About this article

Read time:

4 minutes

Category:

B2B Marketing, B2B PR, Guides and advice, Sector knowledge

How do I start B2B email marketing?

For businesses intending to reach and engage potential customers effectively, B2B email marketing is a cornerstone in today’s ever-evolving digital landscape. When used correctly, it can drive leads, nurture relationships and ultimately boost revenue. If you have ever wondered how to begin B2B email marketing, look no further than this step-by step guide.

1. Define your goals and target audience

Before you dive in and start drafting your first emails, it’s crucial to have clear objectives established. As a business, what is your goal? Is it to generate leads? Drive sales? Increase brand awareness? Whatever your goals are as a B2B supplier, they will shape your entire email marketing strategy. Once your goals are clear, you must identify your ideal customers. By understanding their pain points, needs and preferences, you will be able to shape email marketing content that resonates with them and establishes trust.

2. Build a strong B2B email list

The next step on your B2B email marketing journey is to build a strong and compelling list of contacts to whom you intend to distribute content. Additionally, you can divide your list into segments based on relevant criteria such as their industry, company size, or job title. This allows is for personalised content which can result in higher rates of engagement.

Additionally, ensure that you have explicit consent from your intended recipients to receive your email. This not only complies with GDPR regulations but also helps to guarantee a more engaged audience.

3. Craft compelling B2B email content

It goes without saying, but content is king for your B2B email marketing strategy. You can break down the content of your email marketing into the following areas:

  • Subject line: Your subject line is your first impression to your recipients. Ensure that it is concise, intriguing and relevant, to entice as many people as possible into opening your email.
  • Personalisation: Addressing your recipient by name and using segmented data to tailor your content can lead to a significant increase in open and click-through rates.
  • Valuable content: Make sure you offer content that provides real value. It could be an educational resource, exclusive offers or industry insights.

4. Choose the right B2B email marketing platform

There are numerous platforms available for efficient management of your B2B email marketing. When researching which platform to utilise, look for features such as easy list management, automation capabilities, analytics tools and integration with your existing applications.

5. Design engaging B2B emails

Another significant aspect of your B2B email marketing strategy is to make your emails engaging. Given that a significant portion of B2B professionals will check and access their emails via mobile devices, making sure your emails are mobile-friendly will help keep recipients interested. Additionally, help guide your readers on what to do next with a clear call-to-action (CTA). Whether it’s downloading a whitepaper, scheduling a demo call or making a purchase, ensure your CTA is clear and compelling.

6. Analyse and optimise

Once an email is distributed to your contact list, the story is not over. An essential component of any successful B2B email marketing strategy is to analyse available data to optimise your performance with a view to yielding greater results. Metrics such as open, click-through or conversion rates can all provide valuable insights, to help you refine your content and build better performance.

By following these steps, you’ll be well on your way to launching a successful B2B email marketing campaign. Remember – consistency, relevancy and value need to sit at the heart of your strategy. Happy emailing!

If you want to take the first step towards B2B email marketing, get in touch today.

About this article

Read time:

4 minutes

Category:

B2B Marketing, B2B PR, Guides and advice, Sector knowledge

In praise of the infographic

Q&A on PR measurement with Richard Benson, CEO and founder, Releasd

Browse more blog posts

Posted on
byJames Bentley
As a content manager, much of my focus is on the written word. I grew up devouring newspapers, magazines and books and writing everything that happened to me in my primary school ‘news’ book each Monday. As putting pen to paper or finger to keyboard became my career, I evolved into quite the perfectionist, taking the often-quoted approach of spending...
Posted on
byJames Bentley
Richard Benson is the founder and managing director of PR reporting and measurement platform Releasd. He used his agency background to develop an intuitive platform designed to address the reporting challenges faced by today’s PR professionals. Releasd hasn’t been developed with the sole intention of measuring coverage of PR campaigns. Its next iteration will measure their impact too and the...
Posted on
byHonor Williamson
In the world of B2B PR, breaking away from the day-to-day routine can bring fresh perspectives and a change of pace to the work we do here at Skout. So, for our eagerly anticipated annual business offsite last week, Skout traded the office walls for the grand fortress of Peckforton Castle, in the heart of the Cheshire countryside.   The grounds...
Posted on
byJack Doyle
Has the conversation around tech always been so negative? Maybe it’s just me, but it seems that every second headline I read about tech today is just doom and gloom. The excitement around AI has been drowned out by the fear of it. “Is it going to steal my job?” “Is it going to destroy the education system?” “Is it...
Posted on
byJames Bentley
The world in that we live is unpredictable, to say the least. Businesses, organisations and even individuals are all vulnerable to issues which may lurk in the shadows or around corners. Some of these crises are natural while some are very definitely man-made, but they can strike at any time and with them put reputations and livelihoods on the line....
Posted on
byLee Simpson
Priority Consultants share further insights into the media landscape in India, from the booming print media, to regional trade publications. Mitabh, last time we spoke about the Indian tech sector and areas which you’re seeing high growth in currently. But thinking more about the work you do for your tech clients. What do you see as some of the key...
Posted on
byLee Simpson
Meeting PR agencies from different regions around the world is something we are always keen to explore. Whether that’s to work in partnership with one another, or simply to understand and learn more about their region. We recently spoke to Mitabh Saud, director of India Operations at Priority Consultants about why India’s tech sector is booming, and what the future...
Posted on
byJames Weaver
In today’s fast-paced and consistently evolving world of technology, innovation is key to stay ahead of the competition. While breakthrough products and next-generation solutions are fundamentally crucial, the importance of public relations (PR) for the tech industry should not be underestimated. Here, we explore the reasons why tech companies, both innovative start-ups or big tech, need PR and how it...
Posted on
byJames Weaver
Since the dawn of the 21st century, the tech industry has surged and evolved through countless groundbreaking innovations. But in the ongoing pursuit of digital transformation, layoffs in the sector have become an unwelcome trend. We saw it in the aftermath of the pandemic with the industry increasing its layoffs by 649% in 2022, which is the highest since the...
Posted on
byJames Bentley
Things change quickly in the world of B2B marketing, so it’s vital to be ahead of the curve. 2024 will bring with it new challenges and opportunities, so here are five incredible B2B marketing strategies which can make a significant impact for your business this year.  1. Personalised content marketing  Identifying and then producing content for specific target audiences has...

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.