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Best Practices For B2B Email Marketing

Best Practices For B2B Email Marketing. If you’re getting ready to throw together a new campaign, here are some best practices for B2B email marketing I’ve learned from testing hundreds of campaigns that have helped our clients grow their businesses.   There are many email marketing providers for B2B companies. Nevertheless, there is a group of reliable and high-performing email marketing companies that are shaping the industry and paving the way for B2B marketers.

Do you want to make sure that your email marketing campaign is optimized so that it gets the best ROI? Follow these best practices for B2B email marketing by creating engaging subject lines, visuals and links to your landing pages. By checking your open and click through rates, you’ll be able to see how well your email marketing is working.

Get The Data

You cannot have a successful B2B email marketing strategy without data.

The first step to collecting data is to ask for it. You should always ask for the information that you need from your contacts, and be specific about the types of information you’re asking for. You may receive a lot of feedback about this first question, so be prepared with an organizational system in place to make sure all responses are handled efficiently and properly. Once you’ve collected all necessary data from your contacts, create an easy way for them to submit their responses using a form on your website or landing page.

Optimize Your Calls-To-Action

Now that you have the basics of B2B marketing down, it’s time to optimize your calls-to-action (CTAs). The goal of a CTA should be clear and actionable. If a reader doesn’t know what they’re clicking on or why they need to do so, then there’s no point in having a CTA at all!

When crafting your CTAs, keep the following best practices in mind:

  • Use actionable language like “buy now,” “contact us,” or “learn more.”
  • Use contrasting colors for your CTA buttons. Dark text on light backgrounds is more visually appealing than dark backgrounds with light text; however, it can be harder to read when there isn’t enough contrast between two elements (such as text and background). If you must use dark backgrounds with light text, consider adding some sort of visual element such as an icon next to each button so users know where they’re going if they click on it; otherwise just stick with white text over black backgrounds because that makes it easy for users’ eyes not only see but also read what you want them too

Use Video

You should use video.

Video is the most engaging format for B2B emails. Here’s why:

  • Video helps you communicate more complex ideas, like how to use a product or service in a way that text can’t always do (e.g., if you’re selling software).
  • Video can be used to demonstrate products and services in a way that text cannot (e.g., showing how easy it is to put together an Ikea desk).
  • You can tell stories with video and see how people behave when using your product—or even watch them interact with others while they use it! Videos are also great opportunities for companies who want to show their products off in action, rather than just describe them over text or static imagery.

Personalize Emails

Personalized emails are a great way to get your contacts’ attention and keep it. Personalization can be done through the content, subject line, or both.

There are many ways to personalize content:

  • Include the person’s name in the subject line
  • Ask them for feedback using surveys, feedback forms or interviews

Asking people for feedback is one of the best ways to learn what information they want from you and will keep them engaged in your emails.

Keep Families In Mind

Relationship building is critical, but it can be tricky to figure out how to start a conversation with your target audience. One way that you can get started is by including the whole family in your emails.

When you’re sending email newsletters or other promotional messages, think about how it will make sense for different members of a family or household to engage with them. For example, if you run an ecommerce site that sells baby products then you might want to include something like “Here are some great gifts for mom and dad” within your content so that parents feel included in the buying process when they’re looking at these items. This approach also helps keep families engaged in their relationship with the company so they can become repeat customers down the line!

Focus On What Is Important To Each Individual Customer

  • Collect data about what each customer is interested in.
  • Focus on the customer’s needs, not your own.
  • Connect with the customer by using what you know about him or her to create relevant content.

Your CRM can help you track this information so you can use it to improve your email marketing and better understand your customers’ needs!

Collect Information About A Customer’s Current Position In The Buyer’s Journey

By collecting this information, you’ll be able to better target your marketing campaigns and build deeper relationships with customers. Here’s what the data will look like:

  • What stage of the buyer’s journey are they at?
  • What is their role within the organization?
  • Are they in a position to make decisions?
  • How much authority do they have over purchasing decisions?

Continually Nurture Leads While They Move Through The Sales Cycle

Nurturing leads while they move through the sales cycle is an important part of any B2B marketing strategy. To do this, you can use email as one of your most effective tools. Here are some tips for growing your list and nurturing leads:

  • Use automated marketing software to track customers. Software like Marketo, Pardot, Hubspot and Eloqua allows you to collect data on each customer’s purchase history and engagement with your company’s content or products. This data helps you understand what kinds of content resonates with different customers at different times during their relationship with your company – allowing you to tailor future messages accordingly.
  • Use multiple touch points for customer engagement throughout the sales cycle (for example: email campaigns that promote specific products; videos published on social media channels) so that every touch point is relevant no matter where in the process someone currently falls!
  • Use multiple channels for customer engagement (yes – even if all those other channels cost money). If someone sees something interesting about one product on Twitter but really wants more information about another, direct them back into the funnel by sending out an email campaign promoting both items at once! This might seem counterintuitive at first but it works wonders when done correctly–and advertising costs less than ever before thanks to advancements made in TV technology over recent years which allow companies like Netflix access at lower rates than ever before thanks even though they’re still working within traditional means.”

B2B email marketing is very different from B2C.

B2B email marketing is very different from B2C.

For example, the top of the funnel for B2C is primarily about awareness and building a relationship with the customer by telling them about your product or service. For example, you may send an email that highlights something like “10 reasons why you need this in your life” or “7 best practices to help grow your business”. This can be done through sending content-rich emails that provide helpful information, but don’t necessarily ask for anything from the reader (other than their replying with comments).

The bottom of the funnel is focused on moving leads into sales qualified leads and then eventually making sales after multiple touch points have been made over time (this is called lead nurturing). When we’re talking about B2C email marketing we’re usually talking about these two areas: top of funnel and bottom of funnel; however when we’re talking about B2B this becomes a bit more complicated since there are many more stages between awareness and purchase intent so it’s important that marketers understand what stage their audience is at so as not to overwhelm them with irrelevant information/offers/etc..


Ultimately, B2B email marketing best practices are about producing content that stands out from the clutter, and gives an individual prospect something that they cannot get from other sources. You should strive to be different from the competition on a fundamental level, and dazzle your prospects with beautiful design that immerses them in your unique story. The specific rules for creating a successful b2b email campaign are quite different from those that apply to other forms of digital marketing. This is why, if you want to achieve your marketing goals as a company, you need to take a look at what your competitors are doing and emulate their best practices.

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