15 Essential Elements of a Successful B2B Email Marketing Campaign

19 Mar

In the dense jungle of digital marketing, email marketing remains the trusty Swiss Army knife for businesses worldwide. Email marketing isn't just about broadcasting a message; it's crafting a message that inspires action, and brings a smile or a nod from your reader on the other end. It’s a powerful lever that, when used correctly, can push your campaigns to unprecedented success.

When you’re an agency talking to B2B marketing customers, it feels like the interest in email marketing seems to wax and wane. When email marketing automation was all the rage in B2B marketing, it achieved a huge renaissance. When marketers realised that working some of the automation platforms was easier said than done, it took a bit of a hit. GDPR hit it harder, with databases that hadn’t been built using best practice methods being torched overnight.

But, it’s not stopped savvy marketers including it in their marketing toolkit for reaching prospects and customers on an ongoing basis. And, with the importance of 1st party data becoming more and more relevant as cookies are fazed out, the opportunity to build out strong subscriber bases with great email campaigns has never been more imperative.

So, whether you're welcoming new customers, announcing new features, promoting offers, communicating product upgrades or just keeping in touch with newsletters and updates, there's never been a better time to structure an email marketing campaign to drive new revenue.

We've put together 15 indispensable components that can transform your B2B email marketing. You can use them to turn your faint whisper in the crowd to a resonant, bold and not-annoying-at-all voice that's heard and acted upon.

1. TARGETED EMAIL SEGMENTATION

Let’s start at the beginning. No B2B email marketing campaign is going to reach its intended destination without a good list to send it to. And that doesn’t mean scraping together a bunch of business cards you’ve found from events you attended over the years. We’re talking fresh, relevant data that fits your ideal customer profile to a tee.

One size fits none in email marketing. Segment your audience by specific criteria. It could be according to their interests, purchase history, geographic location, or any other relevant metric. This tailoring ensures your content is not only more relatable but also more likely to convert. A hardware store, for instance, wouldn’t send grass seed promos to its inner-city customers; those should go to the suburban gardeners.

One of my biggest bug bears is not considering where the customer might be in their buying journey. You wouldn’t want to send a customer an offer when they’re literally about to sign on the dotted line. There are so many ways they signal their buying stage to you (we’ll cover that another time). An obvious thing to do is cross-check your email list with sales. But, too often, we’ve seen that process become onerous, take an age and miss the point. The point isn't for sales to remove all of their customers from your mail campaign. It's to ensure the right customers are in there and to remove those where it might be deemed sensitive to include them (for example, a new customer that's having a hard time in the onboarding process is not going to appreciate a 'why we're amazing' email from you any time soon).

Don’t even have data in the first place? There are some great providers out there if you’re serious about data investments, like ZoomInfo and Cognism. Our personal favourite is Apollo.io for great data and simple to use interface.

2. PERSONALISATION AND COMMUNICATION

People love to feel special. A minimum expectation is to use the recipient's name (you really should be using names - if you don't have it, or the email address you're sending to is 'sales@' or 'info@' - something like that - just remove that contact from the campaign). Tailor product recommendations, and insert personalized details based on their past interactions. It’s like walking into a favourite restaurant where they already know your order. This personal touch goes a long way in fostering customer loyalty.

In B2C markets, we have an expectation of personalisation, even when it’s based on our browsing habits. “Jessica, here are the latest flights to places you’ve shown interest in!” speaks directly to the customer’s experience. In B2B, there’s less emotion involved and sometimes it can come across as a bit creepy when we reveal information we’ve gleaned from search intent tools, particularly if they’re not a customer yet. So, start with the basics – name, correct job title, correct company. It doesn’t take much effort to learn that information but it’s amazing how many businesses waste money by skipping those stages.

The great thing about email is that you’re reaching people personally into a channel of communication they use all the time – their inbox. Accordingly, treat people like the VIPs they are with a simple structure of communication that shows you’re writing for them, not at them:

1. Show them that you know them – simple personalisation will help here, a reference to their industry sector, a business that’s just like theirs, a conversation you’ve had with someone else with their job title. All these things help you personalise and demonstrate empathy.

2. Highlight a problem they are likely feeling right now.

3. Show them how can you fix that problem for them.

4. Provide a clear call to action

3. CLEAR AND COMPELLING SUBJECT LINE

In any effective email marketing campaign, your subject lines are the front line of your campaign—a make-or-break moment. They've got to be sharp enough to cut through the noise and compelling enough to provoke curiosity. Use action words, evoke emotion, and if they fit, toss in some emojis for good measure (if your brand's vibe aligns, of course).

