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Around 90 billion business emails are sent each day, with 73% of Senior-level marketers calling email marketing a vital aspect of their business. The truth is, quality results only come from a proper email marketing campaign to nurture leads, and improve email click rates. That’s why we’re giving you a guide to the best practices you need to follow for b2b email marketing.
Start by building an email marketing database
Organic reach is the best way to start your email marketing database. This can be done through generating quality content, and providing social links to your website. Your primary goal shouldn’t be increasing the number of emails sent. Instead, focus on building quality emails that offer a welcoming, personal experience for contacts.
By offering incentives for your contacts, you’ll increase the likelihood that they’ll share your content with others. Some incentives include exclusive offers for additional content, such as a newsletter subscription, webinar invitation, or whitepaper.
Measure email metrics, including click and open rates, unsubscribe rates, and content sharing rates. These metrics let you know which areas you need to improve.
The right timing is key when sending emails to contacts
Prospects can be indecisive when making a decision; one minute they may be attracted to your brand and the next they’ve moved on. Observe what stage of the buyer journey they’re in. This is key when determining which emails will be most relevant to them. For instance, a content offer may be too early if the contact is only a recent subscriber.
Respond to emails in a timely manner to ensure a higher chance for lead conversion. Some SaaS software, such as Hubspot, can send notification emails when specific contacts re-engage with your content. This will give you the best time to email them.
Avoid the dangers of being marked as spam
Spam is perhaps the number one fear for email marketers. A contact can make a direct complaint about spam to their email service provider, which can have serious consequences for your business. Spam prevents you from sending emails to people who want to receive them.
Here’s what you can do to avoid being marked as spam:
- Don’t use excessive exclamation points or emojis
- Make sure the subject line and email content are aligned
- Avoid using sales words
- Always spell check and make sure links work properly
Now that you have the best practices for a quality b2b email marketing campaign, why not check out some more tips from thinkdm2? Visit our blog to find strategies for b2b digital marketing and branding, lead generation, content development, and more.
