Mastering Email Marketing for Amplified B2B Lead Generation

Lead generation isn’t always easy, as it is afflicted with prevalent blockades such as budget and lack of resources. However, this instability looms over every organization, and even under such scenarios, email marketing is the one channel that consistently delivers results.

It is a cost-effective marketing channel, and most of the organization’s resources are already available. That’s why, in this day and age, the global email market is projected to attain a market valuation of 17.9 Billion by 2027, mounting at a CAGR of 13.3%.

This staggering forecast is an indication for all the marketers that, with an authentic segmented email list*and coherent email campaigns, ROI will be king-size.

* (Segmented email list- an assemblage of email recipients that has been divided into further groups based on specific criteria)

What is B2B email marketing?

B2B email marketing is when organizations use email to promote products and services to other organizations.

The grand scheme of email marketing has many goals, one of which is lead generation. Presently, 69.2% of marketers use email marketing to generate leads. So, let’s find out what email marketing brings to the table of digital marketing to amplify lead generation.

How Does B2B Email Marketing Contribute to Lead Generation?

Did you know that nearly 60% of prospects invest in a product or service after receiving a marketing message? The number speaks for itself when it comes to showcasing the power of emails. But if you are still on the fence, below we discuss certain business objectives that are seamlessly taken care of with the right email marketing strategy.

• Build Relationship: Meaningful communication helps build trust with your customers, which can ultimately lead to increased loyalty and repeat purchases. Communicate with email to provide exclusive content, discounts to subscribers, and promotions in return for customer loyalty.
• Relevancy: Increase relevancy with the target audience by driving 30% more open rates and 50% more click-through with a segmented email list. As email segmentation is a process of dividing and separating email subscribers into subdivisions that address specific business requirements, hence the boost in relevancy.
• Cost Effectiveness: For every $1 spent, email marketing brings an ROI of $ 36 to $42, reducing the budget for email. So, any organization using this particular channel to target the right audience will initiate meaningful conversations and drive sales in the best way possible.
• Transparency: Recipients need clear and honest information, and email is a promising process to put forward those messages. Additionally, recipients want their data to be handled with care. For this reason, you can say that transparency in email is not just a strategic approach; it is also an ethical approach.
• Consistency: Businesses can approach consistency in numerous ways by sending out emails every week, bi-weekly, or on a monthly basis. It is important to maintain the frequency because, according, to a study, organizations sending out emails too frequently are at the risk of losing out 45% of subscribers.

These are some of the crucial aspects of any marketing campaign, and email marketing outshines in most areas. This is why, when businesses focus on email marketing B2B lead generation, they are able to nurture relationships and convert prospects into clients. Now, next on the list is learning about different types of B2B email marketing campaigns that help marketers achieve the objectives mentioned earlier.

Types of Email campaigns for Lead Generation:

Below are seven types of email campaigns you should implement to increase engagement.

1 . Welcome Emails:

First impression matters, and the same is true for email marketing. As a result, when a welcome email has all the right elements, 8 out of 10  people will open the email.

A welcome email campaign is a tactic to greet new customers, and here is how you should do it:

• Be straightforward with your email; it reduces the pressure of doing too much with it.
• Put the spotlight on different aspects of your organization, your products and services, through a welcome email sequence.
• Set ground rules for the cadence of communication, quality, and content about your organization.
• Personalize the delivery of the welcome email on the basis of interaction with the prospective clientele or the kind of actions they have taken on our website.

2.  Email Newsletters:

On the same grounds, here is a fascinating fact : for 81% of B2B marketer, email newsletters are their preferred form of content.

Check out the following steps to initiate newsletter campaigns that can bring desired output for your organization.

• Figure out your organization’s newsletter goal.
• Create a template for your newsletter and do thorough research to fill in the content.
• Determine a size for your email newsletter and put in personalized inputs.
• Adding an eye-catching subject line for a newsletter is a must, and don’t miss out on mentioning the sender’s name.
• Verify if your email is supported with alt text and plain text.
• Also, ensure the email is tested for different browsers and email service providers.

