides, and industry statistics are some best B2B email marketing tools and best practices.
Always choosing quality over quantity is another thing to keep in mind. Few people, especially in business to business, like reading long articles and long blocks of text. The length of your B2B newsletter doesn’t matter as long as your message is effective enough to persuade your audience to click on the link you mention. You should be as thorough and as readable as you can. Ensure you use the correct fonts, bullet points, headings, and subheadings in your document. If necessary, you may also want to highlight information or offers via email.
Decide on what you want to say to the Decision Making unit
The decision to purchase a B2B company is often not made by an individual employee, but by a team of decision-makers. In this DMU, we carefully analyze the gains and losses, the cost, and other aspects of the product in question and come to a collective decision on whether or not to invest in the product for our organization.
You should instead address your B2B emails to the entire Decision-Making Unit rather than send them to the Chief Executive if you want to convince any business to believe in your B2B products and services.
Digital Marketing Units can consist of anyone from the General Manager of a company to the Digital Marketing Head to a Digital Marketing Associate. Their priorities and concerns are different. If you are a B2B email marketer, your goal should be to create an email from the perspective of every individual who can be part of the DMU. Responding to pressures or pain points that are of concern to the executive you are addressing is one way to accomplish this.
You Should always include a Call to Action (CTA)
B2B email newsletters need to include a Call to Action (CTA). CTAs in your emails have been shown to increase your click-through rate by 28%. Your subscribers are motivated to take action when they see a CTA, which is a hyperlink button or text.
Where should a call-to-action be placed? Marketing Experiments conducted an A/B test experiment to understand where the best place to add a CTA is. According to the study, emails with CTAs “below the fold” performed 20% better than emails with CTAs “above the fold” [9]. You can see your call to action below the fold after subscribers have scrolled through the entire article.
Forms of Participation should be used to the fullest extent Possible
It is necessary for email marketing campaigns to be popular to have a B2B email list with accurate and sufficient email addresses (basically, a relevant email database with which you can exchange emails). B2B email marketers need to create opportunities to invite prospective customers to give them their email addresses in an ongoing and rather endless process. Seek out every opportunity to reach your customers.
Users can provide you with their email addresses through website search forms, downloads, subscriptions to explicit newsletters, and affiliate clicks. Do not hide your subscription forms on subcategory pages such as “Services” or “Contact Us” or at the bottom of your page. Make it easy for users to find them. If you wish to send an email or promotional content to them, it is very important to ask for their written consent.
KPIs that are important to Monitor
Any digital marketing activity requires you to monitor, measure, and analyze the success or failure of the B2B messages you have sent. When you look at key performance indicators (KPIs), you can find out how well your email content is performing. If not, you will be able to identify and apply useful information to improve your future results. When you use an email campaign management system for your B2B email marketing strategy, you will have access to reports that let you keep an eye on key performance indicators. Another study by the Content Marketing Institute found that email marketing professionals typically look at the following 5 metrics:
Clicks to Ratio (CTR) – 91%
Open Rate – 78%
Conversion Rate – 67%
Abandonment Rate – 40%
Delivery Rate – 36%
Establish a Budget and Stick to it
A B2B email marketing strategy needs to be budgeted properly. A DMA survey found that 82% of marketers temporarily spend less than 20% of their email marketing budgets.
