The advancement in technology has significantly changed our mode of communication. While many businesses have moved on to social media to connect with their target audience, email marketing remains to be a reliable marketing platform for many business owners looking for meaningful results–whether it is building trust, nurturing leads, or increasing ROI.

Although email marketing is an important element of SEO for B2B companies, it is often overlooked by many marketers and business owners. Emails are powerful means to reach and connect with your prospectives on a personal level. Getting hold of your prospect’s email address can mean you are a big step ahead of your competitors.

Before we dive in and explore the rules in B2B email marketing, here are a few important things to keep in mind as you create your campaign:

• Goal – Determine what you want to achieve with the email
• Timing – Find out the frequency and best time and day to send the email. The better your timing, the higher your open rate.
• Optimize Open Rates – Write an enticing pre-header and short description to tempt your prospects into opening the email.
• Mobile Optimized – Your email should be easy to read on mobile devices

B2B Email Marketing Rules You Need to Follow

In addition to SEO for B2B companies, the Internet offers a plethora of email marketing tips and best practices for marketing plans. Marketing experts encourage business owners to try out these techniques. However, before you start testing which techniques best work for your business, make sure to follow these 7 key rules to help improve your B2B email marketing:

1. Categorize Your Audience

Emails are great, but they do not work for every contact in your database. That is why it is important to categorize your audience as it enables you to get more specific about your content and offer. For example, if you are targeting your email to contacts who have previously made a purchase, offer them a discount code for their next purchase to re-engage them. If you are selling winter tires in Toronto, send them emails at the start of late November. Segmenting your contacts allows you to personalize your B2B emails. When your emails appeal to your audience, they can bring in real results. Additionally, segmenting your email marketing campaigns can increase your revenue by 760%.

2. Send Newsletters

Newsletters are a way to go to distribute relevant content, if you’re offering counterbalance lift truck rear guard in Toronto for other businesses, blogging and webinars are your way to go. Also, sending newsletters to your contact on a weekly, monthly, or quarterly basis helps ensure that your brand name will appear regularly in their inbox. As long as your content is relevant, engaging, and informative, you can easily earn the trust of your target audience. Statistics report that 31% of B2B marketers use email newsletters to nurture their leads.

Here are some tips to format your newsletter:

• If you create several pieces of content, include blog posts, videos, and podcast episodes in your newsletter.

• If you belong to an industry that has plenty of news, round them up and write a long-form email intro that comments on the most significant issues.

3. Plan Your Email Calendar

This one is a no-brainer. Everything can benefit from planning their tasks ahead of time. That is why having an email marketing calendar is essential for many business owners as it allows them to sketch out their plans in advance. Additionally, an email marketing calendar can help you determine the ideal topics to write and when is the best time to write. It also allows you to look back to all the captured details—subject lines, segment engagement and offers—to help you assess your marketing performance. This will help you avoid sending similar subject lines to your segmented audience or making the same offer twice.

4. Focus on your copywriting

For many years, emails are considered to be among the most effective marketing techniques as it enables you to control your messaging, personalization, and scaling. With billions sent each day, you need your target audience open and read the email. To make your email stand out from the others in your prospects’ inboxes, incorporate SEO techniques for B2B companies in your email marketing campaign to create high-quality, engaging content.

Since the subject lines impact your open rates, make sure to create something that will capture your prospect’s attention. Your subject line should be eye-grabbing and engaging. Write just enough information to entice the prospect into opening the email.

• Keep testing

Although these B2B email marketing rules help engage your prospects and achieve desirable results for your business, you need to keep testing different techniques to improve your email and find out what works best for your audience.

Running regular A/B tests enables you to change one variable in an email send and check the version that performs better. Take note of the following common variables to test:

• Subject lines
• Preview text
• CTAs
• Email design
• Offer
• Send day
• Send time

While there are other variables in an email, email marketer experts recommend starting with these. If your services are nordfab ducting systems in Ontario, get to know and understand your prospects, you can try out more specific tests. This will help you determine if putting emojis in the subject line performs better or which color entices the reader to click the CTA button. You can also ask your email recipients for feedback, evaluate significant success parameters, and optimize your emails to ensure they are more effective, spark engagement, and increase your open rates. Being aware of what your prospects are looking for in their emails enables you to personalize your marketing and boost your metrics.

A bit of practice, diligence and perseverance can help you create informative, engaging, and relevant emails that your target audience will enjoy reading. This increases your likelihood of converting potentials into loyal and paying customers. Work your ways to success by putting yourself in the shoes of your target audience to create an email content that they love to read. That is the key to highly effective email marketing that yields desirable results.