B2B email marketing is not anymore, the old tips of just one way a funnel, where you push your prospects from one side and get customers from the other side as it used to be. The same applies to b2b email marketing that prospects can opt-in and opt-out, depending on their mood’s swings.
So, creating effective and fluid marketing is essential for today’s b2b marketing.
Digital marketing opens many possibilities for us, marketers, to reach out to our prospects and how we can communicate with them.
But also, for prospects how they want to receive new information and connect with businesses.
Especially in b2b industries where the products are complicated.
So sometimes is important for b2b prospects to move around from back and forth when they do product research about products.
Yes, B2B buyers are already 57% of the way through the buying process before the first meeting with a representative (Accenture, 2018)
Also, 90% of B2B buyers now twist and turn through the sales funnel, looping back and repeating at least one or more task in the buyer’s journey. (CMO, 2019)
Due to such versatility of possibilities for b2b prospects, marketers should improve their marketing channels to adapt these prospects researching trends and needs and not make it so uptight.
Therefore, I would like to point out my 7 best email marketing tips to avoid losing prospects but still adapt to prospects behaviour patterns to maximize ROI.
1. Narrow Segmentation
Let’s first discuss the segmentation process and how well it should be done to maximize the ROI from b2b email marketing.
Email marketing has some pretty basic tactics to create segmentation in your business to deliver content and email to a group of people who are the most interested in the topic.
These tactics are widely used across multiple industries but what surprises me that only 36% of B2B businesses are using segmentation in the right way.
The rest have a few segmentation groups and the rest is under general or they do not have b2b segmentation what so ever in any way.
This makes no wonder, that b2b decision-makers are upset how b2b marketers generate leads, as even basics can’t be done right.
And by basic b2b segmentation I mean:
- Role of the subscriber, so you know whether he can make a decision, and also what kind of content you should provide as Technical Manager will need different content than Marketing Manager.
- The industry is important too, especially when you are selling software like ERP or CRM then you should know in what industry they are in. Again, it helps you to customize messaging and promotions
- Location of the company as it might be somewhere where you do not even offer your services or have different packages.
- Product Interest is important as well as you know what the buyer intention is to buy, especially when nowadays prospects decide what they want, and you do not force them what they do not want.
So, when you are creating an email list, make sure you have at least basic segmentation within your marketing so you can provide better content to improve your conversion rate and ROI.
2. High Level of Personalization
One of the business to business marketing trends coming in 2020 is the level of personalization you can offer to your target audience.
Thanks to increasing digital content every year, more and more prospects expecting tailored content to their specific needs and paints.
To be precise 45% of users are searching for personalized content to the business challenges they are facing at the moment.
That means that being able to create personalized messaging within your email marketing becoming more important than ever, as people do not want to receive anything else than the content to their specific interest and the rest is unnecessary and spammy for them.
Therefore being able to create personalized emails with
- Using their name within the introduction and somewhere else in every email will create the first good feeling about reading the email, as it feels like email special for them.
- Personalizing your email with a face picture, name and social media profiles is important as well, as prospects do not want to talk to businesses but people behind the businesses. It creates a warm feeling of personalization.
Of course, these tactics are basic, but as I already said, only 1/3 of b2b companies are actually using proper segmentation and create personalized email is even less than that.
That’s why it is a huge chance for you and your business to become unique and out of the box as not many b2b companies using it yet.
3. Quick Contact Support
One of the main problems with b2b email marketing is the lack of accessibility to the customer support and sales team.
Therefore my next tip for b2b email marketing is to provide fast customer support.
Yes, you can find something like an email address or you can reply to the email, but usually, you need to be waiting for almost 24h on average for the response which can be frustrating.
Actually, this can lead to losing the lead from your email list as they can go somewhere else, who can provide them quick response and answer to their question.
And this is not a small number but 46% of email subscribers will leave if they do not find quick contact support.
Therefore, technology like live chat is becoming absolutely vital for your business to be able to quickly respond to your prospect and customer inquiries, especially when millennials are becoming decision-makers.
Everybody knows that millennials don’t like to pick up the mobile phone and wait, so don’t call them, but email and don’t let them wait.
4. Use Personal Name
I have already mentioned, using a personal name of the recipient is an essential part of every email to create the email warmer and tempting to read.
Especially thanks to email automation, using the name was never easier in the emails.
Adding name into the email is such an easy thing with the great results.
35% of people are more interesting to read the email if it included their name and therefore with just adding a single line into your email can produce extra revenue for your business.
