B2B Email Marketing Best Practices: How to Maximize Your ROI

Feb 21, 2023 | Internet Marketing

B2B email marketing best practices are not hard to follow. And it is worth following them. Email marketing is a powerful tool for businesses of all sizes, but when it comes to B2B marketing, email can be especially effective. In fact, B2B email marketing has been found to have a higher ROI than any other marketing channel. But to maximize the ROI of your B2B email marketing campaigns, it’s important to follow best practices. Here are some tips to help you get the most out of your B2B email marketing efforts.

All technical advices in this article are supported by most modern CRM systems. They have page builders, form builders, survey builders, email builders, and other tools you can use to create lead magnets. You can also track stats, segment lists of leads, and build beautiful mobile-friendly emails without writing a single line of code. All of this is in one single system. For example, kartra could be a great solution for most small businesses. Of course, if you need something more advanced and you need to integrate different systems with one another, it would be a great idea to hire an expert for a job like this.

B2B Email Marketing Best Practices

Build Your List with Quality, Not Quantity

lead generation

One of the most important things to keep in mind when it comes to B2B email marketing is that quality is more important than quantity. You might be tempted to buy a list of email addresses, but this is a bad idea. Purchased lists are often outdated or inaccurate, and sending emails to people who didn’t opt-in to your list can damage your reputation and get you marked as spam.

Instead, focus on building your own list of quality leads. This means targeting the right people, with the right message, at the right time. You can do this by offering valuable content or resources in exchange for email addresses or by collecting email addresses at events or conferences.

Personalize Your Emails

Personalization is key to making your B2B emails more effective. When you personalize your emails, you’re showing your audience that you care about their needs and interests. This can help you build trust and increase engagement.

There are several ways to personalize your emails. For example, you can use the recipient’s name in the subject line or greeting, or you can tailor the content of the email to their specific interests or needs. You can also use dynamic content to show different content to different segments of your audience based on their behavior or demographics.

Most CRM systems support merge fields. It means that you can use the lead’s first name or any other piece of information you have about the client with 3 mouse clicks.

Segment Your List

Segmenting your email list is another important best practice for B2B email marketing. By segmenting your list, you can send more targeted messages to different groups of people based on their behavior, demographics, or other factors.

For example, you might segment your list based on industry, job title, or location. This can help you tailor your messages to the specific needs and interests of each group, which can increase engagement and conversions.

There are a lot of ways to segment your list. It could be a survey, a simple email with automated links, a page with a form, etc.

Write Compelling Subject Lines

The subject line is the first thing your audience will see when they receive your email, so it’s important to make it count. A compelling subject line can entice your audience to open your email, while a boring or spammy subject line can cause them to delete it without ever reading it.

To write effective subject lines, keep them short and to the point. Use action-oriented language and try to create a sense of urgency or excitement. You can also experiment with personalization, emojis, or other tactics to make your subject lines stand out.

Emojis are becoming more popular nowadays, so you probably want to give them a try.

The best way to find out what subject lines work for you best, you can always configure an email split test and experiment with subject lines. I am used to running split tests all the time. It makes campaigns more successful over time.

Use a Clear Call-to-Action

Every B2B email should have a clear call-to-action (CTA). This is the action you want your audience to take after reading your email, whether it’s visiting your website, signing up for a free trial, or requesting a demo.

To make your CTA more effective, make it clear and specific. Use action-oriented language and create a sense of urgency or scarcity to encourage your audience to act now. You can also experiment with different CTA designs, such as buttons or hyperlinks, to see what works best.

Split tests are good not only for experimenting with subject lines. You can try different styles for your CTA and see what works best for your business and your clients.

Optimize for Mobile

More and more people are checking their email on mobile devices, so it’s important to optimize your B2B emails for mobile. This means using a responsive design that adapts to different screen sizes and avoiding large images or hard-to-read fonts.

To make your B2B emails more mobile-friendly, keep them short and to the point, and use bullet points or numbered lists to break up long blocks of text. You can also use images and videos to make your emails more engaging, but make sure they are optimized for mobile devices.

Even if you use a CRM system with an email builder, make sure you test your emails on your phone first before you launch an email.

Test and Measure Your Campaigns

Testing and measuring your B2B email marketing campaigns is essential for improving their effectiveness over time. By tracking key metrics, such as open rates, click-through rates, and conversion rates, you can identify what’s working and what’s not.

To test your campaigns, try experimenting with different elements, such as subject lines, CTAs, or email designs. You can also test different send times or frequencies to see what generates the best response.

When measuring your campaigns, make sure to look beyond just open and click-through rates. While these metrics are important, they don’t tell the whole story. Instead, focus on metrics that are tied to your business goals, such as lead generation or revenue.

Follow Best Practices for Deliverability

Deliverability is a critical factor in B2B email marketing. If your emails aren’t getting delivered to your audience’s inbox, they won’t be effective. To improve your deliverability, follow best practices such as:

  • Using a reputable email service provider (ESP)
  • Authenticating your domain and email addresses
  • Avoiding spammy words or phrases in your emails
  • Cleaning your email list regularly to remove inactive or invalid addresses
  • Providing a clear unsubscribe link in every email

By following these best practices, you can help ensure that your emails get delivered to your audience’s inbox and don’t end up in their spam folder.

Provide Valuable Content

content is king

Finally, it’s important to provide valuable content in your B2B emails. This means offering content that is relevant, useful, and engaging for your audience.

Some examples of valuable content for B2B email marketing include:

  • Whitepapers or case studies
  • Webinars or virtual events
  • Product demos or tutorials
  • Industry news or trends
  • Tips or best practices

By providing valuable content, you can establish yourself as a thought leader in your industry, build trust with your audience, and increase the likelihood that they will take the action you want them to take.

The Bottom Line

B2B Email Marketing Best Practices

In conclusion, B2B email marketing can be a powerful tool for generating leads and driving revenue, but it requires following best practices to be effective. By building a quality email list, personalizing your emails, segmenting your list, writing compelling subject lines and CTAs, optimizing for mobile, testing and measuring your campaigns, following best practices for deliverability, and providing valuable content, you can maximize the ROI of your B2B email marketing efforts.

If you need help with anything from the list above, you can hire an expert with years of experience in internet marketing who can build a strategy for you, run split tests of your emails, configure tracking, and write converting emails that work.

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Alex Diadiushenko

About Alex Diadiushenko

I am a marketing automation expert. I like to automate things! My passion is to replace boring manual labor with automation.