What Works in B2B Email Marketing

You’ve been busy. In the last few years, you’ve built a solid foundation for your business, and now you’re ready to take the next step. You are eager to expand your reach to new audiences and grow your business.

Online marketing, social media, and email marketing are all critical parts of a business’ digital arsenal. When used properly, these tools can help your business grow and thrive.

So, you’ve decided to put all these tools to use and are ready to send out your first email. Congrats!

You’ve got a solid strategy in place. You’ve segmented your lists based on interest, target audience, and demographics. You’ve optimized your website copy and your email’s subject lines and CTAs. Now, it’s time to take action.

Here’s the thing. No matter how many times you optimize your email, it will never be perfect. There’s always something more you can do.

As you start your email marketing journey, it’s important to keep in mind what does and doesn’t work. If you’re looking to improve your results, you’ve come to the right place. Here are the top email marketing tips for beginners.

Set a benchmark for yourself

The first step to getting better results is to set a benchmark for yourself. That means you will measure your current state and set a goal to improve. The sooner you start, the sooner you can start to see improvements.

Are you overwhelmed with leads coming in from Google Search? Are you struggling to gain traction with your website’s audience? What’s your conversion rate like? These are all important questions to ask yourself and will help you determine where you should focus your energies.

The better your benchmark, the better your results. Don’t be afraid to set a goal that you think is far-fetched, but that you know is possible with enough hard work. For example, you could decide that you will increase your website traffic by 10% within the next 30 days. Setting a goal like this will keep you motivated throughout the process and give you something concrete to measure your progress against. This will also make it much easier to track your success down the line.

Make sure you address the right audience

Your email list is the key to effective marketing. It connects you with your audience and allows you to send out valuable content that will be relevant to your target audience. Building a solid email list is a lot of work, so you need to make sure that you are connecting with the right people. You need to take the time to find out who your audience is, what they want, and what will make them engage with you.

The first step to doing this is by collecting customer email addresses. There are multiple ways to do this, but the most efficient and effective way is through opt-in forms on your website or social media profiles. The more you can do to encourage visitors to provide their email addresses, the better. You can also ask for them at the end of a blog post, comment, or social media shout out. The key is to get them to engage with you before you ask for their email address. This way, you are much more likely to convert them into a customer.

Once you have enough email addresses, you can take the time to further segment your list. Do you have consumers who are very much into fashion and style? Perhaps they live in London and love Gucci more than anyone else. You can target your list to include only those who live in London and are fans of Gucci. Or, do you have a B2B audience who are tech-savvy and enjoy talking about websites and web hosting? You can target your email list to include only those who are tech-savvy and enjoy talking about websites and web hosting. With enough segmented lists, you can send out customized emails that will be of great value to your audience. The key is to understand who your audience is and what they want before you send out your first email.

Make sure you send out a welcome email

You’re busy. You’ve got a lot on your plate, and you’ve just launched your business. You don’t have the time to stop and write out a welcome email. Not even a little gratitude goes a long way, and it will seriously boost your business and make you a lot more accessible to your customers. Write a short but sweet email to your new subscribers. Tell them what they’ll get from you and why they should choose you over your competitors.

Include something memorable such as a coupon code or the option to get a free mini-course. As soon as they’ve signed up, you can follow up with a more comprehensive email that will keep them interested in your company and what you have to offer. This is where you can really sell your product or service. People love free stuff, and you can use this to your advantage.

Make sure to follow up

You’ve got a welcome email out to your customers, but that’s not enough. It’s very common for new subscribers to forget about the promise of value they just received and stop following up. This is where automated emails that schedule the follow-up of a certain number of unresponsive subscribers comes in very handy. The follow-ups ensure that the people who’ve expressed an interest in your product or service continue to get valuable content from you.

The follow-up email should be tied to something that will make it more memorable. If your customer signs up on your website and makes a purchase within the next month, you can send them a follow-up email that contains a code for a free gift. The key is to find a way to follow up with something that will make them want to stay in touch. Otherwise, you’re just sending them another promotional email which they’ve likely seen before. The better your follow-up email, the better the chances of retaining that customer. Make sure to follow up with every new subscriber by email, even if they appear responsive in your initial email outreach.

Personal email is still important

I’m sure we’ve all heard of the dangers of social media spamming, and it’s important to keep that in mind when discussing email marketing. While it’s important to use social media to gain new customers, it’s also important not to lose sight of the fact that personal email should still be viewed as important.

If a customer asks you for advice or assistance via email, respond promptly. A lot of times, customers will only contact you via email if they’re having trouble with your product or service. If you’re not available to assist them, you’ll lose a potentially valuable customer.

Include a little bit about yourself in your email. Tell them who you are and why you’re emailing them. Make sure to tailor each message to fit a particular need. Be careful not to bombard them with useless information. If you have nothing of value to say, saying nothing is often the best policy.

Monitor your growth

After you’ve collected a decent amount of email addresses, it’s time to see how you’re doing. The first step is to analyze the data to find out where you are and how you’re doing. This is very much a numbers game. The better your numbers, the better your results. You cannot grow without measurement.

There are plenty of tools out there to help you monitor the growth of your email marketing campaign.

One of the most popular platforms is Hootsuite. On their website, you can find all the reports and stats you need to see. You can track opens, clicks, and any other metric you might be interested in.

If you’re looking to take your email marketing to the next level, these tools will help you hit the ground running.

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