Best Practices for Successful B2B Email Marketing
OneIMS Globe
Free Online Workshop: How to Crush Your Competition in Sales / July, 2 2024Save Your Seat
Email Marketing Best Practices for B2B

According to HubSpot’s State of Marketing Report 2024, 75% of marketers believe a personalized experience increases sales and the likelihood of a contact becoming a repeat customer.

With that data in mind, the question arises: how can your B2B company incorporate a personal touch and provide customized interactions in a digital marketing space dominated by artificial intelligence?

Email marketing is one of the most effective tools for B2B companies to connect with their target audience on a more personal level. To maximize the effectiveness of your email marketing efforts, it is essential to incorporate established strategies that will enhance interaction, improve conversion rates, and lead to successful outcomes.

Let’s take a look at why these strategies are important, what they are, and how they work.

Why are email marketing best practices important?

Following email marketing best practices is crucial for B2B businesses to ensure their messages reach and resonate with their audience. Implement these guidelines to create emails that are more likely to be opened, acted upon, and drive better engagement. Ultimately, this will lead to higher conversion rates and stronger customer relationships. Here’s how:

1. Improved Engagement

By implementing best practices, you can create email campaigns that resonate with your audience, increasing open rates, click-through rates, and overall engagement.

2. Higher Conversion Rates

Well-crafted and targeted emails have a greater chance of driving conversions, whether through purchases, service subscriptions, or other desired actions.

3. Deliverability and Reputation

Following best practices helps ensure that your emails reach their intended recipients, avoid spam filters, and maintain a positive reputation with email service providers.

4. Compliance and Trust

Adhering to industry regulations and guidelines regarding email marketing fosters trust with your subscribers and protects your business from potential legal issues.

5. Efficiency and ROI

By optimizing your email campaigns and leveraging automation, you can maximize the return on investment (ROI) while minimizing wasted resources.

It’s not just about sending emails; it’s about strategically planning your email campaigns with specific goals in mind, such as building brand awareness, securing leads, nurturing leads, and converting leads. By sticking to these best practices, you ensure that your email campaigns are well-optimized and primed to deliver the results you want, reinforcing the value of every email you send.

Benefits of using email marketing best practices

Personalization and Segmentation Strategies for Effective Email Targeting

As highlighted earlier, one of the most effective email marketing best practices is personalization and segmentation. By tailoring your content and messaging to specific segments of your audience, you can create a more relevant and engaging experience, leading to higher engagement and conversions. Here are some effective personalization and segmentation strategies:

1. Demographic Segmentation

Segment your email list based on factors like age, gender, location, or income level, and tailor your content and offers accordingly.

2. Behavioral Segmentation

Analyze subscriber behavior, such as past purchases, website activity, or email engagement, and segment your list based on these insights.

3. Lifecycle Segmentation

Segment your audience based on their stage in the customer journey, such as new subscribers, active customers, or lapsed customers, and deliver targeted messaging to nurture each group effectively.

4. Preference-Based Segmentation

Allow subscribers to self-identify their interests or preferences, and segment your list accordingly to provide highly relevant content.

5. Dynamic Content

Leverage dynamic content blocks within your emails to display personalized content based on subscriber data or behavior, creating a tailored experience for each recipient.

6. Triggered Emails

Set up automated email campaigns triggered by specific actions or events, such as welcome emails, abandoned cart reminders, or post-purchase follow-ups, to deliver timely and relevant messages.

When planning your email campaigns, focus on your audience by understanding the origin of your lists, ensuring clean data (email marketing databases decay at about 2% monthly or 25% per year), and segmenting your contacts.

With personalization and segmentation strategies based on your audience insights, you can increase the relevance and value of your campaigns, leading to higher engagement, conversions, and overall customer satisfaction.

7 Key Email Marketing Metrics to Monitor

To gauge the success of your email marketing campaigns and identify areas for improvement, here are some essential metrics to track:

MetricDescription
Open RateThe percentage of recipients who opened your email. This metric indicates the effectiveness of your subject line and preview text in capturing the audience’s attention.
Click-Through Rate (CTR)The proportion of recipients who clicked on one or more links within your email. A high click-through rate shows that your email resonated with your audience and motivated them to engage.
Conversion RateThe percentage of recipients who completed a desired action, such as making a purchase or signing up for a service. This metric directly measures the effectiveness of your email in driving conversions.
Bounce RateThe percentage of emails that were undeliverable due to invalid or inactive email addresses. A high bounce rate can negatively affect your sender reputation and deliverability.
Unsubscribe RateThe proportion of recipients who opted out of receiving future emails from you. Monitoring this metric helps identify potential issues with your email content or frequency.
List Growth RateThe rate at which your email list is growing or shrinking over time. A healthy growth rate suggests effective list-building efforts and content that resonates with your target audience.
Email Sharing and ForwardingThe number of times your emails are shared or forwarded to others. This metric highlights the viral potential of your content and can help expand your reach.

