B2B Email Marketing: Proven Strategies and How to Do It Right [2024 Guide]

Do you know that almost 10 billion emails are sent daily in the United States?

Terms like email marketing is a fad, or it’s simply losing its potential, are nothing but terms laid by the ignorance of other marketers. 

This blog will discuss real-world masterclass examples of Business-to-business (B2B) email marketing strategies and proven funnel methods that help businesses scale their operations and market capital.

What is Email Marketing?

Email marketing is like a company’s virtual mailbox, where they send promotional offers, updates, and industry-related information. It helps businesses stay connected with their audience through email marketing channels. The email marketer utilizes this marketing channel and sends emails to those who have signed up to receive them. This way, businesses can keep their relationship with their audience alive and strong by making strategies that foster better brand awareness and growth opportunities for businesses.

The Fundamental Of B2B Email Marketing

Creating the best B2B email marketing campaigns involves best practices and several other factors besides writing. From seeing email drafts on any mobile device to personalizing messages and maintaining a conversational tone, many things need to be included in crafting enthralling emails.

Writing Exceptional Subject Lines

The subject lines are the first and most important thing that comes in the email writing process, and that’s exactly the first thing any business prospect encounters. The minimum character length for writing a better subject line is around 60 characters or fewer. 

Subject lines hold the power to make or break any business campaign, and that’s why businesses need to craft subject lines that don’t highlight falsehoods or show any sign of vague claims. If so, their emails will see the path of the spam folder in seconds, ultimately ruining their deliverability and email opening rates.

Personalize for Greater Impact

Personalization in emails has evolved far beyond calling recipients by their names. It’s much more than that. 

Businesses need to send tailored messages that precisely shape their audience’s buying journey based on their past interactions with their product or service, including their purchase behavior, browsing history, and recipients’ preferences. 

Besides all these personalization tactics, the human element in any email writing cannot be ignored and emphasized enough. Email marketers cannot allow recipients to gasp bait-and-switch tactics and pushy marketing narratives and must radiate friendly and conversational content. 

Avoid Spammy Formatting

There is nothing worse than seeing hard-written emails going into junk folders. That might be spam trigger words in the subject lines or simply seeing worse formatting structure in their email design.

Minimize punctuation, overly written exclamation points, and multi-colored fonts. Variations in font sizes or colors can be a major red flag for email performance. 

Keep it Short and Concise

Considering B2B’s audience, marketers need to ensure their email contents are scannable and brief enough to skim; otherwise, the email increases the chances of receiving poor clicks and conversion rates. 

Read More: Email Marketing 101 – The Ultimate Guide to Boosting Conversion Rate

Businesses need to make sure their email design and content are specifically designed and crafted for mobile devices. They also need to work on creating short sentence paragraphs that foster better readability and structural approach.

Give recipients an overall knowledge of the message by showing catchy visuals if needed, content previews that encourage click-throughs, and most importantly, concluding with a scarce Call-to-Action (CTA).

Adheres Relevancy

Businesses need to manage new subscribers’ expectations, letting them know what content they will receive and at which frequency they will receive emails in their inbox.

Businesses should share relevant content with their new or established subscribers. Most emails end their journeys from their customer’s inbox to spam due to their severity in occurrences and irrelevancy. Always add a ‘Reason WHY’ in every piece of content so receivers know why they receive mail, whether it’s a product-related or promotional email.

5 Steps for Designing Better B2B Email Marketing Strategies

Before initiating email marketing campaigns, some strategies and tactics need to be implemented to achieve better results and the highest conversions in terms of sales and revenue. A step-by-step process for creating a successful email marketing strategy is covered below:

1. Settings Goals and Understanding Sales Cycle

Considering B2B’s long and complex sales cycles, businesses need to understand and plan what they need from their email marketing campaign. 

Businesses need to ensure what they are looking for in terms of returns. Is their email campaign aimed at getting more exposure to their brand marketing campaigns, or is it aimed at increasing clicks and traffic on their websites? Or is it aiming to earn sales?

After planning the results they need from the campaign, they can effectively measure and manage their campaign throughout its duration without stressing over other things and forcefully trying to do something different.

2. Building Customer Persona

The next step is to conduct extensive research on the target audience to understand what they are upto and how their messages can reach the better stage of their buying journey.  

Companies make segment lists of their audience based on demographics, interests, behaviors, and preferences. Businesses can better revamp their strategies and planning by seeing their leads’ past interactions with their products and purchasing and browsing history.

3. Segmenting Email Lists

This is one of the crucial steps for devising any sort of email marketing strategy. Marketers work on creating a list segmentation of their leads, who are already in their potential customers lists and may have chosen to be their subscribers in the past.

Well, this is the stage where marketers plan to create separate lists based on their email marketing campaign and aim. It depends on whether their B2B email campaign will contain promotional marketing messages related to any product or service. So, they will only target and segment lists of those audiences who might have shown interest in that product or service in the past or are more likely to engage with the campaign.

4. Plan Email Content

After segmenting the target audience, it’s time to plan content; it shouldn’t be some regular content outline. Businesses should aim to create a plan to help them form lasting connections with their audience.

Based on their audience’s behaviors and customer avatar, they need to ask themselves some critical questions:

1. How often do they want to send out emails Daily? Weekly? Or Monthly?
2. How long should their campaign be?
3. What kind of content their email will cover? (Infotainment, educational, promotional, or other?)
4. What kind of value will their content provide to their customer?
5. What style of tone and voice will their content adapt?

5. Test and Iterate the Campaign as Needed

The final step is to test and audit the email marketing campaign. Businesses’ work didn’t end after launching their email marketing campaign. They need to go all guns blazing and consistently audit and test to see whether their email marketing is going as planned. They see if any areas are falling short and need additional attention.

So, what terms should email marketing companies consider when auditing their campaigns?

• List growth rate
• Subscribe and unsubscribe list
• Performance metrics (open rate, bounce rate, click-through rate, etc.)
• Email content and design
• Layout distortions
• Outdated design or copy

As user behavior and business change over time, email marketing campaigns should also adapt to changes when necessary.

Create Effective B2B Email Marketing Strategy Today

Email marketing strategies keep customers engaged with a brand and tell them what it offers. Considering the prominent role of automation and AI in this field, B2B email marketing services will only grow in the future. Businesses can expand their market and reach by spending minimal resources on email marketing, resulting in a better exchange of benefits and results. 

Market Pro is already helping many B2B businesses create top-notch email marketing strategies that pay off and move the needle. Find out how our in-house email marketing professionals are assisting companies in this email marketing landscape.