B2B Email Marketing: Turning Leads into Sales


You might be surprised to learn how effective email is today, despite being a tried and tested medium for B2B marketing. 


Although B2B email marketing is a 50-year-old technology, companies still use it to reach followers, convert leads into customers, and engage audiences with news, promotions, information, and offers.


A key feature of email marketing is its ability to reach out to people who have visited your website without converting. As a result, you can target qualified leads through email to increase your chances of converting them.


Nevertheless, it is crucial to personalize and customize your communications to nurture a lead such as this. To have a lasting impact, you must send relevant emails at the right time and use your contacts strategically to avoid overwhelming tips that have not yet been fully developed.


This article examines how you can use B2B email marketing to connect with valuable leads and convert them into sales consistently, accelerating your business growth.




Creating Prospecting Emails that Generate Real Engagement


Are you aware of this? If you get it right, spending $1 on email marketing will yield a return of more than $43.


Prospecting emails are one of the most critical elements of a successful B2B email marketing campaign. Here are some ways to increase engagement with prospects through your prospecting emails.


Get to Know Your Prospects


It is important to personalize and target prospecting emails. You are unlikely to receive the response you expect when you send a generic email to dozens or hundreds of B2B prospects. Even though the titles of various options may sound similar, they are not identical brands (or individuals). Therefore, each B2B prospecting email requires a unique approach.


Learn a little bit about the person you are contacting. What is the most crucial factor to each prospect? The goal of one organization may be to drive sales, while the objective of another might be to increase revenue and visibility.


If you search LinkedIn, you can learn much about what is essential to a prospect. Identify specific job titles and consider what that type of job entails.


You may learn more about responsibilities, goals, and priorities by reviewing the LinkedIn profiles of a particular job title. Try to identify any pain points that can be addressed by drilling into individual shapes. Would you be able to suggest any solutions to someone who is seeking to increase their visibility? Would it be the exact solution for someone responsible for generating sales? 


When you understand your prospects’ pain points from the beginning, you can create a B2B email that is clear, valuable, and tailored to the recipient’s specific requirements.


Communicate in the Language of your Prospects


It is possible to gain a great deal of information about an industry by browsing LinkedIn profiles. A company’s website and online conversations can also help determine what topics and languages they most commonly discussed.


Review the websites of job leads to gain a deeper understanding of what the role entails and where it fits within an organization.


Pay attention to social media conversations involving a potential contact. Are there any keywords that are likely to catch the attention of a particular prospect? Do they use conversational tones when addressing others or words that sound more formal or technical?


As you learn more about prospects and how they interact with others, you will better understand who different options are and how you can offer solutions to alleviate their pain points, challenges, or struggles. This type of detailed information ensures that your emails will not be generic.


Provide a Clear Call to Action


Your goal in your email should not be to sell something but to gain the prospect’s trust and interest. A link to a relevant blog post is an excellent way to conclude your email. Ask them if they can read the post and provide their feedback.


In no way is this an invasive approach. You should include information that demonstrates your ability to achieve results in the post that you send them.


Alternatively, you might ask them if they have tried a particular marketing strategy and suggest that they read a blog post that discusses this alternative approach.


When you suggest they investigate more information, you are unlikely to cause them any harm, especially if you have gotten to know them and what they may be seeking or needing.


Thanks to your warm and friendly email, you have demonstrated that you have a shared interest in their industry and have information that may be useful.


How to increase your B2B Email Click-through Rate (CTR)


Considering B2B marketing emails as Tinder profiles, how likely is it that yours will be swiped left or right? Are people interested in learning more, or do people move on to the next topic?


How much time do you think people will spend evaluating your marketing email if they are willing to swipe away a potentially lifelong partner in a blink of an eye? Quite a little. According to MailChimp, you are well above average for most industries if your email campaign receives open rates of 25% and click-through rates of 4%.


These strategies will help you increase your B2B email marketing click-through rates and ensure more prospects interact with your prospecting or promotional emails.


You should use a Catchy Subject Line to Entice your Readers.


You are getting subscribers to open your emails to increase your click-through rate. Your email links will not be clicked if people do not open your email.


