Boosting B2B Conversions through Email Marketing: Strategy

Jess Saumarez

Published on

January 3, 2024

If you're in the B2B sector, you understand the importance of effective email marketing in winning over new clients and maintaining relationships with existing ones. Converting on these emails, however, can sometimes seem like an elusive goal. This guide will provide you practical and effective strategies to boost your email conversions. Rest assured, all these tips are easily implementable and will increase your chances of fostering fruitful interactions.

Remember, the key to successful email marketing isn’t sending more emails but making those you send count.

Tips to Boost Your B2B Email Marketing

While each strategy has its nuances and intricacies, here's a glimpse into the key areas we'll be focusing on:

Understanding your audience and their needs.
Personalisation of emails to spike interest and drive engagement.
Subject lines that make people open the e-mail
Calls-to-action that give the recipients the next step they should take
The best times to send your emails
Optimising your emails for mobile viewing, keeping in mind the substantial rise of mobile access.
Meticulous tracking and examination of your email metrics for continuous improvement.

Let's dive in and begin reshaping your B2B email marketing strategy:

Knowing Your Audience:

When it comes to crafting a successful B2B email marketing strategy, understanding your target audience should be your first priority. Regardless of how appealing or well-written your messages are, they will not yield optimum results if they aren't tailored to the audience's needs, preferences, and behaviours.

Email segmentation is a highly effective tool that enables you to divide your audience into smaller, more specific subsets - based on factors like their industry, role, past interactions with your business, and more. This allows you to personalise your email content and ensure that it speaks directly to their interests and needs.

By enhancing relevance in this manner, you'll be able to capture your audience's attention more effectively, fostering increased engagement. The more attuned your email marketing is to what your audience cares about, the more likely they will be to respond positively - boosting click-through rates and conversions overall.

Personalise Your Emails:

Emails with personalised subject lines generate 50% higher open rates.

It's no secret that personal touches make a difference, and emails are no exception to this rule. The simple act of using the recipient's name in your greeting can immediately make them feel recognised and valued. But don't stop there - dive deeper into personalisation. Creating content that aligns with their specific interests or industry sector can engender a sense of relevance and heighten their engagement with your email. This approach isn't just about courtesy; it has tangible results. A more personalised email strategy can significantly elevate both your open rates and click-through rates, providing a direct boost to your email marketing performance in the B2B sector.

Personalization - it is not about first/last name. It's about relevant content.
- Dan Jak

Now, let's move beyond simply using a recipient's name and delve into other effective personalisation techniques. There's power in crafting content that truly speaks to your recipients where they are—both in their industry and in their position within the company. For instance, a C-level executive might require different information and treatment than a manager or an individual contributor. By segmenting your email list accordingly, you can craft messages that effectively address both the general industry interest and the specific needs of individual roles.

Remember, personalisation is not about flooding your recipients' inboxes with numerous emails; rather, it's about sending them the right message that resonates with their unique pain points and business interests. Balance is key here.

Focus on Compelling Subject Lines:

The introduction to your email, your subject line, requires significant attention. It's the initial focal point of your recipient's interaction with your email. Grasp this opportunity to present an engaging and enticing statement that incites curiosity and prompts an open. This isn't just about making a great initial impression, it's also about offering a glimpse into the valuable insight awaiting them inside your email. Because of this, carefully crafting a compelling subject line is a crucial step in boosting your B2B email marketing strategy.

So how can we make these subject lines not just 'good', but 'unignorable'? Here's the answer.

Offer Immediate Value:

First and foremost, your email subject line should offer direct and immediate value to the reader. Communicate the benefits that they will receive from reading your email. Something along the lines of, "Boost Your ROI: Insider tips from industry experts", will arouse curiosity and promise a definitive benefit to the reader.

Keep It Short and Sweet:

Email subject lines that are brief and concise tend to perform better. With most people checking their emails on mobile devices, there's limited screen real estate to work with. Make every word count. A guideline here could be to keep it under 50 characters.

Use Action-Oriented Verbs:

Start your subject line with a verb to make it sound more actionable. This prompts the reader to act. For instance, instead of using : "Experts' take on improving B2B conversions", you could use "Discover experts' take on boosting B2B conversions". The latter sounds more compelling.

Instill Urgency and Scarcity:

If it's appropriate for the content of your email, creating a sense of urgency or scarcity can help to prompt an open. Phrases like, "Limited time offer", "Only a few spots left", or, "Offer ends in 3 hours", can induce a fear of missing out (FOMO), encouraging the recipient to open the email.

Test and Optimise:

Last but not least, always A/B test your email subject lines. Some strategies will work better for different audiences. By testing different versions, you'll understand what resonates best with your audience. Use this data to optimise future subject lines.

