8 tips B2B email marketers can take from B2C practices

B2B email marketing programs have historically lagged behind the sophistication of their B2C counterparts. However, there are many ways that B2B companies can can even the playing field by following a few simple guidelines:

1. The size of list does not matter, its what you can do with it. B2B companies need to nurture their lists as if it was a gold mine.

2. A great on boarding strategy is key. Companies need to realize that its more than just getting email address in todays business climate. Welcome them, show them around your party and pound home your brand promise and all that you program has to offer.

3. Testing is key to any program. Have a hypothesis, set up a schedule and stick to it. You program can never get better if you don't know what works.

4. Success metrics can push a program forward. However, the stakeholders need to decide what those are and stick with them. Don't abandon them and make sure to trend them over time.

5. Before you push the button, make sure your email has a purpose and that the call to action is clear and prominent. You only have 7-10 seconds of your subscribers attentions. Make it clear.

6. Make sure your email, your content, your call to action and your entire program is sticky. Make the email resonate of what they want to hear, not what you always want to tell them.

7. Whenever possible, make emails triggered and automated based on your subscribers interaction with your company. The key it to make it personal.

8. Last but not least, your creative says a lot about your brand. Invest in it and you will see a lift. Those that rely on people who think a B2B email is easy and the creative is minor will see diminishing returns.

Most of all…make your email count.

Andrew Kordek

Co-Founder, Trendline Interactive

A Email Marketing Agency

Twitter: @andrewkordek & @trendlinei

Email: andrew@trendlineinteractive.com