B2B Business, You Need to Craft Email Campaigns That Drive Results

Hooking ‘Em with a perfect email subject line cannot be everyone’s cup of tea. The word of mouth strategy might work for small businesses, but when it comes to a comprehensive marketing strategy, B2B enterprises must do something about reaching out to people who may not even know you are on the market.

Do you really think all your potential customers are on social media platforms or they are known to avid blogging or something? Probably not! And this is where email marketing comes into play! Old is Gold. Even today, emailing is considered as one of the quickest and most effective channels for communication – receiving and transmitting data. In the following post, I would love to prove how email marketing is still a profitable and effective move, especially in the B2B realm.

It is rightly said that email is the undisputed king of B2B marketing. According to the Direct Marketing Association (DMA), email marketing delivers a $43 return for every $1 spent.

Numbers don’t make email marketing so valuable. It’s the way you are using email marketing for your business that makes it more recommendable. Click To Tweet For example, think of a scenario a while back, somewhat around the last 12 months and check how many times you have sent the same kind of email to your entire list. Did it make any difference in regards to engagement? Not so likely! Spray and pray marketing no longer works, and that’s the reason why more and more companies are seen investing in earning the trust of their email subscribers.

Before we proceed further, let us understand the term B2B marketing or business to business marketing. As the name implies, it involves the sale of one company’s products to other companies by meeting their needs. Let’s say, for example; you are into the textile industry, you own your weaving company where reaching out end customers isn’t easy. You need to contact them and at the same time, market your business as a valuable and professional one. As per your client base, they are the ones whom you can sell your raw materials directly. So what needs to be done here? Simple, you need to market your products to specialized companies that produce finished products out of your raw materials. This is what a B2B marketing campaign is all about.

Enters Email Marketing Into B2B Organizations

You may not be surprised at all in knowing around 88% of B2B marketers utilize email marketing but what might be shocking is 42% of those marketers said the email was one of their most effective lead generation channels.

Email marketing’s popularity has been overshadowed by newer, more appealing forms of marketing—specifically social media and content marketing. The key to success lies in knowing what kinds of email messages will convert them from readers into leads by triggering the desired responses in your subscribers. Down below, I would like to emphasize on certain tips to take into account for 2019. Even in the midst of shiny new innovations, you will be able to convert more leads and keep your subscribers happy.

Add Real Value

Drawing new leads has become quite a thing of the past, so you should take a different route. I mean, send emails that offer your subscribers tips, tricks, ideas, or education on a topic strongly related to your industry, product, or services. For instance, if you are running a software development company; try sharing tips and tricks, keep linking to productive articles, etc. This automatically adds some value instead of annoying your potential leads.


The internet is certainly overloaded with information, studies and researches, so finding best days or best timings to send email is key. The most desirable length for subject lines and the most appealing email designs are also important. But hold on; taking this advice to your heart isn’t worth it because every group of email subscribers is different and of a kind.

Test different days of the week, times, subject line lengths and styles, and so on. Instead of Tuesdays, your potential subscribers may actually prefer Wednesday emails because they’re less busy on this day, or longer subject lines because only a few of them read email on mobile.

Personalizing messages

(“Hi, Larry” instead of a generic “Hello”) might work wonders. According to one study, simply personalizing emails can increase click-through rates by an average of 14%, and boost conversion rates by about 10%! No matter how long it might take to create a personalized email, in the end, recipients appreciating the effort is all that matters! Also, it will give them more motivation to convert.

Best Email Marketing Templates to Try

1 Welcome email template

The first impression always counts; in fact, to a large extent! If a subscriber signs up to something, whether it is about receiving future blog posts or a series of email tips. Thanking and welcoming them make some sense. I mean, you cannot make a strong impression by doing nothing. Buffer’s welcome email includes links to their support email address and a link to their Twitter profile. Simple yet effective!

2 Curated content email template

Have you thought of reaching your customers without them having to search the content out online? CrazyEgg and Kissmetrics founder, Hiten Shah, has this tendency to sends a roundup of his favorite posts on topics that include SaaS, marketing, sales, and growth. By doing this, readers do better, which adds a lot of value to your subscribers.

3 Company announcement email template

Flutter – a tool that helps businesses grow their Twitter following always informs their subscribers about new developments. With this, they are able to create new interest in their product offering. Whenever you have something to share with your audience, such as winning an award, changes to product offering or new pricing options, go for emails. Announcing this kind of news is likely to have a more positive impact.

4 Video email template

Emails containing videos are taken pretty much into consideration. Providing actionable content through video; you can easily build a rapport with your subscribers as they get to see and hear you on a regular basis. Click To Tweet The person watching the video feels like they really know you. This will make you more visible and on screen.

5 Webinar email template

Email marketing is one of the ways to promote a webinar, which makes it easy for subscribers’ to learn about upcoming events and schedule the time to attend. Webinars are a great way to showcase your expertise and engage with buyers who are further down the sales cycle and looking to make a purchase.

Lastly, incorporating any of the pointers as mentioned earlier will surely generate positive results. Try to do some action! Go for it!

Featured Image Credit: Unsplash

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    Hazel Reeves

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