Under the right circumstances, B2B marketing can be very effective. Indeed, B2B companies can benefit from a strong marketing strategy –– regardless of their industry or level of niche appeal. On that note, email campaigns are often a substantial aspect of a successful B2B marketing plan. Forming the right workflow can increase a company’s online engagement, enhance lead development, and, crucially, improve sales figures. To that end, today we’ll outline three email marketing tips that B2B organizations can use to generate more positive outcomes. Check them out here:
Curate Your Email List
B2B organizations tend to have less widespread appeal than B2C companies. This means that B2C email campaigns may include a substantial number of leads who only expressed a mild interest in making a purchase. This isn’t a problem for B2C businesses. B2B businesses, on the other hand, should be much more careful about how they attract subscribers and who they ultimately include on email marketing campaigns. As we’ll explain further, the more specific your message is, the more likely it will resonate with your audience. Therefore, it’s crucial for B2B marketers to curate their list closely and remove anyone who isn’t willing or able to make purchases. Less is more in this regard.
Modern-day professionals are inundated with dozens of emails every day. Because of this, people are unlikely to open a marketing email unless they feel it will benefit them in some way. So B2B marketers need to both 1) make a compelling promise in the email subject line and 2) follow up on that promise in the email copy. Informative blogs, exclusive insight, or discounted prices are all ways that marketers can entice potential leads.
Timing & Alignment
Since email marketing is a component of a wider marketing strategy, it’s important to align email campaigns with digital advertising and SEO efforts. In many instances, B2B sales require multiple “touch points;” in other words, professionals will interact with a business two, three, or four times across various media before they make a purchase decision. Note, the bigger the investment required, the longer the sales process is likely to take. Regardless, B2B marketers should be cognizant of their overarching strategy, and they should seek to use similar language and tactics in their email copy. What’s more, the timing of email campaigns can prove pivotal. Businesses that send out email lists when their clientele are most willing to make a purchase will likely enjoy significant returns.
Whether your company sells sophisticated lab equipment like 10 ml serological pipettes or your team manages software integrations, these email tips will help you make more meaningful connections with your best leads.