Email marketing: still a powerful tool
in B2B

Email marketing: still a powerful tool in B2B

The idea that email marketing is outdated couldn’t be further from the truth. In fact, it remains one of the most effective tools in a marketer’s arsenal. According to Statista, as of 2022, a staggering 4.26 billion people were daily email users. This figure alone highlights the immense potential that email marketing holds. When executed correctly, email marketing is far from spammy; it’s about delivering value, staying relevant, and building relationships with your current, past, and potential customers. Let’s explore the B2B email marketing trends you should leverage to stay ahead of the curve.

Evolving strategies in email marketing

Gone are the days when you could simply bombard your email list with a “deal of the month” and expect results. If your approach hasn’t evolved, it’s time for a change. Customer and prospect segmentation is no longer optional; it’s essential. Targeting specific groups with content that interests them significantly increases your click-through rate (CTR). According to HubSpot, the emails that perform best in terms of CTR are those that announce new products or features. Strategic planning is crucial to building an effective email marketing funnel that converts.

Stay ahead of the curve by following the latest trends

Being a trendsetter is challenging and comes with risks, but being at the forefront of trends is where the opportunity really lies. Instead of trying to invent the next big thing, focus on embracing and adapting current trends. This approach puts you in the marketing sweet spot – not too early to fail and not too late to miss the opportunity.

Collaboration with a specialized agency
This is where a specialized marketing agency like GreenStar Marketing can be invaluable. Their experience in the communications industry can help you stay ahead of the competition by effectively utilizing B2B email marketing trends.

Adapt trends to your unique business

Trends should serve as a framework for your success, not a blueprint to follow. It's crucial to adapt these trends to the unique needs of your business. While it's important to follow what works, direct imitation won't get you far. Instead, use these frameworks as inspiration to innovate and build on what's already effective.

The uniqueness of your business is your greatest asset, so take advantage of that. Make it the reason customers choose you over the competition.

Improve engagement with interactive emails

Today’s emails are about so much more than just text. To stand out, they need to be interactive and engaging. One of the latest advancements in email technology is the use of Accelerated Mobile Pages (AMP) for emails. This allows recipients to interact with dynamic content directly within the email, such as filling out forms or making reservations, without having to leave their inbox. To further increase engagement, break up the text with images, GIFs, or interactive elements like polls, creating a more immersive experience for the reader.

H2: Prioritize data privacy and security

With growing concerns about data privacy, addressing these issues head-on can set your business apart. Transparency about how you handle data can build trust with your audience. The General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) are just the beginning of more comprehensive privacy laws. Familiarizing yourself with these regulations now will benefit you in the long run.

Requirements for shippers in 2024
In addition to these privacy concerns, Google and Yahoo are implementing new requirements for senders starting in February 2024. This includes DomainKey Identified Mail (DKIM) and Sender Policy Framework (SPF) verification for custom domains. If you are using third-party email services like MailChimp or Flodesk, make sure these systems are configured to meet the new security standards, allowing your emails to bypass spam filters and be recognized as legitimate.

Integrating email marketing with sales and CRM

Personalization is key in B2B email marketing. Beyond basic greetings, personalized emails that resonate with the recipient can dramatically increase engagement. For example, instead of just sending a birthday message, why not recognize the anniversary of their first purchase with your company? These small touches show that you value the relationship, and with CRM integration, you can automate these personalized emails based on specific triggers.

GreenStar Marketing can help you develop a customized email marketing strategy that aligns with your business goals, ensuring that every interaction is meaningful and impactful.

Deliver value through storytelling

One of the biggest challenges in B2B email marketing is overcoming objections, especially for higher-priced products or services. The human brain is designed to resist change, so providing value without asking for anything in return can help build trust and reduce resistance.

Email topics to build trust

Here are some email topics that can build trust:

• Educational Content: Teach your audience something valuable. Address complex concepts and offer solutions that simplify them.
• Recommendations: Instead of selling, share other resources or companies that have provided value to you.
• Gifts: Offer valuable free items like ultimate guides, e-books, or free courses to build goodwill.

Storytelling is an essential component of these emails. Your story should resonate with your audience, allowing them to see themselves in the narrative. When you add value through your story, you position yourself as a problem solver, even for problems the reader may not have been aware of.

Ensure accessibility in email marketing

Accessibility is often overlooked, but it is crucial to reaching a diverse audience. Make sure your emails are accessible by including alt text for images, providing captions for videos, and using tools to check for accessibility issues. Harvard’s digital accessibility guide is a valuable resource to ensure your emails are accessible to everyone.

H2: Take advantage of these trends to drive growth with GreenStar Marketing

The potential for growth through B2B email marketing is huge. Use these trends to improve your reach, increase conversions, and build lasting trust with your audience. If you’re looking for support implementing these strategies, GreenStar Marketing can help you create a custom email campaign designed to meet the unique needs of your business. Contact them today to start building an email marketing strategy that drives results.