Best practices for B2B business email marketing, plus a free template
B2B or Business-to-Business (B2B) e-mail marketing is completely different from business-to-consumer (B2C) email marketing. Even though your emails are read by real people running real businesses, following the same path you would use to reach a B2C audience isn’t effective. Relationships between B2C and B2B are characterized by how you approach and connect with your target audience. If you are a B2C company trying to reach an audience, you would connect with it on a personal and emotional level. You can, however, only establish a connection with another business in a B2B setting if you rely on pure logic.
It is important to understand why you, as a B2B marketer or business owner, need a practical B2B e-mail marketing strategy and how email-finding tools can streamline your business before we move on to tips and best practices regarding B2B email marketing.
B2B e-mail marketing needs to be sustainable
There is no guarantee that visitors will return to a website. A B2B marketing strategy’s ultimate objective is to drive potential customers to your website, but users don’t always have to interact with its content. You can use email newsletters to reach out to prospective customers and people who have expressed interest in your business. It provides you with multiple opportunities to form positive relationships with them regularly.
We’ll talk numbers now. American marketers achieved a 122% return on investment using email marketing, according to a study conducted by eMarketer. Social media platforms advertising produced an ROI of 28 percent, while paid search ads generated an ROI of 35 percent. Additionally, merchants can expect a return on investment (ROI) of $ 44 for every dollar spent on an email campaign.
77% of business organizations and agencies use e-mail marketing and newsletters as a part of their content marketing strategy, according to a report released by the Content Marketing Institute. Email is the most successful content distribution channel for 79% of B2B marketing agencies and companies.
According to a study published by the Content Marketing Institute in 2017: Email marketing is used by –
- 85% of respondents to generate leads
- 78% to nurture potential customers
- 74% of respondents retain customers and
- 84% of respondents
Based on these statistics, your top priority should be to create an impenetrable email marketing campaign. Here are some tips you can implement into your B2B email marketing strategy, now that you know how important email marketing is.
An email marketing strategy that works for B2B
Make sure to verify your email address
There are 45% of spam emails sent every day. A 45% spam rate is equivalent to over 14.5 billion spam emails sent internationally every day. Digital retailers and business owners do not like getting spam emails. Spam folders can reduce the number of emails you receive. As a result, fewer people open your email, and the number of people who visit your website drops as well. B2B merchants, especially, will find this looks unprofessional, and if your company is one, your emails will end up in spam.
By checking the source of the email and verifying that it is valid, Internet Service Providers (ISPs) are constantly working to reduce spam. This process of identifying an email’s origin, also called domain authentication or domain validation, aid ISPs in better routing your emails. It also helps prevent fraud and phishing.
With email authentication, your email marketing tool can send emails as your domain on your behalf. MailChimp removes default authentication information such as “on behalf of mcsv.net” and “via mcsv.net”. Recipients can see next to the name “From” on your campaign. Taking this advice will be helpful, even though it is not a must-follow tip for email marketing.