6 Email Marketing Tips for B2B Newsletters

Written by: Jason Bayless | September 28, 2016
B2B clients get tons of emails on a daily basis about products and services, discounts, conferences, webinars, news updates, and pretty everything that you can imagine. To keep your newsletter’s open rate and CTRs (click through rates) high, you have to change your strategy and live up to the expectation of an expert in the eyes of your customers. How do you achieve this through email marketing? Here are 6 ways that will improve your campaign results and ultimately make you a winner in front of your potential customers.

Audience Assessment

Before anything else, endeavor to meticulously analyze your target audience. Establish their exact niches, their likes and dislikes, and their communication methods. Optimal collection of your user’s data is a great way to segment your audience. Premium content downloads, subscription forms, and social media interactions are all valuable tools that you can use to get perfectly tailored audience perception.

Be Personal

Emails to individuals should also come from an individual. If possible, therefore, use personal sender addresses to achieve a more personalized and closer attention. If your target group is on the management level, for instance, your sender address should also reflect the same level. If your target audience is in the purchasing department, strive to reference to a personal sales contact personnel.

Email’s Design and aesthetic considerations

The design of your B2B newsletter can make or break your open and click-through rates. With many emails being opened on mobile devices, designing a responsive newspaper is paramount. Remember, your target audience won’t wait, so you email must render appropriately on a wide range of mobile devices to secure more leads and minimal unsubscribes.

Additionally, your newsletter should be simple to open and easy to scan. This implies that you have to incorporate important design elements including short line length, vertical forms, bulleted list, short paragraphs, clear headers and anything that make it easier for your clients to get your main idea within the first few seconds of opening the newsletter.

Great Timing

When it comes to successful email marketing, timing is everything—and it can greatly affect your CTR. Some experts propose that the best days for B2B email marketing are Tuesdays and Wednesdays. CTRs tend also to be highest outside normal working hours like weekends and evenings.

Open and click-through rates also vary with the number of newsletters that you send in a month and the type of your business. The most important thing is to test your emails and collect data to find the most appropriate times to launch your next email newsletters based on the tracked clients’ behaviors.

Educate and don’t sell

Sales content and strategies that used to be effective in the past few years are now just annoying and will not help you build trust with your B2B clients. To be a valuable B2B partner, endeavor to educate your target audience. This way, they will perceive you as a professional and your products and services will obviously gain real value. Sending valuable information that’s customized to the people or industry you are communicating with and addressing specific business needs and concerns will result into optimum conversion.

Activate your readers

When it comes to marketing B2B clients, scope alone is never enough. Active audience who read and respond to your newsletters and emailing never arise on their own. Integrate activating elements in your communication strategy. Feedback options, check lists, downloads, and surveys help to increase the activity and engagement of your audience because read performance and click can be always trained. You can organize competition quiz in various editions of your newsletters. This will go a long way in grabbing the attention and ambition of your audience.

Bottom Line

The decision making process among B2B clients is quite different from the way individual customers decide. Accordingly, good B2B communication strategy should adopt a problem solving approach and should always strive to help target clients choose what is best. So test, measure, compare, optimize and repeat your strategies until you are successful.