7 Email Marketing Tips to Increase Your B2B Sales

When it comes to marketing, there are many different strategies you can choose from for brand lead generation or driving sales conversion management. Hopefully, you already know what your goals are, who you're targeting, who your ideal customer, follower, business partner is. What you don't know from the start is which communication channels to choose to get the most out of your campaign.

The word-of-mouth strategy it may work for a small local business, but when it comes to a marketing strategy you need to approach people who may not even know you're in the market.

There's one thing every marketer should know: While not all of your potential customers are on social media or avid blog readers, virtually everyone uses your email regularly. Also, when it comes to B2B, email is still the fastest and most effective communication channel for receiving and transmitting data. So, Email marketing reseller can still be cost-effective and effective, in case you know what you're doing and how to tailor your strategy to your audience.

Here you can find some email marketing tips that I hope will help my peers when doing B2B marketing. But first, let's deal with the concept.

What is B2B Marketing?

Business-to-business marketing or B2B marketing, as it is commonly known, involves selling a company's products to other businesses by meeting their needs. To better understand this concept, let's say you have a weaving company. To reach your customers, you need to contact them and at the same time, promote your valuable and professional business.

Who are your customers? Well, you can sell the raw materials directly, in your store or other stores and I'm sure there are enough enthusiasts who prefer to buy raw materials and adapt their own clothes. However, you will sell more if you market your company to other companies that depend on the types of products you are producing. For example, you can market your products to specialized companies that produce finished products from your raw materials.

This is called a B2B marketing campaign.

Why Should Every Business Create a Viable B2B Email Marketing Strategy?

I'm sure most of you are reflecting on the previous question. Why should I create a dedicated B2B email marketing strategy? What are the benefits and how can that strategy help my company, or the company I work for? Well, let's take a look at some numbers shared by Vital Design.

1. According to their report, no less than 72% of B2B buyers are willing to share useful content via email. This means that your emails are not static and do not end up in a spam folder. If people in your target audience receive them, there's a good chance they'll also share some of your content via email with others in your "social group." In other words, your emails will be forwarded, it's something similar to what you share on a social network.

2. For every dollar spent on an Email marketing reseller program campaign, you get a return on investment of $44. This is a huge number, considering that other traditional marketing platforms can't offer such numbers. For example, influencer marketing pays no more than $6.5 for every dollar spent, a rate almost 7 times lower of what we can achieve with a successful email marketing campaign. However, this doesn't mean you should forget about all other types of marketing and branding. It means that email marketing shouldn't be neglected. It is effective and as we will see in this article, it is easy to implement.

Tips for a Successful B2B Email Marketing Strategy

Now that we know that email marketing is effective when it comes to B2B sales and B2B lead generation, let's dig a little deeper and talk about some more important things you should know before embarking on a journey like this:

1. Think About Your Customers and Understand the Differences

B2B marketing, while somewhat similar to direct marketing, is not the same. Customers behave differently and make different decisions. B2B marketing is targeting a more rational audience. How? Regular customers are sometimes less informed about what they are buying, they are susceptible to whims and recklessness.

On the other hand, business customers know from the beginning what they need. They don't base their purchasing decisions on whims or indulgences. Instead, they are making rational decisions based on what they need and good value for money. As a consequence, when targeting business customers, you need to take into account the fact that they are different and act differently from regular customers.

What kind of customers should be addressed with B2B marketing?

First, there are companies that use their products to produce other goods. For example, a company that uses textile materials to produce T-shirts and other products.

Second, there are companies that use their products for office automation or other secondary tasks. For example, a company that buys computers, paper, or pens from you.

Third, there are government agencies and institutions (hospitals and schools) that can be chosen as potential consumers if their products fit their needs. To them for example, you can sell anything computers, soap and toilet paper.

Finally, we have reseller companies that buy their products just to redistribute them to other customers. Here, we include local shops, but also brokers and wholesalers.

Now that you know what B2B sales are and to whom your offer is addressed, you can go ahead and create your first email newsletter. Here are some important things to keep in mind.

