Considering that “email marketing revenue is estimated to reach almost 11 billion by the end of 2023,” (Statista, 2021) it is safe to say that it remains an important tool for businesses, particularly when it comes to B2B marketing.
A well-executed B2B email marketing campaign can help you nurture existing clients, reach potential clients, generate leads, and ultimately increase revenue. However, with so many emails being sent every day, it is easy to get lost in a crowded inbox. That’s why it is important to address key elements that a successful B2B marketing campaign should have to make sure your email stands out.
1. A clear and concise subject line
The subject line is the first thing that the recipient sees, so it’s important to make sure it’s attention-grabbing and relevant. Keep it concise, and make sure it accurately reflects the content of the email. For example: “Discover new opportunities in the mining industry with our latest report.” Avoid using clickbait-style subject lines, as they can be seen as misleading and may damage your reputation.
2. Personalization
Personalization is key to creating a successful B2B email marketing campaign. Address the recipient by name, and use information you have about them to make the email more relevant to their needs. This could include their job title, company name, or industry sector. Recipients are more likely to engage with personalized emails. Email platforms, like Mailchimp for example, have merge tags. If you have kept your database up to date, then you should be able to take advantage of these merge tags to personalize your emails. For example: “Dear [First Name], as someone working in the natural resources industry, you’ll want to know about our latest solution.” Here, [First Name] will be personalized with the recipient’s name as it appears on your database.
3. Relevant content
Make sure the content of your email is relevant to the recipient. Consider their interests and needs, and provide information that will be useful to them. This could include industry news, product updates, or special offers. Keep the content of your email concise and easy to read, and make sure it’s visually appealing with clear formatting and imagery. Utilizing the tags features on database platforms can help you to segment your audience and send relevant emails to specific audiences.
4. A clear call to action
Include a clear call to action in your email. Examples of call to actions include: “download our whitepaper,” “schedule a consultation” or “email us to learn how to invest in this unique opportunity.” Make sure the call to action is prominently displayed, and use action-oriented language to encourage the recipient to take action. A clear call to action is essential for generating leads and converting recipients into customers.
5. Mobile optimization
With 41% of email views coming from mobile devices, followed by 39% of views on a desktop (Hubspot Blog Research, 2021), it’s important to make sure your email is optimized for mobile. This means using a responsive design that adapts to different screen sizes, and making sure the content is easy to read on a small screen. If your email is not optimized for mobile, you risk losing potential customers who may be reading your email on their phone.
6. A/B testing
A/B testing is used to measure the effectiveness of one email vs another. It is an important tool available for optimizing the success of your email marketing campaign. By testing different subject lines, content, and calls to action, you can identify what works best and improve your email open and click-through rates. Make sure you only test one element at a time so that you can accurately measure the impact of each change. For example, you can test variations of a call to action, such as “schedule a demo” vs. “request a quote” to see which one generates more engagement.
In conclusion, a successful B2B email marketing campaign should have a clear and concise subject line, personalization, relevant content, a clear call to action, mobile optimization, and A/B testing. By following these key elements, you can create a successful email marketing campaign that generates leads, nurtures current clients, engages potential clients, and ultimately increases revenue.
And here’s our call to action: “Speak to us if you need help getting started with your email marketing. We can help you with setup, strategy, design and execution of your unique marketing campaign.”
