B2B Marketing Consulting Agency Blog

8 Best Practices for B2B Email Marketing

- October 24, 2023 1:00 pm

B2B marketing graphic

B2B email marketing is a powerful tool for businesses to connect with prospective clients and nurture leads, but it doesn’t work without a focused strategy and the right tools.

Too many email campaigns are launched into a void of wishful thinking, without a clear target or messaging that can break through the flood of other in-box demands competing for attention. Some are even worse.

But when you take the time to tailor your strategies and your message to a targeted audience, email marketing can drive leads and sales with an outbound reach that is hard to match.

It starts with knowing exactly who you want to reach, and tailoring your message to the specific challenges they face. Once you know who you need to reach and what their problems are, you’ve got to have the right tools to get your email where it needs to go. With a little bit of art, a little bit of science and a diligent process for following up, your email campaigns can be a reliable source of solid leads.

Here are 8 best practices:

1. Strategy & Focus: Segmentation is Key

The foundation of any successful email marketing campaign is precision targeting. Narrow your focus as much as possible to identify and categorize your audience, e.g., VP of operations for dental plans, mechanical engineers at food processing equipment manufacturers, or data scientists working in accountable care organizations.

2. List Acquisition: Quality Over Quantity

ZoomInfo and UpLead are two trusted sources for acquiring B2B contact lists. These platforms provide accurate and up-to-date data, ensuring that you’re reaching the right people. A smaller but relevant list is better than a longer one full of vague prospects.

3. Bounce Removal: Keep Your List Clean

High bounce rates can damage your email sender reputation and email services like HubSpot may penalize you if your bounce rate exceeds 0.5-1.0%. Utilize services like ZeroBounce to identify and remove invalid or obsolete email addresses from your list.

4. Use a Marketing Automation System for Seamless Integration

Integrate your email marketing efforts with a comprehensive marketing automation system like HubSpot or Zoho. This approach allows you to have a 360-degree view of all prospect activity, enabling better tracking and analysis.

5. Craft the Perfect Email with These Key Elements

  • Responsive Email Template: Ensure your email template is responsive, adjusting seamlessly for both desktop and mobile devices. Uploading images in the correct size is crucial for a flawless user experience.
  • Compelling Subject Line: The subject line is your email’s first impression. Follow the formula for headline success discussed in this article to pique recipients’ curiosity.
  • 100-Character Preview: Craft a concise and engaging summary that appears below the subject line. This snippet should entice readers to open the email.
  • Attractive Visual: Include an eye-catching visual in your email, no larger than 600 x 300 pixels. The right visuals can enhance engagement and reinforce your message.
  • A Compelling, but Bite-Sized Message: Your email should provide education and insight that helps recipients solve problems or seize opportunities. Make it about them, not you.
  • Quality Control: Use tools like Litmus to ensure your email displays well on multiple email browsers. Broken links can damage your campaign’s credibility.

6. Sending Timing: Choose Wisely

Consider the day of the week and time of day when scheduling your emails. For most audiences, Tuesdays through Thursdays between 10 am and 2 pm – to cover all U.S. time zones – is ideal.

Bonus tip: Send your emails 15 minutes after the hour, as many email campaigns are sent on the hour.

7. Follow-Up: Nurture Your Leads

Once your emails are sent, it’s essential to follow up. Contact those who clicked first, as they’ve shown immediate interest. Then, reach out to those who opened multiple times. This approach is more akin to warm-calling than cold-calling.

8. Lead Qualification & Active Disqualification: The Key to Efficiency

Not every lead is worth pursuing. Ensure your leads fit your target demographic, have problems you can solve, and indicate a willingness to change (within reason). Actively disqualify the leads that don’t meet these criteria to focus your efforts on those with higher potential.

Unlock Your Growth Potential with a B2B Marketing Partner

B2B email marketing can be a highly effective strategy when executed with precision. By following best practices, you can create email campaigns that engage your audience, deliver value, and drive meaningful results for your business.

Remember that email marketing is not a one-size-fits-all solution; it requires constant monitoring and adaptation to stay relevant in a dynamic digital landscape. If you’re unsure of where to start or how to refine your existing B2B email campaign efforts, the team at Innovaxis can help.

With decades of experience and a diverse team of digital marketing experts, we work closely with clients to collaborate on solutions that provide tangible results. Download our comprehensive email marketing whitepaper or contact our team learn more about refining your email strategy.