According to statistics, email is the #1 revenue generation channel for 59% of B2B marketers. 

What’s more, B2B marketing emails have a 23% higher open rate than B2C emails, which can lead to a phenomenal ROI. 

However, if you’re a B2B business there are some important email best practices you need to implement. Otherwise, your open rate will stagnate and you’ll be missing out on leads and sales. 

Are you keen to level up your B2B email marketing game? Continue reading to find out some of the most important best practices you need to start leveraging right now. 

Check Your “From” Name

One of the most frequently overlooked email best practices is evaluating your “from” name. When doing B2C email marketing, it’s often best to make your “from” name personal. If consumers see that an email is from a company, they might be less likely to open it than if it is from a person (even if that person is representing a brand). 

When it comes to B2B email marketing, receivers may be more likely to open an email from a brand than a consumer would be. However, B2B marketing is all about fostering relationships and contacts. Therefore, you might still do well to change your “from” name and address to an individual’s rather than the company name and general email address. 

Fine Tune Your Subject Lines

One of the most vital best practices in email marketing is fine-tuning your subject lines. Subject lines can make or break an email campaign, as they are the first “hurdle” the receiver needs to cross to engage with you. 

If your subject lines aren’t compelling, look spammy, or are cut off, this can annihilate your open rate. Sats show that 47% of recipients decide whether to open an email based on the subject. What’s more, 69% of recipients will report an email as spam based solely on its subject line. 

Here are some top tips and best practices for creating click-worthy subject lines:

  • Stay away from spammy words like “buy now”
  • Incorporate a number 
  • Keep things short by aiming for around 17-24 characters or 3-5 words
  • Avoid all caps
  • Write in title case
  • Incorporate emotive words
  • Avoid excessive emoji use

Besides implementing these best practices, take some time to craft a subject line that sparks interest. For instance, a subject line like “June Newsletter” doesn’t provoke that much interest. Instead, draw from the content of the newsletter and create a subject line that tantalizes readers to find out what’s inside. 

As a general rule of thumb, avoid using the word “newsletter” entirely. 

Analyze Your Calls-to-Action

Besides fine-tuning your subject lines, you should also analyze your calls to action. 

When working with B2B customers, you generally want to stay away from hard-selling in your CTAs. Once again, a CTA like “Buy Now” is usually not the way to go. 

Instead, you will probably find more success with CTAs that lead the reader to find out more information. 

Nine times out of ten, B2B buyers are seeking to be educated rather than sold to. Cater to this in your CTAs and you will probably find that your click-through rate will rise. 

Strike the Tone Right

Another of the top B2B email best practices is adjusting your tone to your market. As we can see from the above section on CTAs, B2B buyers have different needs than consumers. 

When marketing to B2B buyers, you need to focus on building a relationship. Instead of focusing on selling and advertising your offerings, adjust your tone to a nurturing one that fosters the connection between you and your B2B customer. 

Time Your B2B Marketing Mails Well

Timing is very important, especially when it comes to B2B marketing mails. While B2C mails might be opened at any time, both in and out of office hours, recipients of B2B mails are more likely to open them during office hours. 

Therefore, make sure that your emails go out during recipients’ office hours. If you have recipients across multiple time zones, then you should look at segmenting your email list. 

Besides this, you should also think about which day of the week is best to second out emails to your leads.

Friday is notoriously terrible for sending B2B marketing emails. Even if you send them during office hours, the recipients might not be able to open them as they rush to wrap things up for the week. By the time Monday rolls around, your email is probably buried under dozens of new arrivals. 

Monday is also typically not ideal, as everyone is busy orientating themselves into the new week. 

Tuesdays are typically one of the best days to select, as they tend to be the days with the least pressure within the weekly work cycle. 

A/B Testing

One of the most vital email practices you should carry out is A/B testing. A/B testing will give you an idea of which types of subject lines perform best, how different CTAs compare in terms of click-throughs and conversions, and what time of day is best to send out B2B marketing emails. 

What’s more, if you have the right tools on hand, A/B testing is very easy to do. Here at Vertical Response, our A/B testing tool allows you to quickly and effortlessly create A and B versions of marketing emails so you can achieve the very best results in your campaigns. 

All of this can be done seamlessly through our email marketing and automation software. 

Not using email software yet? It’s probably time you started. 

Automated email campaigns generate better results, which is one of the reasons why 85% of B2B marketers utilize email marketing software. 

Target Decision-Making Units

Last but not least, try to target entire decision-making units within a team or company.

Many people feel like they should just focus on trying to reach the CEO. 

But in reality, there might be a variety of people who have a shared say in buying decisions.

Ideally, you want to be able to target all of these individuals within one team or company. When it comes time to discuss a buying decision, if all of them are in your sales funnel, you’ll have an amplified chance of success. 

Implement These Email Best Practices and Convert More Leads Today

Email marketing is a powerful lead generation method, especially for B2B operations. However, to maximize results, you need to adhere to email best practices and ensure that your marketing emails don’t turn off B2B buyers. 

Are you ready to convert more leads, and get more out of your email marketing efforts? While spending less time and effort on creating your email blasts? With Vertical Response, you can create a professional-looking email in minutes, segment your list, do A/B tests, reach up to 40% more of your audience, build landing pages, and more. 

Sign up today for a free trial and see why you need an amazing email marketing software tool. 

© 2021, Chris Duncan. All rights reserved.

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