8 B2B Email Marketing Strategies to Improve Your Campaigns

updated February 8, 2024
Reading time6 minutes
Jaqueline Corradi
Jaqueline Corradi
Content Manager

Developing B2B email marketing strategies can be the difference between closing a deal or not. It helps companies to address other businesses more effectively. They can drive their attention to engage in conversations that result in profitable partnerships.

The tone of voice, type of content, and frequency of emails: many things change when creating a B2B email marketing campaign. It's important to consider the essential characteristic of a business talking to another business and not to the final consumer.

What Is B2B Email Marketing?

B2B email marketing is an abbreviation for business-to-business email marketing, which consists of creating specific strategies to create emails addressed from one company to the other.

For example, if a marketing team of a textile business sets up an email marketing campaign to promote their products to fashion brands, this is B2B email marketing.

You can have different goals when building B2B email marketing campaigns as increasing visibility and brand awareness, engaging with your current company customers, and increasing sales.

What Differs B2B Email Marketing from B2C

There are crucial differences between B2B and B2C email marketing, which you must consider when planning a campaign.

Target Audience

The main difference between those two types of email marketing area is in the name itself. The fact that you are writing an email to a business and not to an individual changes the tone of voice, the email content, and the convincing strategies you will use to achieve your goals.

Buyer's Journey

The purchase process inside a company may take much longer than an individual. For example, you receive an email with a coupon discount from your favorite shoe brand. You can click on the link, choose the pairs on the website, and buy them, just a few minutes after you receive the email.

With a company, it isn't as simple. Before making a purchase, it may be necessary to have the approval of multiple sectors, which takes time. These differences in the buyer's journey influence the number of emails you will send and how to conquer the sale.

Tone of Voice and Content

When you create a B2C email marketing campaign, you can use a more informal tone of voice, and even slang, if it matches the brand identity. On the other hand, while it's primordial to be natural, B2B emails have a higher level of formality.

The content changes as well as the demands are completely different. Customers in B2B marketing are looking for deals that offer a high return on investment (ROI), show expertise, and improve productivity and efficiency, for instance. A person may be driven by emotion while a company is driven by logic.

8 Best B2B Email Marketing Strategies

1 - Set Your Goals For Each Email Marketing Campaign

Before developing your B2B email marketing campaign strategies, define what you aim to achieve with it. For example, you want to create a campaign to gain leads or to promote brand awareness.

Your goals will guide the entire planning process, and it influences the type of emails that will be sent. If you want to nurture the relationship with the companies you are partnering with, you can create a newsletter with valuable data about topics your target audience is interested in.

If the email marketing campaign's purpose is to sell your company software, the approach changes. You can create a sequence of emails showing how your product can solve the other company's demand.

2- Define Who Your Target Audience Is

What companies are you going to talk to? What sector are they in? What are their main demands? How can your products and services help them? Those are some of the questions you must answer before developing any strategy.

Only by knowing your target audience, you will be able to write attractive emails that will compel them to take action. Try to think from the point of view of your target audience, this way you increase the chances of success.

3 - Write Appealing Subject Lines

The first challenge when sending an email, besides getting it to arrive in the recipient's mailbox, is convincing them to open the email. Therefore, it's fundamental to write a subject line that shows the email you sent is worth reading.

4 - Personalize the Emails

If you know the name of the person who is going to receive the email, write a greeting with their name. Personalized messages make an impact in B2B email marketing as well. Besides, It shows appreciation, and the recipient doesn't feel like just one more person who got the same email.

There are other ways to personalize an email as well, such as writing the name of the company you are addressing. If it's an email where you are offering a product or service, you can mention data you know it's relevant for the company sector, for instance.

5 -Connect With Your Target Audience

Even though B2B email marketing messages are more formal, it doesn't mean they shouldn't sound natural and organic. On the contrary, it's important to look for ways to engage with your audience.

Personalizing the email is going to help with that as well. But, besides that, you should use a conversational tone that compels the recipient to keep reading the email and answer you. If the message sounds automatic, hardly ever they will pay attention to it.

6 - Keep Your Email Short and Direct

Put yourself in the reader's shoes, do you have time to read long emails at work? Probably not. The high amount of emails and other work tasks usually discourage people from reading long messages.

Therefore, write objective messages, and be clear and direct. The reader must be able to scam your email and get exactly what you want to say. You can highlight important information, and make a button for the call to action.

7 - Use Email Segmentation

Email segmentation is an incredible tool to deliver personalized messages. You can use the email marketing platform of your choice to organize your mailing list. Create categories based on your marketing strategies and segment the contacts. You can create different campaigns and messages for each category.

8 - Automate Email Marketing Tasks

To avoid wasting time and enhance productivity, use an email marketing platform to automate tasks such as sending emails. This way, you can focus on creating strategies and improving your content, instead of making repetitive tasks. It's possible to trigger emails based on actions taken by your target audience, so you don't lose timing.

Also, remember that you can make finding good leads much easier by building and buying B2B email lists of verified email addresses. Knowing that you’re contacting verified emails is crucial, as otherwise, a lot of wasted time can be spent contacting dead-end addresses.

Keep Improving Your B2B Email Marketing Strategies

Along with implementing the best B2B email marketing strategies, pay attention to the key performance indicators (KPIs), such as open, conversion, and click rates. This is essential to measure performance and identify how you can improve continuously.

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