The most important things are:

Grab attention: using the recipient’s name in the subject line is usually a good idea.
Create curiosity: give the reader a taster of what might be coming without giving everything away up front (unless it’s a banging offer you’ve got, in which case you might want to hit them with that up front). “A Sneak Peak for VIPs Only…” grabs attention with a nice mix of “be quick” and “exclusivity”.
Drive action: make sure you’re clear about what you want your audience to do. If it’s sign up to a webinar, take advantage of an offer by clicking through to your landing page, then be clear on that up front.
Keep it concise: remember, many emails get opened on mobile devices, so it’s a good idea to keep those compelling subject lines as concise as possible. Keep it under 40 characters if you can, about 5 to 7 words, so key information doesn’t get cut off.
Avoid being spammy: apart from it not being a good look (nobody likes a spammer), you’ll find most email platforms just don’t allow spammy looking emails through. Certain words are likely to trigger spam traps and see your well crafted email offer consigned to the junk folder. Avoid FREE, BUY NOW, EARN £££, GET IT FREE… if it sounds too good to be true, it will surely fail the sniff test of your email recipient’s email service provider.
Be creative: it is ok to get creative with your subjects. Asking questions can work well, offering limited time offers, last chance follow-ups, they’re all good. “Last chance to save 50% - Don’t miss out!” is clear and creates a sense of urgency that makes us want to know more.
Test your subject lines: the great thing about running email campaigns is the ability to test everything that moves. Subject lines should always fall into a testing regime. You can create the opportunity to segment your database and try different subject lines. If the same size of each data segment is significant enough, it should give you a good indication of what’s performing well.

4. MOBILE OPTIMISATION

With over half of emails being opened on mobile devices, it’s no longer an option to ignore the mobile experience. Most email service and automation platforms take this into account already, but it’s imperative to ensure your emails are responsive, with content and calls-to-action designed for smaller screens.

]f your message doesn't translate well to mobile, you're losing out on clicks, sales, and engagement. In fact, speaking more broadly, if your email doesn’t translate well to the email client your intended recipient is likely to be using, you have a bigger problem.

Most Used Email Clients

Thankfully, there are a variety of tools and systems out there that can take care of the visual rendering of emails before you hit the send button, usually embedded into the email platform you’re already using. If they’re not, then take the time to explore platforms like emailonacid.com or one of our faves, litmus.com. They’ll ensure your emails look great regardless of the email client they’re being sent to. But, be careful not to spend too much time working to optimise visuals for an email client that’s not well used or very outdated. It’s probably not a good use of time.

5. ENGAGING VISUAL CONTENT

Visuals speak louder than words, especially when they’re stunning and support the message. Include high-quality images, infographics, or videos. These are your email's showstoppers, stopping your reader in their tracks to absorb your content with just a glance. For an e-commerce email, a carousel of products with real-life usage photos can be captivating.

But, your aim is to build trust and consistency through any channel you’re investing in, and email is no different. So, it’s essential to get the basics right first. Building and maintaining a consistent template for regular email communications is a must. It helps you structure your content and messaging effectively and it helps the recipient understand what they’re getting. You know where you’re at when pulling it together and so do they when they read it.

6. STRONG CALL TO ACTION

The call to action (CTA) is the till you want your reader to reach. Make sure it’s compelling, clear, and stands out. Use action verbs like ‘discover’, ‘shop’, ‘explore’, or ‘save’ to prompt a response. A button that commands immediate attention with "Get Your Free eBook Now" backed by a vibrant color scheme can do wonders.

But, don’t be obtuse. Make it clear what the customer will get next by hitting the call to action, and what you want them to do.

In terms of call to action placement, there’s no right or wrong answer. Some proponents love a call to action above the fold (we mean in preview pain territory). Others say go for it at the bottom of the email. We’ve done lots of email with the same call to action both top and bottom and even in the middle.

A top tip here is to add a P.S. It’s a great place to repeat your call to action, add a URL link that hooks the reader into the place you want to take them next. It also stands out in terms of placement on the page. Email readers tend to read the headline, the sign-off and the call to action. They’ll often scan the bits in between, so it’s a great way to place an important message.

In most respects, emails should be pretty concise so a call to action is easy to find. And this is the beauty of testing out email templates for your own audience – you can play around with this kind of placement to see if it impacts click-through rates.

7. A/B TESTING FOR OPTIMISATION

Not sure which design or copy works best? Run an A/B test. It's an email marketer's best friend, helping you make data-driven decisions that enhance performance. By comparing two versions of your email, whether it's different subject lines, layouts, or CTA designs, you can fine-tune your approach continuously.

The golden rule though – don’t test more than one variable at a time. If you completely change up a design, you’ll have no idea what it is that’s driving an improvement in performance. So, we prefer to test iteratively and thoroughly, meaning, test one variable at a time and test to a good sample size. You’re unlikely to get clear guidance on the improvements to make if you’re sending email tests to only a handful of people. Sample sizes should ideally be in the thousands to ensure they’re meaningful and actionable.

8. EMAIL AUTOMATION

The revolution that’s occurred in marketing over the years was initially led by marketing automation platforms that set fancy triggers for ongoing communication with customers and prospects based on the actions they are taking. That’s why platforms like Marketo, Eloqua and HubSpot have ripped up the market from seemingly nowhere.

