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However, the price is worth it to ensure each contact on your list is only getting relevant content. Email marketing: There were 3.9 billion email users in 2019. Businesses change websites (and therefore email addresses), and contacts change roles. Email marketing serves as a primary component of customer acquisition programs for companies across all industries. One of the biggest trends we’re seeing in email design is a move away from the one-to-many generic approach in favour of personalised one-to-one emails … Finally, ESPs help you stay compliant with spam laws by incorporating features such as user opt-out options. Luckily, ESPs make email automation possible. When customers or clients appreciate your product or service, the hope is always that they will refer you to their contacts or friends. However, don’t take that to mean that you should entirely rely on social to communicate with your prospects and customers. Segmentation means breaking your email list into distinct categories or groups. You don’t want to pay for email addresses you will never be able to use. Higher relevancy results in higher open and click-through rates, and better engagement results in more conversions. One version might go to half your email marketing list while the other version goes to the other. Before we begin, it’s important to remember that these aren’t B2B email marketing rules. This can be an announcement bar or a call to action text link. Wording like “Click here to download the white paper” or “Click here to RSVP” is forceful, efficient, and direct. 7 Best Practices of B2B Email Marketing. Although it may not be as popular as SEO. Email marketing is still relevant in 2020. You can set up your ESP to send an automatic response immediately, to acknowledge the new prospect. Ask relevant questions so your audience has relevant options to act on. Chapter 1 Why Email Marketing? Ensure you get an email list that is specific to your company and target base. The people you are contacting may get dozens or even hundreds of emails a day. Compared to phone, text, or social media, it is the least invasive and least distracting way to reach someone. Strategy #1: Account-Based Marketing (ABM) As a marketer, your natural instinct is to focus on bringing in as many leads as possible. However, if you decide to buy an email marketing database, you need to be careful. By monitoring the performance of both versions, you can start learning more specifically about what resonates with your audience. Length of buying cycle is different: In B2C, the purchase is … Thanks to ESPs, automation is easy to implement in any B2B email marketing campaign. These features let you send multiple versions of the same email. Why it worked: “List of awesome” could mean many things. Email data doesn’t stay accurate forever. You want email addresses and company names/locations, but you also need firmographic, demographic, and technographic details. Email subject lines are deal-breakers - readers can easily ignore or delete your email with a boring or clickbaity headline. In a recent HubSpot study, researchers found that 78 percent of marketers have experienced email engagement growth in the last year. However, layout and visual spark will only get you so far. In short, permission marketing is about not asking for a sale right away, but gradually gaining the prospect’s trust (and therefore, their “permission”) through communication and time. Email is a way to contact people in a relatively non-intrusive fashion. (More on this point later.). It provides a good ROI and even considered the best tool to generate leads. You can also connect with Jackson Marketing on social media. Writing B2B sales emails is one part art, one part science, and a whole lot of patience. Below, we’ve created a loosely chronological list of B2B email marketing best practices to get you started. The human touch has always been important in B2B marketing and technology is not going to change that fact. Look for a company that offers smart and live updating for their lists. A B2B email marketing campaign is only as good as the email list behind it. When done correctly, it provides B2B marketers with a chance to have organic conversations and learn more about their clients before making a pitch. Building a list of email subscribers gives you the most control in nurturing your audience how you want to. Define a healthy email send list (and explore email list management best practices) Give examples of impressive personalized content (and tips for creating your own) Share 3 great email marketing case studies from 2020; You can't start B2B email marketing if your email data is bad (or you haven't checked it for a while). 5 B2B Email Marketing Best Practices. Not true! 11 B2B Email Marketing Best Practices to Get a Higher RoI in 2020 Keep the Email List Clean and Up-to-Date You cannot run email marketing campaigns successfully without keeping the email list clean and up-to-date. It also needs to be compliant and aesthetically attractive. When testing new practices for your email marketing, experiment with one variable at a time. Luckily, thanks to your email data lists—and all that information you have about demographics, firmographics, and technographics—you should be able to figure out exactly what matters to your customers. Email marketing needs to be scalable to be successful. Now that we’ve established the “why” of email marketing in the B2B realm, we can focus on the “how.” You know the benefits are there if you can execute your email marketing campaign correctly. Derail your entire B2B marketing campaign serves as a primary component of customer acquisition programs for companies across industries... 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