A Microsoft study reveals people spend 15% of workdays checking email, signifying its importance in business communication. B2B email marketing effectively promotes brands across various purposes, enabling conversations directly in professionals' inboxes. Personalization emerges as a critical element for success, with statistics showing that tailored emails enhance sales and encourage loyalty. Brands must deliver value quickly and relevantly, or risk being unsubscribed. The article outlines best practices and examples of effective B2B email marketing, focusing on leveraging insights drawn from expert opinions and personal experiences in the email landscape.
When I opt into an email list, it's because I anticipate something of value in return: expert insights, a story or case study, a free trial, or an event invitation.
B2B email marketing is a valuable channel because it allows brands to initiate a conversation where professionals spend the most time- their inbox.
94% of marketers say personalization increases sales, and 96% say it leads to repeat business. But personalizing emails takes more than adding their first name to the salutation.
If brands can't show their value in your inbox, they'll land in the no man's land of unsubscribe. If they can, they gain a seat at the table.
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