Many email marketers still mistake sending cold emails to every prospect they think would be interested in their services or products. However, this is no more effective, and most cold emails meet their destiny in the spam folder of receivers. In other words, this traditional approach is now a waste of time and resources.
So, what’s the new approach to drive results?
There is no single approach or technique that promises returns in today’s scenario. But there are a few practices that can amp up your marketing strategy.
Here are five B2B email marketing practices that successful marketers believe bring business, making your campaign a success:
Filter your leads
Every B2B email marketing campaign aims at bringing in leads. But it is essential to bring in leads that matter — that will add value to your business. Nonetheless, many marketers don’t spend time distinguishing between customers engaging for personal interests and those for business needs. As a result, they put all the leads in the same basket, making tracking high-quality B2B leads harder to track.
If your B2B email marketing campaign strategy doesn’t include filtering out B2C leads and B2B leads, you need to pay attention to it. This small change can make a big difference to your lead generation process and get you the best results for your marketing efforts.
Choose the right B2B email providers.
To generate leads through email marketing, you first need to have a solid good b2b database providers to give you email addresses of your potential clients.
Though you can build an email list on your own, the process is lengthy and time-consuming. That is why most marketers get help from B2B email providers. But, it boils down to choosing the right provider, which requires you to do some research.
Ideally, the provider you choose should have a database of verified email addresses regularly updated. However, please take note that you don’t forget about your email subscribers in attempts to make the best use of your email list, as they are your genuine leads with the highest conversion rate.
Pay attention to the subject line.
Perhaps this is the only area where B2C and B2B marketing overlaps. But remember that the subject line of your B2B emails will have a more significant impact on your business than B2C emails.
The subject line you craft will either make or break your marketing efforts. It is also the only difference between emails getting high open rates or going straight to the trash folder.
So, how do you use a subject line that compels prospects to open your email and respond? For this, you will need to understand what your target groups want and what kind of language they prefer.
A compelling subject line piques curiosity and taps into the customer’s shopping intent. If you can include either of the features, good. And if you can consist of both, the best.
Keep email information, rational, and profit-based
As a marketer, you first need to stop treating your B2B emails the same as B2C. There’s a world of difference between the two. Some people may buy your service or product purely out of interest, while others will consider you for their business needs. And since your target is the latter group, you need to keep your email copy informational, factual, and profit-focused.
Include one call-to-action in every email
An email can have any number of call-to-actions depending on the type of content you share. However, with B2B email marketing, it’s best to keep only one call to action in your emails. You don’t want to sound desperate to sell your services to your perspectives, and too many call-to-actions will do just that.
Final note
Your B2B email marketing efforts depend a lot on what practices you follow to keep your strategy effective, focused, and result-driven.
Should you include the practices that successful marketers follow in their marketing campaign, you can expect to see high conversion rates, more leads, and an improved bottom line.
Likewise, your failure to keep up with the latest B2B email marketing trends can throw all your efforts down the drain and keep you wondering why your marketing strategy isn’t as effective as you expected.
