If you have been marketing your business to businesses (B2B) via email marketing for a while,
you might be getting a bit bored with the same old thing.
Sure, it works and produces results, but how can you take your B2B email marketing efforts to the next level?
You’ve done keyword research, created dynamic segments based on actions your subscribers took on your site,
and segmented your audience into smaller groups based on interests or job titles.
Now what?
You can up your game by implementing these three advanced strategies:
- Promoting content that people actually want to read.
- Using a proven call to action.
- Testing everything to find out what works best.
Let’s have a look at some specific examples of how you can do this and take your B2B email marketing up a few notches.
Promote Content People Want to Read
Email marketing is not just about getting readers to buy your product.
It is also a great way to educate your audience, which can lead to more sales later.
In addition, people like to share content that they like,
so by creating quality content, you will get more people reading your emails.
What kind of content can you promote in your emails? blog posts, ebooks, videos, webinars, podcasts, infographics, and more.
You have a lot of options, but what you promote in your emails should fit with the rest of your content.
If your email is full of sales pitches, your readers are likely to mark it as spam.
Your readers are looking for information that will help them do their jobs better or make their lives easier.
If you can provide that kind of content, you will soon have more people reading your emails.
Use a Proven Call to Action
Email marketers often focus on the subject line, but a call to action is equally important.
If your subscribers don’t know what you want them to do, you will lose them.
One of the biggest mistakes B2B email marketers make is using a generic call to action.
If you tell your readers to “click here”, they have no idea what to do.
In fact, your readers might feel like they have been tricked into clicking on something that has no real value for them.
If you want your calls to action to work, you have to test different types to find the one that works best for your audience.
Some of the most popular types of calls to action include:
Urgency – Urgency is a powerful call to action, but you have to use it carefully.
If your emails always have an urgent message, you can quickly lose your subscribers’ trust.
Urgency works best in limited situations where you have something important to tell your readers.
Test Everything
Once you start testing different types of emails and calls to action, you will begin to see which ones work best.
You can then use the data to create emails that are more likely to get clicked and drive traffic back to your site.
You don’t have to test everything, but here are some things you should definitely try:
Subject Line – While your subject line is important, it is also something you can test.
Create two or three different subject lines for each email and see which one gets the best response.
Offer – Do you offer a free ebook in your emails? If so, you can test different titles for that freebie to see which one gets the most clicks.
Day of the week – Some industries have very specific days that are best for sending emails to their customers.
You can test different days of the week to see which one drives the most clicks.
A Final Tip: Know Your Audience
If you want to take your email marketing efforts to the next level, you have to know your audience.
You have to understand what they want and how they want to be marketed to.
If you know your audience, you can create better content and better calls to action.
You can then test everything and see which things work best with your target audience.
If you follow these tips, your email marketing efforts will reach new heights.
Your audience will appreciate the information you provide, and you will have more people visiting your site.
Your email marketing will be more impactful, and your campaigns will be more successful.
A Word of Caution: Don’t Stop Segmenting
While you are focused on creating better content and better calls to action, don’t forget to keep segmenting your list.
People do not like getting emails from marketers all the time,
and you can easily lose subscribers if you send them too many emails that are not targeted to solve a problem they have.
If you segment your list, you can send different emails to different groups of subscribers.
If you don’t want to send certain emails to a certain segment, you don’t have to.
You can simply send something different to that group.
If you don’t stop segmenting your list, you can send different emails to different segments without annoying all of your subscribers.
Segmenting is an important part of email marketing, and you should keep doing it even while you focus on improving other parts of your campaigns.
Conclusion
Email marketing is a great way to drive traffic to your site and increase your sales.
It is also a great way to build relationships with your customers and potential customers.
If you want to take your email marketing to the next level, you have to improve your content and your calls to action.
You also have to segment your list so you can send different emails to different groups of subscribers.
If you focus on these three things, your email marketing efforts will be more successful.
Your campaigns will be more impactful, and your emails will be more popular.
Timothy Mbiti
I am an entrepreneur and co-founder at PicketMaze. I specialize in search engine optimization and digital marketing.
