B2B Email Marketing: Your Guide to B2B Email Campaigns
With a B2B email marketing strategy, you can keep your brand top-of-mind with prospects.
But what is B2B email marketing? What does it entail?
On this page, we’ll cover:
- The B2B email marketing definition
- Reasons to invest in B2B email marketing
- Tips for creating effective B2B email campaigns
If you’re looking for help launching your B2B email marketing campaign, WebFX has over 20 years of experience in digital marketing. We can help you create B2B email campaigns that engage prospects and turn them into clients for your business.
We foster and form long-term partnerships so that your business has long-term results.
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B2B email marketing definition
B2B email marketing is a strategy that involves sending emails to decision-makers at companies to nurture them towards converting and choosing your services. Email marketing focuses on delivering helpful information or promotions to subscribers that encourage them to engage with your brand continually.
Why invest in B2B email marketing?
Now that we’ve covered the B2B email marketing definition, let’s dive into why you’ll want to invest in B2B email marketing.
Here are two big reasons to start using email marketing for B2B companies:
1. You can nurture leads more effectively
One of the most significant benefits of launching B2B email campaigns is that you can nurture leads more effectively. When people subscribe to your email list, you know they’re interested in what you offer. They want to receive emails to learn more about your products or services.
As a result, you can send marketing materials straight to their inbox to engage and nurture them towards conversion. It creates a direct channel for you to promote your products or services.
2. You can convert more leads
B2B email marketing is one of the most effective strategies for converting leads. Here are a few stats that show the impact of email marketing:
- $44 for every $1 spent is the return on investment (ROI) for email marketing
- 59% of people say email influences their purchasing decisions
- 50% is how many more sales email marketing generates than other lead generation methods
This strategy is extremely impactful on subscribers in terms of who they buy from and what they buy. By investing in email marketing, you can help earn more conversions for your business.
6 tips for doing B2B email marketing effectively
Ready to launch successful B2B email campaigns? Here are six tips for doing B2B email marketing successfully!
1. Segment your subscribers
One of the most effective B2B email marketing strategies is to segment your subscribers. When you grow your email list, you’ll have dozens of people ready to receive content from your business. Each subscriber, though, will have different interests in your business.
With B2B businesses, you may have multiple decision-makers subscribing to your email list. From the chief financial officer (CFO) to a head product developer, various people will want to get different information from your business.
You must segment these subscribers, so you can deliver emails that matter most to them.
The CFO and the product developer have different interests. The CFO wants to look more at the financial aspects, while the product developer focuses more on the quality of the product. You’d want to segment these subscribers and send them emails tailored to their interests.
By segmenting your email list, you can deliver more relevant emails to these decision-makers and help them choose your business.
2. Use an email management tool
When you segment your subscribers, you’ll find that it’s easy to get overwhelmed with how many emails you need to send. To help ease the overload, invest in an email management tool. An email management tool will help you manage your email campaigns and automate processes to make email marketing a breeze.
With a tool like EmailMarketingFX, you can create, send, and manage your emails in one program. This tool makes it easy for you to set up triggers and automatically send emails to subscribers.
You can also use this email marketing tool to monitor your email performance and see what emails resonate with subscribers.
If you want to be successful with your B2B email campaigns, consider investing in an email management tool to help you save time running your email strategy.
3. Create a subject line that entices subscribers to open
One of the first things your subscribers see when they receive your email is your subject line. If you want to do email marketing for B2B businesses effectively, you must create a subject line that entices prospects to open.
Your subject line plays a pivotal role in determining whether someone opens your email –– 47% of subscribers open your email based on the subject line.
When you craft your emails, you’ll want to create subject lines that compel your audience to click and want to learn more. You can do this by:
- Adding personalization (like the subscriber’s name)
- Creating a sense of urgency
- Asking a question
You can try different subject lines to see which one resonates with your audience best and get an idea of what’s most effective for your subscribers.
4. Focus on delivering value
When you develop your B2B email marketing strategy, make sure you focus on the value of your product or service. You’re trying to convince multiple decision-makers to purchase what you offer –– the best way to convince them is to show the value.
For example, if you’re trying to sell professional cleaning services to local businesses in the area, you want to show them the value of using your services. Whether it’s your eco-friendly cleaners or the variety of services you offer, you want them to see why they should choose your company.
Many businesses make the mistake of focusing on themselves and why they’re the best compared to their competition. Your subscribers, though, want to hear about your products or services and what they will do for them.
When you craft your emails, ask yourself: How will my product or service benefit the subscriber?
So, if your selling point is that your cleaning service offers eco-friendly cleaners, you might pitch it as “We offer eco-friendly cleaners, so you don’t have to worry about harsh chemicals on your office furniture.”
By focusing on the value of your products or services, you’ll keep more subscribers engaged and interested in learning about what you offer.
5. Provide valuable content for your subscribers
One of the most critical B2B email marketing strategies is to send valuable content to your audience. When decision-makers subscribe to your emails, they’re looking to learn more about your company, industry, and what you offer. Email is a perfect place to inform these people.
You can share helpful content that your audience wants to help them make their decision. Share content like:
You send content to your subscribers based on their interests to make it relevant to them.
Sending content is an excellent way for you to help decision-makers get more informed and help guide them towards making a decision.
6. Test your emails
When you run your B2B email campaigns, make sure that you test your emails. There’s always room to improve your emails and make them more effective for your audience. Testing your emails helps you see how you can improve engagement with your emails.
You can test multiple elements of your emails, including your:
- Subject line
- Email header
- Image choice
- Video choice
- Font color, size, and choice
- Email length
When you conduct A/B tests on your emails, make sure you test one element at a time. If you try to test too many elements at once, you won’t get precise results and know what’s positively impacting your emails.
By testing your emails, you’ll get a better sense of what subscribers want from you, so you can create emails that drive better results.
WebFX is a top B2B email marketing company
When looking at all the B2B email marketing strategies you can use to launch a successful campaign, you may feel overwhelmed with launching a strategy. If you need help launching a successful email marketing strategy, the experts at WebFX can help.
We have over 20 years of experience in digital marketing, so you can feel confident we know how to launch email marketing strategies that drive results. In the past five years alone, we’ve driven over $2.4 billion in sales and over 6.3 million leads for our clients.
If you’re ready to launch an email marketing strategy that helps your B2B business grow, contact us online or call us today at 888-256-9448 to speak with a strategist about our email marketing services!