A clear and well-structured design is more important than ever in email marketing. Many users now view emails on mobile devices. (Photo: Pixabay)

1. Know Your Customer

B2B customers make decisions based on different parameters than B2C customers. They have a precise understanding of what they need and are far less impulsive. Already defined buyer personas for your content marketing? Excellent! You can use these interest groups to reach customers with highly targeted emails and messaging.

2. Address Your Customers Personally

If you send your email to a distribution list of 3,000 people and use the same greeting for everyone, it is usually not very effective in the B2B context. Customers should feel personally addressed and engaged whenever possible. For example, a CEO and an engineer expect different approaches. A personalized sender address is also recommended.

3. Test and Analyze

Examine what resonates with your target audience. Was your email campaign not successful? Perhaps it was the subject line or the opening sentence, maybe the layout, or even the sender’s email address. Review each element one by one and make adjustments. This is how you can optimize your email marketing. For example, the subject line is the most important tool for achieving a high open rate.

4. Relevance First

Before sending an email, remember that most inboxes are already flooded with spam. There is only one remedy: the content of your email must be relevant. Provide value to the customer and connect it with information about your product.

5. Leverage Automation

So-called Marketing Automation Systems (MAS) are widely used. They reduce the effort required for email marketing, making it faster and easier. Emails can still be personalized effectively using this software, and it also allows you to monitor campaign performance using a wide range of data.

6. Don’t Forget the Call-to-Action

It is crucial to consider what you want the recipient of your email to do. This determines which call-to-action (CTA) you need to include. It is recommended to use only one CTA per email.

A competent B2B marketing expert can support you in all aspects of your campaign – from consent management and setup to execution.

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