Email is a universal medium. This means that emailing known and unknown contacts is simple and non-intrusive which makes email an excellent starting point for developing relationships with prospects and customers.
You’re selling something to someone in both B2B and B2C email marketing. So, at their core, the goals are the same. The methods used to achieve these goals, however, are completely different. These typically reflect the fact that B2B sales cycles are lengthy, whereas B2C sales cycles are brief.
To persuade recipients to make larger B2B purchases, they must be taken on a journey. Marketers must take action as a result.
In order to be persuaded to make larger B2B purchases, recipients must be taken on a journey. As a result, b2b email marketing companies must adopt a steady slope strategy. They do this to raise awareness about the product.
Why is B2B email Marketing different?
General email marketing tactics don’t work for B2B campaigns for the same reason two nearly identical doors still require different keys: you’re trying to get different people in the door. Here are a few specific examples of how general email marketing tactics fail in B2B campaigns.
Most b2b bulk email marketing services’ campaigns target individuals, but B2B campaigns target companies—or rather, multiple individuals at a company. Whereas a B2C email recipient is responsible for every stage of their own purchasing journey, a company’s purchasing process involves people in a variety of roles.
When you identify a B2B target, you’re actually identifying a group of targets—and your strategy must take into account the differences between multiple contacts within a company.
In practice, this means that in order to reach people effectively, you must send different emails to different individuals within the same target company.
What are the Best Practices For B2B Email Marketing Services?
You could create the most perfect B2B email strategy the world has ever seen, but it still won’t do much if what’s inside the email isn’t up to snuff. Quality packaging and structural integrity are essential for a successful burrito, but everyone knows that what’s inside is what counts.
- Personalize As Much As Possible
Within the email, you can use import fields to ensure that the email is addressed to your recipient by name, to include their company in the subject line, and to include other information that makes your email appear less generic.
Custom fields, like subject lines, are more important in B2B emails than in consumer blasts. The majority of the emails from that alcohol delivery app contain only one large graphic with a coupon or deal—it isn’t addressed to me by name because it doesn’t need to be.
- Conversational Is The Key
When writing B2B content, it’s easy to drift too far into professional mode and wind up coming across stiff and robotic. Even if your targets are brands, keep in mind that you’re still writing to people.
Consider it from the standpoint of a human: what types of business emails do you pay attention to? Which subject lines do you open and which do you delete? Leading your campaign with empathy will help you connect with your audience.
- Have Great Subject Lines
All email marketers should double-check their subject lines to ensure they are short enough to be seen in the inbox (Mailchimp says the magic number is 60 characters or fewer).
However, despite a poor subject line, B2C emails have a much higher chance of success. One might not like the way the alcohol delivery app one uses writes its subject lines, but you still open all of their emails because you like being able to buy wine without having to put on shoes. But what about when you are at work? A cold email with an annoying subject line will be immediately routed to spam.
- You content scannability should be high
If you take time to think about what email strategies work best on you, you’ll likely find that the most effective emails are pretty brief. Business people are busy, and few people have the time to get through an email that’s packed with text.
Keeping your emails brief doesn’t mean you can’t still give them substance. You can pack a lot of information into an email with smart formatting and a little bit of strategic design. Besides, the goal is to get them to click through to your content, so it’s ok to place the good stuff after the jump.
How A Good Email Marketing Strategy Pays Off
It takes time and effort to learn how to truly succeed at targeted B2B email marketing, but the investment is worthwhile—the return on investment for B2B email marketing services (when done correctly) is 4,200%, or $42 for every $1 spent, according to Campaign Monitor. Email marketing is often the best way to get the most bang for your buck for small business owners in particular. And, because email marketing is simple to automate, you can boost your profits even more by getting more done while your tech handles what would have taken hours to do manually.
Email Marketing Services For Different Needs At A Glance
There are dozens of email marketing services available, and we want to ensure you select the b2b email marketing agency for your company’s needs. Here is our expert recommendation. We recommend Constant Contact if you’re a small business, non-profit, or new blogger. Their pricing is excellent, and their customer service is second to none. Their onboarding team will assist you in achieving immediate success with email marketing.If you have an online store or an ecommerce website, we recommend Omnisend or Drip because they provide the best eCommerce email marketing software. Personalization and automation are extremely powerful features.
We recommend ConvertKit if you’re a professional blogger or content creator. They provide an easy-to-use platform with advanced segmentation and funnels to help you grow your blogging business.
If you’re a business owner who wants a powerful marketing automation tool that combines email marketing, SMTP bulk emails, and SMS messages, then we recommend using SendinBlue. Their platform is simple to use, and you can manage email and SMS from a single interface. They also provide a fairly generous lifetime free plan, making them the best free email marketing software.
We recommend HubSpot if you’re looking for an all-in-one email marketing solution. They offer a power suite of marketing tools including email marketing, CRM, sales tools, live chat, website builder, and more. Their free plan is ideal for lead generation because it allows you to store an unlimited number of subscribers.
Whatever B2B Email Marketing Services you choose, make sure they justify the investment and fulfill your needs.