7 B2B Email Marketing Strategies to Master

Harness the power of B2B email marketing.

Ideas Collide
By Ideas Collide

Email marketing services have been an indispensable part of the digital marketing landscape, and its relevance remains unwavering especially in today’s fast-paced and dynamic business environment..

At Ideas Collide, we’ve nurtured long-term client and partner relationships through connections made from various marketing efforts, specifically from email marketing campaigns.

In this article, we’ll share our insights on some of the most effective B2B email marketing strategy that have proven to convert, drawn from our own professional experience.

Do Emails Still Sell?

We are at the age of rapid digital transformation and an ever-evolving marketing landscape, and with the emergence of different marketing channels, it’s only natural to question the relevance of email marketing. Given that it’s one of the oldest tactics but one that’s still highly relevant.

To put things in context, emails still do sell. Here are a few reasons why:

  • Allows Direct Connection: Email provides a direct and personal channel of communication with your B2B audience. Unlike social media or display advertising, which can feel distant, an email newsletter lands right in the recipient’s inbox. This directness can be a powerful marketing tool for building relationships.
  • Targeted Approach: B2B marketing is all about reaching the right audience. With an email list, you have the ability to segment your contact list based on industry, role, b2b company size, b2b buyer, and more. This means you can tailor your message to suit the specific needs and pain points of different segments.
  • Saves You Some Cost: Email templates are cost-effective when compared to traditional marketing methods like direct mail or print advertising. It doesn’t require a substantial pricing, making it accessible to businesses of all sizes.
  • Effective in Lead Generation: B2B sales cycles are often longer and involve multiple touchpoints. Email is an ideal tool for nurturing leads over time. You can provide valuable content marketing, demonstrate expertise, and stay top-of-mind with your prospects throughout their decision-making process.

With the right strategies in place, emails can effectively communicate value propositions, promote your brand, influence purchase decision, and drive conversions, making them an indispensable part of your B2B marketing plan.

So, if you’re a business owner or a marketer who’s looking into launching an email marketing campaign, you are headed in the right direction.

7 B2B Email Marketing Strategy that Converts

There’s so much to learn from brands that have implemented successful B2B email marketing strategy, and when you launch your own campaign, it’s best to look at these industry players and gather insights as to how their best practices can help you with your own marketing efforts.

That being said, let’s take a closer look at some of the best B2B email marketing strategy and B2B email marketing examples that have been proven to engage and convert:

1. Subject Lines are Uber Important

Your email subject line is the first thing that your audience will see and it’s a deciding factor whether or not they will read your email. Crafting a compelling subject line involves striking a delicate balance between relevance, curiosity, and brevity.

When writing your email subject, aim to pique the recipient’s interest by experimenting with personalization, urgency, or intriguing questions. This will help encourage higher open rates and draw your audience into the core content of your email.

One good example is this email from Shopify:

Action Oriented + Branding. The email subject encourages a clear action – building a business. This is a language that speaks prompt action and it directly conveys the benefit that the audience can expect.

Plus, Shopify is a reputable brand when it comes to e-commerce. Mentioning the brand name in the subject line can pique the interest of those already familiar with Shopify, or it can create intrigue for those who want to learn more about it.

2. Try Talking to Your Audience Indirectly

Establishing meaningful connections sometimes requires a laid-back approach. Instead of bombarding your audience with sales pitches, consider adopting a subtle approach that resonates with their pain points.

Craft your email content to address these issues and offer insights or solutions. This positions you as a valuable resource and demonstrates your understanding of their needs. It’s a subtle but effective way to initiate a conversation and build trust.

Just like how DocuSign did it:

Problem Focused + Solution. The subject of electronic signature safety directly addresses a common concern among businesses. And DocuSign’s email goes on to outline the potential concerns associated with e-signatures and then proceeds to discuss why they are even better than paper-based signatures.

They indirectly convey the message that they have expertise in the area of electronic signatures and explain the security measures, indirectly educating the audience that there is nothing to worry about their service.

3. Personalization Will Never Get Old

I said to talk to you audience indirectly but, don’t let personalization be left out. Tailoring your content to align with the recipient’s specific needs enhances the relevance and resonance of your message.

Leverage your potential customer’s data and insights to craft personalized content that speaks directly to aspirations, business objectives, and even ongoing campaigns. By demonstrating a profound understanding of their business initiatives, you can build a genuine connection that wins trust and loyalty.