3.  New Product and Service Announcement Emails:

As per statistics, 63% of the customers prefer established products/services, while only 21% buy new products immediately.

To entice the remaining 63% of the customers, here are a few tips you can follow to create an effective email strategy.

• Create a product launch email sequence and schedule the timing of your announcement.
• Craft attention-grabbing subject lines and keep your message clear and concise.
• Include eye-catching graphics, gifs, and a noticeably clear call-to-action button.
• Include testimonials and social proof to highlight your brand value.
• Customize your product launch messages as per audience segmentation.
• Link additional information such as product demo videos, product landing pages, any related blog posts, and contact info.

4.  Promotional Emails:

Promotional email campaigns are quite effective when personalized for the right target audience. These emails with effective subject lines draw in prospects ‘attention to a maximized level. It is expected that by 2026, 392.5 billion daily emails will be sent and received. To make sure your promotional email doesn’t get lost in the avalanche of emails, we have listed a few tips to stand out from the crowd.

Here you go;

• Take special care of the subject line and pre-header text.
• The body of the email should be short and simple; at the same time, it should include text, videos, and, images everything relevant to your prospect.
• The email should have a professional yet warm closing.

5.  Testimonials Emails:

57% of the customers say their chances of engaging with a brand increase when they hear the testimonial of an existing customer. In addition, these emails are quite effective in promoting new products and services, driving clients to explore your website, and promoting offers.

Tips to curate a top-notch testimonial email:

• Use testimonials from genuine clients who have provided positive descriptive reviews of your product/service.
• While structuring the email, focus on the benefits of your services or product.
• Keep the email concise, as the aim is a short and impactful testimonial.
• If you are using an image or video testimonial, ensure it is of high quality.
• Include a clear call to action button to seamlessly guide the readers to the next step.
• Personalize the email testimonials as per specific audience segments.

6.  Transaction Emails:

What is Transactional Email?

Transactional emails can yield 6X higher revenue than normal emails when optimized the right way.

Read the steps below to learn how to optimize transactional email.

• Accurately identify your email’s “from” address and sender’s name.
• While coming up with a subject line, create a clever one.
• The content of the email has to be brief and straightforward.
• Address your customers using their first names and give them a breather to come back with a reply.
• Make sure your transactional emails look and sound aligned with the brand tone.

7.   Survey Emails:

The average email service response rate is 24.8%, Genroe says anything above 20% is a good score.

Are you wondering what you can do to attain this score? Here are some tips that you can apply.

• Pay attention while creating the first question of the survey, as it sets the tone for the entire content.
• Choose the right type of question, whether it is going to be a Likert scale question, multiple choice question, open-ended question, emoji-based question, or a rating-scale question.
• Customize the survey template in the following areas- visual appeal, branding element, header, footer, and custom background.
• Segment your audience to send out personalized surveys.

These are some of the essential email marketing campaigns that a B2B organization cannot miss out on. Our organization provides extensive email lists for multiple industries to expedite and improve the prospecting efforts of all email campaigns.

Now, we have covered the cornerstone topics of email marketing. Subsequently, we head on to learning about different methodologies to curate a successful email marketing strategy that reaps spontaneous lead generation.

What Approaches Should Businesses Follow to Formulate an Impactful Email Marketing Strategy?

There is no universal approach that an organization can pick and choose to master an impactful email marketing strategy. What you should rather do is learn about multiple email marketing B2B lead generation tactics and then take a holistic approach to curate an approach that fits your organization’s requirements.

Let’s start by learning about Buyer’s Journey!

What Email to send at different Stages of Buyers Journey?

The table below will take you through the three different stages of the buyer’s journey and specific emails are sent to varying stages of the journey.  

Stages of B2B Buyer’s Journey	Email Campaign Suited for the Stage
Awareness Stage: The prospective buyers realize they are facing specific challenges with their business.	Welcome Emails and Testimonial Emails.
Consideration Stage: Buyers start researching options to solve their business challenges.	Promotional Emails, Newsletter Emails and New Product and Service Announcement Emails.
Decision: Buyers chooses a solution.	Proposal Emails, Transactional Emails and Survey Emails.