By regularly tracking and analyzing these metrics, you can identify trends, pinpoint areas for improvement, and make data-driven decisions to optimize your email marketing strategies.

How to Create Compelling Subject Lines for Higher Open Rates

Your subject line is the first impression your email makes on recipients, and it can make or break your open rates. Crafting compelling subject lines is an art form that requires a delicate balance of creativity, clarity, and persuasion. Here are some best practices to follow:

  • Keep it concise: Aim for subject lines that are 50 characters or less, as longer subject lines may be truncated in some email clients, reducing their impact.
  • Spark curiosity: Use intriguing or thought-provoking language that piques the reader’s interest and compels them to open the email.
  • Personalize: Incorporate the recipient’s name or other personalized elements to create a more tailored and engaging experience.
  • Avoid spam triggers: Steer clear of spammy words or phrases, such as “free,” “act now,” or excessive punctuation, as these can trigger spam filters and reduce deliverability.
  • Test and refine: Continuously test different subject line variations to see what resonates best with your audience, and refine your approach based on performance data.

Remember, a compelling subject line is just the first step in capturing your audience’s attention. Once they open the email, your content must deliver on the promise made in the subject line to maintain engagement and drive conversions.

Designing Mobile-Responsive Email Templates

Since consumers view the majority of emails on mobile devices, you must design mobile-responsive email templates to provide an optimal viewing experience across various devices and screen sizes. Here are some best practices for creating mobile-responsive email templates:

  • Use Responsive Design Techniques: Implement responsive design techniques, such as fluid layouts, flexible images, and media queries, to ensure that your email templates adapt seamlessly to different screen sizes and orientations.
  • Optimize Content for Mobile: Keep your email content concise and scannable, using clear headings, short paragraphs, and bullet points. Prioritize the most important information and calls-to-action for mobile viewers.
  • Simplify Navigation: Streamline navigation within your emails by using larger, finger-friendly buttons and links, making it easier for mobile users to interact with your content.
  • Use Preheader Text: Utilize preheader text to provide a preview of your email content, as this text is often displayed prominently in mobile email clients.
  • Test on Multiple Devices: Thoroughly test your email templates on various mobile devices and email clients to ensure consistent rendering and functionality across platforms.
  • Consider Mobile-Friendly Formats: Explore alternative mobile-friendly formats, such as Accelerated Mobile Pages (AMP) or Rich Text Format (RTF), which can enhance the email experience on mobile devices.

Designing mobile-responsive email templates ensures your subscribers have a seamless and engaging experience, regardless of the device they use to access your emails.

Control - variation

How to Optimize Email Deliverability and Avoid Spam Filters

No matter how compelling your email content is, it won’t make an impact if it doesn’t reach your subscribers’ inboxes. Optimizing email deliverability and avoiding spam filters is crucial for the success of your email marketing campaigns. Here are some best practices to follow:

1. Maintain a Clean Email List

Regularly remove inactive or invalid email addresses from your list to maintain a high-quality subscriber base and improve deliverability rates.

2. Implement Double Opt-in

Use a double opt-in process for new subscribers to ensure that they have explicitly consented to receiving your emails, reducing the risk of being marked as spam.

3. Authenticate Your Email Sender:

Implement email authentication protocols, such as Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC), to validate the authenticity of your email sender and improve deliverability.

4. Monitor Spam Complaints

Keep track of spam complaints and unsubscribe rates, and address any issues promptly to maintain a positive sender reputation.

5. Use Reputable Email Service Providers (ESPs)

Partner with reputable ESPs that have robust deliverability practices and established relationships with major email providers.

6. Avoid Spammy Content and Practices

Steer clear of spammy language, excessive use of images or attachments, and misleading subject lines or content, as these can trigger spam filters and harm your deliverability.

7. Warm Up IP Addresses and Domains

If you’re starting a new email marketing campaign or using a new IP address or domain, gradually increase your email volume over time to establish a positive sender reputation.

With these guidelines in place, you improve the chances of your emails reaching their intended recipients, ensuring your message is seen and heard.

