Our B2B e-mail marketing guide

February 7, 2017

Rick Knutsen


Our B2B e-mail marketing guide. Think back to the advent of the facsimile, and how thrilled we all were to have such a speedy method of written communication. Shortly afterwards, e-mail became mainstream, and we were even more ecstatic. But then all sorts of shiny new methods of instant communication popped up – from iChat to Facebook to Snapchat. It looked for a moment as if e-mail was heading the same way as faxes did. And yet, a whopping 77% of purchasers prefer e-mail promotions and offers over any other digital marketing channel.

Prepare it

As with so many things in life, it’s most beneficial to set a clear goal before diving in. Decide the exact purpose of your email marketing campaign before you start.

  • Is it to promote a new product or service?
  • Would you like to engage in conversation with your buyers?
  • Do you want to inform and educate your clients?

Encourage your current, previous, and prospective customers to give you permission to send them email. As much as you want to cultivate your email list, you don’t want to be regarded as a spammer. Bear in mind, too, that quality trumps quantity.

Elect when and how often you plan to send out emails. You need to find a balance between overdoing it, and not interacting enough. A customary guide is that emails sent on Tuesday and Wednesday afternoons yield the best response rate. Test if that does indeed apply to your particular field.

Write it

Think about the emails you receive. How do you determine which to read and which to skip? Chances are the subject line has a huge impact on your decision. An enthralling subject line is a huge influence on the success of your email marketing strategy.

The actual message of your email needs to adhere to the best practices for all content marketing:

  • Clear
  • Concise
  • Captivating
  • Call to action included.

Personalize it

Despite the B2B environment, remember that you are a human communicating with another human. So don’t overdo the “corporate” jargon; rather, focus on really connecting with your readers.

For more information and advice, please contact us today.

WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give us a call or get in touch with us at rknutsen@wsiebizsolutions.net to learn more.


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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