2. Pay Attention to email Header

This is the most important visual aspect of your email campaign. If you want B2B sales, you need content that's right for your audience, but first, you need to grab their attention in some way. Here's what your banner should do.

Whereas the average office worker receives an amount of 121 emails daily, you have only a few seconds to grab their attention. This means that you need to convey a clear message, right in the header section, the first thing your audience notices when they open their email.

Email header

What do you need? A clear vision of what your banner should look like, you need your logo to be visible so that your audience can recognize you and you will also need a tool to generate and design that banner. You need to save time and at the same time offer a professional look. To achieve that, I recommend that you use an online tool like Bannersnack, which has a huge variety to create. great-looking email banners.

3. Content Marketing Starts with Title and Subject Line

Think especially about the subject line, as if it were the only line of text in your email. Why? When the email you sent lands in your customer's inbox, the first thing you'll notice is its subject line. You don't get more than a few seconds to get them curious about your offer, and that's why you need to tell them everything they need to know from there.

On the other hand, the title is also important, you have to get the client to open the email. The subject line will cause your audience to click and open the email and as a consequence, the title should convince them to read the rest of your content. And don't forget about little CTR tricks, like adding an emoji. Which of the following 5 emails stands out? 😉

Email Marketing Subject Line

4. Don't Direct Your Email to a CEO

Considering that your goal is to generate B2B sales and leads, you should know that not all people who make decisions of your target audience have the same functions in their companies. I know that at first you want to contact directly with the CEO of the companies you have targeted in your campaign, but this is not always the best option. Why?

Let's say you want to sell office automation products. There are institutions that need these products, but there are also large companies, local shops, individual entrepreneurs, etc. There are different types of people who are in charge of supplying such goods to their companies.

They all have different educational backgrounds, different social statuses. It will target the CEO, business owners, and perhaps even your employees, and this is why you need to create a message that is easy for anyone to understand.

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5. Create your content

It has a header template, a topic, and maybe a title for your newsletter. Now it's time to give your audience something of value to read. It's time to create content that will generate B2B sales and leads.

Things to consider at this point:

Content is important even if it only promotes products. In this case, the most valuable content will be the description of the content you will write for your newsletter.

Choose evergreen themes. If you want to add more to your email than simple product descriptions, think about creating valuable content that is evergreen and relevant to your audience. The best pieces of text, in this case, are those that manage to answer questions, tips and tricks articles and tips that your audience can apply in their own lives or businesses. It's important to aim not only at winning new customers but also at keeping existing stakeholders, considering it costs five times more to attract a new customer than it does to keep an existing one.

Make sure the content is unique. People listen to different types of music because music makes them feel a certain way. They buy specific brands of footwear for the same reasons. They choose things based on their ability to trigger some emotions or rational thinking that they need to buy them. Nothing differs when it comes to content. You need something unique, something to tell your audience that you not only made an effort for this but also have something valuable to give them.

Choose quality over quantity. You don't need a novel to send a message. The length of your newsletter should not be a concern, always constantly remember that what you deliver should be of high quality and not too much information. You can create very short email newsletters and get a better RSI if your message is effective. Effectiveness, in this case, means that you need to express yourself in as few words as possible, that your texts and images are professionally composed and processed, that your style is properly adjusted for the type of audience looking to convince you to buy your product.

Make content easy to read. There are some people who like to read long articles or large blocks of texts, especially people who are targeted here are people who receive many other emails every day and do not have time to pay attention to everyone. That's why, you need to make sure your message is readable and understandable. Use headings and subtitles, dots, and highlight the most important data. Use short sentences and paragraphs and make sure you have enough white space

6. Select Your Delivery Service

There are many email service providers (ESPs) available, and while many of them offer professional services, not all of them are good for you. You'll need to do some research and evaluate the most notable ESPs. My advice is to look for a list of the best services like this and study each of the ten most reliable ESPs before settling on one or the other.

7. Authenticating your Domain

Ending up in the spam folder can drastically decrease the total number of emails opened, which in turn affects the number of clicks on your website. One way to improve your openings and delivery rate is by authenticating your domain.