B2B Email Marketing
Although many of the general email marketing rules still apply here, B2B email marketing requires a
specialized approach that differs quite a
lot from D2C eCommerce email marketing. A successful B2B email campaign requires a really personal, one-on-one approach.
Business owners and entrepreneurs want to know that you have their best interests at heart and that you’re not just a
wholesaler, you’re a partner who can help them achieve the success they’re looking for.
Of course, just like any other business, a strong B2B email marketing program has the potential to entice new customers to buy,
retain existing customers and increase revenue. But there are differences that must be considered – the industry, for example,
plays a big role. In retail, turnaround times are a couple days or a week at most. In wholesale, we know that customers purchase
their stock pretty far in advance and of course, order much larger amounts than retail customers. As email marketing experts, we
take all of these timings into account when building out a B2B email marketing calendar and crafting strategy.
While the timings are important, what’s more important is the content of your email campaigns and workflows. In B2B email
campaigns, the language you use is slightly more formal and should have a more business-like feel. However, that doesn’t mean
you can’t create captivating content – many of our B2B clients find that their customers appreciate being kept up to date with
the latest industry news and trends – this can almost act as an extension of your services as a partner.
And when it comes to B2B email design, these should be an extension of the
brand. Our favorite B2B campaigns are those that jump off the page and really grab a customer’s attention with how beautiful
they are. What’s more, as B2B emails often contain slightly more information than eCommerce emails, design is a great way to
break up larger chunks of content and highlight points that are really important.
As you’ll see in some of our posts below, there are simple things you can do to really take your B2B email game to the next
level. From choosing the right ESP to using detailed, data-driven
segmentation (which, by the way, is almost more important in B2B marketing than B2C marketing). So grab a coffee and keep
reading. Smashing your goals with expertly created email campaigns starts right here.