Best B2B Email Marketing Practices for 2021

Best B2B Email Marketing Practices

1.  Use reliable and comprehensive B2B data

B2B data drives your email marketing engine. Accurate and all-inclusive B2B data is essential for segmenting target audience, increasing email relevancy, or building active lists. The key to gaining a deeper understanding of your customer base is to use behavioral, demographic, firmographic, and psychographic data. This will help in creating highly customized content that connects with prospects and consumers.  

Data hygiene is also essential to improve email marketing performance and to achieve a high conversion rate. Bad data, according to B2B marketers, lead to 10% annual revenue loss which amounts to almost $10 billion.

2. Use automation wisely

At least 47% of B2B marketers believe that automation is worth the price. This means that the future of email marketing is about sending tailored and timely messages to subscribers during each stage of their buying cycle.

Leverage automation to effectively trigger responses from your target audiences. Make sure to know exactly what to say and when to say it every time they show interest in your products, abandon a cart, or react to your launch of a new campaign.

For better email marketing results, use data-driven insights and human intelligence alongside automated email campaigns. This will help increase prospect engagement, repeat transactions, and email marketing efficiency.

3. Hyper-personalize your content

Email marketers who actively promote and implement message hyper-personalization say that they experience 46% open rates which is way higher than the 12.6% industry average.

Important factors to include are target consumers’ buying intent, purchase history, preferences, location, loyalty program status, etc. These details will help you create dynamic content that can add a stronger layer of hyper-personalization to your email marketing campaigns.

4. Re-engage inactive customers

Statistics reveal that up to 70% of inactive consumers are more likely to convert through email retargeting. Furthermore, this B2B email marketing practice isn’t just for reconnecting with long-lost customers but for enticing regular clients to make purchases on a regular basis.

By sending re-engagement emails, this informs readers when their favorite products are available again, what loyalty discounts are available right now, and why they should stay with your brand.

5. Write effective subject lines

If email subject lines are the very first thing that the recipients see, then perfectly crafted email subject lines can really make a difference in your email marketing campaign. When subject lines aren’t catchy or interesting enough, almost 69% of people will report the email as spam. Improve open rates by using facts and figures, free stuff announcement, shoutouts, emojis, or words that tap into the buyer intent of your target recipients.  

6. Resonate with your tone

According to the Journal of Personality and Social Psychology, 75% of surveyed email recipients resent the tone of the email they have received. While standard emails accelerate the exchange of information, it doesn’t always contain the right type of information or that the delivery timing is off.

B2B emails is all about fostering relationships and offering valuable options or a trusted solution to the readers. These questions can help set the right tone:

Some things to discuss:

  • What words do you say or steer clear of? 
  • What words do you steer clear of? 
  • Will you coin a term or stick to tradition? 
  • Are you accessible or do you keep a distance and stay exclusive? 
  • Is there anything quirky or funny that you do with punctuation and emoticons? 

7. Segment your email list

Segmented email campaigns, according to statistics, result to 760% increase in email revenue. Segmenting your email list is dividing groups of recipients into subsections to receive relevant emails based on their preferences and expectations rather than a one-size-fits-all campaign. 

8. Stick to one call-to-action (CTA) per email

Sending different CTAs can leave your recipients’ heads spinning which can force them to ultimately click on nothing. One CTA per email enables readers to focus on the content. As long as you’re motivating subscribers to take action and providing a tangible benefit if they do so, you’re probably on the right track.

9.  Validate your emails

If your emails don’t reach the intended recipient’s inbox, there isn’t much point to your best email marketing strategy. There is decrease in the overall effectiveness of your email campaigns when email bounces off recipients’ email addresses. 

An email-cleaning tool is essential for verifying email addresses, ensuring emails are delivered to their intended inboxes, and preventing emails from negatively affecting your sender reputation. 

10. Optimize for mobile

As more and more people are relying on their phones to communicate with the brands they love, it is no wonder than 73% of organizations prioritize mobile device optimization when creating email marketing campaigns. Emails that display incorrectly on mobile devices, according to HubSpot research, are often deleted within three seconds. Designing for mobile means better user experience, more engaged response, swift action, and simply put, guaranteed ROI.

A robust B2B email marketing software can do wonders

Riptide provides all the email tracking data and metrics you need to help your business generate leads, close deals, and grow revenue faster. GET STARTED FOR FREE.