Email marketing has been around for decades. You might be surprised at how effective it is today, despite being a tried-and-true branch of B2B advertising.
It’s 50 years old, but businesses still use B2B email to connect with their followers, convert leads into customers, and engage with audiences with news and promotions.
Email marketing has many benefits. One of the most important is its ability to reach people who have already visited your website without them converting. You can reach qualified leads through email to get another chance at conversion.
Personalizing and personalizing your communications are essential to nurturing a lead like that. You must use the right emails at the right times and strategically communicate with your leads to make an impact.
We will show you how to effectively use B2B email marketing to connect with leads and convert them into customers, increasing your business’ growth.
Sending prospecting emails that result in real engagement
Did you know that? If you do it correctly, an average $1 investment in email marketing will net you $43 in return.
Writing prospecting emails that get results and grab attention is a key aspect of a B2B email marketing campaign. These are just a few ways that prospecting emails can get real engagement.
Know your prospect
Prospecting emails must be targeted and personalized. It is unlikely that a generic email to hundreds or thousands of prospects will get the response you want or deserve. Regardless of how similar the names of prospects may sound, they aren’t identical brands or people. Each B2B prospecting email needs a unique approach.
Spend some time getting to know the person you are approaching. What is the most important thing to each prospect? One prospect may be driven to drive sales while the other is focused on increasing revenue and visibility.
LinkedIn searches can provide a wealth of information on what is important to prospects. Look at specific job titles to see what the job is like.
You may be able learn more about the responsibilities, goals, and priorities of a job title by looking at LinkedIn profiles. You can identify the areas of weakness in each profile. How can you help someone trying to improve their visibility? It is the same solution that someone who is focused solely on driving sales. You will be able to create a B2B email that is relevant, useful, and personalized to your prospects’ needs by taking the time to get to know them from the beginning.
Speak your prospects’ language
You can find a lot of information by browsing LinkedIn profiles. You can also use LinkedIn to look at a company’s websites and to see what topics they are talking about online.
Take some time to review job leads’ websites in order to gain a better understanding of the job description and how it fits within an organization.
Listen to social media conversations that involve a person you plan to approach. Do you prefer to address prospects in conversational tones? Or do they use more technical or formal words? What keywords are most likely to grab a prospect’s attention and what do they look like?
You will learn more about prospects by studying how they interact with other people. This will help you to understand who your prospects are and how to offer solutions to their problems, challenges, and pain points. This type of information will ensure that your emails are not generic.
Make a clear call for action
Your goal in email is not to sell anything, but to earn the prospect’s trust. To close your email, you can direct them to a relevant post. Ask them to read the post, and then let you know what their thoughts are.
This is not a pushy tactic. It is best to include information that demonstrates your ability and willingness to work for results in the message you send.
A call-to-action (CTA) is to ask them if any of their marketing strategies have worked for them and to suggest they read a post that provides more details about the different approaches.
It is unlikely to make them feel threatened if you take the time to get to to know them.
Your warm and friendly email has shown that you share a common interest in their industry, and that you can provide information that could be of assistance to them.
Enhance your B2B email click through rates (CTRs)
Your B2B marketing emails could be Tinder profiles. Would yours get swiped left or right? Are people more interested in finding out about yours or just moving on to the next one?
How much time will they spend reviewing your marketing emails if they are prepared to give up a potential partner of their choosing? It’s not much. MailChimp states that you are well above the average for most industries if your open rates are 25% and click-throughs rates are 4%.
Here are some strategies that can help you increase your B2B email marketing conversion rates and get more prospects to interact with your promotional or prospecting communications.
1. Use catchy subject lines to draw your readers in
To increase click through rates, the first step is to get subscribers to open your emails. People will not click on links in emails if they don’t open them.
It’s okay to spend between 10 and 25% of your writing time on the title. It should be written in such a way as to create intrigue and urgency that the reader is compelled click on it to learn more.
2. Produce high-quality content consistently
Clickbait emails and articles are not for everyone.
If you are a master at writing email subject lines but your email content is not up to par, readers will stop clicking. Send your emails to trash or unsubscribe.
We all have one or two newsletters we read regularly. We stop everything and pay attention to them as soon as they arrive in our email inbox. Why? These emails are valuable – they deliver value every time.
You’ll find a constant flow of subscribers who will be interested in reading your newsletters and paying attention to your recommendations.
3. Send your email to a cliffhanger
You may have noticed that many TV shows end during intense moments, leaving viewers eager for the next week’s resolution or big reveal.
This is what writers do because it keeps viewers interested and increases their likelihood of watching the show again. If viewers are able to resolve the story immediately, they might return next week. However, if they don’t see the episode, it’s not as urgent.
When the story does not end in an episode, viewers will wonder what happens next. This lack of closure is why repeat viewing is so important and builds a loyal fan base.
The same strategy can be used in emails. You want your reader to click on your website if you want them to be interested. However, don’t give away everything. Instead, end the article with a link or button saying “read more …”” that they can click to continue reading the story. This will help you keep your prospects warm and create a deeper brand connection.
Tips to increase your CTR bonus
- High-quality imagery will bring your emails to life, and give your readers context. You can use powerful imagery in your B2B email marketing communications, including videos, header images, graphical banners and inspiration quotes.
- Make sure your CTA buttons stand out on the page. They will tell the reader what they should do next. The best results are usually achieved by adding your CTA at the bottom of your emails.
- To direct your readers to relevant offers, content, or other pieces of information, add a postscript in your emails
Email marketing tips for B2B analysis to convert leads and increase sales
These are additional ways to increase the effectiveness of your B2B lead nurturing email marketing efforts.
Automated email responses (or autoresponders) can save you time and help segmentation. You can send different information to different groups by segmenting your email list.
These are great for creating urgency in a launch sequence that sells a time-sensitive course or service. As the date nears, you can increase the frequency or highlight discounts. If they aren’t used to receiving your messages, you should not spam them too often.
Segmentation can be done by autoresponders. This means that you can segment your traffic based on their preferences or behaviors. For example, you could create different messages depending on who has signed up for the weekly newsletters or monthly newsletters.
Email can be used to segment traffic and monitor analytics to gain a better understanding of customer behavior. Many email service providers offer the ability to collect metrics at various levels.
CTR, open rates, and unsubscribes are the key metrics that you will be most interested in. You can gain valuable insight by paying attention to how many people unsubscribe (and which segments), and where your campaign can be improved.
Split-test to determine the best
Email marketing offers the opportunity to test subject lines and content with selected subscribers before sending your email campaign out to the entire list.
MailChimp is a good email service that allows you to create two subject lines for a particular email. You can also have different versions and run a user test. You should send all relevant prospects the email with the subject line that is most clicked and the highest engagement.
Split testing allows you to gather intelligence (based upon copy, content and imagery), in order to optimize your communications and maximize your lead-nurturing B2B success.