Building and Managing Your Email Marketing List

A healthy and engaged email list is the foundation of successful email marketing campaigns. Building and managing your email list effectively is crucial for maximizing the impact of your efforts. Here are some best practices to consider:

1. Offer Incentives for Subscribing

Provide compelling incentives, such as exclusive discounts, free resources, or early access to new products or services, to encourage people to sign up for your email list.

2. Implement Clear Opt-in Processes

Ensure that your opt-in processes are transparent and compliant with relevant regulations, such as the General Data Protection Regulation (GDPR) or the California Consumer Privacy Act (CCPA).

3. Segment Your List

Segment your email list based on subscriber preferences, behavior, or demographic data to deliver more targeted and relevant content.

4. Regularly Clean Your List

Remove inactive or invalid email addresses from your list to improve deliverability and maintain a high-quality subscriber base.

5. Provide Easy Unsubscribe Options

Make it easy for subscribers to unsubscribe from your emails if they no longer wish to receive them, as this helps maintain a positive sender reputation and avoids potential spam complaints.

6. Monitor List Growth and Engagement

Regularly analyze your list growth and engagement metrics to identify trends and opportunities for improvement.

7. Use List Hygiene Services

Consider using list hygiene services to identify and remove invalid or potentially risky email addresses from your list, further improving deliverability and sender reputation.

Through effective construction and management of your email list, you guarantee that your communications are received by an active and attentive audience, boosting the likelihood of successful email marketing efforts.

A/B Testing for B2B Email Campaigns

Continuous optimization is key to maximizing the effectiveness of your email marketing campaigns. A/B testing, also known as split testing, allows you to compare the performance of different variations of your emails and identify the most effective strategies.

Here are some best practices for A/B testing and optimizing your email campaigns:

  1. Define Your Testing Goals: Clearly define the goals of your A/B tests, such as increasing open rates, click-through rates, or conversions, to ensure that your testing efforts focus on and align with your overall objectives.
  2. Test One Variable at a Time: When conducting A/B tests, isolate and test one variable at a time, such as subject lines, email content, call-to-action buttons, or send times, to accurately attribute any performance differences to that specific variable.
  3. Use Statistically Significant Sample Sizes: Ensure that your test groups are large enough to provide statistically significant results, as small sample sizes can lead to inaccurate conclusions.
  4. Analyze and Interpret Results Objectively: Analyze the results of your A/B tests objectively, considering factors such as statistical significance, practical implications, and potential biases or confounding variables.
  5. Continuously Test and Refine: Treat A/B testing as an ongoing process, continuously testing new variables and refining your strategies based on the insights gained from previous tests.
  6. Automate Testing Processes: Consider using email marketing platforms or tools that offer automated A/B testing capabilities, streamlining the testing process and allowing for more efficient optimization.
  7. Test Across Different Segments: Conduct A/B tests across different segments of your email list to identify variations that perform better for specific audience groups.

With an effective A/B testing strategy and continuously optimizing your email campaigns, you can improve key metrics, such as open rates, click-through rates, and conversions, ultimately driving better results and ROI for your email marketing efforts.

How to Stay Compliant with Email Marketing Guidelines and Regulations

Compliance with email marketing guidelines and regulations is essential to maintain trust with your subscribers, protect your brand reputation, and avoid potential legal consequences. Here are some key best practices to ensure compliance:

Compliance AspectDetails
Obtain Explicit ConsentEnsure that you have obtained explicit consent from subscribers before sending them marketing emails, as required by regulations such as the CAN-SPAM Act and GDPR.
Provide Clear Opt-out OptionsInclude clear and conspicuous opt-out options in every marketing email, allowing recipients to unsubscribe easily if they no longer wish to receive your communications.
Accurately Identify Your BusinessClearly identify your business name, physical address, and contact information in all marketing emails to comply with transparency requirements.
Avoid Deceptive Subject Lines and ContentEnsure that your subject lines and email content accurately represent the content and purpose of the email, without using deceptive or misleading language.
Comply with Industry-Specific RegulationsIf your business operates in a regulated industry, such as healthcare or finance, ensure that you comply with any additional email marketing guidelines or regulations specific to your sector.
Stay Updated on Regulatory ChangesRegularly monitor and stay informed about any changes or updates to email marketing regulations, as these can vary across different regions and jurisdictions.
Implement Robust Data Privacy PracticesImplement robust data privacy practices, such as secure data storage, access controls, and data retention policies, to protect the personal information of your subscribers and comply with data privacy regulations.

It is essential to adhere to email marketing guidelines and regulations. You will not only protect your business from potential legal consequences but also foster trust and credibility with your subscribers.

