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How to Tuesday: How to Optimise your B2B Email Marketing

Published Bernice on Tuesday, February 1, 2022 12:00 AM

How to Optimise your B2B Email Marketing

As part of our ongoing segment of B2B marketing, this week, and those to come, we are focusing on the various channels that schools, universities, agents and service providers can use as part of their strategy. This week we will focus on the email marketing channel. 

Email marketing is one of the most commonly used channels as it is a tried and true method of reaching both individual consumers and business customers. A solid email marketing campaign can lead to engagement which turns subscribers into leads and then customers. With the constant flooding of inboxes, it’s more important than ever to create and send out effective marketing emails. Here’s how you do it…

Write enticing subject lines

The subject line is where you hook your audience; if the subject line is an ordinary one people will not bother opening the email to read the rest. We recommend spending almost as much time on your email subject lines as you do on the emails themselves.

Stick to one call-to-action per email

Life is already filled with decision making and having more than one call to action per email, may overwhelm the reader on where they should click, with a chance of them not clicking at all. With this respite, your readers are more at ease and focus better on your email.

Segment your email to reach relevant audiences

Not every subscriber on your mailing list is at the same stage of the purchasing process, so that means that not all email content is relevant to all subscribers alike. Segmenting your mailing list into smaller groups, not only helps you relate to your audience better, but it gives your emails that personal feel.

Make sure your email designs are responsive

In today’s on-the-go era, over 80% of email users access their inbox on their phones, and unfortunately emails that don’t show up correctly on mobile devices are often deleted straight away. Don’t let your email be one of them.

Use Cold Emailing…Cautiously

From time to time you might want to take another approach to your email marketing by going for a cold email. Crafting the perfect cold sales email is both an art and a science; balancing a friendly tone with getting to the point can be tricky, but it does get results.

Keep an eye out for our next posts as we continue to explore Business to Business Marketing channels.


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