Try These B2B Email Marketing Best Practices

Modern B2B marketing has moved beyond simply driving demand through the funnel to creating a personalized customer journey, and email marketing plays a key role.

Bruce Swann of customerthink.com gives us some insight into how to maximize email’s effectiveness in 6 Best Practices for B2B Email Marketing. Here’s an excerpt:

“Despite a seemingly endless number of innovative (and very cool) channels available for brands, email remains one of the strongest parts of a cross-channel marketing strategy.”

The key takeaway: Create a B2B email marketing strategy that delivers appropriate content during each phase of the customer journey, whether it’s an infographic, survey results, or product sheets and comparison guides.”

Send what they need, when they need it

One of the most effective tactics is to personalize your emails to your recipient. This means addressing them by their name and company, as well as their role in the company. Even more importantly, recognize where they are in the buyer journey and share relevant content.

You can also personalize their experience by sending your email at the best time of day or day of the week for your audience. There are different opinions on this subject, but it’s best to develop your own timing based on your analytics.

Be clear on who you are and what you have to offer

As opposed to B2C’s need to grab your attention for a quick sale, B2B marketing is about creating and developing your relationship with your customer. Keep your tone in line with being a trusted solution, and then provide the recipient with the most valuable information for them at whatever point they are in the buyer journey.

Measure success, and keep it coordinated

Your click-through and open rates will give you insight into your email’s success, but be sure to consider email’s pipeline and revenue contributions to the marketing campaign. Coordinating across channels will improve your email’s ability to bring it all together into a single story.

Conclusion

A well-planned B2B email marketing campaign will guide your buyer through the customer journey, offering the right information just when they need it, as a powerful part of a cross-channel campaign.