3 Important Strategies in B2B Email Marketing Campaigns

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Marketing for business-to-business (B2B) organizations operate differently than it would for the general public. Perhaps one of the most successful ways to market to other businesses is through email marketing, the success of which is now highly measurable in terms of the data it can gather.

Important metrics for measuring the success of an email marketing campaign include:

  • Open rates. This is the rate at which a relevant link in an email is opened by recipients.
  • Click-through rate (CTR). This is the rate at which users enter a website through a hyperlink in the email.
  • Conversion rate. This is the rate at which users visiting the website pay for goods and services on the website. 

Read on if you’re interested in learning more about effective strategies in B2B email marketing.

1. Audit your mailing list

A sixth of all emails sent worldwide don’t actually end up in the recipient’s inbox but in the spam folder. This could be the reason that your email’s open rate remains low. 

Other reasons for a low open rate include a growing disinterest in your emails, old contacts, and expired domains. A good way to prevent this is to regularly update and optimize your email list.

Emails may be bounced back in the event of incorrectly inputted addresses or expired domains. These should be addressed immediately as they can lower the performance of the campaign.

Good reasons to remove email addresses from your list include:

  • Duplicate email addresses
  • Expired domains
  • Inactive subscribers who don’t respond to further, more personal inquiries

2. Optimize your mailing list based on engagement level

It is always important to know the demographics of your customers and subscribers, and as such, it is important to analyze how you can make the best of this information. 

Customers who have purchased from your website before, for example, are likely to purchase other products, so it is important to tailor your marketing to past customers in order to gain more of their business. This also applies to people visiting your website or LinkedIn profile as they are more warm.

Tailoring your email marketing campaign to all the different types of customers you have can also provide important data about the success of your campaign, which you can then use to make more informed decisions about your business’s operations.

3. Keep the emails short and sweet

Everything from the subject line to the contents of the email has to be conducive to resulting in an open, click-through, or conversion.

The subject line has to be short and create a sense of urgency. The content has to be informative and succinct. A user should be able to understand it even at a glance. It should contain no more than two calls-to-action and should address the recipient by name.

The more convenient and tailored the experience is to the recipient’s tastes and preferences, the more likely they are to result in a conversion.

Conclusion 

B2B email marketing is different from other forms of marketing for other industries because businesses are already looking for specific needs to be fulfilled. Offerings from B2B organizations are often more tailored to a business’s operations, and as such, it is important to get to the point more quickly and efficiently.

While there are many similarities to regular marketing campaigns, strategies involving B2B email marketing involves a little bit more nuance—and these three tips are a great place to start.

For your next B2B email marketing campaign, send Roikings a message. We’ve helped plenty of businesses close important deals and scale to greater heights!

More To Explore

PARTNER WITH A DEDICATED B2B LEAD GENERATION COMPANY THAT UNDERSTANDS WHAT STRATEGY AND PLATFORM WILL WORK FOR YOUR BUSINESS

BEXI

Bexi is a recently launched ambitious design and development agency offering an all inclusive subscription service for large companies within Biotech, Medical Devices, Pharma and Healthcare. They have distinguished themselves very early on by designing modern, clean artwork that is brand defining and have helped industry leaders such as Google, Citrix, and OptraHealth.
Bexi’s primary goal at the start of the pilot was to showcase their service in front of more qualified decision makers that required a talented agency to step in and help bring their products to life. Roikings averaged 3 meetings per week with C Level Executives & Marketing Directors responsible for multiple product lines and brands at companies ranging from $20M – $2B in annual revenue.
During the Roikings pilot, we helped Bexi close 3 clients within the Healthcare space worth $30,000 (6 month subscription), $126,000 (Annual Subscription), and $16,000 (Project) for a total value of $172,000.

KICKSTAGRAM

Working alongside Ronan Galvin – CEO of Kickstagram, Roikings launched a sales campaign for this SaaS platform in the social media space for small businesses and Ecommerce brands looking to kickstart their instagram marketing and convert followers to customers.
Roikings became a part of Kickstagram’s long term vision and strategy by joining their business development team located in San Diego, California. Our core focus was to expand business in Europe and International Markets including the UK, Ireland, France, Nordics, Germany, Italy, Australia, China and India by reverse engineering Instagram accounts for the lead generation process.
The campaign was a huge success. In a span of 3 months we had an average open rate of 45% resulting in 63 meetings, and over 400 website clicks converting to a healthy flow of monthly and annual clients.

SPIRALGROUP

Spiralgroup is a globally-focused integrated brand marketing agency that provides a full suite of marketing and PR services focusing on emerging tech and is spearheaded by Californian Native, Stuart Mcfaul.
Roikings launched a successful campaign targeting the next generation of emerging tech & SaaS companies including Artificial Intelligence (AI), Automation, Virtual/Augmented Reality, Smart Homes, IoT & Blockchain.
After receiving 28 qualified meetings through Email & LinkedIn outreach during the pilot with top level executives, Roikings contribution to Spiralgroup’s long term success is based on a highly defined lead generation process that delivers Sprialgroup’s brand values to the right prospect at the right time.

MEDACHECK

Working alongside Dr. Jeffrey Shepard from Cincinnati Ohio, the Kings of ROI launched a sales campaign for MedaCheck, a SaaS    medication management system with a mission of minimizing non-adherence rates for patients.
In a span of 3 months, Roikings received 10+ opportunities for the small startup and the first tech-licensing partnership worth over 100k for the company.
The success of the campaign has come through consistently A/B testing   the email copy and reviewing various lead generation sources.

KUGADI

Headquartered in California and Florida, Kugadi is a fantastic web and mobile platform that empowers security guard companies to streamline their operations through seamless communication, intuitive reporting and a more efficient workflow that reduce costs and enables accountability for their guards.
Roikings has been working long term with senior management and inbound sales team to generate a consistent flow of replies resulting in an average  of 2 qualified demos per week over an ongoing 6 month period. By sharing campaign data with their sales team they have been able to utilize the data to turn cold contacts into warm leads and then into a sale.
The success of the campaign has come through consistently A/B testing   the email copy and reviewing various lead generation sources.

JUMP DIGITAL MEDIA

Roikings worked alongside the highly creative team at Jump Digital Media, based out of Irvine, California reaching out to large brands in the cosmetics, beauty, food, beverage and the hospitality space.

We focused on each of their core products for the follow up campaign highlighting their services that included SEO, SEM, packaging, web development and social media campaigns. Jump had worked with some big name clients including Holiday Inn, Honda, Imax and Whole Foods which we leveraged throughout the campaign.
By the second month Roikings was able to set up 3 qualified meetings per week with requests for website design, social media campaigns and branding.

MIRA

Based out of New York, Mira helps brands with location intelligence and analytics for out-of-home media campaigns.
Having worked closely with their CEO, Jon to understand the product and audience, we focused on targeting Digital Agencies ranging in size from 30 -1200 people which resulted in 3 meetings per week.
It has been Jon’s consistent input and willingness to adapt that has helped the campaign become a success.

LOUDLEY

The creative team of digital partners at Loudley based in West Hollywood, California has a goal to “Make Your Voice Heard” by creating dynamic social campaigns on Facebook and Instagram to increase engagement for Startups and SMB’s.
Loudley decided to become long term partners with Roikings after having an extremely successful campaign launch with excellent results in the first month. Lead Generation was focused on targeting C-Level Executives and Marketing Directors within the E-Commerce, Retail, Apparel & Fashion, Cosmetics, and Beauty verticals.
After initial testing Roikings managed to improve the open rate to 46% resulting in 3 qualified meetings per week.