Especially with the marketing automation out there, you can automatically add the name into every email without breaking a sweat.
That’s why you should always make sure you are collecting the name of your email subscribers with the short forms.
The best ways how to get people names when they are subscribing for email newsletter are:
- Offer valuable content like eBook or whitepaper to download and include a short form where they need to put their full name, role and email to download it.
- Give them demo access to your platform or somewhere else, but first, let them complete the full profile to being able to start using the demo. This applies to software’s mostly or courses website.
- Ask them for it, as I found out when you ask them for the name, they will usually give it to you, especially when you create questions which sounds like “How do you want me to call you?”
5. Highlight Important Parts
You might wonder how come, that prospects spend less time reading on websites or emails.
This is happening because of the new trend where people do not read any more websites, emails or newspapers because they are so busy but rather they scan it to find quick information.
A recent study said that people prefer to scan the content and quickly move somewhere else to research more or get more opinions.
- On average a user will only read 20% of the content on your page.
- 67% of users scan quickly emails to find related information within the 20s or less.
Of course, it all depends on a user but most of the time they prefer scanning the content and quickly move somewhere else, especially if they wait on a red light, then there is no much time to read.
One of the great examples is DigitalMarketer.com
As the marketing team from Digital Marketer is very well aware of people who do not spend a long time on their copies and they just scan them, therefore they have highlighted the important information within their emails.
Because if you are using highlighting within your b2b content you are taking certain control over prospects’ eyes and where you want them to aim.
Because if you do not do that, then they will randomly read words.
That means if they do not get or notice something interesting, they will leave and go somewhere else to get what they want.
Even though you might have it too within your content or email, but their eyes just didn’t catch it.
Too bad for them, or for you?
That’s why my tips for b2b email marketing include this one.
Create Neat Looking CTA
My tip number 6 on how to create b2b email marketing beast is to create a neat looking CTA within your email.
This neat looking call-to-action needs to be visible, branded with your brand colours and with simple call-to-action text which clearly states what you want your prospect do to, after reading/scanning your b2b email.
The thing if you want to make an effective email marketing campaign then you need to make it as easy as possible for your reader to read it and react to it.
Because nobody wants to spend long minutes of figuring out what the hell is your email about.
- Making CTAs look like buttons created a 45% boost in
clicks for CreateDebate.
- Emails with a single call-to-action increased clicks
of 371% and sales 1617%.
You need to make sure that your email is as brainless as
Exactly, even trained golden fish should be able to understand your email and do what you want it to do.
Because your prospects don’t care about you, at least at this point and when you create easy to read and easy to react email, the chance is much higher than your prospect find what interests them, something that is about them, their problems or needs.
7. Always Deliver Value
What I love about B2B Marketing is that the more value you offer the more you gain in terms of revenue, traffic, conversion rate and your credibility.
Sometimes I hear from b2b marketers that if you offer too much value then they don’t need you and they can do it themselves.
Well, even though they have a point in some way, then I still know that this will never happen.
I mean think about it, how is it even possible, big guys who are leading company having time to learn new staff and taking risk whether it works or not?
I don’t think so!
I prefer the opposite approach, offer every value and knowledge you have got!
I believe the more you give, the more you get, especially if you are sharing your knowledge and expertise.
Not only it shows that you know what you are doing, but also that there is so much to learn that they will start feeling dizzy, sit on the chair, and give you a call to give first-aid.
Remember, offering too much valuable content can never hurt you, of course, there are ways how you can utilize it, and the level of knowledge can be used in a different way, but never be worried to offer your knowledge, especially within b2b marketing.
They do not have time to learn new things.
So, whenever you are writing an email copy, make sure that there is as much value as email can fit, do not try to sell, as b2b marketing requires much more than just 1 call to action and super promo code.
Summary of 7 B2B Email Marketing Tips
B2B Marketing is all about building trust with your prospects that you are the right person to solve their challenges.
Therefore, email marketing gives you a great connection with them as you can utilize it with perfectly aimed messaging to each of your segment, create a personal touch within and offer valuable content to them to build relationship and trust.
Because what you should always keep in mind when you are creating b2b email marketing strategy is that 90% of B2B marketers say the leading attribute of content marketing effectiveness is “audience relevance (Statista, 2018).
Learning from your audience and analyzing their patterns whether what interests them and what’s not will give you great insights for your marketing to furthermore improve your marketing.
I hope, that this article will help you with your b2b email marketing campaigns and I am excited to hear from you whether you use some of my tips.