Is your B2B company using email marketing to reach leads and clients? You’re not the only one who feels this way: The majority of businesses-to-business firms rely on this long-standing marketing favorite. You might be wondering, however, if the email is as effective or persuasive as it used to be.

Kobe Digital is a market leader in B2B marketing. These tips will help you create and send email campaigns that are more persuasive and have the potential to convince your subscribers to purchase your products or partner with you.

Want to increase your email marketing revenue without spending a lot of time? We offer email marketing services as well as lead nurturing plans. 

Does email marketing work for B2B companies?

The written content and our video have the answers!

A study by Circle Research found that 88% of B2B marketers use email marketing. It may not be surprising, but 42% of these marketers believe email is one of the most effective channels for lead generation.

A related study of B2B email habits, trends, and practices found that 41% said their email marketing ROI was either “excellent” (or “good”) according to a similar study. “

While B2B email marketing’s popularity has been overshadowed by newer, more appealing forms of marketing–specifically social media and content marketing–these studies indicate that it is still highly effective for B2B organizations. The key to harnessing the power of email for B2B is simply knowing what kinds of email messages will trigger the desired responses in your subscribers, converting them from readers into leads.

Email marketing tips for B2B businesses 

Are you looking for valuable tips in email marketing?

Add real value

Email marketing is easy for B2C companies. They can promote new products and offer coupons to their subscribers. B2B companies have more complex needs.

Don’t try to attract new leads by offering specials. Offer your subscribers advice, tips, and ideas on topics that are closely related to your industry, products, or services.

You could, for example, send out tips and resources to help people organize their online storage. This valuable information will make them appreciate you more, which will lead to them choosing you over other companies when they need your services.

All

Many studies discuss the best times and days to send emails, the best length of subject lines, and the most attractive email designs. 

You don’t have to send all your emails on Tuesday mornings. Instead, test different times, days, subject lines, and styles. Some people prefer Wednesday emails, either because they are less busy or because they read emails on their mobile devices more often.

Many email platforms let you A/B-test different parts of your messages and compare the results. 

Segment and personalize your messages

Personalized emails (“Hello Larry”) and segmented email campaigns (targeted at specific subscribers or groups) can be extremely powerful. According to one study, personalizing emails can increase click-throughs by approximately 14% and boost conversion rates by around 10%. 

While it may take some time to create personalized emails or target a smaller segment of subscribers, the benefits can be huge. The recipients appreciate emails that are tailored to their interests and location in the sales funnel. It shows in their actions.

Another option to consider is to set up a drip email campaign. This allows you to send messages on a predetermined schedule to a lead and move them through the sales funnel. Drip campaigns can make it feel like you are talking to them personally.

Personalization and segmentation are easy with Kobe Digital’s email and Lead Nurturing Services. Access pre-built playbooks to create different email campaigns, such as abandoned shopping carts or event emails.

Utilize targeted landing pages

A link in an email is a clickable link. You may not want your subscribers to go to your homepage.

Emails to potential leads should link to pages that are relevant and targeted. You could also send them to service overviews, product benefits pages, testimonials, reviews, etc.

Optimize for mobile

Don’t ignore the increasing reliance on mobile phones to access email information. Your email messages should be optimized to work with smartphones and tablets. This will keep your subscribers from having to scroll or pinch-zoom to see your content.

Get a responsive template to automatically resize your emails to fit any screen. 

The same goes for your website or any pages linked to in an email. Your website must be responsive as soon as possible.

Other B2B email marketing best practices

Other tips to keep in mind. Email marketing can seem complicated at first but can become very simple if done right. These emails can appear like one-on-one conversations and can greatly increase engagement.

Be careful to not invest too much in your email marketing campaign Because it is so easy, you might find that your messages aren’t getting the results you want. 

Find a balance between time and effort you can manage. If you feel that email is taking too much time and do not have enough leads, you might consider reducing the frequency of your emails.

Want to create an email marketing campaign?

Need help in email marketing? Are you looking to send emails to potential clients or leads but don’t know where to start? We are a leader in B2B marketing and email solutions.

Find out more about our email marketing and lead-generation plans. These include post-purchase emails and abandoned shopping cart emails.