5 best practices to improve B2B email marketing performance


Emails are a useful and direct way for B2B organizations to share information with customers and prospects and can be used effectively to market products / services, share new content, announce the latest company news, promote upcoming events and much more. However, with so many businesses using email as a marketing tool, inboxes can get overcrowded and many emails go unopened and unseen.

With email marketing comes email marketing performance. How do you know if your email marketing efforts are effective? Analyzing email metrics can help your business determine how well your email is performing. Common measures of email performance include open rate, bounce rate, and click-through rate (CTR).

CTR is considered one of the best indicators of your email performance because it focuses on who opened your email and what sparked their interest or persuaded them to find out more. Clicks on certain types or topics of content can indicate what your audience wants to know more about, allowing you to better tailor your content creation efforts.

Email performance metrics

First, you need to compare your email performance to industry trends. Below are the IT / Technology / Software industry email averages from a recent Campaign monitor study:

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

As you can see in this example, the industry average open rate of almost 20% may seem high, but the CTR is only around 3%. If your mailing list is 500 people, by that average 100 people will open your email, and only about 15 people will click on a call to action or link.

It’s also important to note that there are many factors that can impact these rates, including industry, database health, email content, and sending times. Track your email performance by send so you can start creating more personalized referrals that apply more directly to your email campaigns.

To improve your CTR and overall email performance, use these five B2B email marketing tips and best practices.

1. Brand and website alignment

Consistency and consistency are essential when sending marketing emails. Your emails are a direct representation of your brand image and Messaging, and should convey both. Brand consistency is an important aspect of being recognized as a reliable business and will ultimately help build trust.

Focus on the layout of your emails to include only what is necessary. Additional images and “fluff” can distract and distract from the intended purpose of your email campaign.

Once a recipient opens your email, the goal is to get them to click on the call to action (CTA) included in your email. The path your audience takes from opening the email, clicking on a CTA, and arriving at a landing page on your website should be brand-aligned and consistent. The layout of your email should be a product of your website design and should mimic your branding.

Just like your website already is (or should be!), Make sure your emails are also optimized for mobile viewing. Over 50% of emails are opened on a mobile device, and this number is estimated to increase as technology continues to evolve. The user experience of your email should be transferred seamlessly to your website.

2. Make CTAs the focal point

Before you even start writing your email content, lay out the calls to action and content you plan to include. Highlight a primary CTA that you want to highlight in your email, and give your recipient multiple opportunities to take that action. These opportunities can be a mixture of buttons, images or a URL link.

3. Concise copy

Less is more with email copy, so focus on what you want the recipient to do with the content you give them. Rather than including long paragraphs, shorten large sections of text into bulleted lists and paragraphs of 1 to 2 sentences.

The email copy should be a high profile preview that provides a quick introduction to your content offering and the value it offers. It should be enough to entice your recipient to learn more, but not to the point that they take a look and decide they don’t have time to read it.

4. Develop a format

Your email messaging policy 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 still live in the same sections. This will give your recipients a structure that you always expect in your emails. This will help your emails become easier to digest. People like to know what to expect, and when they see something familiar they follow better.

5. Include a PS section

While your main CTA should be the center of your email, it’s always fun to give your recipients that little extra. Adding a PS section can give your email a playful touch, while still staying true to your business personality and goals.

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

Make your emails work for you

Email marketing, while it’s an easy way to reach your audience, only works if it’s done right. Tracking email opens and clicks will give you the big picture of how people are receiving your message and provide you with valuable insight on how to improve your overall performance. Notice what prompts your recipients to click for more, and it’ll give you a good indication of what content they’re looking for. Use these email best practices to help you meet your email marketing performance goals.



About Madeline Powers

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