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B2B Email Marketing Best Practices 2022

This B2B Email Marketing Best Practices 2022 is a must-read for anyone with a growing business. Learn how to create powerful connections with clients and customers using thoughtful and responsive email marketing.

Your marketing plan is in place and you’ve created your buyer personas. Now it’s time to decide what type of content you will use to attract new buyers and drive them through the buyer’s journey. Email is a major component of that plan. We know more than 70 percent of B2B leads come from email marketing, so it’s important to get your strategy right.

What is B2B Email Marketing?

Strictly speaking, B2B email marketing is the practice of sending emails from one business entity to another with the purpose of selling products and services. Emails are usually sent from the marketing or sales team and are addressed to the decisionmakers in target companies. Such decisionmakers can include department managers, procurement, and anyone else with influence.

B2C VS B2B Email Marketing

One of the objectives of B2C email marketing is convincing people to buy something right now. Whether that’s a toy for a birthday, new seasonal clothing, or the latest beauty product, you’re asking the target customer to choose you over a competitor. Unless a customer needs something regardless of marketing can’t wait, offering a promotion is often the best way to sell things. For many of us, waiting until there’s a sale and then stocking up has become a way of life.

On the other hand, B2B email marketing is done a bit differently. While promotions are occasionally used, most B2B buyers need to make an informed decision. Smaller examples of this might include choosing the right company laptop for employees who travel or work from home. This level of buying decision is similar to the consumer process, except it needs to pass the procurement process.

Purchasing large machinery or an office full of printers and copiers is much more complicated. As a rule, the larger the purchase the more corporate bureaucracy has to be dealt with. In addition, some things like production equipment must meet certain standards to be effective. To that end, B2B email marketing does a lot more with providing information. When the buyer determines a product is perfect, they’ll call sales and negotiate a price.

Prepare Your B2B Email Marketing Infrastructure

Our first set of best practices focuses on preparing your infrastructure. Infrastructure includes email services, lead generation, automation, targeting, and more. These are things that you should prepare in advance for your B2B email marketing strategy.

Why Do You Need A B2B Email Strategy?

First of all, B2B has a long sales cycle that involves numerous people in the decision-making process. Approaching and converting these decision-makers will require targeted messaging that highlights the immediate benefit of investing in you.

Value is an important factor that will influence a customer’s decision. So before you plan your marketing strategy, think about how you’ll communicate it to your audience!

And don’t forget! Email return-on-investment (ROI) is currently at 4900%, so neglecting to build a strategy for your B2B customers is like discovering a goldmine and walking away!

With these in mind, let’s see the best tactics you need to convert your audience.

 Understand What B2B Email Marketing Is 🧐

B2B email marketing

First and foremost, you need to understand what B2B email marketing is like and how it is different from B2C email marketing and B2C marketing in general.

B2B marketing is about targeting businesses, while B2C marketing is about targeting regular customers.

In other words, because you are selling to other businesses, you will need to adjust your targeting accordingly and aim all of your marketing efforts at the right audience, aka your potential customers.

B2B email marketing is a marketing strategy used when a business is targeting another business (as a potential client) via email.

You can view your email subscribers as you would your B2B buyers.

After all, all the B2B companies are just the same as marketers, which means that when you’re a B2B seller, you will be pretty much using the same techniques as marketers do, just in slightly different ways.

The ultimate goal of B2B email marketing is to influence the purchase decision of your prospective client and to therefore increase your sales conversion.

Choose the Right Email Service Provider for Your B2B Emails

There is no one definitive provider. Depending on your needs, there are many email marketing tools competing for your business. Big names for email management include MailChimp and Constant Contact. Most of them can be used for both B2B and B2C efforts, so if a tool works well for your B2C campaigns you might want to try that one first.

However, sometimes your B2C email solution doesn’t work well for business pitches. In this case, choose a solution that has features that will help your B2B marketing such as CRM functionality, social scoring, tagging, automation, and the ability to create popups and landing pages for your lead magnets. That way, you’ll be able to do all your B2B email marketing in one place.

 Build your Email List

List building is the first thing you need to nail email marketing for B2B. Acquiring new subscribers will allow you to capture profitable leads and move them a step further down your marketing and sales funnels.