63% of the prospective clients who seek out information about your product or business won’t make a purchase for the next three months. A B2B buyer’s journey lasts longer than B2C buyers any other business, and nurturing them with the right emails, is imperative.

Hence, knowing the stages of a buyer’s journey is beneficial. It helps marketers create compelling email content and personalized messages effectively draw in the buyer’s interest and ultimately drive conversion.

Automating Email Campaigns:

It may feel like a lot of emails, but there is no need to get overwhelmed; with technological advancement, campaigns can be automated with ease. All you have to do is to understand the B2B buyer’s journey, as it is the key to effective email automation, enabling your business to send relevant emails to target audiences at each stage of their decision-making process.

The world has 4.48 billion email users, making it pushing organizations to invest in email marketing software to optimize their email campaign process. Refer to our email automation tool table to find a tool that fits business.

Below, we have listed a few email marketing automation tools for your reference:

Having such a massive user base for each of the email automation tools is a clear indication of the quality support they provide to the marketers. Apart from relevancy, sending emails at the right time is another beneficial aspect of these tools.

At any time, 40% users have about 50 unread emails in their inbox, which is why businesses need to focus on timing. Otherwise, emails will get buried in the inbox, and businesses will miss out on the of initiating a conversation with potential prospects.

Best Days and Time to Send Out Emails for High Open Rates:

You have to capture your audience’s attention when they are most attentive, and your strategy depends upon the following factors:

1. Your industry
2. Your target audience’s job title
3. Your message you want to share.

However, ask this question to three different marketers, and you’ll probably get three different answers. Unfortunately, that’s not very helpful when you’re looking to boost engagement for your email marketing campaigns.

In here is a breakdown of time based on business requirements.

Here are two graphs that provide a better understanding of email engagement by the day of the week and overall email engagement by the time of the week.

Graph for Email Engagement by the Day of Week:

Key Takeaways:

• Tuesdays and Thursdays account for the greatest share of open rates across all industries.
• Emails that are sent on Wednesdays have the highest click-through rate.

Graph for Email Engagement by Hour of Day:

 

Key Takeaway:

• 10:00 AM and 03:00 PM are the two best times to send emails across industries.

Now, you are aware of what type of email marketing you should use for a specific stage of a buyer’s journey. What tools should you use to automate the campaigns, and when should the campaign be automated?

The next strategy in the queue we are covering up is email’s conjunction with multichannel marketing.

Email’s Role in Multichannel Marketing for Lead Generation:

Email marketing cannot work alone to spark the interest of your audience. It will thrive only when combined with other channels and strategies as follows.

1.  Content Marketing:

Combining email marketing with content, i.e., blog posts, downloadable resources, and other content formats, creates a cohesive approach for boosting the business drive. 83% of marketers prepare their content in-house to put forward high-quality materials. It acts as a magnet to bring in new leads, whom you can encourage to subscribe to your email service. When able to get a new subscriber through content, you heighten the chances of engagement with your brand and establish yourself as a thought leader.

2.  Social Media:

Combining social media and email marketing can help you achieve a great synergy. 95% of B2B businesses use social media to promote authentic content and attract new customers, further enticing them to explore new products and services. So, when you combine social media marketing and email marketing, ensure you have the same tone and style. It highlights the legitimacy of your brand.

3.  SEO:

59% of the customers use Google to find products that they want to purchase. As a business, you cannot miss out on optimizing your content for search engines. The good part is that you can use email marketing to influence the SEO strategy. How? By sending emails containing website links, you can drive more traffic to your website. Furthermore, you can add relevant keywords to your email subject line to drive your SEO efforts.

4.  Influencer Marketing:

When you incorporate influencer’s testimonials in emails, you can boost the number of email subscribers by fostering trust. If you invest $1 in influencer marketing, it will bring a return of $6.50. With such a promising ROI, don’t forget to invest in influencer marketing.

5.      SMS Marketing:

When you combine SMS and email marketing, you inculcate a sense of urgency. Create SMS campaigns in alignment with your email campaigns for promotions, exclusive offers, and appointment reminders. It will generate 9 times higher response rate than it would be generated with just email campaigns.

