How to break the mold for B2B email marketing

When trying to be successful in our work, it can be tempting to lean on old, familiar ways. After all, some techniques that are tried and true, so why venture beyond them?

This kind of thinking is especially prevalent in B2B email marketing.

Too often, in a world full of many projects, deadlines, and goals, it can be easy for marketers to settle for the baseline. They’ll do things the way they were taught and never question the status quo.

While some success can be achieved in this way, email marketing growth will always remain just out of reach. As our technological world continues to evolve, so must marketing strategies.

If you’re trying to get a little bold, while still being thoughtful and strategic, here are some great ways to break the mold for email marketing.

Take a chance on tone.

When it comes to marketing to consumers, it’s not uncommon for brands to lighten their tone, to say the least, depending on their brand and target demographic.

However when it comes to marketing to businesses, some brands tend to become overly professional or stilted. While there’s certainly nothing wrong with being professional, you can loosen up a little—if it’s fitting with your brand, of course.

By taking a lighter, more conversational tone, you can set yourself apart from the crowd. Being friendly in a brand-appropriate way can be a great way to appeal to your audience. However, there’s a fine line between affable and off-putting. You’ll want to carefully consider your audience to know how far you can go, and when to pull back.

If you’re able to get a feel for walking that line, you can truly set your brand apart from competitors.

If you’re able to get a feel for walking that line, you can truly set you apart from your competitors.

Source: Really Good Emails


Be on the frontlines of innovation.

Our world is becoming more digital every day, information changes hands like never before, and artificial intelligence is quickly becoming ingrained in businesses.

For these reasons and more, email marketers must consistently remain on the frontline of technological innovation to not get left behind. Instead of struggling to keep up, be the one who leads the charge.

This might mean taking a chance on the latest trends, some of which could be a flash in the pan, though others could be long-lasting. Analyzing the difference, and succeeding, could be the difference between exponential growth and flatlining.

As technology progresses, email inboxes are likely to become even more visual than they already are. This means that emails will go beyond images and move into the world of videos and interactive content. For the latter, that could be anything from virtual reality to three-dimensional interactivity.

Personalization will also become far more sophisticated. Your recipient probably already knows that when his or her name is in the subject line, it’s just a line of code or automation software.

However, new types of personalization, such as dynamic links and sophisticated drip campaigns that branch off depending on the user’s input, are going to become the norm very fast.

Being among the first to venture into these technological territories is a great way to catch the attention of your target audience. Not only will the technology serve its purpose, but the very fact that you would utilize new technologies tells your recipient something about your bold nature.

Source: Really Good Emails

Think beyond your customer’s needs.

As a B2B email marketer, you’re probably thinking a lot about your customer’s needs. Conversely, also you think about why your customer needs you. It’s from there that you craft your email campaigns.

While considering your customer’s needs is definitely important, you should go further. For B2B marketing, you should be thinking about the customer of your customer. Otherwise, you’re only skimming the surface.

Only by truly understanding the consumer at the tip of the spear can you begin to understand the totality of the business you’re marketing to. In other words, learning the trends of their target demographic will allow you to predict their desires and get ahead of them.

To put it another way, imagine being a farmer. A farmer doesn’t simply keep his eyes on the crops and react based on the crops’ physical status. He keeps close tabs on the weather and other external influences on the behavior of the crops, because one thing affects the other.

B2B marketing is no different. Your attention isn’t only on your customer, but also every outside influence and consumer trend that may impact what your customer needs from you.

Don’t be overly reliant on your mailing list.

For most, a large part of B2B email marketing is accumulating a massive list of current and prospective customers, who can then receive your content on a regular basis.

However, many email marketers become far too reliant on their mailing list and mistake quantity for quality. You’ll have far more success using email marketing as a precision instrument instead of a blunt object.

One of the most obvious reasons for this change is because your mailing list is likely filled with people who simply aren’t engaging with your content. These people should be regularly extricated from your list.

Not only is it pointless to be sending emails to people who clearly aren’t interested, but these unengaged users are actively decreasing your open rates and click-through rates, which brings down your email reputation.

With a low email reputation, you become a target of spam filters and ending up in spam folders is only going to hurt your email reputation more—and effectively, waste your time.

Keeping a clean mailing list is only half the battle, however, as you’re going to have to replace the unengaged users with engaged users. This requires you to be proactive in bringing in new potential customers.

Resend an email every once in a while.

Common marketing wisdom may say that resending an email is a bad idea. It could be confused for spam by the reader, and your email reputation could plummet.

While this is mostly true, there are ways around this.

For instance, you want to make sure you’re resending emails only to recipients that are usually guaranteed open rates. If they tend to open your emails, but didn’t open a particular one, they might have simply missed it or didn’t have the time.

Also, you’ll want to change the subject line. This way, the email has less of a chance of being confused with spam. When writing a new line, you can even allude to the fact that the recipient missed the first one.

In fact, while still not widely used, the practice of resending emails has been proven to result in conversations of up to 40%. These emails were sent between one to two days following the original email.

Wrap Up

When everyone is headed in the same direction, it takes a certain kind of person to go the other way.

It can be a bit scary, but those who take the risk can reap major rewards.

Like many industries, B2B marketing is built on techniques that have been proven effective over time. However, following the same rules simply because they exist is a surefire way to remain stagnant.

By sticking to the tried-and-true, you’ll do well, but you’ll likely never take the lead.

In order to grow B2B email marketing, you need to break the mold. While there are many ways to do this, let’s receive a few you may consider:

  • Take a lighter, more conversational tone

  • Be an early adopter of new technology

  • Think further down the pipeline than your customer’s needs

  • Don’t put too much weight on your mailing list

By taking these simple pieces of advice, you could be starting your own trends in no time.

Breaking the mold in B2B email marketing is a great way to stand out from the crowd, but it’s not the only key to success. You also need to craft a marketing strategy that hits your goals.

About the Author

Emma Email

Emma is an email marketing platform that gives you all the tools you need to send campaigns that really connect with your subscribers. With our​​ powerful automation and personalization features, you can create and send email campaigns that reach the right customer at just the right time. It's email marketing that works for you.

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