5 B2B Email Marketing Strategies to try in 2021

Email is the most preferred marketing channel for b2b marketers due to its direct conversational style of communication with customers, also email campaigns are highly measurable and generate high return on investment upon any other marketing channel.

Let’s dive into my top five B2B email marketing strategies of 2021.

1. Determine the Right Target Audience:-

One of the winning strategies is connecting with customers who are looking for your product or service. A target customer is a group of prospects with shared demographic information and who may likely to be interested in your product/service.

If you are not able to determine your right target audience who are interested in your service, you can’t run a campaign successfully.

How to define the target audience?

The first step to build a successful campaign is defining your target relevant to your business. The best practice is looking at your current customer’s database and note their common characteristics and interest. Also, analyzing your competitor target factors will solve the puzzle and gives an overview of customers you need to target.

List out who will have a need for your product or service and segment them through

Evaluate your decision:-

Once you segment your target prospects go through the following points to evaluate your decision.

• Are there enough people who fit for my service/product?
• Will my targets really get benefits from my service/product?
• Will they see a need for my product?
• Are they easily accessible?

Now you must have an overview of building customer database which helps you understand, to whom you are planning to promote your product/service will lead customers to conversion and seals unwanted bounce rate.

2. Effective Call to Action:-

The call to action (CTA) is the main ingredient to email marketing which is a determining factor between lead and a conversion. Your call to action is the chance to motivate your prospects to take real steps toward becoming a prospect or customer. Also, prospects always depend on CTA to take the next step. Omitting CTA can confuse the audience and has the chance of sealing conversion.

3. Use Dedicated Landing Page for your Campaign:-

Using a dedicated landing page is one of the best practices to lead your customers to conversion. Campaign specific landing page won’t waste the time of customers with unwanted information.

If you don’t have a specific landing page for your campaign, prospects will overview through your site and get bored by irrelevant information and get back to browsing which may lead you an increasing bounce rate. So landing pages play a major role in your marketing campaigns.

A customized landing page with relevant content and images will encourage the customers to buy the product.

4. Landing Page Mistakes that Should Avoid:-

Here are the three mistakes you must avoid while creating a landing page within your email campaign.

Stuffing More Information:-

Prospects will have enough information about the product, that’s why they clicked on the call to action of your campaign and reached your landing page.

Stuffing too much information and product offers on landing pages may have a chance to seal your conversion. Customers just want to know how to get the product. So just guide them on how to register and place the product order.

Missing Call to Action Button in Landing Page:-

Getting customers on your landing page, but missing or improper call to action won’t give conversion.

Make sure you have provided a visible call to action button on your landing page and make sure when a customer clicks on call to action button it doesn’t send them to other irrelevant pages.

Optimizing Load Time:-

Optimizing landing page load time is one of the best practices to improve your conversion rate. Stuffing heavy images can increase your page load time. Your customer will not wait until the page load; they just close the page and continue browsing. This leads you less conversion and high bounce rate.

5. Test your campaign:-

When it comes to email marketing, constantly testing your campaign is one of the effective best practices for success. In this, A/B split testing is one of the best methods to test your campaign because it allows you to understand the way your customer thinks and behave. Also, the A/B split testing method is tested and agreed by most of the marketers globally.

A/B Testing: –

Testing two versions of the campaign among a small group of subscribers to evaluate which campaign version will be more effective and performing at maximum capacity. In other words, A/B testing helps you to decide, between two campaign versions which you should send to your audience in order to receive a higher engagement and conversion rate.

Benefits of A/B Split Testing for your Campaign: –

A/B split testing also allows you to test individually between two different subject lines to find out which one brings more opening and click rates, By testing two different mail designs and content allow to choose one that gets better result among the audience, and help to choose the best day and time to run the campaign for more engagements.

A good A/B testing plan will always help you to increase your business revenue, Instead of guessing your customer preference you will know what they are looking for and able to implement various changes into your marketing campaigns in the most effective way.

Conclusion: –

Email marketing continues to deliver the best results when messages are personalized and optimized for multiple devices. Also, trends that worked in the past may not be successful today, constantly testing the campaign and understanding what works gives a better way to implement new changes into your b2b email marketing strategy. Through this, your campaign will get maximum performance and more responsive customers that lead the business towards its goal.