5 Guidelines for Successful B2B Email Marketing

 
Did you know that 59% of B2B companies do not use email marketing in their marketing strategy? With these numbers, you can up your marketing game over your competition.

Where to Begin

Utilizing the following 5 principles, you can create a successful email marketing campaign.

1. Generate clear and accurate Buyer Personas

Buyer personas are an integral part of your email marketing strategy. A buyer persona is a research-based summary that describes your typical customer. These personas are semi-fictional and describe who your customers are, what their days are like, the challenges they face, and how they make decisions. You will use this information to personalize your message.

2. Segment your email lists

Once you have developed your buyer personas, it’s time to segment your lists into different categories. Segmentation is the method of dividing your email list into groups based on specific attributes. You can divide your list based on your personas by product/service interest or product/service purchased, for example. These lists will allow you to really understand who you are sending your emails to and how to deliver
your message for best results.

3. Personalize your message

Personalizing email campaigns is the best way to deliver very targeted and relevant content to your customers and prospective customers. This adds value to their experience and makes it more likely they will look to do business with you. Emails with personalized subject lines are 26% more likely to be opened.   

4. Include a call to action

Though your emails are really a tool to nurture the relationship with current and potential customers, you should always include a call to action. You aren’t sending these emails just for fun, you have a goal in mind. Use that goal to formulate the call to action; what next steps do you want someone to take? You also want to create them to be engaging, rather than passive.

5. Ensure you time it right

You should be very strategic when you are sending your emails out. Look at your analytics and find the times when your customers are active. Do you typically get a lot of activity and form fills on Tuesday at 9am? That’s probably an opportune time to send out your emails. Timing also refers to where your potential customers are in their buyer’s journey. Paying attention to this point will help you create a meaningful connection and build the relationship, resulting in a purchase when the user is ready.

Putting It All Together

Email marketing has proven to be a valuable part of a marketing strategy. For B2B, email is a quick and effective channel for you to reach your customers. To be successful, it is important to do your research and planning before getting started. In doing so, you will facilitate a relationship with your audience and generate sales for your business.

Still need help connecting with more customers and gain leads?

Ecreative can help you get more out of your site. We have a skilled digital marketing team here to help you succeed. Contact us today to find out how we can help you!