The present-day digital marketing landscape requires building trust through value-driven content and personalized outreach, which significantly influences email marketing B2B lead generation.

What Connection does CRM have with Email?

Everything we have covered so far, from the buyer’s journey to the co-existence of email marketing and multi-channel marketing, involves tracking numerous performance indicators. Activities on the website, demographics, preferences, past purchases, and more. It is a ton of customer data, which can be organized precisely in a customer relationship management (CRM) system and further incorporated into an email marketing plan.

So, let’s find out why 65% of organizations implement CRM in the first five years of their businesses.

Data Collection:

• CRM collects all important client data, giving 74% of the business an improved understanding of client data. All the information stored in the CRM hub will help your team to craft email campaigns that will grab the interest of your prospective clients.

Segmentation:

• CRM segments the database of potential clients into smaller groups, thereby enabling the businesses to become 60% more accustomed to the client’s challenges. Hence, email marketing can personalize the solution as per the specific problem of the smaller groups.
• Unlocking hyper-targeting for segmented prospective clientele will bring in 77% of the marketing ROI.

Client Retention:

• With CRM, you will reminded of every task ahead of time. Even though you might have tools to automate your emails, you can never go wrong with enough preparation.
• On the other hand, it promotes regular check-ins for potential clients, keeping them interested in your products and services and spiking up the retention rates by 27%.

To increase your email marketing accuracy by 42%, you need to start working with a good CRM, as sorting the clients into certain sections to retain the client will be simplified.

We are at the penultimate topic where we are going to dive into a very crucial motive of email marketing, which is “personalization”.

How to Personalize a B2B Email Marketing Campaign?

Throughout the blog, the word “personalized” has been mentioned quite a few times. Now, we do a comprehensive exploration about of tactics a marketer should apply to personalize emails to their fullest.

Segmentation:

Segmentation drives personalization, and as mentioned earlier, it is a sophisticated way to use data. It is enables marketers to create multiple versions of an email and address a broader audience. 49.3% marketers usually create 2-3 versions of the same email to address each segment in a tailor-made way.

Automation:

Scale personalization with automation. Initially, in the article, we have mentioned how automation helps send the right content to the right audience at the right time. However, the most popularly automated emails are the welcome emails, post-purchase emails/on boarding emails and subscribe re-engagement emails.

Incorporate automation for every email campaign with the help of an automation tool, as it will heighten the relevancy. Limited tailor-made outreach makes 76% of the recipients frustrated as they feel the organization’s efforts are not relevant.

Slower Adoption of AI:

Using AI can be beneficial for selective areas of digital marketing, which are tightly defined and have measurable use cases. Using AI for campaigns where engagement is already good, and outcomes are benchmarked will help your organization monitor how AI contributes to driving the campaign. Creating room to personalize the campaigns, content, and other outreach efforts with considerable human touch.

Presently, only 34% of companies use marketing automation to some extent. 33% of marketers are using AI in general, and 39% plan to use it future.

A/B Testing:

The essence of this entire blog is – the more you know about email list subscribes, the better is the lead generation. A/B testing is one of the finest ways to achieve a particular objective, thereby intensifying the personalization efforts. Already, 39% of the businesses are using A/B testing for email subject lines, 36% for date and time, 37% for content, and 23% for preheader.

Over here we conclude how you personalization email marketing will maximize lead generation.

The essence of this entire blog is that the more you know about email list subscribers, the better the lead generation will be. A/B testing is one of the finest ways to achieve a particular objective, thereby intensifying the personalization efforts. Already, 39% of the businesses are using A/B testing for email subject lines, 36% for date and time, 37% for content, and 23% for preheader.

Over here, we conclude how your personalized email marketing will maximize lead generation.

Conclusion:

The bottom line is that all the six approaches mentioned above will help marketers harness powerful email marketing B2B lead generation strategies. They have to implement and analyze the outcome of each approach to create a one-of-a-kind strategy for reaching the target audience. After that, once you find a tailored email marketing strategy, your organization will have a steady line of buyers who will provide very good ROI.