With various communication channels flooding the market, email marketing remains a popular way for B2Bs to connect with interested parties.
Done well, the strategy can help attract and retain consumers, deliver value through educational content, solve pressing issues, and share special offers and company updates.
The return on investment is also commendable, earning between $36 and $45 per dollar sunk. This return on investment is not exclusive to big brands, but applies to all companies that are willing to work and follow industry best practices.
So how do you group and present information to encourage engagement rather than unsubscribes or spam tagging? Below we take a look at the top email marketing practices:
1. Ensure compliance
Before sending marketing emails, be sure to comply with applicable CAN-SPAM law. This law was put in place to protect recipients of unsolicited emails.
A great way to maintain compliance is to email recipients who have actively subscribed to receive your emails. In this case, a double opt-in form is highly recommended when registering new members.
It sends confirmation emails to new subscribers with a link they need to click to confirm their subscription. New members are only added to your mailing list after clicking the confirmation link.
The extra step ensures that only people who are genuinely interested in your offers will receive your emails and helps reduce spam complaints. It also minimizes deliverability issues that arise from email address typos.
Another aspect of compliance is providing an easy opt-out option. The unsubscribe option should be easily accessible and the process transparent.
2. Create your mailing list
There are two main ways to build an email list: through a signup form or with lead magnets. Adding signup forms to high-traffic areas of your website and on social media can help attract enthusiastic leads.
Lead magnets are valuable free resources such as e-books, checklists, webinars, calculators, tools, etc. that you share with the public for their benefit. Ask for minimal information to entice visitors to accept the offer.
Bonus Tip: You can also work with a professional agency to create custom listings based on your total addressable market and other brand-specific needs.
3. Determine the emails you want to send
The types of emails below can help build stronger relationships and lasting income:
- Monthly newsletters: newsletters are used to maintain regular communication with subscribers. They’re great for shedding light on your business and offerings, nurturing leads, and sharing company news and new product launches.
- Lead nurturing emails: Through a series of emails, you share useful information with target audiences to guide them through conversion. These emails help warm up relationships, so when your team gets into cold calling, the conversations won’t be so cold.
- Promotional Emails: Offers, offers, new product/service launches, and business events warrant promotional emails. You can send out a series of promotional emails before the sale, launch, or event to give your audience time to promote greater usage. Consider segmenting recipients to ensure relevance.
- Survey emails are essential for businesses that want to collect customer feedback on their products/services. Add a clickable survey link, embed a form, or send open emails that recipients can respond to directly.
- Transactional emails: These have high click-through rates because recipients expect them to perform a specific action. This gives you the opportunity to add additional but relevant information. Order confirmations, shipping confirmations and invoice generation are part of transactional emails.
4. Add visuals
Amid the daily pressure and distractions, it becomes increasingly difficult to put together campaigns that grab attention and hold it long enough for the public to take action.
Incorporating visuals can help improve readership and the likelihood that people will take desirable action. Good visuals can help increase email engagement while bad ones can turn off your readers.
This means knowing your audience’s preferences and continuous testing will help you choose the right combination. Here are the best examples of visuals used by B2B suppliers:
- Product pictures. They are perfect for sales emails, onboarding emails, product launches or updates, and promotional emails. Rather than throwing a bunch of product images in emails, show them in use. It can help the audience visualize your products in their environment, working for them.
- From promotional emails to welcome emails and feedback emails, GIFs are popular and eye-catching. They are easy to design, digestible and take up less space than traditional video formats. While their fun look is great for grabbing attention, they may not be suitable for a serious, professional marketing approach.
- They are an excellent choice for clearly conveying complex or voluminous information. When it comes to learning more about products or services, 73% of consumers surveyed prefer videos to 11% for text-based articles. Why not add them to email sequences, outreach emails, promotional emails and sales emails.
5. Work on your design
A design that is attractive, visually appealing and, more importantly, resonates with your audience is essential.
Consider the following:
- Reinforce your subject lines. This brief statement can literally make or break your email campaign. Unless you don’t mind your emails falling into the realm of unread emails, make them eye-catching and make sure recipients can discern their value from the get-go.
- Be concise. Give your readers the information they came for without making them read tons of other “unnecessary” information. This shows you respect their time and improves engagement.
- Personalize your emails. Let your tone remain consistent in all outreach activities. Include your logo and use your company’s predetermined fonts and colors. This will help users easily associate campaigns with your brand and improve awareness.
- Improve user experience. Cluttered, slow-loading pages and visuals can overwhelm readers and lead to abandonment. Consider layouts that have the best interests of your users’ experiences at heart. Have lots of white space, an easy flow of information, a single CTA, and optimized visuals.
The email marketing strategy offers many benefits for reaching new audience bases, improving retention, driving sales, and learning consumer preferences. The techniques we mentioned above can help you maximize this strategy to ensure you get real value out of it.