3 types of B2B email marketing campaigns and when to use them

There’s a reason why approximately 85% of B2B marketers have integrated email marketing into their campaigns – because it works. In fact, 45% of B2B marketers say email is the most effective digital marketing channel.

Email is a practical and feasible option for many B2B businesses looking to reach out to new leads, nurture existing prospects and drive conversions.

There’s now a myriad of email software available and numerous ways to go about getting your message out to prospects.

So, which option is best? The answer isn’t as simple as you may think. When it comes down to it, the most effective B2B email marketing strategy for your business will depend largely on your distinct objectives.

In the following article, we’ll be exploring some of the key types of approaches to B2B email marketing we use here at the Lead Agency, while also running you through when their use will be most effective and impactful.

Why B2B email marketing?

There are plenty of reasons B2B email marketing should be on your business’ radar. It can not only help you get a leg up on your competition, but also drive real, measurable returns for your business.

When executed well, the return-on-investment from email marketing can be as high as 4400%. This means that, for every dollar spent on email campaigns, companies would be making $44.

59% of survey respondents said that marketing emails influence their purchase decisions – HubSpot

But, what is at about email that makes this achievable?

With segmented audiences and value-driven content, companies can directly target individuals with information and resources they will actually be interested in – sent right to their inbox.

B2B emails are also a great way to keep leads in the marketing funnel so, when they are eventually ready to purchase a product or service like yours, they know where to go. On average, B2B leads take 84 days to convert, so managing this ongoing relationship and fostering meaningful interactions is crucial.

Types of B2B email marketing

If you’re ready to get started with B2B email marketing, you first need to determine which option/s are for you. Here are three approaches commonly used by our team and when to use them.

1. B2B newsletters

By periodically sending B2B newsletters to your contacts, you can highlight certain products or offerings, provide your audience with useful information, share exciting updates and more.

During 2020, 81% of B2B brands were sending out newsletters – Sleeknote

When done right, there’s no denying that B2B newsletters can be a powerful strategy that drives real results for businesses. But, what does ‘done right’ mean in this case?

Here are some newsletter best practices and tips:

  • Make sure you’re using a high-quality, up-to-date list;
  • Get your sending frequency right, which means getting an email out at least once a month, but no more than twice a week;
  • Be direct and to-the-point;
  • Use subject lines that spark interest but won’t be mistaken for spam;
  • Focus on educating and informing, not selling;
  • Target the individual with personal, engaging storytelling;
  • Direct readers to a helpful and relevant resource of yours, such as a blog or whitepaper;
  • Monitor the ongoing performance of emails and make any necessary adjustments.

2. B2B marketing automation

B2B marketing automation is typically used to capture and nurture leads. For instance, if a prospect downloads a resource on your website like an eBook or whitepaper, and you get their email in the process, you can continue to reach out to them over time.

These emails are a bit different to newsletters, in that there’s usually an aspect of continuity and flow that needs to come into play. In the case of an eBook download, you could highlight a chapter a week and conclude with an exclusive offer at the end of your automation to encourage conversions. This keeps the content relevant to users, while also ensuring the automation’s messaging is consistent and driven by purpose.

When implementing email automation as a strategy for your business, make sure to:

  • Map and plan your automation, rather than jumping in head first;
  • Find and get familiar with marketing automation software, such as that provided by Active Campaign;
  • Deliver content that’s targeted and relevant to your audience;
  • Understand your audience’s buying cycle and use this information to determine how often to email prospects;
  • Keep your content direct and to-the-point;
  • Use lead scoring to measure levels of engagement;
  • Include a call-to-action.

3. B2B email outreach

Email outreach is a form of outbound marketing, which is when you directly reach out to new customers to see if they’re interested in your product or service. A really important aspect of this is where you source your sending list from, as you want to make sure it’s up-to-date and that the potential leads you’re contacting are likely to have a real interest in your offering.

While marketing automation emails and newsletters are usually designed in a way that leverages graphics, such as through the use of a header image and brand-specific format, outreach emails are often made to look like they’re coming directly from a member of your company.

The email copy is short and direct, but in a different way to the other email options mentioned. An effective way to approach this is starting out by saying who you are and what you’re selling, why you’re contacting them and then asking to arrange a chat if they’d like more information. Personalisation is also key, and when possible (and the details you have allow for this), it’s a great idea to open the email by saying ‘hi’ to the recipient by name.

If you’re interested in building a strong B2B email marketing strategy or this article has brought up any questions, get in touch with the Lead Agency. We’re experts in B2B marketing, offering a range of services including B2B brandinglead generation, and B2B marketing strategy.