Email can be the right channel to reach your B2B prospects. To get good returns, you nevertheless need to respect some rules of the art which is emailing marketing. In this article you will find all the tips and tricks to improve your conversion rates thanks to a flawless emailing strategy! From the recipient data to the design as well as the content, let’s take a look at the key elements of a successful email campaign.
The basics of a B2B newsletter
Newsletter: Definition
A newsletter is a communication sent online to your contacts who have requested to be contacted (GDPR is very clear on this point). The purpose of this type of emails is to provide your contacts with updates, news and events. It is an excellent way to work on your image and your reputation, especially by having an expert position on a determined subject.
The use of emails in a company
The average open rate for BtoB emailing is 15.1% compared to 19.7% for BtoC. The average click rate is 3.06%. However, 83% of BtoB companies use newsletters for a simple reason: 61% of professionals say they request a quote after receiving an advertising email.
These figures are very different from one industry to another, to compare your conversion rates with your competitors in the same industry, you can download our comparative chart.
5 tips for a successful newsletter
A successful newsletter means, first of all, having a satisfactory opening and click rate, above the statistics for your sector.
To trigger the opening of your emails, the subject is a very important factor. It must be clear about the content your contact is about to discover, while also being very intriguing. Highlight premium downloadable content, ask a question that you answer in the email, and to make it even better: personalise it with your contact information!
1)Work on the tone
Your brand image must be reflected in the content of your emailings. Humorous, educational, work on your editorial line and stick to it! Then, humanise your communication. A newsletter is a regular thing. Take the time to establish a special relationship with your contacts by personally signing your newsletters. At Webmecanik, Laurine Augiron writes our newsletters. So, if you have any questions about any of the topics, you know who to contact by email or on LinkedIn!
2)Find your target
Your newsletter must be addressed to a precise and well thought-out target.
A BtoB target is not a sufficient segmentation. For example, separate your customer newsletters from your prospect newsletters (or use dynamic content). This will allow each of your contacts to feel concerned by your message.
3) Write quality content
First of all, send a newsletter with real added value. Premium content, previews of new products, events reserved for your community: this is what will encourage your contacts to subscribe and then read your newsletters.
Then, as with the subject line, personalise the content of your email. Again, if your contact feels personally affected by your content, they will take the time to read it.
Do not forget the unsubscribe link at the end of the newsletter, it is mandatory!
4) Pimp your emailing with design
The design of your emails has two goals: first, it must be quick and easy to read and second, it must highlight your brand.
Indeed, your contacts’ time is limited. They need to find the information that they are interested in quickly. For example, pay particular attention to the titles and the buttons for downloading content. And if in doubt, A/B testing is an excellent way to find the perfect combination!
Your logo and colors have their place in your newsletters. It is also the ideal place to present your social media networks!
5) Focus on responsiveness
Many emails are opened on different smartphones, tablets and email providers. So make sure that the display is as accurate as possible on all possible combos! How can you do this? Think about MJML technology!
B2B newsletter is an important communication channel and a real marketing tool. You now have all the keys in your hands to boost your open and click rates. And if you want to save time while going further with digital marketing efforts, marketing automation can be just the right solution.