Personalized email content goes beyond including the recipient’s name on the subject line. Take a look at how Vacation nailed a personalized content:

Tailored Offer. The email was constructed as though the offer was designed specifically for the potential customer. Vacation talks about its sampling offer and how the recipient can request product samples that can be used at events.

Not to mention the tone of the welcome email that implies Vacation is already familiar with the recipient’s interests or ongoing campaigns and they exactly know how to come in to help. The angle of their messaging creates a more personalized and relevant connection.

When writing personalized content, think of what’s beneficial for the business that you are reaching out to. Speaking their language – as if you know what their goals are and you are on board to help them achieve it.

4. Make Your Content Easily Digestible

To ensure your message doesn’t get lost in the cluttered expanse of your recipient’s inbox, make sure your content is designed for easy consumption. Structure your emails with concise paragraphs, bullet points, subheadings, and even graphics to facilitate quick scanning and comprehension.

By presenting your key points in a clear and structured format, you can capture and retain your recipient’s attention, effectively communicating your message without overwhelming new users and B2B customers with unnecessary information.

Keep your piece of content concise and aim for email deliverability. Let’s take it from Packhelp:

Structured and Organized. Packhelp enhances the skimmbaility of its content by incorporating images for each of the design options presented. Visual elements break up the text and provide a quick visual reference for each choice.

The relevant content being presented in a structured list format with images, visually guides the reader and makes it easy to digest. It’s a quick scan for the reader to see there are three options. This is particularly helpful for readers who are more visually oriented.

5. Call the Right Action

Whether you’re prompting your recipients to explore a new product demo, download an industry-specific resource, or engage in a consultation, your call-to-action (CTA) should be strategically positioned and designed to inspire immediate action.

Your email should guide recipients on what to do next, your CTA’s functionality is important. Craft compelling and action-oriented language that instills a sense of urgency and emphasizes the value proposition your brand offers.

Additionally, ensure that the CTA stands out visually, making it easily identifiable within the email and compelling recipients to take the desired steps without hesitation.

A good example is this one from Station:

Engaging + Strategically Placed. Instead of the usual Browse Our Collection or Buy Now CTA, Station made their action buttons on brand and highly engaging by saying Find Your Station and Make It Yours.

This reinforces their brand identity and ensures that the CTAs are in harmony with the overall message of the email. Aside from the catchy calls, their CTAs are also strategically placed throughout the email, providing multiple opportunities for user engagement.

6. Always Be Present

Timing can significantly impact the success of your B2B email marketing campaigns. And when I said timing, it isn’t just about when you send automated emails; it’s about being present when your audience needs you the most.

Identify key dates and occasions relevant to your industry or audience, such as holidays, industry conferences, product launch, and other events. Plan and schedule email campaigns around these dates to maximize your impact. Be present when your audience is most likely to engage.

See how Smartpress talked about their summer promotion:

Seasonal Relevance. Their email promotion recognizes that as the season changes, businesses should also adapt their marketing strategies. By recognizing the diverse range of small businesses and activities associated with the summer season, they demonstrate a flexible approach to marketing, and present an opportunity to help businesses with their summer campaign.

Aside from their perfect timing, they also made their way to present summer-related marketing tips, such as promoting warm-weather specials and announcing summer camp registration. These efforts are highly relevant during the summer season, and Smartpress is present when these initiatives are most likely to be in demand.

7. Leverage A/B Testing

You never can tell your audience’s exact behavior but you can definitely explore them. Make use of A/B tests to figure out the best way to reach your audience. Present different options and use the one that works best.

Implement A/B tests across various elements of your email campaigns, including subject lines, content formats, CTAs, and email designs. Analyze the performance metrics generated through these tests to gain valuable insights into the preferences and responses of your target audience.

By continually experimenting and optimizing your email copy based on data, you can refine your messaging to align with the expectations of your recipients.

Fire Up Your Next B2B Email Campaign

Launching any marketing campaign is never easy and you’ll gain mastery of each as you go on and launch your own campaign. By implementing the B2B email marketing strategy outlined above, you can most likely create compelling email campaigns that drive results.

Remember to test and refine your B2B email marketing approach over time and write an email content that you yourself will be engaged enough to click.

If you’re still unsure about how to start or need an extra hand to fire up your email campaign, don’t hesitate to reach out to our team of experts. Ideas Collide is here to help you make your next email marketing campaign a resounding success.


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