在B2B电子邮件营销中获胜的8条提示和最佳实践

With B2B buyers having to undergo a longer buying journey, they often need more nurturing. This makesemail marketingsuch a crucial part of your B2B marketing strategy as it offers you the perfect tool to engage and nurture your leads until they eventually convert into paying customers. In this post, we provide you with eight effective tips and best practices that will help you win at B2B email marketing. Let’s get started.

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在B2B电子邮件营销中获胜的8条提示和最佳实践:

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1: Use Segmentation for Increased Relevance

When you’re sending one email to everyone on your list, chances are that most of them won’t convert. This is because the email is only relevant to people who are looking for a specific solution or are at a particular stage in thebuying journey。请记住，您的邮件列表由不同种类的B2B购买者组成，这些B2B购买者在组织中担任不同职位，并且需要解决不同的痛苦点。

This makes it crucial to segment your mailing list to ensure that recipients receive emails that are most relevant to their roles and needs. So, you’d need to separate initiators and users from actual buyers and decision-makers, for starters. That way you can send product demos and how-to guides to one group while another group receives testimonials and cost analyses depending on what’s most relevant to their role.

开发多个分段列表，以便您可以自定义不同收件人的内容和优惠。这消除了在个人级别上自定义电子邮件的需求，同时帮助您提供更多针对性的消息来满足每个收件人的需求和痛苦点。

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2: Plan Your Campaign for Different Stages

并不是每一个电子邮件收件人是精读的过程中sidering a purchase; others may be much farther up in the sales funnel and are just starting to learn about your product. In many cases, your marketing emails will also end up with new or existing customers. This is why it’s important to consider the different stages of your buyer’s journey when planning a B2B email marketing campaign.

这样，您可以提供某人可能会根据买方旅程中的位置感兴趣的内容。以下是您可以在买家旅程的每个阶段共享内容类型的一些示例：

• 意识 -在旅途的这个阶段，人们只是在学习您的品牌以及产品或服务。他们尚不认真地进行实际购买。教育内容，例如思想领导文章，电子书，研究报告和操作指南，是您吸引它们并与它们建立联系的某些方式。
• Consideration –At this stage of the journey, people are interested in your product but are still not ready to decide unless they have more information to convince them. This is when you can establish trust in your product by providing them with case studies and customer testimonials like in the following email from Asana.
• Decision-making– By now, the目标听众is convinced about your product’s value. Now they’re in the process of deciding and are considering whether the product is within their budget and what kind of return they can expect. Providing them with free trials and discount offers could help push them toward the right decision.
• Retention– Your B2B email marketing efforts shouldn’t just stop because someone has purchased your product. Continue your campaign to retain your customers by getting them to engage with your product or renew their subscription. Feature updates and product tutorials are some ways to encourage better customer retention.

Manyemail marketing toolsalso come with smart filters so you can exclude specific recipients from your emails. That way, you won’t accidentally pitch your product to someone who’s recently purchased it.

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3: Craft Click-Worthy Subject Lines

Your主题行是人们有关您的电子邮件的第一件事之一。因此，这可能是说服他们打开电子邮件或将其直接发送到垃圾邮件文件夹的因素。实际上，69% of recipients由于主题行，将电子邮件报告为垃圾邮件。同时，引人入胜的主题行是33％的收件人打开电子邮件的原因。

There’s no underestimating the importance of subject lines in your B2B email marketing efforts. Here are a few suggestions on how to nail your电子邮件主题行:

• Add some sort of personalization–whether it’s by including the recipient’s name or using second-person references like “you” and “your.”
• Keep it brief so people can read the entire subject line. The magic number is around 60 characters.
• 描述性的标题通常是一个好主意they come across as more trustworthy and less spammy. The idea is to communicate the specific benefit or deal you’re highlighting in your email. At the same time, they should still be brief enough to build curiosity and entice recipients to click on the email to read the rest of it.
• 表情符号可能不一定是B2B营销电子邮件的最佳想法。根据您是否与您的品牌个性保持一致和目标受众的关系，尽可能决定使用它们。
• Don’t be afraid to test different versions of your subject line. This will help you gauge the kind of language, tone, and offer that resonates the most with your audience.

Take, for example, the following subject line from The Social Intelligence Lab. It’s descriptive enough to let recipients know what the email is about. Yet it only gives a brief preview of what’s in store so recipients will want to open and read the rest of the email. They’ve included one emoji to make the subject line stand out, though it’s not too unprofessional that it’d ward off the brand’s B2B recipients.

