Writing effective B2B emails can seem daunting, especially when you’re not sure what your audience actually wants to see in their inboxes.
But, there are definitely some practices you can follow to up the effectiveness of your B2B email marketing campaigns and make sure your content doesn’t fall on deaf ears (or junk mail folders).
Here are eight B2B email marketing best practices that will help you improve engagement with your subscribers while simultaneously bettering your brand’s image and standing out from competitors.
1) Include a Call-to-Action in Every Email
Every time you send an email, there should be a call-to-action of some kind. A call-to-action is your way of prompting readers to respond in some way.
This can be a click on a link, or it could be signing up for something like a free trial or demo. When you’re writing marketing emails, use CTAs that align with your business goals and leverage any customer data you have to offer relevant calls to action.
For example, if I’m running an email campaign to promote my customer acquisition tool, I might ask users who get my email to sign up for their Try It Free offer.
Another great example is if you’re running an email campaign to promote a new product, you might ask readers to sign up for a free consultation with a salesperson.
2) Match Your Subject Line to the Subject Matter
The most important thing to do when creating a new email campaign is to be relevant. A company could have an amazing product that fills a need, but no one will know about it if they don’t receive relevant information about it.
While some emails may require more sales-focused subject lines and calls-to-action, emails that announce new products or services will get a better response from your audience if you can match your call-to-action with their interests.
For example, if you are announcing a new product line within your manufacturing business, using terms like innovative or cutting edge in your subject line could grab your customers’ attention and drive them toward purchase.
While your subject line should be relevant to your audience, it’s also important to use a descriptive term that will grab your readers’ attention.
You want them to click on your email and open it, but if you include too many words in your subject line, it can seem boring or long-winded.
3) Nurture Prospects Until They are Ready to Buy
In order to cultivate a large customer base, you need to be constantly nurturing prospects. You can send them an email every month until they are ready to buy.
This helps your brand gain trust with your prospects. It also gives them time to see how you will help their business before they make a purchase decision.
Include Call-to-Action in Your Emails: It is important that your emails include a call-to-action that tells your subscribers what action you want them to take.
For example, if you want people to sign up for more information about one of your products or services, include links where they can do so within each email.
Keep in Touch With Your Current Customers: You don’t want to only be communicating with prospects. If you aren’t touching base with your current customers on a regular basis, they might think that you are no longer interested in their business.
4) Use Remarketing Lists in Google Ads (AdWords)
Urgency is a classic marketing technique designed to get people to take action and make a purchase, subscription, or request an appointment now rather than later.
When you’re offering something at a special price, customers will want to act immediately because they know there’s no telling when that offer might end.
It can be difficult to create urgency in email marketing, but try publishing newsletters at odd times—for example, very early in the morning (5 am) or late at night (11 pm).
And never be afraid of saying limited supply! If someone has been eyeing your product for a while and you know it won’t be available forever, tell them!
5) Create a Sense of Urgency with Special Offers and Sales
You can also use special offers and sales to get customers in your door, but once you have them in front of you, what will keep them there? Special offers help create a sense of urgency.
If you’re promoting any type of sale or offer, be sure to mention it prominently on all your site landing pages and throughout your email marketing campaigns.
It doesn’t hurt to include a countdown timer either—that can increase conversion rates substantially (and give your emails that enticing air of urgency).
Another way to encourage customers to take action is with a limited-time offer. If you mention that the promotion will end at a certain time, it adds to that sense of urgency.
6) Personalize Emails With Company Name, Address, and Logo
It’s important to make your email look as professional as possible. Just like you wouldn’t use a generic font on your resume, you shouldn’t send out emails that don’t match your brand standards.
You can easily accomplish this by using your company name and logo in all of your communications. Don’t forget to customize from field to field – even down to To field (as well as including their name).
If you really want to make a big impact, include your physical address on every email rather than just adding it at the end after the signature area.
7) Keep Your From Field as Confidential as Possible
Your customers’ inboxes are probably full. A large percentage of your recipients won’t want their colleagues to see their name in a To field, or even know they’re receiving your messages.
According to Experian data cited by eConsultancy, 46% of email recipients said they were bothered by these kinds of email privacy concerns – up from 40% just two years ago.
So, if possible, don’t show a From field at all, and make sure your customers know it’s coming from you before they open it so they can respond privately and honestly.
Also, consider using an alias or another professional handle that doesn’t include their real name so as not to broadcast who it’s really coming from.
In many cases, your reputation depends on it.
8) Make Sure You Offer Easy Ways to Opt-Out
Few things are more annoying than getting a barrage of unsolicited emails every day. Make sure you offer your readers an easy way to opt-out of your email marketing efforts.
This can be as simple as including a button that says Unsubscribe on every email you send out or sending each reader a personalized response to their first email.
These options will make it easier for readers to avoid future emails while still allowing them to interact with your business if they so choose.
Remember, you don’t want to alienate any of your potential customers, even those who may not be interested in what you have to offer at that particular moment.
Offer a Clear Call-to-Action: Most people are busy and won’t take time out of their day just because you send an email. You need to tell them exactly what you want them to do when they open up your email.
If you want them to click on a link or buy something, say so clearly in your subject line and then reiterate that message in your body copy (or vice versa).
Make sure there is no confusion about what action you want each reader to take—and try not to get too cute with it either!
It’s simple to toss together a few links, maybe some background information, and call it an email. But we know you work hard to provide your customers with useful content; don’t waste that effort on lackluster emails.
Instead, put a little more thought into crafting a well-designed newsletter they’ll actually want to read.