How To Conduct an Effective B2B Email Marketing Campaign

Email marketing is an effective and positive way to gather some leads and communicate with them. This engagement can help you build a real audience among your B2B clients and some of the most prominent studies show that it can lead to top ROI in digital marketing. 

So, you should just start taking your email seriously and improve your business that way. 

Use interesting and useful content 

The content of your email should be relevant to the companies you are sending it to, it needs to be interesting and engaging. You should find interesting topics to write about in your emails – something that’s related to your specific niche, write about important news or relevant happenings in your niche. This will show them that you are an expert in your niche, that you understand their niche well, and they will see you as an authority in your field. You will also stay on top of their minds so they will think of you first when they need a product or a service like yours. 

You can integrate emails with your ABM strategy and combine them to create the type of content that your prospects need – the kind of content that covers their pain points – and use it as a way to raise their awareness about your company. 

Improve subject lines

Aside from your name and a bit of preview text, your recipients will rely on your subject line to tell them what your email is about and is it relevant to them. So, you have to do your best in that small space to impress them as much as possible. Make the subject line interesting and engaging but also make sure that it gives accurate information about the subject of the email. 

Segment your list 

You should segment your list based on the interest of the recipient. Then you can send them emails less frequently or more frequently, based on what you want to achieve. Segmenting your list by some parameter is a good idea in any case because it allows you to have more control over targeting.

When it comes to integrating with your ABM strategy, you can segment your email list based on their specific place in your sales funnel and send different types of content based on that. 

Make it easy to scan 

Your content should be easy to read and understand to your recipients. This means that you should use formatting to make it readable. Use bullet points, subtitles, lists, images, graphs and so on to break up the text. You should also create short paragraphs and leave plenty of white space so that readers can rest their eyes.

Write engaging email copy 

One of the major things that you can do in your emails – that could shift the tide in your favor – is to write high quality, engaging copy. While this may not seem so hard, it can be if you are not a skilled copywriter, trained in writing headlines and other detail for attention. So, you should take some help from experienced online services and tools that can help you create the perfect copy for your B2B emails. 

Pick the right timing 

When sending emails, it’s all about timing and getting it right. Your prospects – if they all live within a one-time zone – will likely open emails at approximately the same time. You need to test this out to see when is the best time to send emails. Maybe it will be early in the morning, maybe it will be a bit later.

Use a familiar name

When sending emails, you should make sure that you are always using the same, familiar name. If you have used your first and last name from the start, you should continue. The same goes if you used your company name.

Use a strong preview text 

Besides the name of the sender and the subject line, your recipients won’t see much about your email. The only other way you can impress them and entice them to click and open it is to create a good preview text. 

“This text should be interesting and relevant to the content that’s in your email. It shouldn’t just be the generic text or the default preview text but rather something interesting and fun to grab the attention of the recipient.

B2B email marketing can be a bit complicated and demanding since the audience can be a bit demanding. However, with these tips, it can be easy for you to create great emails for your audience. 

Nora Mork is a marketing journalist at UK Writings and Essay Roo. She is often invited to speak at online marketing events and to write columns for Boom Essays service blog.