Image Source: FreeImages B2B marketers continue to see email as a critical channel for lead generation and brand awareness. In fact, according to the latest Marketing Industry report, B2B marketers are investing more in email than other marketing channels. To gain a competitive edge and drive higher engagement among prospects, many B2B marketers have adopted best practices for creating high-converting emails. A well-designed email marketing campaign can help you achieve your business objectives at a low cost with measurable results. If you’re ready to take your B2B email marketing to the next level and get more from your list, this guide will walk you through the best tools and structures used by top marketer to create high converting emails. Establish a Clear Understanding of Your Audience Before you start designing any email marketing campaign, you need to understand your audience to create the right message for the right group of people. Here are a few questions you should ask yourself before creating your email marketing campaign. - What are the problems, desires, and needs of your target audience? - What is their current state of awareness and knowledge about your product or service? - What is their current buying journey? - What are the objections or barriers your potential customers have in making a purchase? - What is the best way to reach out to your target customers? Use High-Quality Images and Video Visual content is proven to be more effective than text-based content. According to data, an image has the power to generate 22% more clicks, and a video can increase click-through rate by 95%. A B2B email marketing campaign works best when you provide high-quality images and video content to illustrate your key message. For instance, if you are promoting a new product, include an image of the product along with its specifications and features. For B2B marketers, a product launch email can be a great chance to use high-quality images and video. Include product images and a detailed description of the product. If you are promoting a new product, consider including some sample images so your audience can have a clear understanding of what the product looks like. Set Up a Dedicated B2B Marketing Automation Platform A smart automation platform will make it easy for you to create personalized emails for each of your contacts. When you set up a marketing automation platform, you build automated workflows for each of your lead types — identifying the best time for reaching out to your contacts and making it easy for you to follow up with them. As you design your emails, make sure to include customized elements that let you personalize your emails based on your contacts’ details. For example, if you want to send a personalized welcome email to your new subscribers, you can use your email marketing automation platform to pull their contact details. With a marketing automation platform, you can personalize the subject line, message, and the tone of your emails to deliver a consistent brand message with each contact. Use Rich Content to Educate Your Audience To turn your email marketing campaign into an educational experience, use relevant content to share valuable insights with your audience. This can help you drive leads, build brand awareness, and increase conversions. You can include educational content in your email marketing campaign in a variety of ways. For example, you can share success stories from past customers, present your product comparison with a competing product, or create a helpful guide to your product or service. Have A Dedicated B2B Marketing Lead Generation Process Before you start creating new email marketing campaigns, create a lead generation process to ensure you’re taking full advantage of your email list. Here are a few steps you can take to develop a lead generation process for your email marketing campaign. - Define your sales funnel: You need to first understand your sales funnel. Your sales funnel should be defined in such a way that it makes clear how leads are converted into sales. - Plan your email marketing campaigns: Next, you need to plan your email marketing campaigns so that you are able to make the most out of your list. Try creating campaigns around your product, service, business offers, and any other relevant topics that can help you in making sales. - Track your results: Once you have created your email marketing campaigns, make sure to track your results so that you can adjust your campaigns based on the data and make them even more effective. Bottom Line Email marketing is one of the most effective ways to engage new contacts and turn them into paying customers. When done right, an email marketing campaign can help you connect with new prospects and nurture them through the buying journey. When creating your B2B marketing emails, keep in mind that your content needs to be more engaging and persuasive than ever before. Make sure to include high-quality images and video, as well as rich content to educate your audience. For B2B marketers, email marketing is still a critical channel for lead generation and brand awareness. To gain a competitive edge and drive higher engagement among prospects, many B2B marketers have adopted best practices for creating high-converting emails.