Are you looking for innovative email marketing ideas for your B2B business? Word-of-mouth might serve to be a lucrative marketing strategy for a small business but when it comes to a comprehensive marketing strategy, you need to reach a target audience who might not be even aware that you are in the market. That’s why when it comes to B2B business scenario, email turns out to be the quickest and the most effective mode of communication out there.
With more than 3.7 billion email users across the world, the email domain is booming. To get in the inbox of the prospective buyers, the first step in the given direction is to build a trustworthy relationship with the target audience. This will help your business email to stand out while keeping the same at the top of the mind against existing competition.
From a reliable B2B email marketing strategy, email serves to be the cornerstone. Email marketing offers you an opportunity to convert the potential audience with the help of targeted & personalized content. As per a recent report, it has been revealed that around 91 percent of B2B marketers have been using email as the leading marketing funnel. In this post, let us help you understand the importance of email marketing for your B2B business, and how you can master the same.
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Top Email Marketing Tips for B2B Businesses
As per a recent report, it is revealed that around 72 percent of B2B buyers out there are willing to ensure sharing useful content with the help of email. If your target audience is receiving relevant emails from your B2B business, the chances are that the users will be sharing some relevant content of your brand with the help of email with other people falling in the “social cluster.”
If you wish the email of your B2B brand to stand out in the otherwise crowded inbox of the end-users, here are some tips from the experts:
- Using Videos in Emails: In the year 2021, a majority of online users have become used to high-end video-based technologies like virtual meetings and Zoom. As such, when you tend to incorporate videos in the emails, it can help in raising the email marketing game significantly.
With high-end video editing software like Clipchamp, you can easily create personalized videos for emails featuring specifications as per the requirements of the target audience. Clipchamp is a famous video editor that allows you to create customized videos and edit the same to suit the specific requirements of the email receivers. A proper video at the end of your email can help your brand to effectively send the message across, without the users sending the email to the “Trash.” Moreover, as it will be directly addressing relevant contacts, video-based emails are quite simple to reply to –offering you a foot in the scenario of cold emails.
Video email marketing is going to rise rapidly in 2021. As per a report, it has been observed that emails are capable of increasing the open rates by as much as 19 percent, click rates by around 65 percent, and reducing the unsubscribe rates by around 26 percent.
- Automation & Drip Email Campaigns: Automation serves to be an integral email marketing tool in 2021. As per a study report, it has been observed that around 17.8 percent of automated emails that were transmitted happened to be B2B campaigns. The automation of email campaigns can be immensely beneficial in building product-specific businesses. It also helps in saving time as well as money while allowing you to be highly organized.
A B2B organization is known to benefit from a lucrative email marketing strategy of around 1-5 emails every month. In the given scenario, automation can help in ensuring that you are hitting the target while maintaining the overall conversation that you have with the relevant contacts. The given strategy can be modified into a full-end drip email marketing campaign as well. Here, the automation process gradually ‘drips’ updates & information over time accelerated by specific behavior or actions by the contacts.
- Information-based Emails: One of the most significant ways of boosting the overall performance of B2B emails is by stopping sending sales emails and sending more informational, helpful, and educative content. This implies that you should be capable of answering the questions of the target audience by offering them what they are looking for and conveying less about yourself or your brand.
Shifting the email content in the given manner will help in boosting both the open as well as click rates while improving the overall chances of improved conversions.
- Personalized Emails: In 2021, we are going to observe the trend of more personalized emails across all industry verticals. It is estimated that around 89 percent of B2B email marketing campaigns until now were sent via the company’s email address. As you would make your business email more personal, you should aim at sending emails from a personal account rather than that of the brand’s email. This helps in creating a sense of increased trust as well as credibility amongst your target audience.
More importantly, you should be capable of writing the emails in a personal tone to enhance their overall performance. At the same time, including the receiver’s name in the email’s subject line will help in making your email 26 percent more likely to get opened.
- Plain, Text-based Emails: With several email providers transmitting HTML-heavy messages in offers, promotions, or other inboxes, you should aim at cutting through the overall noise through your emails. When you make the emails in the plain text-based format, it will provide the message a stronger opportunity to land in the main inbox of the recipients. Plain text-based messages also prevent you from worrying about the fact that emails would not be automatically visible and might lead to the download of some virus once opened.
Conclusion
When it comes to B2B marketing, email serves to be one of the most effective marketing tools out there. To witness stronger B2B performance, aim for creating highly personalized, feature-rich emails to strengthen the respective customer relationship.
