Looking to maximize your Return on Investment (ROI) from B2B email marketing? You’ve come to the right place!
What is B2B email marketing?
B2B email marketing is when a business sends emails to another business about its products & services.
Why it’s important to have B2B Email Marketing Strategies?
Business-to-business (B2B) email marketing strategies are important because they help businesses maximize their email marketing efforts. With these strategies, businesses can reach the right people, create emails that are persuasive and relevant, and increase the chances of their emails being opened and read.
By using effective B2B email marketing strategies, businesses can increase their chances of success and get a higher ROI.
What is B2B Email Marketing Return on Investment (ROI)?
Return on investment for B2B email marketing is the value gained in sales or awareness divided by the cost. However, it can be challenging to create effective campaigns that drive a high return on investment (ROI).
How to Maximize the ROI of your Email Marketing Campaign?
To maximize ROI with B2B Email Marketing Strategies, there are a few key tactics that a business should follow:
Personalize your email list
It’s important to segment your email list based on factors such as industry, company size, and job title. This allows you to create targeted, personalized messages that will be more relevant and engaging for the recipient.
Give people value
Focus on creating valuable content that provides solutions to your audience’s problems or challenges. This can be in the form of blog posts, white papers, or case studies that showcase how your products or services have helped other businesses.
Create a sense of urgency
Effective strategy for maximizing ROI in B2B email marketing is to create a sense of urgency in your emails. This can be done using limited time offers, countdown timers, or limited availability. These tactics can encourage recipients to act and make a purchase or sign up for a service before the offer expires.
Optimized for mobile devices
Your emails should look good on all devices. With the increasing use of smartphones, it’s crucial that your emails are easy to read and navigate on smaller screens. Use a responsive design and keep the layout simple and clean to ensure that your emails are mobile-friendly.
Optimize the subject line & pre-header
Optimize the subject line and pre-header text of your emails to increase their chances of being opened and read. Test out different subject lines and pre-headers to see which ones perform best. Subject lines are like your door, you can choose to let someone in or not.
Build relationships with your audience
Another significant aspect of maximizing ROI is to focus on building and maintaining relationships with your audience. This can be done through regular communication and providing value through your emails. Offer helpful tips and resources and share industry insights to keep your audience engaged and interested in your brand.
Integrate your marketing channels
Think about integrating your email marketing efforts with other channels, such as social media and your website. This can help to increase the reach and visibility of your campaigns and can lead to higher conversion rates.
How to measure your email campaign metrics
Track and analyze the performance of your email campaigns to identify areas for improvement. Use metrics such as open rate, click-through rate, and conversion rate to determine the effectiveness of your emails and adjust as needed.
What is an email open rate?
It is the percentage of people who open the emails you send. This is critical because if you have a low percentage of people reading your message that means your message will get through to less people. According to a study by Mailchimp, the average open rate for all industries they analyzed was 21.33%.
How do you maximize the open rate?
Write a strong subject line: The subject line is the first thing a recipient sees, so make it interesting and relevant. Avoid using spammy language or making false promises. Avoid spammy words: Like “free,” “win,” or “guaranteed,” can trigger spam filters and cause your email to land in the recipient’s spam folder.
Let me explain, if you are emailing someone who has just acquired another company, let’s call it Company C. You could create a personalized subject line like “Fantastic news on acquiring Company A” which would have a much higher open rate because of its relevance.
What is a click-through rate (CTR)?
The click-through rate (CTR) of an email tells you how many people clicked on a link in the email. It’s a way to measure how well the email is doing. here’s how it works, if 100 people received an email and 20 of them clicked on a link in it, the CTR would be 20%. A high CTR is a good sign that the email was interesting and effective.
A low CTR might mean that the email wasn’t very interesting or relevant to the people who received it. You can use the CTR to see how well your emails are doing and make changes if needed.
It’s calculated by dividing the number of clicks on a link within an email by the number of times the email was delivered.
Why is CTR so crucial?
Email click-through rate (CTR) is an important metric to track because it measures the effectiveness of an email marketing campaign. A high CTR indicates that the email was successful in engaging the recipient and encouraging them to take a desired action. This could be visiting a website or making a purchase. This is more true for Android and Windows’ users and not for IOS ones.
What is a positive CTR for B2B Email Marketing Strategy?
Tracking CTR can help you to identify which emails are performing well, and which ones are not. This information can be used to optimize future email campaigns and improve their results.
CTR can also be used to compare the performance of different email campaigns. By comparing the CTR of different campaigns, you can see which ones are most effective and utilize that information to inform your future email marketing efforts.
The average click-through rate (CTR) varies depending on the industry and the type of emails being sent. According to data from Campaign Monitor, the average CTR for business emails is about 2.3%.
In general, a CTR above 2% is considered good, while a CTR above 5% is considered excellent. However, it is important to keep in mind that the benchmark for a high CTR may vary depending on your goals and the specific circumstances of your email campaign and industry as well.
It is also important to track your CTR over time and compare it to previous campaigns. This will allow you to see if your CTR is improving or declining and make adjustments to your email marketing strategy as needed. And also CTR will differ based on devices.
How do you calculate the click-through rate (CTR)?
To calculate the click-through rate (CTR) of an email when 500 people received the email and 50 of them clicked on a link, you can use the formula:
CTR = (number of clicks on a link in the email / number of people who received the email) * 100
Plugging in the numbers from your example, the CTR would be calculated like this:
CTR = (83 / 1354) * 100 = 6.13%
So, in this case, the CTR would be 6.13%. This means that out of the 1,354 people who received the email, 6.13% of them clicked on a link in the email. A high CTR is generally considered to be a good sign that the email was effective and relevant to the recipients.
Tips to improve CTR
A/B test different elements
An A/B test is a way to compare two different versions of something to see which one is performing better.
Let me explain, you might want to test two different subject lines of an email to see which one gets more people to open the email. You could send one version of the email with subject line A to half of the people on your email list, and another version with subject line B to the other half.
Then, you can see which subject line got more people to open the email. You can use A/B tests to compare different elements of an email, like the subject line, layout, or a call to action, to see which one works best.
You could test two different email formats to see which one performs better. For example, you could test a text-based email against a more visually appealing email with images and buttons.
What is a call to action (CTA)?
A call to action (CTA) is a message in an email that tells the reader what you want them to do next. For example, you might want them to visit your website, make a purchase, or sign up for your demo.
It’s important to make the CTA clear and easy to understand, so the reader knows what to do next. To make it clear what you want the reader to do, use words like “Get Started,” “Get a free demo,” or “Attend a free webinar.”
It’s also a good idea to make the CTA stand out, so it’s easy for the reader to see and act on it. By using a clear CTA, you can increase the chances of the reader taking the desired action.
Measuring results and further improvements for B2B Email Marketing Strategies
To measure the results of an email marketing campaign and identify opportunities for further improvement, you can track several metrics, including the click-through rate (CTR), the open rate, reply rate and the conversion rate.
Click-through rate (CTR)
A high CTR indicates that the email was successful in engaging the recipient and encouraging them to take a desired action.
Open rate
A high open rate indicates that the subject line and sender name were effective in getting the recipient to open the email.
Reply rate
When you have a high reply rate that would indicate that your email body resonated with the reader.
Conversion rate
A high conversion rate indicates that the email was successful in converting recipients into customers or leads.
By tracking these metrics and making data-driven decisions based on the results, you can continually improve the performance of your email marketing campaigns.
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