Incorporating Automation and Drip Campaigns for Higher Engagement

Email marketing automation and drip campaigns can significantly enhance engagement and nurture relationships with your subscribers. By delivering timely and relevant content based on specific triggers or behaviors, you can create a more personalized and effective email marketing strategy. Here are some best practices for incorporating automation and drip campaigns:

Email Campaign TypeDescription
Welcome Drip CampaignsSet up automated welcome drip campaigns to engage new subscribers, introduce them to your brand, and provide valuable content or offers from the outset.
Nurture CampaignsImplement nurture campaigns that deliver a series of targeted emails based on a subscriber’s behavior, interests, or stage in the customer journey, guiding them toward a desired action or conversion.
Abandoned Cart RemindersLeverage abandoned cart reminders to re-engage potential customers who have left items in their online shopping cart, providing them with a gentle nudge and incentive to complete their purchase.
Post-Purchase Follow-upsUse post-purchase follow-up campaigns to cross-sell or upsell related products, solicit feedback, or provide helpful resources to enhance the customer experience.
Event-Based CampaignsTrigger automated email campaigns based on specific events or milestones, such as birthdays, anniversaries, or product usage milestones, to deliver timely and relevant content.
Lead Scoring and NurturingImplement lead scoring and nurturing campaigns to identify and prioritize high-value leads, delivering tailored content and offers to move them through the sales funnel more effectively.
Behavioral TriggersSet up automated campaigns triggered by specific subscriber behaviors, such as website visits, content downloads, or email engagement, to deliver personalized and relevant content based on their interests and actions.

Integrating automation and drip campaigns into your email marketing plan helps simplify your tasks while providing personalized and relevant content. It is also instrumental in cultivating stronger connections with your audience, leading to increased interaction and conversions.

When Is the Best Time to Send an Email?

When planning your B2B email campaigns, pay close attention to timing. Studies show that sending your emails mid-week as well as avoiding scheduling them exactly on the hour increases your chances of getting noticed. In addition, steer clear of the beginning of the month and holidays to maintain high open rates.

A recent analysis of 10 billion emails by Moosend found that Thursday is the best day to send emails for the best open rate, with Tuesday ranked as the second-best day. Another finding revealed that the first hour after sending an email is critical, as 22-25% of email opens occur during this time.

By implementing these best practices, you can create effective B2B email marketing campaigns that resonate with your target audience, nurture valuable business relationships, and drive meaningful results for your organization.

How to Create Effective B2B Email Content

To create email content that resonates with your B2B audience it’s important to use concise and focused messaging directly related to your goal. Some best practices for email content to consider include:

  • Keep offers and CTAs to a minimum to prevent competing with yourself.
  • Use clear, direct calls-to-action (CTAs) with action verbs that add urgency, and avoid vague language like “submit” or “learn more.”
  • Always A/B test your subject lines and offers for optimal performance.
  • Incorporate relevant imagery, such as thumbnails for download offers.
  • Use bright, engaging colors to capture attention.
  • Video images with play buttons tend to generate more clicks than those without.
  • Strategically place your content, providing context related to your offer and ensuring your CTA is visible above the fold.
  • Include your signature and contact information at the bottom of the email.

Most importantly, personalize your content to show customers you value their needs and expectations. By focusing on these key aspects, you’ll create email content that captures attention and drives action from your audience.

Implementing Email Marketing Best Practices for B2B Success

To effectively apply email marketing best practices and maximize your campaign impact, focus on creating engaging emails, optimizing deliverability, and making data-driven decisions. Continuously monitor, test, and optimize your email campaigns while measuring key metrics. Prioritize your audience’s needs to build lasting relationships and deliver value.

Not sure where to start? Schedule a consultation with our OneIMS team and we will help you create a customized strategy for implementing best practices and achieving outstanding email marketing results for your company.

Request the Case Study and Playbook


Written By Samuel Thimothy

As the Chief Growth Officer, I provide leadership, direction and resource stewardship to the organization’s sales and marketing function. I also collaborate with our digital marketing strategy team in developing and executing growth marketing campaigns for our loyal clients.

Solomon Thimothy - OneIMS CEO

Find a Team to Manage Your Content and Grow Your Vision

Marketing doesn’t have to be a guessing game, see why hundreds of businesses rely on OneIMS everyday.

Schedule a Consult

In order to see if we are the right fit for your business, schedule a call with one of our strategists.

OneIMS Support Graphic

Featured in

OneIMS Globe
Free Online Workshop: How to Crush Your Competition in Sales / July, 2 2024 Save Your Seat