Email Marketing Best Practices

How to Grow Your B2B with Email Marketing

  • On : June 29, 2020

With an average of $44 ROI on email marketing there is no denying it’s benefits to expanding your business.  However, capturing those clients and ensuring they are making the click to consume can be hard. Let’s have a look at how you can convert your database and maximise your efforts.

Welcome Emails

This is one of the most consistently successful tactics. With the average rate of clients opening a welcome email at 82%. There is no denying that this is a highly enticing number, but it doesn’t end there. If you have 82% of subscribers opening your welcome email you have to make sure that the content, you are delivering is enticing making them want to continue their subscription. It’s also a way to say thank-you to your subscribers and show you care.

welcome email


Source: Hubspot

What makes this so great? It’s bold, relevant and lets subscribers know what they are going to receive. It also has a call to action by allowing subscribers to ‘grab a seat’ and buy a ticket.

Try Testing Different Campaigns

This technique can work wonders because you can see how your subscribers respond to different content. If a particular approach was unsuccessful you can immediately stop sending emails and work on a more successful approach, as opposed to always sending the same format or style of email and wondering why it’s not generating leads.

By using an A/B tester, you can also test many different elements such as a call to action, subject line, personalisation, or the body of the text. Then determine how to accurately reach your goals.

Personalising is a Trend That Works

Whilst everyone wants everything personalized from phones, bags to throws, that doesn’t exclude emails. When an email has a personalized subject title it can generate a 50% higher open rate. You don’t just have to personalise through the subject title, you could mention their name in the opening line of the text or send out a birthday email.

These sorts of techniques will increase customers opening the email but also increase click-throughs which will then generate leads and stop customers from unsubscribing. It will also help your email stand out in their inbox.

Use Interactive Content

Don’t just bore your subscribers with dumping heaps of information on them. Try using a different way to capture their attention. You can use a varied method of showcasing your work through, visual content such as videos and imagery. People are 85% more likely to purchase a product after viewing a product video. It is also an opportunity to deliver different content whilst keeping customers informed.


email marketing

Source: Vyond


You can also work tactically by incorporating polls, surveys, and reviews of their customer experience. This enables feedback on any issues that your clients are having with your business or your marketing methods and you can work on those mistakes.

Email Frequency

The ideal email frequency depends on your type of product or service and the amount of content you have. If you don’t have enough content or nothing to say don’t send anything out. The last thing you want to do is send a pointless email and have people unsubscribe. You need to find balance because you also don’t want to send emails overloaded with content. A happy industry median is usually weekly, fortnightly, or monthly. Just remember, you want to be remembered but not annoying.

Finally remember content is king. This cannot be stressed enough. Always use emails as your stage that your product or service is performing on. Highlight the best features, benefits, and assets in an enticing way. See what resonates with your audience and be sure to change the direction of your emails to avoid going stale.