Include Clear Calls-to-Action (CTAs):

Emails with a single call-to-action can increase clicks by 371% and sales by 1617%.

The call to action (CTA) within your email could be seen as the pivotal component, holding an unwavering degree of weight in your marketing strategy. It's your direct line of communication, guiding the audience to take the next step, the 'action' you so desire. As such, crafting a CTA that is both succinct and clear while remaining irresistibly appealing is of paramount importance. But remember, simplicity often triumphs over complexity. Your audience should be able to effortlessly comprehend the intended action, eliminating any potential confusion or guesswork. A good CTA doesn't just tell, but shows your audience what they are to do next. This, when executed correctly, prompts an increased engagement, effectively boosting your conversion rates.

Opt for CTA Button Over Hyperlinks:

While hyperlinks have their place, using clickable buttons as CTAs is usually more effective in emails. This is because buttons are more eye-catching and significantly easier for users to click, especially on mobile devices. Furthermore, using a button eliminates the risk of a broken or misplaced hyperlink that could hinder your reader's journey. So, go with a design that amplifies your conversion goal – a clear, easy-to-see, and engaging CTA button.

Colour and Design Matter:

Never underestimate the power of aesthetics. A well-designed, brightly coloured button can draw the eye and inspire action. But remember, the goal is visibility and contrast - the CTA should jump out at the reader, not blend into the background. In terms of shape, rounded rectangle buttons seem to work best as their shape mimics real-world buttons we're familiar with.

CTA Placement:

Where you position your CTA also plays a substantial role in its success. Generally, placing the CTA 'above the fold' (the part of your email immediately visible without scrolling down) increases the likelihood of interaction. However, it also depends on the complexity of your message. Emails delivering a simple message or offer can use an upfront CTA. In contrast, emails needing a build-up or explanation to boost conversion might benefit from a CTA placed later in the email.

Include Multiple CTAs:

If your email is on the longer side, consider incorporating multiple CTAs throughout. Putting a single CTA at the very bottom of your email could make it less likely for readers to take action, simply because they don't reach that far. By strategically placing multiple CTAs, you increase the chances of your audience engaging with at least one of them.

Use Active, Urgent Language for Your CTAs:

The language you use in your CTA should be direct and instill a sense of urgency. Make your CTA enticing but straightforward, using phrases like 'Download Now', 'Grab Your Discount', or 'Start Your Trial'. This kind of language creates a sense of immediacy that can encourage readers to act on impulse, thus leading to higher conversion rates.

Mastering the art of creating effective CTAs can effectively boost your email marketing strategy in the B2B sector. Remember, a well-crafted CTA doesn't just request an action – it encourages, entices, and guides your prospects towards fulfilling your conversion goals.

Figuring out the optimal times to send your B2B emails

Tuesday is said to be the best day of the week to send B2B emails.

To amplify your B2B email marketing results, timing is of the essence. You want to ensure your emails are sent at a time when they're most likely to be opened and read. While there's no universal 'best time' to send emails because every business and industry has a unique rhythm, we can draw on general trends and use a little research to determine optimal timing for your specific audience.

Traditionally, it is suggested that weekdays, especially Tuesday through Thursday, during regular office hours (9 am – 5 pm) are the best times to send B2B emails. These are times when your contacts are likely to be checking their work email. But that doesn't mean you shouldn't test and experiment opportune moments for email transmission. Remember, what works generally wouldn't necessarily be golden for your specific audience.

Consider using an email service provider that offers A/B testing features to help identify your audience's peak engagement times. You could also analyse your previous campaigns to figure out when you’ve had the most opens and clicks. Was there a certain day of the week or time of day that performed better? Use this data to inform your future email sending schedule.

Furthermore, it's important to recognise that the COVID-19 pandemic has significantly altered typical workdays and may continue to do so for the foreseeable future, causing deviations in conventional 'best times'. Keeping an eye on the changing patterns and adapting accordingly can help you catch your audience at the right moment for better conversions.

Optimising your emails for mobile viewing

With the world going mobile, it has become critical for you to optimise your B2B emails for viewing on different mobile devices. Imagine your email recipient opening your meticulously crafted email on their smartphone, only to find that the text isn't visible or that the images are skewed. Not only will they lose interest, but it also reflects poorly on your brand.

To avoid this, ensure that your email format is responsive and adapts well to all screen sizes. A staggering 46% of emails are accessed on mobile devices, so it's a market you can't afford to ignore. Pay attention to font size, layout, and the inclusion of easy-to-tap buttons to enhance readability and interaction on smaller screens. And importantly, always preview and test your email on multiple devices before hitting send.