It’s also the reason that customers have stuck with tried and trusted, dedicated email providers like Mailchimp, Constant Contact, Campaign Monitor, SendGrid, Brevo (formerly Sendinblue) and Drip.

You can and should set up triggered emails that deploy based on a user’s behaviour or timing. Automations can include welcome series, cart abandonment reminders, win-back campaigns, web visit remarketing or just drip timed to follow-up or provide information for something you’re promoting, like an event or webinar.

A well-thought-out automated email campaign can save time and provide a personalized touch, making your customers feel understood and cared for. It should reflect the customer journey, providing a nurturing experience that guides the customer towards the outcome you want, which is deeper engagement and a purchase.

9. COMPLIANCE WITH REGULATIONS (LIKE GDPR)

Playing by the rules isn't just the ethical choice, it's the only choice. Ensure you're compliant with the General Data Protection Regulation (GDPR) and CAN-SPAM by having clear opt-in/out procedures, including your physical address, and not misleading with your subject lines. Respect your audience's inbox and they'll respect your brand. If you’re buying in data, be careful to only work with the most reputable data houses who can demonstrate their compliance with these kinds of rules.

10. ANALYTICS AND PERFORMANCE TRACKING

What gets measured gets managed. Email marketing is dense with data and allows for precise performance tracking. Learn which campaigns are successful, which CTAs are effective, and what content your audience finds engaging. These insights are invaluable for developing future strategies. Pay attention to the headline metrics, like deliverability (you should be aiming for 0% hard bounces), open rates, click through rates and ultimate conversions to whatever call to action you’re promoting.

11. EMAIL LIST MAINTENANCE AND CLEANING

With email marketing, maintaining a clean and updated email list is crucial. This means regularly removing inactive, bounced or unsubscribed contacts from your list. Not only does this help improve deliverability rates, but it also ensures that you are targeting active and engaged subscribers. Regularly clean your email list to ensure you’re sending to active, engaged subscribers. Remove invalid addresses and those that consistently bounce. Quality trumps quantity; a smaller, engaged list is infinitely more valuable than a large, disinterested one. It’s easy to cross check your list to clean out ‘gone aways’. Platforms like Neverbounce have been in the game for a long time, but there are lots of alternatives (you can find them here). They’ll help you to manage your reputation too. A high bounce rate to a poor quality list can play havoc with your ongoing email performance and can lead to a blacklisted domain so your emails stop reaching their intended targets. You have been warned.

12. INTEGRATION WITH CRM SYSTEMS

Email marketing doesn't exist in a vacuum. Integrate with Customer Relationship Management (CRM) systems for a holistic approach to customer engagement. Data from CRM systems can inform your email strategies, offering a 360-degree view of your customers and allowing for more effective targeting based on the role they’re likely to be playing in any purchasing decision.

The role of buyers and how you can influence them. Source: zapier.com

13. TIMING AND FREQUENCE CONSIDERATIONS

Do you mail your list at 3 a.m. because it's convenient, or do you time it for when your audience checks their email? Timing and frequency matter. Test different send times, track engagement, and adjust. Be a guest at the inbox party, not a gate crasher. It’s often said in a B2B context that sending on a Sunday night creates a good response rate, or Monday mornings before 8am when recipients are starting their working week by catching up on email. Avoiding Friday afternoons is usually best too (not least because you don’t want to unearth technical hitches on a weekend). There are lots of theories, but the best way to know what’s right for you and your audience is to test.

When to send B2B marketing emails. Source: Campaign Monitor

14. FEEDBACK AND RESPONSE MECHANISMS

In touch, in tune. Provide easy ways for your subscribers to give feedback. Include a ‘Reply’ option and consider embedding surveys or response-triggered automations. This open line of communication can guide your strategies and show your audience you're listening. And don’t forget an unsubscribe link (do we really need to say that?). On unsubscribes, ensure the process is simple. There’s nothing worse than going to a page that requires you to log in and ‘manage your preferences’ when you’ve hit the unsubscribe link. Accept the fact that if someone wants to unsubscribe, they just want to get on with it. Making that link hard to reach just layers more frustration into the process.

15. CONTINUOUS IMPROVEMENT AND ADAPTATION

Successful email marketing is a marathon, not a sprint. Be ready to adapt and optimize continuously. Customer and prospect behaviours change, platforms evolve, and new best practices emerge. Stay ahead of industry trends, innovate, and never stop testing your approach.

The opportunity to add revenue through effective B2B email marketing campaigns is huge. We always feel a click from an email audience member is worth 5x a click from digital advertising, simply because of what you're likely to know about that person already and the direct attribution you can place against that communication channel.

So you might be asking, is email marketing effective for B2B? For sure. How do I start B2B email marketing? Well, read the article and then give us a shout. By implementing these 15 elements, your email marketing campaigns are on their way to achieving that sweet spot where your message isn't just delivered, but acted upon—time after time. Remember, it's not just about sending an email; it's about sending the right email, to the right person, at the right time. Give us a shout when you’re ready for some help.

Pete Smith