5 Ways to Boost the Productivity of B2B Email Marketing Engine

Marketing | 5 minutes to read

26th Apr, 2022

Email marketing is one of the crucial components of B2B demand generation strategy that must be orchestrated and deployed with precision to achieve desired results. B2B marketers need to deploy forward-looking tactics to improve the productivity and ROI of their email marketing campaigns.


    • B2B email marketing is a powerful tool for online lead generation and content dissemination

    • The constant barrage of emails and marketing information to an average customer has made it compulsory for the marketers to re-evaluate their email marketing tactics

    • Marketers must entice readers with creative subject lines, leverage B2B email list providers to build their contact lists, and create responsive email designs for maximum output

    Email marketing is a tried and tested digital demand generation method of reaching out to both individual and business customers. Almost 93% of B2B marketers use emails to connect with their target accounts and key decision-makers within those accounts. Unlike B2C customers who make purchases on emotions and entertainment, B2B buyers respond to logic and ROI-driven products/services. B2B email marketing is also a powerful vehicle for disseminating the brand’s content across existing and prospective audiences. Almost 83% of B2B enterprises deploy content newsletters as part of their content marketing program. Also, 40% of B2B marketers reveal that these newsletters are critical to the success of their customer outreach programs.

    However, with the continuous barrage of emails flooding customer inboxes today, it’s more important than ever for companies to optimize and send out emails that add value to a customer’s buying cycle. Let’s look at the five best practices that will help marketers augment the productivity of their B2B email marketing campaigns:

    #1 Write inviting subject lines

    Marketers should think about their subject lines as a preview or trailer- if they can’t hook their audience with the opening line of 8 to 12 characters, they shouldn’t expect recipients to open and read the whole email. Audiences are on the receiving end of constant marketing emails selling them a thing or two. Hence, in order to stand out, marketers must entice their readers with relevant, problem-solving, or creative subject lines. It is always advisable to brainstorm and go the extra mile while finalizing the subject line of a B2B email marketing.

    #2 Deploy lead magnets for email list growth

    B2B email marketing is primarily about providing valuable information to prospects, nurturing leads, and gently nudging them down the sales funnel. The end objective is to sell, upsell, or cross-sell. To that end, one of the best ways to internally grow one’s B2B email lists is by providing valuable content or offers in exchange for joining. B2B customers in the past 24 months have become more self-servicing in their product research. Providing Whitepaper, E-books, and Infographics in exchange for subscribing to the email lists or filling out an online lead generation form can prove to be a masterstroke for the enterprises.

    #3 Segment emails to reach the most relevant audience

    Another way to maximize the B2B email marketing productivity is by tagging one’s email lists. Not every email that a company sends is relevant for everyone on their email list. The idea here is to send tailored emails to different groups of customers so they are more likely to respond. Different subscribers may be at different stages of the buyer’s journey or might be seeking different services. This is where the marketers must tag their prospects or customers based on interest level. This helps businesses relate to their audience better. It also gives their B2B email marketing a personalized appeal that customers’ pain points and preferences are being heard.

    #4 Hire the best B2B email list providers

    Before executing an email marketing strategy, it is crucial to have the right set of B2B email lists to shoot targeted customer outreach emails. There are many B2B email list providers providing the same list of customers with no advanced insights into customer personas. Enterprises must choose from those B2B email list providers who can provide deeper customer data, including intent data, technographic, and firmographics for personalized targeting. Also, it is crucial to choose a vendor that can help with the company’s digital demand generation, such as CRM functionality, social scoring, tagging, and automation.

    #5 Create responsive email designs

    One of the crucial components of any B2B email marketing is email responsiveness. Over 80% of B2B email users access inbox on their smartphones. Hence, marketers must create email templates that are not only engaging but also responsive across all devices, viz., PCs, smartphones, and tablets. Emails that don’t show up correctly on mobile devices can have a detrimental impact on the entire campaign. Banner, content, and CTA must all be aligned perfectly for mobile devices.


    Creating effective and ROI-driven B2B email marketing campaigns is a pretty straightforward task. Being one of the crucial components of the B2B demand generation strategy, it should be carefully designed to attract customer attention. Using the above-mentioned tips, companies can optimize the productivity and ROI of their B2B email marketing strategy.

    Contact us today to build ROI-driven email marketing campaigns with our digital marketing expertise integrated with human-verified email database across industries.

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