How to Use Email Marketing to Grow B2B Sales

By Danni White - Last Updated on December 12, 2019
Email Marketing to Grow B2B Sales

Email marketing has become a common term, and it has been proven to be extremely successful. That is why it comes as a surprise that so many businesses are not putting it to use. The truth is, however, that many businesses do not know how to use email marketing effectively.

Top Ways to Use Email Marketing to Grow B2B Sales

For those struggling with their campaigns, the following tips can help you reach your desired results.

1. Identify and Define Your Goals Clearly

First and foremost, you need to be clear on what you hope to achieve with your email campaigns. Are you looking to grow your sales, build more personal relationships, gain new clients, or a combination of things? These goals will help you create the strategy that your campaign will be built around.

2. Build a List of Your Clients and Segment That List

Anytime email marketing is mentioned, the word “list” comes following shortly after. That is because, without an email list, email marketing cannot exist. In order to market, you must have people to market to. Build your list with clients that will help you reach your goals, and then break that list down into segments.

Sending the same exact email to everyone on your email list is not normally an effective strategy. You want to personalize emails as much as possible. For instance, current clients should receive different emails from potential ones. Otherwise, you are going to miss out on a lot of opportunities to grow your B2B sales and build relationships with your clients.

3. Automate email marketing campaigns

Managing email marketing campaigns can be time-consuming. Automating email marketing campaign will help save a lot of time. Setting up workflows in your email service provider will benefit you and your customers. These workflows simply mean that a reader’s response triggers another action, which personalizes the journey, helps retain clients, helps a company nurture their leads.

Additionally, writing emails before they need to go out means that you can schedule them, and they will be sent automatically at the scheduled time. This will assist in keeping a consistent flow of emails without filling your clients’ inboxes. You can also automate any new blog posts to be sent to your clients. Again, just spread them out so your client does not become frustrated.

4. Be Short and to the Point

Long, wordy emails are a great way to be blocked from someone’s inbox. Most people will not take the time to read an entire blog post in their email. A best practice in this would be to keep your words down to 200 or 300 words. Also, break your emails down into sections, and make the headings bold. This lets the viewer scan the email for important points, which in turn provides a greater chance of your email getting their attention.

5. Include Interactive Content

Including infographics, white papers, quizzes, surveys, and other interactive content in your email will likely gain you much more engagement than a message with nothing but words. Make your emails interesting and interactive in multiple ways. Give your readers a reason to get involved, and they usually will.

6. Include a CTA

It does not matter how interesting your email is if your reader does not know what to do with it. You must make what you want them to do clear, so they understand what you expect. Whether it is filling out a survey, visiting your blog, or another action, including a very clear CTA in every email.

7. Optimize Landing Pages and Subject Lines, and Mobile Experience

If your reader clicks on a part of your email that links to another page, that page needs to be interesting, clear, and relevant. Optimize your landing pages to improve your chance of success. Likewise, you should take the time to optimize your subject lines. Studies have shown that email readers pay more attention to certain headings than to others. Some tips for subject lines include being urgent, personalizing with names, keep it short, use numbers, ask questions, and spark their curiosity by being a little obscure.

It is also important to note that most emails are viewed on a mobile device. If the reader clicks on your email and it does not load quickly or correctly on their phone or tablet, it will get skipped. Optimize your emails for mobile devices. This can generally be done directly from your email service provider as you are creating your emails.

Email marketing can be an extremely effective tool in B2B marketing. It is a type of communication that simply cannot be replaced. If you do not currently have an email marketing campaign, or yours is not reaching your desired results, now is a great time to fix it. Use the steps in this article to create an effective email marketing campaign to improve your B2B success.

Danni White | Danni White is the Director of Content Strategy and Development at Bython Media and the Editor-In-Chief at, a top B2B digital destination for C-Level executives, technologists, and marketers. Bython Media is also the parent company of,, List.Events, and

Danni White | Danni White is the Director of Content Strategy and Development at Bython Media and the Editor-In-Chief at, a top B2B digital destin...

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