One of the most effective strategies for generating more B2B sales is email marketing. As much as things have changed in the digital world, email remains a powerful tool for connecting with customers and prospects.
So in this blog post, we will discuss 15 email marketing strategies that are proven to generate results. If you are looking to increase B2B sales, then you should start using these strategies as soon as possible.
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Email Marketing Strategy #1: Start With A Strong Subject Line
The subject line is the first thing that the reader sees, and it can make a big difference in whether or not they open your email. A good subject line will intrigue the reader and make them want to learn more, while a bad subject line will make them delete the email without reading it.
So how do you write a good subject line?
There are a few things to keep in mind. First, make sure your subject line relates to the content of your email. If you're promoting a new product, for example, use a subject line that reflects that.
You also want to keep it short and sweet. Greet them, hook them, and get right to the point.
Email Marketing Strategy #2: Personalize Your Emails
One of the best ways to improve your email marketing results is to personalize your emails. This approach works even if it's cold emailing after using tools to find email addresses.
This means using the recipient’s name and other personal information in your email content. If you’ve spoken to them before, you could bring up previous conversations or topics, for instance.
Not only does this make the email more relevant to the reader, but it also helps to build a stronger relationship with them.
Email Marketing Strategy #3: Create Compelling Email Content
Another important factor in improving email marketing results is creating compelling email content. The goal here is to write engaging emails that provide value to the reader. The ability to captivate the audience with valuable information, personalized messages, and relevant offers underscores the central role of email marketing in fostering connections, building brand loyalty, and ultimately driving positive outcomes for businesses.
If you can achieve this, then you’ll keep readers engaged and increase the chances that they will take action on your email content.
There are a few things you can do to create compelling email content:
- Write in an informal tone, as if you were talking to a friend.
- Provide valuable information or tips.
- Sprinkle in a little humor if you can.
- Make sure your email is responsive, so it looks good on all devices.
Email Marketing Strategy #4: Segment Your Email Lists
Another great email marketing strategy is to segment your email lists. This means dividing your email list into different groups based on factors such as demographics, interests, and buying behavior.
For example, you could create a group of middle-aged mothers, and then another one for single women in their 20s. Both groups could be customers depending on your offer, but both would require a different approach.
This will allow you to send more relevant and targeted content to each group, which will increase response rates.
Email Marketing Strategy #5: Use Eye-Catching Graphics
Graphics are an important part of email marketing, and they can capture the reader’s attention and increase engagement.
However, it is important to use graphics that are eye-catching and relevant to the content of your email. If you do this correctly, then you can significantly improve the effectiveness of your email marketing campaigns.
Email Marketing Strategy #6: Use Personalized Coupons
One of the best ways to increase engagement with your email marketing campaigns is to use personalized coupons. These are coupons that are specifically tailored to each individual recipient.
They’re typically triggered by an action. For example, if someone spends a certain amount in a single transaction, they could be eligible for a special coupon.
It may seem super simple, but these coupons can improve response rates by as much as 50%. People love a good deal.
Email Marketing Strategy #7: Send Timely Emails
Timing is another important factor in email marketing. You need to send emails at the right time when most of your recipients have time to read them.
This means sending them during the week and on specific days, depending on your target audience.
If you're targeting business customers, email them during the workweek. Emails sent on Tuesday, Wednesday, and Thursday have the highest open rates, so try to schedule your email campaigns for those days.
If you're targeting consumers, email them on Saturday and Sunday when they're more likely to be checking their inboxes. Consider using an SPF lookup to ensure email security and that your resources will arrive to your recipient safely.
Email Marketing Strategy #8: Use Testimonials In Your Emails
Including testimonials in your email marketing strategy can be a great way to increase the effectiveness of your campaigns. Testimonials add social proof and trustworthiness to your emails, which can encourage recipients to take action.
When selecting testimonials for your email marketing, make sure you choose ones that are relevant and specific to your audience.
