How to create a
B2B email campaign?

You cannot set up an email campaign just any way. As said above, you will absolutely have to be careful of certain traps, especially to avoid falling into spamming. Here is the process to follow to make your campaign successful.

Setting your goals

The initial step in your email marketing is to know what you are looking for. Think as much as possible about what you want to get out of your email campaign. Do you want a conversion of more or less active leads who can follow you for many years? Do you want to build a community focused on a key topic related to your field of activity? Do you just want to generate a pipeline of inbound leads that will be qualified and processed in commercial form? Obviously, with these objectives, you will be able to determine your target, the email campaign mode that you will send, the content and form of your emails, as well as the parameters for measuring the success of your marketing campaign.

Your targets should feel like real people

Today, the B2B email marketing market is becoming more and more crowded. So, the concept itself must evolve. In fact, the number of unread emails has increased drastically over a period of 4 years, reaching almost 300%. In similar conditions, the major challenge remains a singular approach by email. The latter will increase the chances of your emails not ending up in a “Promotions” graveyard. For this, the personalization of email and the development of a lasting relationship with customers who are now perceived as individuals are becoming a real trend. Although it is important to collect data, know that the leads you want to convert should not appear as simple numbers on a file.

Choosing the right email marketing software or platform

The mistake not to make would be to send a mass email or emails from your electronic mailbox. Important thing to know: to carry out an email marketing campaign, you will need to use appropriate software. Within SaaS software dedicated to sending email campaigns, we find the services provided by Pure360 and InfusionSoft. In any case, a suitable tool can allow you better management where professionalism and precision combine in the long term.

Make a list of emails that suit your strategy

The B2B database is an essential that gives meaning to everything. So take the time necessary to build a healthy and healthy email list for a correct marketing method. This will mean not purchasing an already designed base. This step should not be omitted, because you must find out as much as possible about your customers and prospects to better target them later. Everyone is constantly inundated with marketing emails, and only those that attract attention will be considered and therefore read. So don't hesitate to send an automatic welcome email each time a new prospect joins your list. Be sure to find out where they come from and what their interests are through your email. Finally, clean your database frequently to get rid of addresses that have never responded to your emails over an extended period of time.

Take care of the appearance of your emails

Most email marketing software offers you formats that adapt to various types of views. Make sure the whole thing is visually appealing to encourage action. Even if your text is very attractive, most of your recipients will not read your email if they are in the habit of closing emails for reasons related to poor design. Also, “call-to-action” in B2B will be popular and your illustrations must improve the way your email is presented. The contrasts of the colors used will be chosen carefully, because they represent the main essence of the readability of your email campaigns.

Consider the likely audience handicaps you have

Recipients with disabilities benefit from a series of rules concerning the web content made available to them. You must apply them, because it is a salutary action. Also, it may happen that potential future customers are affected by certain difficulties. As a tangible example, you can arrange for each of the images to be followed by an “alt text”. This action allows recipients suffering from a visual acuity disability not to feel left out.

Know how to be brief and readable

Your B2B commercial prospecting method must therefore be very refined in order to eliminate all of the unnecessary words that are found in your electronic message. However, make sure that the turns of phrase make for pleasant reading. Your B2B marketing strategy will be more effective if you remain in a spirit of synthesis and in turn, your potential customers will take you more seriously and will be called to action.

You must demonstrate compliance with the laws in force

It is important to know how to demonstrate good faith and respect the rules that apply to a B2B email campaign. This mainly concerns giving the possibility to unsubscribe from your site. Do not hesitate to use, for example, a site which provides useful and easy-to-understand summaries of the rules which vary depending on the country, an excellent guide.

Be able to find a striking object

The first contact that your recipients will have with the email will be through the subject of the latter. It is therefore necessary to know how to leave the too classic framework of the “newsletter of the month” genre. So turn to a more authentic message that will increase the chances that the email will be opened. Today, knowing how to place an emoticon in the subject of the email is even acceptable if you do it without exaggeration. To do this, be not only brief, but also precise in your message. Ask yourself what interest the recipient of your email will get. Also, it would be interesting to vary certain terms in your subject. Why not personalize your object by specifying the name of each recipient or by opting for various synonyms? Many possibilities are available to you for creating the subject of an impactful email campaign.