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March 19, 2018

7 Email Marketing Great Tips for the B2B Marketer

It is difficult to make your audience notice your email, let alone engage with it in the sea of emails all shouting for attention. So, what can you do to make your emails stand out? There are so many methods, from using email marketing software to crafting your content with greater diligence. All these methods have their own relative advantages and limitations. However, the following tips should be followed by every B2B marketer to ensure their email stand-out above the rest.

Start with a great subject line

According to Invesp, 69 percent of recipients report their emails as spam on the basis of the email's subject line. But, 47 percent of recipients decide to open their emails on the basis of the subject lines. Therefore, starting with a great subject line is of vital importance. It determines whether the reader wants to engage further with your email or not. It is your first impression, and if that is ruined then the rest will be as well.

Therefore, it should be short, it should be clear, and it should state the incentive to make your reader open the email. Try to avoid cliches because nothing dulls the senses than the repeated expressions one hears all the time. 

Keep your sentences brief

Although brevity is a high virtue for writing, in general, for the web, it is ever more necessary because people read less and skim more online.

Therefore, if the message is not brief and focused, chances are it will probably not be read and understood. Come up with something clear and memorable. Don't beat around the bush; come to the point along with some creativity.

Make your messages personalized

All of us are a bit ego-centric. We all respond more to any information if it feels like it is directed towards us. If the message is delivered acknowledging our date of birth, then naturally we all are likely to respond more. Likewise, if we receive a thank-you message after we have subscribed to anything, we are likely to pay attention. Personalized messages tend to be the most effective.

Therefore, collect information from your potential audience and use it for directing personalized messages. But, don't be too hasty in this regard. Asking up front for any information can put off your audience and you will never be able to build your relationship effectively. Instead, go step by step to collect the required information bit by bit. For example, you can ask your subscribers why they subscribed in your welcome email. If you see them responding and engaging more, you can ask for more and more information. Remember to build your relationship if you want to increase your revenues.

Make your emails interactive

Instead of leaving your readers the trouble of opening web pages, make your emails interactive and save your readers the step. As easy as clicking on a link looks, your readers might not have the incentive to do even that, especially if they have limited or connectivity.

An interactive email will function like a web page by allowing the recipients to perform tasks from the email itself. Those tasks could include rating your content, the filling out forms and responding to your quizzes, and more. Increasing the capability of your emails in this way makes it far more likely that your readers will engage with it.

In order to create interactive emails, you need to choose a particular platform supporting this technology. Decide on your platform based on your goals. If information collection is your goal, then the embedded forms supporting platform should be your choice. On the other hand, if you are bent towards creating more engaging content, then a platform supporting quizzes and animations should suit you the best.

Ensure mobile optimization

Smartphones and mobile devices are the newest trend. According to Statista, the worldwide percentage of web page views through mobile devices is more than 52 percent, with the Asia region leading with 65 percent. Therefore, if your emails are not mobile optimized, you are missing out on a huge chunk of your audience.

Mobile optimization starts with your email template, but it is not the only thing that you should look out for. Your content should be structured accordingly as well. That means including the most important information at the top, along with brief and concise sentences for easy reading, with your buttons and links big enough to be easily trappable.


Unless you have made sure that your emails are working, don't send them. Check that all your personalization is working along with your links. If they are not, you will lose credibility. Check your content on all the major providers, like Yahoo, Gmail and Outlook before sending. There are tools available for this type of testing. 


Check what is working for you and what is not. If one subject line is leading to higher open rates then you will know what type of subject line to use more frequently. The types of calls to action and body content should also be experimented to know what is effective and what is not. 

Edited by Erik Linask
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