Email Marketing Techniques for B2B
Email marketing is a great way to engage B2B leads. Here are some important tips to succeed in B2B email marketing.
1. The different types of content that can be sent through email are newsletters, alerts, help docs, case studies, eBooks, etc. While providing them an opportunity to download and read the content, marketers must also remember to provide for opt-in form-fills for continued delivery of such content.
2. Since marketing automation software is widely available, marketers can consider using one that is able to track website behavior and deduce lead intent. By understanding the lead intent and his buying stage, one can personalize email communications. This way, marketers get to proactively respond to prospect needs and can expect a positive response as well.
3. Personalization of email campaigns help in increasing the email open rate and considerably raise the click-through rates as well. Importantly, prospects are less likely to unsubscribe or hit the spam button.
4. Call-to-actions are an important aspect of email design. These small clickable buttons or icons must be placed in a visible manner so that the email recipient knows what to do if he wants to download or try out the demo offer.
5. Before sending email campaigns, it is important to test email design and layouts. In case videos or slides are shared, it is imperative to check if they are downloadable. Total size of the email has to be checked because over-sized emails are generally ignored or deleted when they are delivered. If embedding video makes the email undeliverable, marketers can choose to display screenshots of their product or offers.
6. Email marketing’s success factor lies in determining the email sending frequency. This frequency can vary depending on the industry segment of the recipient or the buying stage of the prospect. For those in the consider stage, marketers can choose to share case studies or video links that explain the usability/applicability of the product. For prospects in trial stage, emails with offers, demos and trials need to be sent on a frequent basis (weekly or fortnightly).
7. B2B marketers can consider using marketing automation software to automate email sending, creation of landing pages and email templates. Marketing automation solutions can:
- Create campaigns easily when provided with email lists.
- Track email campaign effectiveness.
- Provide web analytics to further enrich the understanding about the prospect.
- Engage the prospect with relevant content to sustain the interest shown.
- Provide reports on the emails sent such as opens, un-subscribes and click-throughs.
In conclusion, automated email campaigns can be efficiently executed and timed perfectly to engage (lead generation) and nurture B2B leads.
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