Crafting a B2B email marketing strategy that hits your goals

According to the latest report by the Content Marketing Institute, email is the most popular way to distribute content among B2B marketers.

The reason is simple.

Email drives the largest number of leads, and ultimately, the highest ROI than any other marketing channel.

According to the latest report by the Content Marketing Institute, email is the most popular way to distribute content among B2B marketers.

Image Source: Slideshare

While email plays an important role in generating revenue for your B2B business, it’s not as simple as writing a few words with an offer. In order for your emails to produce the impressive results you’re after, you need to have a robust email marketing strategy that will help you nail your business goals.

Let’s look at the most critical elements your B2B email marketing strategy will need.

1. Define your goals.

The first step in crafting a successful B2B email marketing strategy is to define your goals. Your marketing goals will determine the design and execution of your email marketing strategy.

Your goals can be anything, with a few common examples being:

  • Lead generation

  • Brand awareness

  • Sales

One crucial aspect to keep in mind when defining your goals is to be as specific as possible. This will help you when it comes to tracking progress and determining if your strategy is successful or not. For example, a good, measurable goal would be to increase product sales by 20% in X number of months.

2. Determine your KPIs.

After setting your goals, you will have to determine your key performance indicators, commonly called KPIs. Simply put, KPIs are measurable metrics that indicate whether you’re meeting your business goals or not.

KPIs are tied to your goals. So each goal you set should have a KPI that will help you determine if your email marketing strategy is yielding results or not. For example, if your goal is to increase brand awareness, one of your KPIs could be amount of website traffic.

3. Determine the types of email you need to send.  

As a B2B marketer, there are a number of different types of emails you will have to send out. But your strategy will effectively remain the same. Some of the B2B emails you’ll have to plan for in your email marketing strategy will include:

Prospecting emails. These are emails sent to prospects meant to introduce the solution your business provides. Although these may be sent to many businesses, personalization is important as you will be targeting the individual responsible for a particular business or department.

personalization is important as you will be targeting the individual responsible for the business or department.

Image Source: Really Good Emails

Lead nurturing emails. Lead nurturing campaigns are triggered by user behavior. An email is sent out to a subscriber depending on how they interact with your email. This type of email campaign is designed to walk your prospect through the buying process by giving them as much information as possible so as to assist them in making a decision.

Drip campaigns. Not to be confused with lead nurturing emails, drip emails are time-triggered as opposed to being triggered by behavior. Drip campaigns are a great way to keep your brand top of mind as the recipient will regularly be receiving your emails. These automated email campaigns are also helpful to educate your prospect on your brand without overwhelming them.

Promotional emails. Promotional emails are what you’re likely most familiar with. These serve the sole purpose of promoting a particular service or product.

Newsletters. An effective way of letting subscribers know the latest news about their favorite product (yours hopefully), newsletters are the opposite of promotional emails. Although you are able to promote your product or service, 90% of your newsletter should be informative or educational. Don’t overlook this type of B2B email as newsletters generally drive more engagement than promotional emails.

For maximum impact, you can use some of these email campaigns together in a coordinated effort.

4. Grow your list of subscribers.

Your B2B email marketing strategy will only be as profitable as the quality of your list.

Growing your list of subscribers may seem like a daunting task at first. But if you know what to do, we promise it can be quite simple. The main thing you'll need to do is create a persona of your target audience. By developing a buyer persona, you'll have insight into the kind of lead magnet to create or the offer that would most likely elicit a subscription.

In B2B marketing, buyer personas are those who make the purchasing decision for an organization. In order to create an effective buyer persona, you need to understand the pain points and pressures that come with their role in the company.

Directing your campaign toward a targeted audience is crucial to ensuring you have a highly engaged audience.

5. Segment your list—the smart way.

Segmenting your list may be hard work, but is one of the most sensitive parts of your email marketing strategy. As great as it is to have a huge list of contacts, you will have to send each subscriber emails that are timely and relevant to their needs.

This is where smart segmentation comes into play.

By segmenting your list of subscribers, you ensure that your emails hit the right spot, and unlock the right doors for you. This is because segmentation is the best email personalization tactic when it comes to B2B email marketing.

Some of the best ways to segment your email list are by:

  • Demographics. For B2B email marketing, this can be the position held or industry.

  • Location. Apart from meeting location specific needs, segmenting your email list according to location will also help you to ensure your emails go out at the right time.

  • Engagement. The way subscribers engage with your emails can indicate what they need. Those who engage more probably need more content.

  • Recent purchases. Those who have purchased from you are more likely to buy again. This is a great segment opportunity for cross-selling.  

The main goal of precise segmentation is to enable you to address your prospect’s pain points as effectively as possible. This will drive more engagement and afford you greater success with your B2B email marketing campaign.

6. Create effective content.

Your email marketing strategy is a vehicle for the message you want to pass on to your prospects. No matter how robust your strategy may be, if the message is weak, your campaign will be weak. That’s why you need to ensure you get the message right.

This is where B2B email marketing and B2C email marketing differ most. With B2C email marketing, you typically address a single person. This gives you the advantage of using emotional nuances in your copy so as to increase conversions. B2B email marketing is different in this aspect as you will have to factor in other decision makers as you craft the content of your emails.

This means that the type of content you produce for your B2B email marketing campaigns has to stand out. Some of the most important elements that make high-converting B2B email copy are:

  • Informative. B2B email copy must appeal to logic as opposed to B2C copy that mainly appeals to the emotions. This means it should include a lot of data, benchmarks, and proof that your product or service can deliver results.
Informative. B2B email copy must appeal to logic as opposed to B2C copy that mainly appeals to the emotions. This means it should include a lot of data, benchmarks, and proof that your product or service can deliver results.
Image Source: Really Good Emails
  • Engaging. Despite the fact that your email copy has to be loaded with facts and figures, you still need to keep it interesting and engaging. After all, you’re still writing for human beings. One way to help bring life to all the data and facts in your B2B email is by mixing them into your brand story.

The bottom line when it comes to creating copy for your B2B email is that it has to provide value, must be targeted, and has to be timely.

7. Use a reliable email marketing platform.

When it comes time to implement your well-designed and thought-out B2B email marketing strategy, you will need a good email marketing platform to do so. Especially considering that B2B email marketing campaigns often feature more advanced segmentation, you’ll have to invest in a platform that can effortlessly grant you the flexibility you need when it comes to segmentation.

Besides segmentation, a reliable email marketing platform will also allow you to look professional. This is because it gives your subscribers a seamless experience on their customer journey, thereby portraying you as a professional worth partnering with.

Wrap up

The digital age has made it easy to do business with clients from all over the world. This, among other things, has made competition fierce. That’s why, if you are to succeed, you need to plan your marketing very well. You have to craft a B2B email marketing strategy that will help you hit all your goals.

Keep these steps in mind to hit your goals:

  • Know your KPIs

  • Send the right type of email

  • Grow and segment your list

  • Create effective content

  • Always use a stable email platform

For further reading on how you can master the art and science of email marketing, feel free to check out these email marketing tips



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