To create your list, you need an opt-in form that will highlight the benefit of joining your newsletter. B2B marketers usually employ the power of lead magnets, an irresistible offer in exchange for a visitor’s email address, to increase their signup rate.

Your B2B lead magnet can be an e-book, whitepaper, presentation, checklist, or any other valuable piece of content that your potential customer might find useful.

Here’s a simple example by Officevibe:

b2b email marketing lead magnet

Apart from your forms, you can also create landing pages to boost your B2B lead generation with compelling offers. A great header, a value proposition, and an actionable CTA are all you need to collect your subscribers’ info and turn them into customers.

Create Lead Magnets to Fuel Email List Growth

B2B email marketing is all about providing valuable information to stakeholders. This information can include industry news, client successes (with permission), and product or service specifications. Overall, the idea is to both be of service and help a potential client decide what their company needs. To that end, one of the best ways to grow your email list is by providing content in exchange for joining.

This type of lead magnet is tried and true: One research study indicates that 36% of B2B decision makers consult white papers at the beginning of the buying process. These white papers tell this person and their team what is available on the market. From there, they can view specifications and compare them with corporate requirements. In addition, these white papers help justify the expense as necessary.  

 Choose Your B2B Email Marketing Tools 🛠

Now that you understand the difference between B2B marketing and B2C marketing, you will need to start getting into B2B email marketing by choosing your B2B email marketing tools.

Having a diverse selection of tools will help you achieve all your email marketing aims and perhaps even exceed your expectations.

Here are some email marketing tools that are worth checking out:

While some email marketing tools are specifically geared towards certain niches, it will most likely be your companies budget that determines which one you choose.

👉 LinkedIn is a social media platform specifically for making professional networking connections and can serve as a handy tool when contacting other businesses.

You should also find a good software that will serve as your CRM (customer relationship management) tool – for this, HubSpot is undoubtedly one of the most popular options. HubSpot also gives you features such as inbound marketing and sales management.

There are plenty more tools out there that help you create your B2B email list, send out bulk emails, plan an announcement email, as well as send transactional emails, promotional emails, and re-engagement emails during your B2B email campaign.

Some of them even give you examples of a B2B email template that you can use.

Ultimately, these tools are here to make life easier for you and to help you increase your click-through rate.

Segment your New Contacts

Segmentation is one of the most important tactics you need to adopt to improve the effectiveness of your marketing and sales messages.

Collecting and using your email subscribers’ personal info will not only give you a competitive edge but let you understand your customers a lot better.

Compared to B2C customer segmentation, where you can group your audience based on demographics and psychographics, B2B email marketing requires more business-oriented segmentation methods:

  • Firmographics: industry, company size, number of customers/subscribers
  • Decision-makers: managers, executives, etc.
  • Business needs: pain points, goals, revenue targets
  • Potential: readiness to buy, profitability

Also, before you divide your audience, don’t forget to take a look at the most important segment characteristics:

customer segments characteristics

Email list segmentation is a powerful weapon to increase the relevancy of your email messages. So before you start targeting new users, don’t forget to segment them to make your conversion process easier.

Come up with Valuable Subject Lines

Your subject lines are the first thing your recipient will see when they open their inbox. For B2C, emotion plays a major role in getting your message across.

For B2B, though, your subject lines need to be tailored to each recipient’s needs, using specific language that will motivate them to open your email and click through.

Let’s see some examples:

  • Money-saving hacks for Facebook ads (Shane Liuw)
  • Amplify your brand’s message on YouTube (GrowthHackers)
  • Content Engagement: The Stats You Need To Know (BuzzSumo)
  • Content Marketing in 2021: 5 Key Trends to Shape Your Strategy (Wistia)

As you can see, all of the above subject lines have some common characteristics.

Firstly, they all highlight the immediate benefit the subscriber will get. The use of the second person is also used to give the recipient a sense of “this is just for you.”

According to Sales Cycle, little things like adding a subscriber’s name can increase your email open rates and conversions. So keep the following statistics in mind when you create yours:

sales cycle subject line statistics


86% of consumers would like to receive promotional emails from companies they do business with at least monthly, and 15% would like to get them daily. If you’re not taking advantage of the channel, you’re missing out.

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