A graphic depicting how B2B and email marketing go hand-in-hand.

B2B Email Marketing Best Practices for Higher Open Rates

7 Best Practices to Boost B2B Email Marketing Open Rates

Email is one of the most effective tools in the B2B marketing kit. But like every tactic, you must use email marketing wisely to see good results, including high open rates. B2B marketing emails only have an average open rate of about 15% – you can do a lot better by leveraging these tips.

Some best practices for improving B2B email open rates are shared with B2C marketing, but others are more specialized for this marketing niche. Let’s take a closer look at some B2B email marketing best practices you can use to maximize the value of every B2B email you send.

Double-Down on Data Collection

Understanding your target audience is important for any email marketing. However, for B2B email marketing, honing in on the exact right personas or profiles is especially vital.

That’s because different content and tactics will be most effective for different individuals depending on their position within a target organization. For instance, a business analyst or marketing officer may want to see certain stats-related information from your brand to be convinced to partner with your organization. A CEO or top executive, on the other hand, may want more bottom-line information showcasing raw, long-term value.

To truly understand your different audience members, you need to collect as much data as possible. Every bit of information you can gather—from job titles to website activities—will help you draw more accurate, comprehensive pictures of the people you want to persuade. Use every tool at your disposal, like website heatmaps and customer surveys, to build a robust data set before you send out even one email.

Additionally, keep in mind that your data collection for B2B marketing should be different from the data you would accumulate for B2C marketing. B2B marketing data is focused on the size and type of target company, the number of employees a company has, estimated revenue, and similar statistics. Recipient job titles are also highly significant.

In aggregate, it pays to collect as much data as possible about potential B2B email recipients before sending marketing materials. 41% of B2B buyers use emails for purchasing decisions, so every email you send is a significant potential win for your company – if you send it to the right person, that is.

A graphic depicting the importance of who you’re sending to and the data collection of email marketing.

Use Short, Punchy Subject Lines

As you start to craft compelling marketing emails, one of the best practices for B2B email marketing is always to use short and punchy subject lines. Generally, email subject lines should be short enough that email inboxes don’t cut them off; the entire message from the subject line should be readable by the recipient.

Furthermore, your email subject lines should include actionable words or statements that hint at your brand’s value to a target organization. Some of the most effective B2B marketing emails pique the interest of recipients with a question or insight, like:

  • Did you know [X statistics] about your industry?
  • Customers are changing their habits in the [X] industry. We’ve got the answers.
  • [X stats] are down. What about your business?

Remember, the content of your emails doesn’t matter if people don’t choose to open them! A stellar subject line can inspire curiosity or interest in recipients, and make sure that your carefully crafted content gets absorbed by as many target prospects as possible.

Avoid “Spam” Words

When making subject lines or body copy for B2B marketing emails, avoid words that can be flagged by spam filters. These include words like:

  • SALE
  • Special offer
  • New offer
  • LIMITED TIME ONLY
  • BUY BUY BUY

Not only are these words irritating to read, but B2B email recipients are likely to flag your company as a lower-value partner – and they make your emails more likely to be caught by spam filters. Your marketing emails are supposed to show prospects how you can provide value to their companies, not try to push a sale at the earliest opportunity.

Spam words that can cause your audience to disregard your email marketing.

Personalize Every Email

Email personalization is just as important in B2B marketing as it is in B2C marketing. However, the approach is slightly different.

For instance, you should research recipient job titles. It might be wise to include those titles in the subject lines of your emails, personalizing them while showing appropriate professionalism and respect.

As you gather more information about email recipients and guide prospects down the sales funnel, your subject lines and initial body copy can incorporate earlier messages or references in the ongoing conversation between your marketing specialists and potential business partners.

In short, B2B email recipients want to feel like they are building a relationship with you, not simply being shuffled down a sales funnel to an inevitable purchase. Therefore, it is wise to treat each email chain as a unique opportunity and personalize that interaction.

Optimize Emails for Mobile

Similar to best practices for B2B web development, another B2B email best practice is to optimize for mobile users. The odds are good that many email recipients regularly view emails on their mobile phones. So, double-check things like:

  • Your subject line is short enough to fully appear, even on smaller smartphone screens.
  • Your emails can easily be scanned or scrolled through on a mobile device.
  • Any links or buttons included in the email can be pressed by a thumb, not just by a mouse cursor.
  • Any graphics or video elements embedded in the emails load quickly instead of slowing the recipient’s email app to a halt.

Optimize Emails for Mobile
Similar to best practices for B2B web development, another B2B email best practice is to optimize for mobile users. The odds are good that many email recipients regularly view emails on their mobile phones. So, double-check things like:
•	Your subject line is short enough to fully appear, even on smaller smartphone screens.
•	Your emails can easily be scanned or scrolled through on a mobile device.
•	Any links or buttons included in the email can be pressed by a thumb, not just by a mouse cursor.
•	Any graphics or video elements embedded in the emails load quickly instead of slowing the recipient's email app to a halt.

Time Your Delivery

There are good and bad times to send B2B marketing emails. The best times are in the morning hours of Tuesday, Wednesday, and Thursday, when recipients are most likely to be checking their work emails.

Why not Monday? Many people are slammed with meetings from beginning to end or might need to jump into immediate projects instead of looking into new opportunities. On the other hand, Friday is when people want to wrap up projects for the week, not immediately dive into a new conversation with a potential business partner.

Send your marketing emails in the middle of the week, and they’ll be more likely to be opened and responded to.

Don’t forget time zones, either. If your clientele is spread across several states or countries, schedule your B2B emails to zip to their recipients with local time zones in mind. For example, if you’re on the East Coast and a client is in California, don’t send an email when you get into the office at 9 a.m. on Tuesday—your client will probably still be asleep! Delay that email by three hours to ensure it hits the client’s inbox when they sit down for work.

A graphic illustrating that sending emails during the middle of the week yields a higher read rate and better engagement.

Include Relevant, Valuable Content

Arguably, the most important thing to remember when creating B2B marketing emails is to create content that’s relevant for the recipient.

With B2B email marketing, your prospective customer is trying to solve an issue for a business, not themselves. They aren’t interested in “flashier” sales tactics that seek to wow with bells and whistles. More often, they want to know:

  • The immediate value your product or service can provide for their business
  • Your authority or expertise in your niche

Your email should hold some value,  which should be clear from the first line of its body copy. Industry insights, tips or strategies for your target industry, or an overview of the pure value your product or service can provide to a customer are great examples.

Keep in mind that the content a given email should include depends on what stage of the sales funnel a prospect is currently hovering around. At the earlier stage of the funnel, your B2B marketing emails can be broader. But when you send B2B emails to prospects getting closer and closer to conversion, your email content should become more tailored to their interests, needs, and specific ways your brand can assist theirs.

Wrap Up

Ultimately, you can make your B2B emails more enticing, valuable, and relevant to your target recipients by following best practices like timing email delivery and crafting compelling subject lines. You can also start revamping your B2B email processes quickly by working with Infinity Marketing’s experts. We know the ins and outs of effective B2B email marketing, so see how we can help your next campaign.

 

 

 

Get in Touch


Whether you're ready to start a new project or just want to chat, we'd love to hear from you.

"*" indicates required fields

This field is for validation purposes and should be left unchanged.
All Posts