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How to get more clients with B2B email marketing

October 21, 2015

We live in a highly competitive business world where everyone is struggling to get ahead of their competitors and outsmart other companies within their market. One of the most ignored, yet the most effective marketing strategies in the B2B world is email marketing.

The Importance of Email Marketing

According to a study conducted by the masterminds from Bizible (https://www.bizible.com/), email marketing has the highest impact on revenue for B2B companies. While 16% of the respondents declared that email marketing is the most effective marketing technique for their B2B companies, 12.9% said that trade shows are the most profitable, and only 12.5% voted for SEO.

There is no doubt that email marketing is an essential part of any B2B organization. Optimized email marketing campaigns enable you to build strong relationships with new business clients, improve ROI and gather precious information about your target niche. As a B2B marketer, you need to take advantage of the importance of email marketing.

Here are 6 tips for enhancing your email marketing efforts and get a huge advantage in your niche.

  1. Learn How to Start Meaningful Conversations

One of the best ways to do that is by using the "Batch and blast" method. To learn more about this powerful method, visit this link: https://b2bleadblog.com/2013/08/email-marketing-b2b-challenges-summit.html. In a nutshell, this proven method involves collecting all of your email contacts and sending them compelling email messages. In addition to this primary method, you also need to learn how to start meaningful conversation, and for that you need to make the most out of personalization.

  1. Create a Compelling Subject Line

To enjoy huge success, you need to keep the subject line simple. Make sure that your key message falls under 40 characters. Write the text with the eyes on the prize. For instance, you should include the offer and some action verbs such as “download” or “get”. Test the subject lines by sending various messages to several groups of customers.

  1. Get to the Point

One of the keys to success is creating a compelling and easy to understand email or newsletter. Avoid starting your email with a yes/no question, unless it highlights an important piece of information your readers will learn: “Did you know that..?”.

Don’t make your readers waste precious time by wading through a lot of uninteresting facts. Take action by listing the benefits of your offer and by talking specifics. For instance, when marketing events, remember to include the date, time, number of speakers, names of the speakers, main reasons to attend, etc.

Lastly, one of the most important aspects of designing a high-quality email is to describe the offer in appealing terms.

  1. Group Prospects

Behavioral data is of paramount importance for B2B businesses, especially as it allows you to segment each one of your prospects into a specific group. Use data segmentation to tailor all of your email campaigns to the right audiences. Then customize each email to complement your prospects’ needs, profiles, interests and behaviors.

  1. Build Long-Lasting Relationships

One of the biggest benefits of email marketing in the B2B environment is that it enables you to build lifetime relationships with your business customers. Comparing to B2C businesses which primarily use social media to interact with customers, B2B businesses can still make the most out of emails to target their business customers because of a simple reason – companies prefer to communicate via email because it is much more “official” than social media.

In addition to sending promotional messages, try to check up with your prospects once in a while. Just ask them how their businesses have been doing lately and what their struggles are. Try to find together a solution to their problem and your prospects will definitely appreciate you more.

  1. Make it Last

After your prospects have clicked one of your ads or offers presented in the email, it is time to make sure they have a pleasant experience. Fulfill your offer by giving downloadable links and do not forget to trigger sales follow-up.

Here are some other secrets that might help you design a top-notch sales email.

- Define alt tags for images in your email using your headline and calls to action.

- Aim for messages between 30k and 70k in size. Normally, messages over 100k are blocked quite often.

- Test landing page copy, both the design and the content.

- Test responsive design to ensure your mobile customers have a flawless reading experience.

- Make the most out of tool such as Litmus (https://litmus.com/) to test your email campaign and see how it performs on various email clients.

Email Marketing Mistakes to Avoid

If you want to thrive in your niche and never have to deal with unhappy customers, you need to avoid the following big mistakes.

  1. Overlooking the Mobile Trend

Mobile SaaS is a growing trend that has penetrated all the aspects of the B2B environment. Mobile marketing has become a must for businesses that want to grow in today’s competitive environment. According to recent stats, more than 50% of managers and business owners open new emails on their mobile devices. This is a huge 400% increase in just five years. For more stats and information about mobile usage in the B2B environment, check out the following links:



  1. Not including CTAs

As a B2B marketer, you probably place a huge emphasis on reaching your goals. Whether it’s generating new leads, increasing brand awareness or driving constant revenue, you need to include compelling Call to Actions. Incorporate several CTAs throughout your email using specific colors and large visual buttons.

  1. Creating Unique Content Every Single Time

Instead of wasting precious time trying to come up with something new every single time, you can re-use existing material. For instance, you can create a summary of one of your previous blog posts or add a few ideas to a list of ideas already presented in another email.

The Bottom Line

Email marketing is a proven marketing technique for success, especially in the B2B environment. Stay away from the common mistakes marketers make when designing email campaigns and capitalize on the best practices for reputable email marketing. Use email marketing in your advantage and reap all of your benefits for your B2B company.



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