Among all the strategies adopted for the success of business to business (B2B) marketing, email marketing holds great importance, provided it is implemented thoughtfully. Most of the B2B marketers are not able to create fruitful B2B campaigns.
This problem is because of the two mistaken beliefs. These are:
Firstly, majority of people hold the idea that Business to Business emails should have a formal tone and approached with a business-like attitude.
Secondly, most of the net users, including the marketers, see Business to Consumer (B2C) messages. Thus, they ineffectively try to apply B2C style strategies in the approach while designing, giving layout and copywriting.
Here are some tips for effective B2B email campaigns, so that email ends up in inbox and not in the spam folder:
1. Pay attention on giving importance to content
Many companies make the blunder of “spray and pray”: Sending out large number of emails without considering the preferences and tastes of the target customers, or even if the recipient is a target customer at all.
So, set your communication goals first before drafting emails. Don’t publicize your goods and services through mails without proper targeting, as could end up in spam folder; this is definitely not what you want.
You should instead provide content that the readers are looking for and will be helpful to them. One of the ways to do this is by providing download links to free white papers and webinars.
2. Try to give personal touch
No one is interested in reading the content that gives a look of being copied straight away from the text box. Don’t hesitate to get personal with the readers with an informal tone. Actually, by having a personal tone, readers will be in a better position to connect to you, enabling you to draw their attention towards your content.
3. Set a goal
For someone, sending a large number emails can be covering a task from his to-do-list-of-the-day, without any real accountability. If you are also among such people, better stop this. Have a proper objective behind sending the emails.
4. Give due regards to the recipient’s objectives
Most probably, your B2B email is not related to branding or making any special offer. Its purpose is to help recipients in accomplishing any important task related to their job. Place your feet in the recipient’s shoes and send messages via email that is helpful for recipient, giving important information and saving their time and money.
5. Target segment for engagement
If you want your content to be accessed by multiple audiences, send different emails to the different sets of audiences, each being precise, focused towards its goal.
6. Provide Solutions
If you can help business professionals facing different challenges in finding solution, you can become their favorite. The ability of your product or service to solve common business challenges of the targeted industry should be revealed through your emails.
7. Check your emails
Check subject lines to ensure that the right messages are mailed to the targeted prospect’s inbox. Each element making up the email, including images and text should also be checked and modified.
8. Encourage responses
If all else proves to be unsuccessful, enquire requirements of your email recipients through surveys. Just be ready to apply or proceed according to the responses you receive.
B2B email marketing is not as tough as it is considered, but as stated earlier, thoughtfully planned implementation is the only key to success. Take the inventiveness to fine-tune your B2B approach- you’ll possibly see the effort you put in your improved campaign outcome, and be prepared for 2015 with email marketing trends.
We would love to read experiences of your email marketing and how did you responded to various challenges.
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