If you’re thinking about trying email marketing to boost your sales and revenue, you should take a look at these best B2B email marketing examples to help you get started.
From the subject lines to the offers, you’ll see what works and why as well as get some ideas that will help you build your own best-in-class B2B email marketing campaigns.
6 Types of Email that Sell
There are three main types of email marketing that every business can benefit from: transactional, relationship-building, and promotional.
It’s important to understand which kind of email you’re sending out at any given time; it affects how your audience will perceive you, after all.
For example, if you send a promotional newsletter full of discounts and special offers once a month, then customers will start associating your emails with sales pitches.
If instead, you send a weekly update about what’s going on in your industry with one or two pieces of content that hint at sales (like an exclusive coupon), they’re more likely to view it as something informative and useful.
A good rule of thumb is to use each type of email at least once per week so that customers never forget who you are.
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- Transactional Emails – Transactional emails are used for customer service purposes such as letting someone know their order has shipped or that there was a problem processing their payment.
- Relationship Building Emails – Relationship-building emails help build connections between businesses and their customers by offering value.
- Promotional Emails – Promotional emails drive sales by promoting products and services to current clients.
- Welcome Emails – Welcome emails are sent after a customer has signed up for your email list, usually within 24 hours of their signup or as soon as you have their information in your system.
- Automated Emails – Automated emails are used to nurture leads over time, typically through drip campaigns that send out content at certain intervals based on when a lead is added to your database or when they perform a specific action like visiting your website or downloading an ebook.
- Product Updates – Product updates are sent out periodically to let customers know about new features, changes, or improvements that have been made since they last bought from you (which can be particularly useful if you’re selling software).
How to Personalize Subject Lines
An email subject line is your first chance to make a great impression on potential customers. That’s why it’s important that you personalize your emails as much as possible by including key details, like customer names and interests, right in the subject line.
Imagine sending an email with Here’s your new credit card! or Your order has shipped. Yuck! It feels spammy, doesn’t it?
Instead, try something more personalized like Congratulations on your new credit card! or New boots have arrived: black suede ankle boots.
And don’t forget to include a CTA (call-to-action) at the end of your subject lines something like Click here for more info or view our catalog online.
The goal is for people to open and read your emails, so help them out by giving them a reason to do so from day one.
Tips and Tricks for a Great Call-to-Action
Once you’ve determined your purpose, message, and tone, it’s time to create a call to action. What exactly is a call to action?
A call-to-action is basically anything that pushes people to do something in other words, an actionable element of your email marketing message. Some examples include buying now! or learn more.
Creating an enticing call-to-action can make all the difference in getting recipients to actually take action on your email, so it’s worth considering how to craft one that resonates with your audience and positions you as a leader in your industry.
Do you have any examples for us? What are some tips for creating a great one? We’d love to hear from you. Let us know in the comments below.
Design Makes All the Difference in B2B Emails
As you can see in these examples, design is a major factor in whether or not your email is successful.
Whether it’s a simple color scheme change or an entire overhaul of your header and body content, you must constantly think about how design affects your B2B email marketing campaigns.
It’s easy to understand why, though most professionals want no part of their inboxes clogged with unappealing emails.
Paying attention to even the smallest details might mean making a huge difference in whether or not customers become loyal clients.
5 Common Mistakes That Kill Your Open Rates
When most people think about email marketing, they don’t immediately equate it with inbound marketing or content. After all, it’s just another channel for communicating your message.
But email, when done right, can drive more traffic and conversions than any other marketing channel. So if you want your email marketing to stand out from everyone else, here are five common mistakes you might be making that could have a big impact on your open rates:
- Not Personalizing Your Subject Lines – According to Experian, personalized subject lines have an average open rate of 23%, while non-personalized subject lines have an average open rate of only 13%. This means that using some kind of personalization, even something as simple as a name can increase your click-through rate by 10%.
- Using a Generic From Address – In many cases, people will simply ignore emails that aren’t sent from someone specific. Make sure that whoever is sending an email has a name associated with it.
- Using Too Many Links – Just like tweets and Facebook posts, there is such a thing as too many links in an email. While it may seem counterintuitive, including fewer links actually increase engagement.
- Sending Emails at Bad Times – While we all check our email throughout the day, there are certain times when we do so more often than others. For example, between 8 am and 9 am EST is one of the busiest times for inboxes because people tend to check their email before starting work around 9 am EST.
- Sending Emails at Bad Times (Part II) – Another time to avoid sending emails is Friday afternoon at 4 pm EST (or whenever your company closes). There’s a good chance that no one will even see these messages until Monday morning since most companies have strict policies against checking their inboxes during weekends or after hours. If you send emails outside of normal business hours, make sure to add a read receipt feature so recipients know that you received their message.
The Importance of Remarketing
It’s not easy to get a visitor to your website to make a purchase. In fact, only around 7% of online visitors convert to an e-commerce site.
If you can’t convince customers on your own site, chances are that you won’t be able to drive them through other marketing channels either.
One way of getting past this problem is remarketing by keeping in touch with those who haven’t bought from you yet by showing them ads or products they might be interested in.
So where do you start? The best B2B email marketing examples could certainly give you a place to begin. Below are five great ways of adding value and nudging potential customers into buying from you.
If you really want to see results from your efforts, follow these steps: Add some urgency to your messaging. Show customers how much time they have left before an offer expires.
Create calls to action for specific items. For example, Shop now for XYZ. These CTAs should take people directly to product pages so they can buy immediately.
When using calls-to-action like these, don’t use stock photos or generic descriptions of products make sure each product page is tailored for individual items.
This helps create better ad copy that resonates with potential buyers’ needs and interests. Encourage social sharing.
People love telling their friends about good deals, especially if those friends might be interested in buying too. Use tools like AddThis to make it easy for visitors to share your content on social media sites such as Facebook and Twitter.
You could also try asking them questions about how they feel about a certain item and then asking them to share their answers with their friends.
What Makes Good Inbound Links?
Great content is king. Without it, even a great B2B email marketing campaign will fail. If you don’t have your own website, be sure to link in at least one solid resource that your customers or readers might want or need to check out.
Don’t overdo it though; stick with 1-3 inbound links per email and make sure each one leads somewhere worthwhile for your readers.
It’s okay if all three links are from pages on your own site; it may seem counterintuitive, but if you’re sending a newsletter about project management software, readers are likely more interested in learning more about project management than they are in reading what you have to say on any specific software platform, so link away!
Why Content Marketing Beats Outbound Emails
Inbound emails are less spammy than outbound emails because they come from someone who has already decided they want what you have.
That’s why inbound marketing strategies like content marketing are so effective at turning those visitors into leads and ultimately customers: because you’re not pushing your product onto them but providing them with valuable information instead.
Not only that, but when you provide valuable content through email, it also builds trust and shows potential clients or customers that you know what you’re talking about.
When creating email content for a company or client, there are several things to keep in mind like tone and structure but getting your point across is first and foremost.
It doesn’t matter how beautifully written an email is if no one reads it. To make sure people actually read your message, be direct and to the point.
Don’t waste time on flowery language; just get right down to business and tell people what you need them to do next.
Also, make sure that your emails are relevant and timely by checking back in on your data regularly. If certain times of year or days of the week tend to bring more traffic than others, consider sending more of those types of emails during busier times of the year or on busier days.
This will help keep sales flowing steadily throughout all parts of the year rather than letting sales dry up during slower periods due to a lack of communication with current customers or prospects.