When it comes to getting customers to proceed with a buying decision, in particular, with B2B email marketing, the process isn’t as easy as falling off a log. However, when done right with proper email marketing best practices, you can harvest a shedload of business with the potency of email. How you pull this off relies heavily on the type of business you’re in control of and the customers you’re engaging with.
Here are seven keys to creating B2B emails that customers, as well as prospects, show an inclination to click, open, and read.
1. Make your emails echo your tone
As a matter of fact, the timbre with which you create emails establishes varied expectations. It’s important that your first impression via email grabs the attention of the recipients. Often you’ll catch sight of a tone with calls to action such as “sign up now,” “buy now,” etc. – which are essential elements of email marketing best practices used in B2C and aimed at taking hold of a recipient’s interest? This tone can also visual appeal to and entertain subscribers.
On the contrary, B2B email marketing centers more on nurturing relationships and coming up with a reliable solution in a manner that a recipient values. In this context, by deciding on the benchmarks which signify the backdrop of defined B2B email marketing you can significantly benefit from the efforts put in.
2. Personalize your emails
Before sending emails to customers think of the messages which they’re most likely to open and go through. Odds are they aren’t the bulk sales promoting emails. Naturally, most customers, when confronted with an overflowing inbox, would open an email that has a personal touch to it from someone they know and have faith in.
Research shows a boost of around 14 percent in click-through rates and 10 percent in conversions through the personalization of your email messages chosen as one of the foremost email marketing best practices. Also, emails meant for a targeted or segmented audience base are found to generate nearly 58 percent of total revenue earnings, studies indicate.
Therefore, it’s imperative that you look into your email marketing and automation settings to find out potential opportunities of segmenting your audience in novel, money-spinning ways based on the following criteria:
Demographics
Buying a pattern
Content download
Industry type
3. Design your emails in mobile compatible ways
Nowadays, roughly 60 percent of professionals open business emails on their mobile devices. As the use of smartphones and tablets exhibits an ever-burgeoning trend, it’s pivotal that you make sure your emails are mobile-responsive and look good on screens of diverse shapes and sizes. To work more on the email marketing best practices refrain from asking your subscribers to zoom or pinch outwards to see and read the tiny font of the text of your emails. In addition, make your links well-formatted so that customers find it plain-sailing to open the emails from the small screens of their smartphones.
Prior to sending any email scrutinize the performance against many browsers as well as mobile devices. This will come to your aid in enhancing the overall user experience.
4. Validate your emails
Your email marketing strategy is of no good on the off chance your emails fail to make an entry into the mailbox of the intended recipient. The general effectiveness of your email marketing campaigns will be in dire straits if you send out invalid emails or your emails end up getting bounced. Such scenarios aren’t good email marketing best practices and put your email-sending reputation in jeopardy.
Thus in order to prevent spurious or unstructured emails from adversely influencing your sender reputation, it’s vital to make use of a powerful email-cleaning tool. Also, with the help of a robust B2B email marketing software, you can authenticate email addresses and make certain that your emails maximally reach your intended recipients’ inboxes.
5. Choose the most opportune time to send your emails
Are you aware which day of the week is best suited for sending your emails? As per evidence based on 14 studies in relation to email marketing, Tuesday offers you the winning streak whereas Wednesdays come in as the second-best. In the meantime, experts while considering email marketing best practices, put forward a recommendation of programing your messages on a timetable on Tuesdays and Thursdays in case you intend to email your list twice per week.
Even though these pieces of research provide sufficient insight into the most likely time when B2B buyers open their emails, the findings may not necessarily comply with the behavior of customers across the board. So it’s a necessity to review the data from your analytics and email service provider to ascertain the time when your emails are clicked and opened the most.
6. Include a call to action button to your emails
Studies indicate that 87 percent of B2B marketing professionals seek recourse to email marketing to generate and promote leads. Your emails are key in setting up and maintaining a continuous exchange of information with your audience and increasing your conversion rates. Having said that, emails carry importance that signifies more than just reminding customers about your existence.
This can be accomplished by including a convincing call to action button to allow users to continue a dialogue with you and grab hold of your latest offers. As part of B2B email marketing best practices call to action can be conceptualized:
In the form of a query
For disseminating appropriate resources
For selecting an option depending on the stage of the customer’s buying journey
7. Maintain the relevance of the message on your emails
By and large, people show a tendency of subscribing to your emails only when they’re keen on hearing from you. However, it doesn’t imply you can send them the whole shebang without having cognizance of the origin of their interest.
To build and foster a long-standing relationship with your subscriber, you need to create messages that are spot-on and germane to the context which, in the first place, steered people in the direction of signing up to your list. In any case, it winds up as creating and sharing content that adheres not only to email marketing best practices but also concentrates on the specific interests of your target audience base.
Wrapping up
Thus it’s quite evident that email marketing is a compelling tool to seek your B2B buyers. And if done right with a well-planned strategy in place, replete with email marketing best practices, it can unravel new avenues for the continual growth and success of any business.
Lay the first stone by gaining an understanding of your customer’s buying journey. Next, take to composing and sending emails that engage with your customers all through the various stages – regardless of whether they’re initial prospects who are absorbed in analyzing their problems to the final leads who show the maximum affinity to buy.
