Email marketing best practices lead to more closed-won business. In fact, B2B magazine reports that 59% of B2B marketers say email is the most effective channel for generating revenue. Clear concise communication with your prospects is an important part of building a strong and trusting relationship. While content quality is of the utmost importance, how that content is presented is equally as important. When you combine visual appeal with quality content you can effectively engage your prospects and keep them interested in what you have to say.
Here’s our list of the top 5 B2B email marketing best practices your organization should be implementing:
You need to capture a reader’s attention out the gate. According to Invespcro, 47% of email recipients open email based on the subject line. That means those first few words might just be the most important of the entire email. Be direct rather than cute or clever. Shoot it to them straight, and ideally in less than 50 characters. Be sure to test subject lines to identify what key words speak to your audience. Typically, “sale”, “limited time offer”, or “free” can capture attention and increase the open rate percentages.
Short & Sweet
People are busy, and on average upon opening an email only read it for 15-20 seconds. Cut to the chase, use headers that break up the content and be concise. Most readers will be skimming their email. Make sure that they can quickly identify why you are writing to them.
With iPhones, Kindles, tablets, and numerous other devices on the market, it is imperative that the design of the email is easily read across all technology. If it isn’t, you will undoubtedly lose customers. Especially when on average 25.6% of people will read their emails on their mobile phones first.
Segment your customers and email communications according to interest. Get specific. Fully understand what your prospects want to learn more about and provide them with trending information, new offerings, and anything related to their specific area of interest.
Determining how often to send out emails can be tricky. But, one thing is for sure, you don’t want to inundate them, because if you do, they’ll likely unsubscribe from your mailings. Stats from Marketing Sherpa show “weekly or less frequently is the preferred choice of the vast majority. Very few want daily emails.”
What B2B email marketing best practices does your organization implement? What have been most useful? We’d love to hear about your experience. And if we can be of any help to you and your email marketing program, we’d love to talk. Give us a call 571-606-3106 or send an email today.
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