Tracking and examination of your email metrics for continuous improvement

Keeping a close eye on your email metrics is crucial for the sake of continuous improvement. Metrics such as open rates, click-through rates, and conversion rates should be monitored regularly to keep your email marketing strategy on point. Let's not forget the significance of email bounce rates and unsubscribe rates, as these could hint at areas where your strategy may need a touch of revamping.

By collectively examining these metrics, you can obtain a comprehensive view of how your audience interacts with your emails. It informs you what works well and what doesn't. If, for example, you notice that a particular email had a high open rate but a low click-through rate, this could indicate that your subject line was enticing but your email content or CTA failed to engage the reader sufficiently.

Monitor the Right Metrics: While it's crucial to keep an eye on the usual metrics like open rates, click-through rates, and conversion rates, don't forget to analyse less-obvious metrics such as email delivery rates, list growth rate or email sharing/forwarding rate. These metrics provide insight into your audience's behavior and engagement, and can help you fine-tune your strategy.

A/B Test Everything: If you spot a metric that should be improved, A/B testing is a great way to determine what elements within your email contribute to those results. You could test multiple aspects such as subject lines, email content, CTAs, email design, and send times. The key is to test one element at a time, so you can identify the exact change that led to the improvement.

Always aim to beat your previous best. Once your test is over, implement the successful version, analyse again and then test the next thing. Keep refining and beating your benchmarks.

Triggered or automated emails in B2B marketing

When it comes to B2B email marketing, triggered or automated emails are a powerful tool that shouldn't be overlooked. These are emails sent out automatically based on specific actions or behaviours exhibited by your audience. For instance, if a potential client signs up for your newsletter, you might have an automated welcome email sent immediately. Or, if a customer hasn't interacted with your business in a while, a triggered email can nudge them to reengage. Essentially, these emails allow for personalised interactions that can help strengthen your relationship with clients and lead to higher conversion rates.

Welcome Emails: These are sent out as soon as someone signs up for your service or subscribes to your newsletter.
Reengagement Emails: Used to touch base with subscribers who haven't interacted with your brand in a while.
Transactional Emails: Communications such as invoices, receipts, and order confirmations.
Follow-up Emails: Automated to send after an event, appointment, or purchase.

‍Benefits of Using Triggered Emails:

One of the greatest benefits of using triggered emails is the ability to provide timely and relevant communications to your audience. Here's why:

Boosts Engagement: Triggered emails are based on the recipient's behavior, which means the content is highly relevant to them. This relevance can significantly increase the email's open rate, click-through rate (CTR), and overall engagement.
Automates Your Marketing Efforts: Once the initial setup of these emails is complete, they will automatically fire whenever a trigger event occurs. This saves you enormous time and effort from having to manually send out individual emails.
Improves Customer Retention: By keeping the communication with your audience consistent yet personalised, triggered emails can improve customer loyalty and retention.

Steps to Implement Triggered Emails:

Setting up triggered emails might seem complex, but by following these steps you'll be sending automated emails in no time:

Identify Trigger Events: Determine the different actions or behaviours from your audience that will trigger an email. This could be when a customer signs up for your newsletter, makes a purchase, or has been inactive for a while.
Create Email Content: Create emails that are specific to the triggering event. For example, if a client signs up for your newsletter, an appropriate email might be a welcome message with an overview of what they can expect to receive from your emails.
Test Your Emails: Before setting your triggered emails live, test them. Check to ensure the triggering events are working correctly and that the email content is appropriate.
Go Live: Once you’re confident everything is working as it should, you can activate your triggered emails.

Again, remember: the goal of B2B marketing is to build strong and long-lasting relationships with your audience and triggered emails are an excellent tool to help you achieve this goal.

Wrapping Up

In conclusion, implementing effective B2B email marketing strategies requires an understanding of your audience, creation of personalised emails, deployment of compelling subject lines, and the inclusion of clear and persuasive calls-to-action. Optimising your emails for mobile viewing and adapting to your user's optimal engagement times further redefines your success rate.

Remember, in the realm of email marketing, the devil is in the details. A powerful subject line, a well-placed CTA, a reader-centric value proposition, or a captivating personalization touch can make all the difference.

Resorting to automated or triggered emails for routine communications allows you to focus energy on strategy enhancement. Continual tracking and examination of your email metrics guide you in identifying areas requiring improvement and facilitating growth. Ultimately, remember to continually test and optimise your approach to achieve the highest conversion rates.

Understand your audience
Personalise your emails
Create compelling subject lines
Include clear calls-to-action
Optimise your emails for mobile viewing
Find the optimal send times
Track and examine your email metrics
Utilise triggered or automated emails
Always test and refine your strategy

Remember always, greater success in your B2B email marketing endeavours lies not just in the deployment of these strategies, but in infusing them with creativity, resourcefulness, and ingenuity. Happy Emailing!