7 B2B Email Marketing Best Practices for 2019

Posted at Aug 22, 2019 12:20:00 PM by THAT Agency | Share

Are you integrating email campaigns into your overall B2B marketing strategy? You should be. Let’s see what the stats have to say: according to eConsultancy, the majority (68%) of companies say that email marketing is an “excellent” channel, and it delivers almost a quarter of all sales. 59% of B2B marketers say that email has the highest impact on overall revenue generation, and the ROI… well, that speaks for itself. It can be as high as $43 for every $1 expended. We’re sold on it!

B2B Email Marketing Best Practices | B2B Marketing Strategy | THAT Agency of West Palm Beach, South Florida


Here are seven B2B email marketing best practices to help you leverage this powerful channel:

1. Use Clear, Concise, and Precise Subject Lines

Without an attention-grabbing subject line, all the great content hidden within an email will remain just that… hidden. You need to give readers a reason to click through. Whether it is asking a provocative question, using their name, or promoting a big event, make sure you use clear language that immediately makes an impact. You don’t have any time - or words - to waste!

2. Leverage Personalization

We mentioned adding the recipient’s name to the subject line: this is an example of personalization. And it works. You can increase click through rates by up to 10-14% by personalizing emails. Consider subjects/messages tailored to their needs/interests: “Other people who bought X also loved Y,” or “How was your meal at ABC Bakery? Leave us a review.”

3. Segment Your Email Lists

You need to deliver the right message to the right people. Simple - but profoundly effective. You can segment by buying patterns, demographics, types of content downloaded, industry, stage of buyer’s journey, etc. in order to get them the relevant information they need, when they need it.

4. Include Relevant Images

A picture speaks 1,000 words - and helps boost your open and click-through rates. When using images, make sure they are relevant to your content (which, in turn, is relevant to your recipients) and that you compress the file size. This makes loading faster, which increases the odds that people will read.

Also be sure to add Alt-text to every image. With HTML or plain text emails, recipients may not be able to view the image itself.

5. Stay Consistent in Terms of Branding

Be you. Ensure that your fonts, colors, language, tone, logo, and other design elements align with your brand identity. Your recipients should have a consistent experience across all platforms, including email.

6. Add Social Media Buttons

Make it easy for people to share your excellent content. You’ll increase your reach organically, gain new social media followers, and expand your ability to connect with your target audience.

7. Always Include a Call to Action

What do you want people to do after they’ve read your email? Don’t make them guess; tell the explicitly. Entice them with offers, exclusive content, and other perks of interacting with you.

Email can be a pillar of your B2B marketing strategy. Put these best practices into action and measure your results. We can help.


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Tags: Digital Marketing, Content Marketing

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