Do you feel that your B2B emailing strategy lacks impact and does not generate enough responses?
However, email remains the preferred communication channel for 63% of professionals for communicating with brands.
In fact, commercial emails are opened by 61% of recipients to obtain information, 34% to carry out competitive intelligence, and 45% to discover new products or special offers.
Newsletters, for their part, encourage 45% of subscribers to make a purchase by clicking on a link and even push 75% of readers to visit a store to purchase a product or service presented.
It is therefore essential to make email a pillar of your B2B marketing strategy. However, succeeding in the B2B sector requires respecting certain specific codes. Discover the best practices to optimize your email campaigns and stand out from your competitors while increasing your turnover.
Increase your open rate
The first objective of any email campaign is to obtain a high open rate. A satisfactory open rate for a B2B email is between 20% and 25%, although this figure varies depending on the industry and the type of message sent (transactional, promotional, etc.).
Each professional receives on average 49 emails per day, including around 13 for commercial purposes. With so much competition, it's crucial to make your email attractive enough to get it opened.
Here are some tips to increase your open rate:
Personalize your emails as much as possible
Personalization is a key factor in encouraging openness. By using the recipient's first or last name in the subject and body of the message, you create a feeling of individuality and personalized attention.
Even if you send in bulk, each recipient should feel like the message is specifically addressed to them.
Work on the subject of your email
The subject of your email is the first thing the recipient sees, and it should make you want to discover the content.
A good subject line should be short (5 to 10 words maximum), informative, and contain an action verb.
Avoid spammy words like “free,” “amazing,” “promo,” or percentages, and limit the use of capital letters and excessive punctuation.
An overenthusiastic or aggressive object can deter opening.
Take care of the first sentence of your email (pre-header)
The first sentence, also known as the pre-header, is often displayed in inboxes before the email is even opened.
It must therefore be worked with care to capture the reader's interest. Personalize this sentence by addressing the recipient directly, to maximize its impact.
Choose a transmitter that inspires confidence
The sender's address is another key to encouraging opening. Avoid generic addresses like “no-reply@” or “info@,” which can be perceived as impersonal or untrustworthy.
Choose an identifiable address, with a first or last name to reinforce the feeling of humanity and closeness.
READ ALSO: Top 10 of the best Mobile Marketing strategies
Optimize the content of your B2B emails
Once your email is opened, the content needs to be optimized to capture attention, convey your message and drive action.
Here are the best practices to follow:
Structure your emails clearly and concisely
Prioritizing information is crucial in a B2B email.
Start with a short introduction that clearly explains why you are contacting the recipient and what the benefit is for them. Immediately highlight the reader's need and how your solution can meet it.
Limit the text to 5-10 lines maximum to remain direct and effective.
Example of structuring a B2B prospecting email:
First sentence : Identify the recipient's need and explain why you are contacting them.
Presentation of your solution : Briefly present your offer or service and add an element of reassurance (e.g. certifications, partnerships, references).
Call To Action (CTA) : Encourage the recipient to take action (e.g.: schedule a call, visit a dedicated page).
Include a relevant and effective CTA
A Call To Action (CTA) is essential to guide your reader towards the action you want them to take.
Use clear action verbs and place the CTA in a logical and visible place in the email.
Make sure that the CTA is consistent with the content of the email and that it offers added value to the reader.
Choose the right time to send your B2B emails
The timing of sending is a determining factor in maximizing the opening and engagement rate of your emails.
When to send your emails: the ideal time and day
For B2B, choose weekday office hours, avoiding overcrowded slots.
Professionals check their emails mainly at the start of the day (6 a.m.-10 a.m.) and after the lunch break (2 p.m.-3 p.m.). Tuesdays and Thursdays are the most favorable days, with the best opening rates.
Surprisingly, Sunday evening (6 p.m.-10 p.m.) is also a good time slot, as many professionals prepare for their week ahead.
Make sure your emails are responsive
More than half of emails are now opened on mobile devices. It is therefore crucial to adopt a responsive format, compatible with all media (computers, smartphones, tablets).
Create your emails using coding languages like HTML and CSS or email marketing software that offers responsive design features. Make sure your emails are also compatible with major email clients like Gmail, iPhone, and Outlook.
Best practices for a responsive email:
- Optimize reading time : Professionals spend on average 3 minutes reading an email.
- Use alt text for images : If the email client blocks images.
- Create responsive landing pages : Make sure all linked pages are also mobile friendly.
Don't forget the unsubscribe link
Including an unsubscribe link is not only a legal obligation, but also a good practice for maintaining a quality database.
Allowing recipients to easily unsubscribe ensures that you only send your emails to people who are genuinely interested in your content, improving your deliverability and engagement metrics.
Conclusion
By applying these best practices, you will increase the chances of success of your B2B emailing campaigns. By optimizing the opening rate, the deliverability of your content, and the click-through rate on your CTAs, you will be able to generate more qualified leads, improve customer relations and, ultimately, increase your turnover.
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