7 steps to creating a killer B2B email marketing campaign
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Email is the primary form of business communication and 9 out of 10 people check it every day. That makes email marketing a potent tool in any B2B sellers arsenal; the perfect way to reach prospective buyers.

A well designed strategic campaign can build awareness, educate, create a relationship and most importantly give customers what they need to make a purchase.

To help you craft an email campaign that boosts your brand and converts leads, we’ve put together these ten simple steps to get you started.

1. Select the right email service provider

Email service providers are platforms that allows you to customise the look and feel of your emails, as well as making it easier to send to a subscriber base or automate sending.

We prefer Mailchimp as it lets you connect apps and programmes that you already use and has great automation and optimisation tools already built in. Plus it’s completely free to send up to 12,000 emails if you have fewer than 2,000 subscribers.

2. Understand your audience

Who are you emailing? What problems do they have, what questions are they asking and why should they care about your product?

Take some time before you create an email campaign to understand the person that you’re marketing to so that you can give them what they need and answer their questions. Usually when it comes to B2B marketing, you’re targeting decision makers so think about their specific pain points during this step.

3. Set achievable goals

Before you start creating content, gather some data around the average email marketing statistics in your industry. If you’re new to email marketing, aim to match or beat the average open rate, conversion rate and number of unsubscribes as a starting point.

In the future, you’ll want to set loftier goals, such as growing your email subscriber base by 20 per cent a year, or increasing your conversion rate by 20 per cent. Moral of the story is: know exactly what you want to achieve before you send a single email.

4. Create content that educates

The hard sell won’t work here. Instead, aim to create content that educates prospects, answers their questions and helps them make decisions – this is easier if you keep your understanding of your audience in the back of your mind when crafting content.

With that said, you should always make sure that your emails include a CTA that helps move prospects toward a purchase. This could be a prompt to details so that prospects can download an ebook, a link to a contact page for prospects who have any questions, or just links to further reading on the topic.

5. Build your email list

One of the easiest ways to improve the effectiveness of your email marketing campaigns is to simply find more prospects to email. To do so, you have to extract contact details which can prove difficult.

You need to have something people want. In this context what you need is great content that educates, presented on your site, social media ads or elsewhere that prospects find interesting enough to part with their email address. This could be an:

  • Ebook
  • Infographic
  • Report
  • Webinar
  • Useful tool
  • Template

This ad needs to be accompanied by a simple, easy to fill out form that prompts prospects to enter their details and feeds these into your ESP.  

6. Automate everything

If you don’t automate the work of nurturing your leads and touching base with your subscribers, it’s easy to get overwhelmed. Make it easier and save valuable time by making the most of your ESP’s automation tools.

A great example of this is using an auto-responder in certain situations. For example, if someone downloads a whitepaper, an auto-responder could send an email offering further reading on the topic, or a free consultation. When used well, automation is a great way to further the conversation and build a relationship with prospects without spending hours and hours doing it.

7. Analyse what’s working and fine tune

Email marketing is a fantastic tool but it won’t make you a million on the first try. To get better results, you need to analyse each campaign, A/B test and continually fine tune.

A great thing to try is to send one piece of content to the first half your subscribers and another to the second to figure out which one performs better.


If you’re ready to start skipping the spam folder and start generating real leads, get in touch with the team here at Pounce Marketing for help crafting an email marketing campaign that gets results.

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