7 Tips for BtoB Email Marketing
Email Marketing for B2B company is very different with the way of using it for B2C.
Today, I would like to share some tips only for B2B Email Marketing:
1.Watch out your tone. Business people prefer to communicate with their own ‘Business Language’. If you want to deliver your message to them, talk in their style, be formal & be smart.
2. Touch Cadence. If you make your customer think your email touch is too often, they will consider it spam. Business people always receive more emails then normal, send them one email for each week is acceptable.
3. Deliver Day. Base on the research, Wednesday and Thursday have the highest “click through” average at 5% (from MarketingSherpa’s Email Benchmarking Guide – 2008). You could pick up one from them and blast your email in regular time, before noon is better.
4. Optimize for mobile email readers. Receive & read emails in mobile phone or handheld devices are very typical of business people. Optimize to display e-mail on handheld is very necessary and you do need to put that on consideration, from subject line, email content, layout of display, etc..
5. Create content people love to share. Business people loves to share, but for sure, you need to create content they want to share frist. Articles on tactics or how-to are the most attractive B2B email marketing content and people do love to share (From MarketingSherpa’s Email Benchmarking Guide).
6. Avoid Strong oversell. Never oversell product or service in your email! that’s the worst tactic for B2B email marketing. Share and provide valuable information regularly, impact B2B business people by continuously brand stimulate is one smart choice.
7. Watch our your 3 Magic Numbers. 20% is about the average “open rate” for both email blasts and newsletters. You need to work hard on Email Subject, Content relevancy, Strong Call to Action to get better result.
Good Luck to your Email Marketing
very useful! thanks for sharing and keeping these topics top of mind.
These are all good tips, especially no. 4. I address a couple of these and more in my post Increase click through rates by avoiding common mistakes in lead generation e-mails: http://bedellcommunications.com/increase-click-through-rates-by-avoiding-common-mistakes-in-lead-generation-e-mails
@Inga Ferber @Crystal Bedell
Thanks for your nice word
Good tips but did you proof-read any of this? “Watch out your tone”? “Deliver Day”? “Watch our your 3 Magic Numbers”? Good grief!