For a great blog post, you should spend 10-25% of your time on the title. Develop it in a way that creates intrigue or urgency to compel the reader to click on it and learn more.


Consistently Deliver High-quality Content


No one likes clickbait articles and emails.


If your subject lines are phenomenal, but the email content falls short of your promise, it won’t take long before readers stop clicking, send your email directly to the trash, or even unsubscribe.


Most of us open a few newsletters regularly – our attention is immediately drawn to them once they arrive in our inboxes. Why is this so? The reason for this is that these emails consistently deliver value.


You will discover a never-ending flow of subscribers who eagerly read your content and pay attention to the recommendations you provide if you consistently surprise, impress, and add value to your subscribers’ newsletters.


Be sure to End your Email on a High Note.


Most television shows end in the middle of a dramatic moment, leaving us eagerly awaiting the following week’s conclusion, resolution, or big reveal.


This is because writers have discovered that it keeps viewers engaged and increases their likelihood of watching regularly. Viewers may return next week if the story is resolved immediately, but it is less pressing if they miss the episode.


Similarly, viewers wonder what will happen next when the story does not conclude within one episode. Repeat viewings are crucial due to this lack of closure and are ultimately responsible for building a loyal following.


You can use the same tactic in your email correspondence. To entice readers to visit your website, offer enough information to pique their interest, but do not reveal too much information. The story should be concluded with a “read more…” link or button that the reader can click to continue reading. Doing so will keep your B2B prospects warm, creating a stronger brand connection with them.


Boost Your CTR with these Bonus Tips:


  • Provide your readers with more context with high-quality imagery in your emails. B2B email marketing communications can benefit from header images, videos, graphical banners, inspirational quotes or statistics, memes, and infographics.
  • Develop CTA buttons that stand out on the page and provide clear instructions for the reader. Your CTA should be placed at the bottom right of your emails.
  • Provide your readers with other relevant offers, content, or information in the postscript of your emails.


How to Convert Leads and Earn More Sales with Analytical B2B Email Marketing Tips


Below are some additional strategies to enhance the efficiency and effectiveness of your lead-nurturing B2B email marketing efforts.




Automate your Responses


You can offer different types of information and services to the other groups you email at varying times of the week or month by dividing them into various segments. Autoresponders (or automatic email responses) are the gold standard for time-saving. They may also be used to understand segmentation.


If you are launching a course or other service that has a deadline, they are excellent tools for creating a sense of urgency. Towards the end of the campaign, you may want to increase the frequency and highlight discounted prices. Make sure, however, not to spam people too much if they are not used to hearing from you frequently.


Segmentation can also be achieved through autoresponders. You can, for example, construct different sets of messages based on the number of people who have signed up for monthly newsletters, weekly newsletters, and product updates.




Analyze Data


The use of email can be beneficial for segmenting your traffic and monitoring your analytics to understand your customer’s behavior, regardless of the industry or context in which you operate. Almost all email service providers provide users with the opportunity to gather metrics at a variety of levels.


You will likely be most interested in metrics such as CTR, open rate, and unsubscribes. You can gain much insight into improving your campaign by monitoring the number of people (and segments) that unsubscribe.




Selecting the Most Effective Using Split Test


Before you send your email campaign to your entire database, you can test your subject lines and content with a small section of your subscribers. 


A good email service provider such as MailChimp allows you to enter two subject lines or versions of an email and conduct a user test on your behalf. You should send your email to all relevant prospects based on the subject line that receives the most clicks and the email that generates the most engagement. 


Through split testing, you can gather intelligence (based on a copy, content, imagery, design, color scheme, and layout) to optimize future communications for the best possible chance of lead nurturing.




Turn this Article into a Profit


Did you like these tips? Great – it means we have something mutual to talk about. We have conducted those info pieces so you can get familiar with the world of lead generation, and we have many other tools and methods of email marketing you can use to boost your sales and digital presence. 


As a result, you are dividing your traffic into different groups based on their preferences and behavior. Ready to learn how? Please leave your details below; one of our experts will contact you ASAP.