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.
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!