B2B Email Marketing Strategies You Should Know

business owner starting email marketing

To: B2B company owners/email marketers

Subject: Email Marketing Tips & Strategies

Especially if you’re a B2B company, email marketing can be tricky, but if it’s done right, it can be a great way to get new prospects and establish relationships with potential customers. If your B2B company hasn’t started utilizing email marketing, you can use these tips to get started. If you’re a B2B email marketing expert, use this guide as a refresher to ensure you’re getting the most out of your emails.

10 Tips for B2B Email Marketing

1. Designate your email marketing expert.

Who is going to be in charge of creating and sending your emails? If you’re a smaller company that’s just starting up, you might be in charge of it to start, but if you do email marketing the right way, it should eventually be part of someone’s job because of the time and expertise if takes to do it right.

Take time to educate the employee (or yourself) who is in charge of emails. If you’re using an Email Service Platform, make sure every aspect of that platform is understood.

2. List your objectives. 

As a business owner, when you start any new venture you should be defining goals that you hope to reach. So, when you start your email marketing campaign, decide what the purpose of the campaign is before you even start writing email copy. Are you trying to reach new, potential customers? Are you educating your audience with an eBook or piece of content to build awareness? What action do you want your reader to take after they open and read your email; is it filling out a form or clicking a link to your homepage?

All of these questions should be answered so you can get the most out of your email marketing efforts. If you don’t define goals, you and your team won’t even see a reason for sending the emails in the first place. It’s also a huge step in measuring the success of your email marketing campaigns in the future.

3. Send only relevant content to the right audience.

This is one of the most important aspects of email marketing for B2B companies. You don’t want to send an email to someone if it isn’t applicable to them, so it’s important to segment your audience accordingly. Crafting email lists might take some time, but it’s crucial to email marketing success.

4. Craft a great subject line.

Now that you’ve established why you’re sending an email to hundreds (or thousands) of people, you need to get them to open it. Think of your subject line as the summary on the back of book. It should be descriptive enough to hint at the content of the email, should be short and concise, and it should make the reader want to keep reading (aka read the book). Some general tips for writing B2B email marketing subject lines include:

  • Do not try to sell something or appear spammy. “DEALS, DEALS AND MORE DEALS!!!“- Not an intriguing subject line.
  • Drive engagement by asking questions. “Do you pass the test?”
  • Help readers relate by using the word “you.”
  • Try building some curiosity. For example, “This is it…are you ready?”
  • Overall, keep it simple.

5. …and great content

Once you have a subject line that grabs your audience’s attention, you don’t want the content inside the email to be disappointing. Writing content is obviously very important for email marketing, but it’s a step that people often get lazy with. In B2B email marketing, the message in an email should be clear and concise.

Not only are the actual words important, but the look and format of an email is also important. Make sure the font, colors and overall layout reflect your company’s brand. It would be confusing for prospects to get an email from your company, go to the website and think they both look very different from each other.

Emails are a great place to include links to social media pages with the icons. Here are some best practices for social media marketing for B2B businesses as well.

6. Include a call-to-action (CTA).

Once you get someone to open an email, include one single conversion element. If you have more than one, it’s distracting to readers and you want it to be as easy for someone to complete an action as possible, especially for B2B companies. You can include a button to simply “Learn More” and take a reader to a landing page to further explain the message you were conveying in a particular email.

There should always be a way for your audience to learn more, read more, talk to a consultant or basically continue interacting with your company for as long as they want to.

7. Be mobile friendly.

I think everyone understands the importance of being mobile friendly today, especially if you’re an email marketer. Your email needs to be optimized for smartphones and tablets today just as much as for desktops…if not more!

Not only does the email need to load and format correctly on mobile devices, but your content and copy should also be tailored to be read on-the-go as well. Keep paragraphs shorter so it’s easier to skim and make sure your CTA is clear with a button or image.

8. Triple check before you send.

We all make spelling and grammar mistakes, whether it’s mistyping or using the wrong form of a verb. Have a second set of eyes, and then a third, read through the email before you finalize and send it. These emails represent your company and you should take them seriously for prospects and current customers to take you seriously.

There are also websites like Grammar Check or browser extensions like Grammarly where you can copy and paste text to have a computer check for any spelling or grammar mistakes.

If you’re cloning an email or re-purposing an old one like many B2B companies do, triple check the email to make sure you caught all old dates or subject lines before you send the new one.

9. Have a follow-up plan.

If someone responds to your email, unsubscribes, calls your company, completes a CTA, what are you going to do? Will another email go out? Will someone on your sales team reach out to them personally? Whatever it may be, make sure you and your whole company are on the same page with whatever actions need to be taken stemming from email marketing.

Beside simply knowing how to handle each resulting action from an email, your follow should include an evaluation of the email campaign itself. How many people opened it? How many clicked the CTA to learn more? How many leads do you get? Basically, you want to establish what worked and what didn’t to perfect your B2B email marketing strategy.

10. Get the money to expand your marketing strategy.

If you’re a B2B company, especially a startup, securing the funds for marketing efforts might not be the first way you want to spend money.

However, if you’re invoicing customers, factoring those invoices is a great way to get your money faster so you can spend the money on expanding, marketing, hiring new employees and more. See if invoice factoring is the right funding option for your B2B company and get started.

Have questions?

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