Email marketing continues to be a great way to nurture B2B marketing leads. However, it’s important to think carefully about the types of emails you send, who you email them to, and how often you send content to your inbox.
In the first post of his four-part series on email marketing, he shares his best practices for using B2B email marketing for lead nurturing.
Let’s take a quick look at the numbers.
He said 40% of B2B marketers say email marketing is a key tactic to their success.
You can expect to earn an average of $42 for every dollar you spend on email marketing. 73% of successful content marketers nurture subscribers, viewers or leads.
The B2B space needs to drive conversions
As a B2B marketer, it’s important to look at the entire sales funnel, from the top of the funnel to the middle of the funnel to the leads at the bottom of the funnel. For many prospective customers, the buying process can take weeks or even months from start to finish. Especially when it comes to generating inbound leads, email marketing is a great way to continuously build trust and relationships with potential customers and actually guide them to decisions.
The biggest mistake I see in email marketing is getting the sales pitch right. Prospects are often reluctant to talk to salespeople unless they specifically ask for a consultation or demo. They need more information and education before they get there. Nurture is important here. That means sharing useful information to guide your sales efforts.
Grooming is about being a resource to guide you through the process, not a greedy salesman raiding your wallet.
Know your target group and set goals
Not all his B2B email marketing lists are created equal. When planning your email marketing strategy, you first need to understand your target audience (or email list) and set goals.
- Does your list include existing customers who want to sell or upgrade?
- Do you have a lot of company contacts on your list that your company would like to work with?
- Does your list only include prospects who have downloaded content from your site?
- Do you have a lot of unresponsive prospects (contacted and then unresponsive or not responding at all) on your list?
- Does your list include potential customers who may or may not be familiar with your brand?
- Or is your list a mix of prospects, customers, and cold leads? (Think segmentation, then.)
The more detailed or subdivided your list, the better you can state your goals. However, if you’re just getting started with B2B email marketing and lead nurturing, you may want to look broader and dig deeper once you get started.
It’s important to remember that analysis paralysis exists. You need to think about your lists and goals, but you shouldn’t spend too much time developing a strategy and failing to execute it.
Customize the message to suit your needs
While this tip may seem obvious, it’s surprising how often B2B email marketers forget this factor. Email marketing and nurturing is not about getting your message across or pointing out what’s important to your business. As mentioned earlier, the key is building connections and trust. All successful email nurturing campaigns focus on what the recipient wants to know or what they find appealing.
When creating your email drip campaign, focus on your target audience’s pain points. Is management approval a big hurdle for you? Then, share blog posts with statistics and case studies that support your software or service purchase recommendations. Is switching providers a risky move that could jeopardize your job? Allay your fears with documented use cases, customer testimonials, and whitepapers that guide you through the process from start to finish.
All messages should directly address the recipient’s needs and demonstrate that your brand is helpful. Done right, they’ll forget you’re directing your marketing to them and will see you as a resource on their buyer journey. Optimize Airtime + Interval
When using email marketing to generate leads for your brand, it’s important to remember that someone’s email is considered valuable and not just passed on. Whether you have the option to email them or they choose to do so on your site, it’s important to respect that. If you have been given your email address, please do not send emails every day.
Plan the right time to send your emails based on the characteristics of your audience and how often they would like to receive emails from you. For many of his B2B email nurturing campaigns, sending 3 nurturing emails is ideal. If the prospect never responds after the third email, they may not be interested at all.
Also, make sure to send the email at the right time. While 2pm Saturday might work for consumer brands looking to sell gaming memberships to Gen Z audiences, many professional B2B brands that sell products and services will not be able to reach their audiences. A typical Monday-Friday weekday makes the most sense for reach. We found the highest open rates on Tuesdays, Wednesdays, and Thursdays between 8am and 1pm. Use this feature if your email marketing service allows you to send emails based on the recipient’s time zone.
Email intervals vary depending on the cost of the product or service, the target audience, and the length of the industry’s typical sales cycle. For example, an HR software priced at $150,000 and taking three months to implement could have a sales cycle of three to six months, depending on the investment of time, resources, and money. In one such example, emails are sent to him every three weeks to allow potential customers to gather information and resources to decide which software to demo.
Finding the right balance between send time and send interval can be tricky, but looking at your email metrics can help you fine-tune. it leads us
See all metrics
The types and depth of metrics available may vary by email marketing service or platform. It’s important to review available metrics and incorporate the results into future emails. Did you notice that the majority of your viewers didn’t open or click on your email until 11:00 AM, even though you sent your email at 8:00 AM?He set the next shipment closer to 11:00 please try. That way, you’re more likely to have vacancies or check your email. Data about who actually opened the email, what they clicked, how long they spent on the website, whether they downloaded content, etc. if you have a more robust EMS that integrates with your CRM may be extracted. These types of metrics are great for creating targeted nurture campaigns where content can be further customized.
Instead of blindly clicking send and planning your next email send, always try to get data and gain insights about your audience.