电子邮件营销平台，例如MailC188滚球地址himp优惠主题线测试仪工具就像主题行助手一样，它为您提供有关如何完善主题行的实时反馈。该工具将为您的主题行是否太长或包含太多表情符号建议。它甚至向您展示了您最近的主题行的表现，以便您了解有效的方法。

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4: Write Enticing Email Copy that Adds Value

While the subject line is the reason people open your email, the copy is what makes them stay to read the rest of your email. As such, it could be the reason why people decide to buy your product, renew their subscription, or keep engaging with your brand. So, it’s important to create an email copy that follows through on the promise that your subject line has made.

Although you’re targeting a B2B audience, you’re still speaking to human beings. Make sure you keep the tone of the copy conversational and friendly so that your recipients will feel as if you’re talking to them one-on-one.

More importantly, make sure your email adds value. The copy should be able to highlight how the product or offer can add value to their lives or their organization. For example, if you’re selling an email marketing tool, your email should focus on how the tool can help recipients to save time orincrease their open ratesrather than simply talking about the features.

For example, the following email from Zoom targets professionals who are working from home. The content of the email offers tips on how to use the tool effectively, helping to highlight the use case and benefits of the product. It’s also a great way to encourage people to engage more frequently with the tool.

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5：创建模板以简化您的努力

每次都必须从头开始撰写一封全新的电子邮件是耗时的。即使电子邮件通常只有几百个单词（或较短），但您还是要确保它们的结构结构化和引人注目，足以吸引您的收件人。因此，与其尝试为每个收件人编写一封全新的电子邮件，不如考虑使用模板简化过程。

为您通常必须发送的不同类型的交易B2B电子邮件创建整个模板库。您可以使用欢迎电子邮件的模板，并感谢您的电子邮件以及新闻通讯，网络研讨会邀请，调查电子邮件，产品/功能更新通知，研究报告电子邮件等。这样，您可以轻松自定义所需的模板，并在正确的时间快速发送电子邮件。

Many email marketing tools will come with template builders so you can design stunning email templates to reuse multiple times. Make sure your templates are designed to encourage flawless scanning so that recipients can seamlessly follow the information in your email copy. You can even find pre-designed templates that are already optimized for seamless reading, so you can opt to use those and customize them for your own needs.

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6: Leverage Automation to Save Time

Let’s face it–B2B email marketing is a time-consuming process. There’s a lot that goes into segmenting your list, planning your emails, and sending out the right emails at just the right time.

This is where automation can save you by taking care of the time-consuming and mundane aspects of your email marketing efforts. For instance, you can find自动化工具这将根据表单提交和其他行为信号（例如下载内容或参加网络研讨会）自动创建分段列表。

Moreover, these automation tools will automatically send out timely emails triggered by audience behavior. This could be welcome emails sent out to new subscribers, confirmation emails sent out for new purchases, follow-up emails sent out when someone visits a certain page, and so on.

您甚至可以构建自动化的电子邮件漏斗，根据多个事件，条件和操作创建自定义路径。通过结合这些不同的因素，您最终将获得全面定制的客户旅程，从而使自动向每个接收者提供最相关的报价变得更加容易。

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7: Deliver Your Emails at the Right Time

Just like withsocial media marketing, timing is everything when it comes to B2B email marketing. You have to reach your recipients at a time when they’re most likely to notice and engage with your email. Otherwise, you risk having your email buried beneath a pile of promotional and personal emails from other senders.

Test different send timings to see when you’re most likely to get higher open and click-through rates. This will help you narrow down the best timing for your marketing emails. You could even test different timings between different customer segments to see if it makes a difference.

Many email marketing platforms offer solutions to optimize your send time. They provide you with suggestions on when to send your emails for the best deliverability and engagement based on previous email performance. This simplifies the process of finding a send time that works best for your business.

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8: Finish with a Compelling CTA

最后，您的营销电子邮件应该清楚您希望收件人在阅读电子邮件后要做什么。无论您是要他们阅读最新的博客文章，下载新的研究报告还是获取限时折扣优惠，都可以明确有关下一步。

To avoid any confusion, try limiting your calls-to-action (CTA) to just one. This is particularly true for shorter emails in which you’re promoting an offer or specific product. Longer emails like newsletters may require a few CTAs spread out throughout the email.

例如，CloudApp的以下电子邮件鼓励收件人“获得10％的折扣”。CTA显然用蓝色按钮突出显示。另外，它是直接和简洁的，可以清楚地清楚他们希望接收者做什么。

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Start Winning at B2B Email Marketing

B2B email marketing doesn’t have to be complicated. With the right tools andemail strategy，您可以完美地执行单击和转换的电子邮件营销活动。充分利用我们上面分享的八个技巧和最佳实践，以开始在B2B电子邮件营销中获胜。