8 best b2b email marketing strategies

muskanislam99 · Post by **muskanislam99** » Wed Jan 22, 2025 5:06 am

Did you know that more than 150 billion emails are sent around the world every year ? You may not have known the number, but you probably knew it was a lot.

What you probably didn't know is that marketing emails contribute to 0.3% of global warming annually by emitting 180 million tons of CO2e . How can emails that arrive on your phone emit gases? you might ask. The answer is that emails are stored on servers (both before and after they are sent) taking up memory. Servers need a lot of electricity to operate 24 hours a day.

This article is not related to global warming, but these figures give us an idea of the volume, weight and importance of this channel within the marketing mix of companies, both small and large, at an international level.

How many advertising emails (whether unwanted or unwanted) have you received lately? The answer is probably somewhere between many and very many. That is why companies are now migrating to WhatsApp, which will undoubtedly become another mass communication channel, if it is not already.

Despite the indiscriminate use of this channel colombia whatsapp lead companies of all kinds, email remains a great communication channel, and here are some facts to prove it:

Before we get straight to the point and break down the strategies one by one, we need to understand the metrics surrounding this fascinating communication channel. Let's get started!

Average Open Rates:
The average global email open rate is around 21.3%, according to data from Statista.

Average Click Rates:
The average click-through rate for emails varies by industry, but hovers around 2.6%. Click-through rates tend to be higher for sectors like food, fashion, and technology.

Conversion Rate:
The average global conversion rate for email marketing campaigns is around 1%, according to various industry reports. The more expensive the product, the lower the conversion rate, and the cheaper the product, the higher it is, and can be close to 3% or 5%.

Devices Used:
According to Litmus data, 43% of email opens happen on mobile devices, highlighting the importance of mobile design in email marketing campaigns. You don’t need to be a graphic design expert! Don’t worry; most email marketing providers have templates and make it easy for you.

Shipping Frequency:
Email sending frequency varies by industry and type of content, but studies suggest that consistency is key. Companies that send emails regularly tend to maintain a higher engagement rate. Obviously, we don't want to overdo it and go overboard. Companies that send too many emails are going to lose credibility and relevance. Consistency is a must, but in moderation, like everything in life.

Segmentation and Personalization:
According to the Direct Marketing Association (DMA), segmented and targeted emails account for 58% of all sales. Email personalization, such as using the recipient’s name, can significantly improve open and click rates. So: relevance, relevance, relevance.

Automation:
Automated email marketing campaigns can lead to a 320% increase in revenue, according to a report by market research firm VentureBeat. When someone subscribes to your website, or when someone takes an action, it's important to trigger a welcome email, for example.

Deliverability Issues:
The average email deliverability rate is 80%, which means that approximately 20% of the emails sent may not reach the recipient's inbox. This depends a lot on the provider you use.

A/B Testing:
A/B testing is a common practice in email marketing. According to HubSpot, performing A/B testing on subject lines can significantly increase open rates.

B2B Email Marketing Strategies
Now that we've covered the core metrics, let's look at the strategies!

1) Set a goal :
The goal doesn't have to be to acquire customers. Email marketing is just as effective, if not more so, when it comes to retaining them, and it's well known that retaining a customer is up to 5 times cheaper than acquiring a new one. So, ideally, you should establish your strategy by combining both acquisition and retention. As the great Lester Wunderman, widely considered the father of modern marketing, already said.

In fact, in an article we recommended about theSales strategies for clothing stores, there is a lot of talk about the importance of retention, which is certainly more important than acquisition, as it is, as we mentioned, cheaper and has a greater impact on the company. Can you imagine a water bottle full of holes? Companies that do not pay attention to retention are like these bottles, leaking water everywhere. No matter how much water goes into the bottle, it will all go out through these holes. Plug the holes in your funnel and make sure the bottle is filled with water!

2) Get the database to send the emails
If you already have leads or prospects that you generate from landing pages or other physical channels, great! Otherwise, or if you want to expand them, you have the option to purchase them. Camerdata , the official data source belonging to the Chambers of Commerce of Spain , provides you with the best data at a great price:https://www.camerdata.es/formulario-empresas-espanolas

It is important to note that all mass communication must follow the general data protection law.

3) Find a provider for sending emails
There are many email marketing platforms. However, you should keep in mind that not all of them are the same and that the biggest difference lies in how good the IPs are from which they send the emails. We explain it to you below:

Emails are sent from IP addresses shared by many other companies , which also send emails (unless you have contracted to send them from your own IP, which has a much higher cost and is only accessible within the most expensive plans). If within a specific IP, for example, there are 100 companies that send emails and 5 or 10 of them (a representative number of them) send emails that the email providers (Google, Microsoft) consider spam, this IP is compromised, and all the other companies that also send from this same IP will run the risk of having their emails end up in the spam box. Obviously, this is not what we want! For this reason, it is important to select a platform that restricts access and has good credibility in this regard. Within these, we recommend 3 that are the most popular, easy to use and have many easy-to-use templates, as well as free plans.

Mailchimp:https://mailchimp.com/es
Constant Contact:https://www.constantcontact.com/
Brevo: https://landing.brevo.com/
4) Create the template
If there's one thing we recommend you keep in mind when designing your email template, whether it's addressed to prospects with the intention of converting them into customers, or to current customers with the purpose of retaining them and getting them to buy from you again, it's the maxim that the master Da Vinci left us. We can't say that Da Vinci's paintings were simple, but they were easy to interpret! Follow this same artistic line.

5) Segment the lists
Relevance is another key to getting a higher percentage of emails opened, and a higher percentage of those emails getting a response. Don't send the same message to your entire list. You have to segment both the list and the message to each of them.

6) Explain a story
It's not about telling a story, but about presenting your message in a way that is understood and generates the desired action on the part of the reader. Decorate your content in a way that is attractive, put it in context - don't just put the offer and the discount percentage, etc. Connect emotionally with the reader and try to humanize the content so that it is better digested. As Seth Godin, one of the greats, said!

7) Analyze, analyze and analyze
Something we've covered in previous articles is the importance of analysis - without a thorough analysis of reality, we can't improve future results. If we don't know how well a marketing campaign has gone, we can't know whether we should replicate it or eliminate it.

8) AB Test
Something that very few companies do, although it is very easy to do, and has huge benefits, is AB testing. Not only is AB testing effective in email marketing strategy, but it is also effective in any sphere of marketing in general.

AB testing is very similar to a tennis match, we explain. You create a replica of an email and make a small change to it - pay attention to the word “a”! If you make more than one change, we won't know which factor made one email perform better than another.

You send both emails to the same population - not identical, but to a list whose population has the same characteristics. You see which email has gotten the most response from the recipients.

What happens after declaring version “A” or version “B” of an email the winner?

So we are launching another AB test again! In this case version “A” will be the version that won the previous test and version B will be a replica of it with only “1” change.

In short, email marketing remains an essential tool in the digital marketing arsenal. Its ability to reach specific audiences, its cost-effectiveness, its measurability, and its role in building strong customer relationships make it a crucial part of any comprehensive marketing strategy. By adopting ethical practices (following applicable and current legislation) and keeping your message clear, simplified (but not simplistic), you will be able to connect with your target audience, whether you intend to acquire or retain them.