How To Solve The Top B2B Email Marketing Challenges

Forty-five percent of Business-to-Business (B2B) marketers say email is the most effective digital marketing channel they use. But what about the other fifty-five percent? For businesses struggling to find a way to engage new clients and boost revenue, it’s time to take a look at how you’re using email.

Simply pushing the “send” button isn’t going to bring in new business, so understanding the challenges associated with email marketing will help you overcome a shrinking open and conversion rate. Experian reports for every $1 spent, $44.25 is the average return on email marketing investment. B2B email marketing comes with inherent challenges, but getting it right means major financial benefits.

Critical Challenges of B2B Email Marketing

Unlike Business-to-Customer (B2C) email marketing, which often calls on an emotional connection with your target audience, B2B email marketing relies on logic. You’re attempting to connect with another business, which means you need to focus on topics that matter to business owners - time, money and resources. Admail is delving into the top challenges with B2B emails and how to tackle the problem.

Mobile Optimization

Just under half of all opened emails are first viewed on a mobile device. Businesses that aren’t using the best responsive design email service are quickly losing the attention of their recipients. The average person spends roughly 11.6 seconds reading a single email. If your content isn’t easy to read, designed well, and clear about the benefit offered, don’t expect the recipient to go back to the email on a laptop. Admail can help you design brand-focused responsive HTML marketing emails that increase your click-thru rate, return on investment, and keep the message from being automatically deleted.

Attention-Grabbing Creative

It’s imperative that you find a way to connect with other businesses for your email campaigns to be effective. B2B marketing emails should be simple and imply urgency. Building in a feeling of exclusivity and personalization based on the recipient’s preferences or previous purchases is also an effective technique.

Don’t get caught up in the verbiage – the ideal word length for a marketing email is between 50 and 125 words. Focus your attention on luring images and videos. The combination of text and images offers the best potential outcome as research shows visuals increase a person's willingness to read a piece of content by 80 percent.

Inserting images and videos into a marketing email doesn’t have to be complicated. Admail’s easy-to-use HTML responsive design allows you to insert media without using complicated code.

Email Fatigue

Walking the fine line between offering valuable information to potential and current clients and sending too many emails can become blurry. When recipients reach the edge of email fatigue, they aren’t shy about acting. An estimated 69 percent of U.S. email users unsubscribe from a business or non-profit email because the organization sends too many emails.

The best days to send B2B marketing emails are Monday and Tuesday, with the most effective send time between 10 a.m. – 11 a.m. EST. One to two marketing emails a month is the common threshold to keep your audience engaged. However, there are many other marketing options to supplement your emails and pull the potential client further into the sales funnel. Offer informative blogs, a monthly newsletter, engaging social media posts, and new website copy to keep your target audience engaged.

Trends In Email Marketing Budget

There’s no question that marketing as a whole is taking on a digital approach. Investment in paid search, display advertising, social media advertising, online video advertising and email marketing is predicted to account for 46 percent of all advertising by 2021. Email marketing still leads the way with the highest percentage of “excellent” and “good ROI” results reported.

As you consider the platforms available to help you best reach your target audience, email marketing remains the top revenue-getter for B2B marketing. Admail has the power to create media-rich B2B marketing emails that are HTML responsive, grabbing the mobile-viewing audience.

Sign up for a free trial with Admail today to see how we can grow your business.

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