B2B email marketing refers to marketing wherein email campaigns are sent to businesses rather than individual buyers. You communicate with sales prospects via their work email address, educate them on your goods, and turn them into MQLs for the sales team. Your business’s marketing strategy is reaching prospects and converting them into customers. 

 

You can achieve your goals more structured manner if you have an email marketing plan. Here are six principles to follow if you want to master the art of B2B email marketing.

 

Rules #1: Focus on building your email list

 

Before engaging in any email marketing, you must create a sizable email list. An email list refers to a collection of people who have agreed to receive necessary information from you. 

 

It is tough, but not impossible, to grow your business’s email list properly. People’s permission to receive emails can be obtained by subscribing to your newsletter or signing up for gated material such as ebooks, manuals, webinars, demonstrations, and free consultancies. You’ll need to collaborate closely with other channels like social media and content marketing to promote gated information.

 

Related: Everything You Need To Know About B2B Customers’ Decision Journey

 

Rule #2: Define your goals

 

Your goals are the driving force behind your email marketing. They motivate your marketing plan and, as a result, influence how you carry it out. For example, an increase in customer engagement, retention of existing customers, and transferring clients from one conversion step to the next are common email marketing objectives. 

 

Alongside, other goals that you should define need to revolve around the company’s brand awareness, how many people your brand is reaching, and how much recognition it has. You must also focus on increasing your revenue through B2B email marketing. 

 

Rule #3: Create personalized content

 

You must include variables in the subject line to include the recipient’s name, geographic region, job title, or industry. In addition to such variables, you may include information directly addressing the email recipient. 

 

Personalization is more than adding your prospect’s name to the subject field. The email’s content should be tailored to the recipient’s requirements. It should be good enough to justify the two minutes it will take them to read the email. Considering this, a B2B email must not exceed 150 words.

 

Related: Importance of Copywriting in B2B Sales Lead Generation

 

Rule#4: Short and sweet is best

 

Keep the content of your email short and simple. Shorter and simpler emails have been shown to elicit more answers and get your point across faster. You also could make the emails look shorter by splitting up sentences and spacing your text; line breaks are much more consumable, so we find them simpler to read. 

 

So, in an email, don’t send your potential clients normal paragraphs of 5-6 phrases. Instead, limit yourself to no more than two phrases in each line.

 

Rule #5: Choose a type of email campaign 

 

Email marketing differs, and deciding which one to use might be difficult. For example, do you distribute a weekly newsletter? Should your business send out notices about new products? Which blog entries should you share? 

 

Let’s take the example of a brand awareness email campaign. Brand awareness email campaigns assist you in establishing yourself as an industry leader. Subscribers are more likely to depend on you when they want additional information on a particular subject or require a specific product if they hear from you more than from your rivals.

 

 

Rule #6: Track your progress

 

Keep a watch on the metrics, which might include the delivery rate, open rate, click-through rate, and MQLs that you determined were crucial while developing your plan. 

 

Tracking your progress and fine-tuning your plan is critical because the initial version of your email marketing may not achieve some of your objectives. If this is the case, you should investigate what is lacking in your plan.

 

While there are several criteria to follow when sending a B2B email, the most crucial is to treat your prospects like people. If you keep this primary rule in mind in all your automation, lead magnets, and subject lines, you can fulfill all of your B2B email marketing goals.