You can also use case studies to show the results of using your product or service. Good case studies have 3 main sections:
- Problem - what they were facing leading up to using your product or service.
- Solution - what your product or service did to help resolve the issue.
- Results - what happened after using your product or service.
Email Marketing Strategy #9: Urge Readers To Take Action
One of the main goals of email marketing is to get readers to take action—which could be a variety of things.
This could mean buying a product or service, signing up for a subscription, or downloading a white paper or e-book. Even something like watching a video or signing up for a demo.
Therefore, you need to make sure that your email content encourages readers to take action.
Email Marketing Strategy #10: Offer Free Downloads
Another great way to increase engagement with email marketing campaigns is to offer free downloads.
This could be a white paper, an ebook, or another type of valuable content. Lists and resources that help customers do something step-by-step are also a good idea.
This free content can increase the chances that readers will download your content and learn more about your product or service.
Email Marketing Strategy #11: Use Personalized Videos
Personalized videos are a great way to connect with your audience and build trust. They are also a very effective way to promote products or services.
By using personalized videos in your email marketing campaigns, you can significantly increase response rates.
There are several ways to create personalized videos. You can use software that allows you to create a video using video templates, or you can use a service that creates videos for you. The key is to make the video feel personal and relevant to the viewer.
Some tips for creating successful personalized videos:
- Keep it short - most people won’t watch a long video email
- Make it relevant - focus on what the viewer wants or needs, not on what you want them to buy
- Use real people - human faces are more engaging than logos or animated characters
- Be personal - address the viewer by name and mention something specific about them
- Add a CTA - ask viewers to take action after watching the video (e.g., visit your website, call you, etc.)
Email Marketing Strategy #12: Send Automated Emails
Automated emails are a great way to connect with your audience and keep them engaged. Simply write out a batch of emails using MailChimp or another equivalent and then schedule them.
Also, make sure you select the right group of readers for each batch. The last thing you want is to send welcome emails to long-standing, loyal customers.
Sending out automated email content regularly can help keep readers updated on new products, services, or blog posts. This will help to improve the chances that they will take action on your email content.
Email Marketing Strategy #13: Use Social Media Integration
Social media integration is another great way to improve the effectiveness of your email marketing campaigns. By including links to social media profiles in your email content, you can encourage readers to Like or Follow your company on these platforms.
Not to mention, it boosts credibility. In this digital age, every business and person is expected to have some kind of social media presence—even if they don’t use it all the time.
Just having those links up there and posting content at least weekly will help to increase exposure for your brand and boost traffic to your website.
Email Marketing Strategy #14: Use Animated GIFs
Animated GIFs are a great way to add some excitement to your email marketing campaigns. They add motion and interest to what’s otherwise just another relatively short wall of text.
And more than excitement, they can convey a message or story. By including animated GIFs in your email content, you can capture the reader’s attention and keep them engaged. This will help to improve the chances that they will take action on your email content.
Email Marketing Strategy #15: Test Different Types Of Email Content
Not all types of email content will work well for every business. You need to test different types of email content to see what works best for you.
For example, if you lead a B2B company, then you may want to send more educational or informative email content. B2C businesses typically send more promotional email content.
You should also test different types of email content formats. For example, try sending email newsletters, product announcements, event invitations, survey requests, or coupon codes.
You can also experiment with including videos and images in your email content.
The bottom line is that you need to test different types of email content to see what works best for your business. This will help improve your open rates and conversion rates. And who knows—you may even find a type of email content that outperforms all the others.
In Other Words, Email Marketing Can Dramatically Boost B2B Sales
It just requires a little more creative thinking and planning.
Email marketing is one of the most effective tools a business can use to boost B2B sales. By creating email campaigns that are relevant and interesting to your customers, you can encourage them to buy more products or services from you.
Also, email marketing can help you stay in touch with your customers, build relationships with them, and keep them informed about your latest products and services.
One small caveat, though… just stay clear of a few common copywriting mistakes that might damage your conversion rates.
