Our B2B email marketing guide for companies

February 2, 2017

Rick Knutsen

wsigenesis

Business to business email marketing campaigns serve a greater purpose than most business owners believe. B2B email programs are capable of making a serious impact on your bottom line. While they may not be on as large a scale nor reach as many people as your client based campaigns, they still hold a huge potential for your company. Here are a few tips to follow when creating your email marketing strategy.

Content marketing is vital

Content can make or break your email. Therefore ensure you are always opting for quality over quantity. Instead of sending out a daily newsletter with things that may not interest the reader, focus on developing a weekly email campaign with more relevant content based topics.

Do not forget about creativity

In email campaigns, creativity is often ignored.  As with all forms of digital marketing, creativity should be front and center to ensure you captivate the reader from the beginning. Wading through line after line in paragraph form will lose readers quickly. However, punchy, relative graphic imagery and use of color will.

Above all, do not forget the human element

Many business owners ignore email campaigns since they are an old medium and emails can come across as being detached, even cold. Impersonal campaigns lead to customers unsubscribing from your email database.  Therefore, keep the feel of the email engaging and relatable.

If you require any help on launching your B2B email marketing strategy or require assistance with other digital marketing challenges you may be facing, do not hesitate to contact us. WSI eBiz Solutions stops at nothing to ensure your campaign reaches its full potential.

About the Author

Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders.   His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners. 

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