5 Greatest Practices for Growing B2B E-mail Advertising and marketing Efficiency

Email is a useful and direct way for B2B organizations to exchange information with customers and prospects. They can be effectively used to market products / services, share new content, announce the latest company news, promote upcoming events, and much more. With so many companies using email as a marketing tool, inboxes can become overloaded and many emails remain unopened and not displayed.

With email marketing comes the power of email marketing. How do you know if your email marketing efforts are effective? By analyzing email metrics, your company can determine how well your email is performing. Common metrics for email performance include looking at open rate, bounce rate, and click-through rate (CTR).

CTR is considered one of the best indicators of your email performance as it focuses on those who opened your email and who piqued their interest or made them want to find out more. Clicks on specific types or topics of content can indicate what your audience would like to know more about, so you can better tailor your content creation efforts.

Email performance metrics

First, you should compare how your email is performing against industry trends. Below are the IT, technology, and software services industries email averages from a recent Campaign Monitor study:

  • Open rate: 19.45%
  • Click rate: 2.80%
  • Unsubscribe: 0.20%

As you can see in this example, the industry average open rate seems high at close to 20%, but the click-through rate is only around 3%. If your email list has 500 people, an average of 100 people open your email and only about 15 people click a call-to-action or link.

It’s also important to note that many factors can affect these rates, including industry, database health, email content, and airtime. Track your email performance per send so you can create personalized benchmarks that are more directly applied to your email campaigns.

Use these five B2B email marketing tips and best practices to improve your click-through rate and overall email performance.

1. Brand and website targeting

Consistency and coherence are crucial when sending marketing emails. Your emails are a direct representation of your branding and messaging, and should convey both. Brand consistency is an important part of being recognized as a reliable company and ultimately helps build trust.

Focus on the layout of your emails to only consider what is needed. Additional images and “fluff” can be distracting and divert attention from the intended purpose of your email campaign.

As soon as a recipient opens your e-mail, they should be made to click on the call-to-action (CTA) contained in your e-mail. The path your audience takes from opening the email to clicking a CTA to viewing a landing page on your website should be branded and consistent. The layout of your email should be a product of your website design and emulate your brand.

Make sure your emails are optimized for mobile viewing too, just like your website already is (or should be!). Over 50% of emails are opened on a mobile device and it is estimated that this will increase as technology advances. Your email user experience should flow seamlessly to your website.

2. Make CTAs the focus

Before you even start writing content for your email, determine which calls-to-action and content you want to include. Highlight a primary CTA that you want to highlight in your email and give your recipient multiple ways to take that action. These possibilities can be a mixture of buttons, images, or a URL link.

3. Concise copy

Less is more with e-mail copies. So focus on what you want the recipient to do with the content you give them. Instead of including long paragraphs, shorten large paragraphs of text in bulleted lists and paragraphs 1-2 paragraphs long.

The email copy should be a general overview that provides a quick introduction to your content offering and its value. It should be enough to attract your recipient to read more, but not so much that they take one look and find that they don’t have time to read.

4. Develop a format

Your email messaging strategy should be clear, simple, and easy for your recipient to identify and follow. If you haven’t already, create an email template so that certain types of content are always stored in the same sections. This gives your recipients a structure that you can always expect in your email sendings. This will make your email easier to digest. People like to know what to expect, and when they see something familiar, they better follow.

5. Add a PS section

While your primary CTA should be the focus of your email, giving your recipients a little something extra is always fun. Adding a PS section can add a playful touch to your email while staying true to your business person and goals.

A PS area is a good place to include a link to social sharing options, an upcoming event, or even a “bonus” article or blog. Regardless of what you plan to use this section for, keep it consistent with the same type of content but change the copy each time. An example of using social sharing options would be to automatically link your primary CTA to a pre-filled post that can be shared directly on Facebook, LinkedIn, or Twitter.

Let your email work for you

While email marketing is an easy way to reach your audience, it only works if done properly. By tracking emails that are opened and clicked, you can keep track of how people are receiving your message and gain valuable insights into improving your overall performance. Notice what is driving your recipients to click more, and this will give you a good indication of what content they are looking for. Use these email best practices to help you meet your email marketing performance goals.

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