Unlock the Power of B2B Email Marketing: Boost Your Lead Generation
Email is a place that most people visit every day — from work communication to online shopping. With inboxes overflowing with new messages, how do you create an email that grabs attention and stands out from the crowd?
With 64% of marketers believing email marketing helps achieve their business goals, it's clear that email marketing is a powerful lead generation tool in the B2B world. A well-crafted email marketing campaign will help you connect with your target audience and convert leads into loyal customers.
In this blog post, we'll reveal our best-kept secrets for leveraging email marketing to your advantage to generate leads and increase your bottom line.
➡️ As one of the Top Email Marketing Agencies in London, Yay!Starter can provide tailored solutions to help you achieve your business objectives. Get in touch with us today to learn more!
1. Segment Your Contacts
Your email list may be full of high-quality contacts you've obtained from website sign-ups, events, or other activities. However, for your email marketing campaign to be effective, you need to make sure you segment this data correctly.
The success of your campaign can hinge on how much effort you put in at this stage. So divide your contacts list into as many groups as possible, using factors such as job title, industry, and stage in the customer journey.
Segmentation is key to the email marketing process as it will allow you to create a more targeted and personalised email experience. So don't just 'spray and pray,' but instead, create a set of compelling, personalised emails that will engage potential customers and drive leads!
2. Automate Your Process
Your email marketing campaign is going to require hundreds or thousands of emails to be sent, so automating the process is going to make it much easier and more efficient.
Automation can be used in multiple ways — the most common being that when potential clients take a certain step on your website, a follow-up email gets sent to them. To maximise success, you need to make sure that the email you send is tailored to the step the potential client has taken.
Rem
ember: you want to drive sales, but don't be too pushy initially. Your message could be as simple as sending a piece of content, such as a blog or article, you think they will find interesting.
Here are some examples of automation workflows that can help you generate leads ⬇️
- Welcome series of emails to new subscribers to introduce your brand, highlight your products/services, and encourage them to take action.
- Re-engagement series to inactive subscribers to remind them of the value you offer and encourage them to re-engage with your brand.
- Event promotion series to promote your upcoming event and encourage registrations.
- Lead nurturing series to guide leads through their customer journey and provide them with relevant content and offers that match their interests and needs.
By @corinnekutz
3. Build Email Nurturing Campaigns
Not everyone you email is going to be receptive to your messaging but when you find the leads that are, you need to hold onto them!
Email nurturing campaigns involve sending a series of automated emails over time to help build strong relationships with leads, the goal being to push them in the right direction - a sale.
These emails are sent to leads after an action is taken, guiding them through their specific customer journey and offering a more personalised experience.
Make sure you strike a happy medium with these emails, so you are providing valuable content whilst subtly promoting your services. This will not only improve your lead generation but will also produce more sales-ready leads.
➡️ Want to reduce your sales cycle by 23% with a nurturing campaign? At Yay!Starter, we can help you! Our full-service agency will build you a powerful nurturing automation sequence that is sure to boost your lead generation.
4. Think mobile-first!
With almost 50% of B2B searches being on mobile devices, a successful email marketing campaign can’t just cater to desktops. This means you need to consider your email formatting, including the placement of text, pictures, attachments, and any other elements you are including within your automation.
Here is an example of how we format our newsletter so it works for both desktop and mobile: 
Additionally, make sure you also consider the wider picture. If your goal with your emails is to drive traffic to your website or landing pages, then you want to make sure these are also mobile-friendly, especially considering 59% of web traffic originates from mobiles and this is only set to increase.
5. Ensure You Are Always Providing Value
The goal of your email marketing is to generate qualified traffic and leads for your business. To achieve this, you first need to establish a positive relationship with your potential customers. You can do this by providing value to your audience that relates to their interests and encourages them to take action.
Content remains king in marketing, with 73% of B2B marketers relying on it in their strategy, so it is paramount that you integrate this into your email marketing campaign. By positioning yourself as an expert in your field through blog posts, webinars, newsletters, and case studies (to name a few!), you gain credibility from your audience and strengthen relationships. This will make potential clients more open to considering any sales pitches you send to them in the future.
We can’t overstate the importance of content marketing enough! Almost 50% of people will consume 3-5 pieces of content before considering buying, making it a critical component of your email marketing campaign for lead generation.
➡️ See how we helped Ultima Academy achieve a 65% open rate during their email marketing campaign by offering valuable content to their clients that they couldn’t resist!
By @bramnaus
5. Set Your KPIs And Always Adjust Your Strategy
No campaign is ever perfect, but how can you know what has and hasn’t worked if you aren't tracking your success?
Set KPIs and track measurable values such as delivery rate, open rate, landing page conversions, and leads generated to create a comprehensive report and identify the most and least successful areas of the campaign.
Additionally, you need to go one step further for this analysis to be worth it - by understanding the reason behind these statistics.
Why is the open rate high? Why is your click-through rate low? In this case, it’s likely that your copy needs to be more compelling to engage with your audience. Make sure you are always looking for ways to adjust your strategy for the greatest success.
Be patient! When reviewing your email performance, remember that B2B email marketing often requires more time to deliver conversions than B2C email marketing. This is due to a higher number of decision-makers involved and they will often only engage if they have a problem that needs solving. So, don’t be too hard on yourself, just make sure to focus your attention and nurture those interested!
➡️ At Yay!Starter, we specialise in building nurturing automation sequences and workflows using Hubspot. We can help you create a customised lead nurturing campaign that will move your leads through the sales funnel and help you achieve your business goals.
Long Story Short...
Email marketing can be challenging to get right, but it’s so rewarding when you do! Remember that the key to your campaign is lead generation, so keep your client at the forefront of decision-making and follow these tips to set you on the right path to success!
- Segment your contacts to provide a more tailored email campaign.
- Automate your process to create more targeted emails after potential clients take action.
- Build email nurturing campaigns to foster relationships with leads.
- Make sure your emails aren’t just suited for desktop — think mobile-first!
- Always provide value through content such as blogs and webinars.
- Set your KPIs and always adjust your strategy to ensure the best possible email campaign.
➡️ Not sure where to start with your email marketing campaign? Contact us at Yay!Starter today and our experts will take care of everything, setting up a campaign that will scale your lead generation to new heights!
