Drive B2B Inbound Traffic with Email Marketing

#B2BEmail #EmailMarketing #InboundTraffic #ytc #yummytummyconsulting

Finding innovative strategies to drive inbound traffic is critical in the increasingly competitive B2B space. And while all the talk of emerging technology is alluring, it can distract us from simpler solutions. Email marketing is still a powerful tool, offering highly targeted communication directly to the businesses or institutions that need your service. Email campaigns can also help break the barriers between sales teams and decision-makers. Every salesperson feels the frustration of sharing the perfect pitch with an employee who isn’t a decision-maker. With the correct email address, marketers can speak directly to the person or team that makes things happen.

Build an Email Marketing Tool Kit

Use email marketing to keep your brand in mind and start a conversation that can lead to a conversion. Become a valued resource by sharing data, trends, and client success stories. Don’t make every communication a sales pitch.

• · Create a newsletter for clients and leads to showcase your problem-solving expertise.

• · Use promotional emails with a clear CTA to introduce new products or upgrades.

• · Look at every transactional email as an additional sales opportunity.

Speak Directly to Your Audience

Segment your B2B audience based on their needs, industry, and stage in the buying process to send highly targeted and personalized content. Ensure that every email addresses the specific pain points of each audience segment. Use data analytics to tailor email marketing strategies that attract and engage your B2B audience.

Create Effective B2B Email Content

Create attention-grabbing subject lines that urge readers to open your email. Be relevant and demonstrate the value of the solutions you provide. MailChimp tells us we have nine words or less to convince a lead to click. Make every word count.

Use concise language and a professional that focuses on problem-solving without hyperbole. Include a clear CTA that leads the recipient to request a demo, download a whitepaper, or make a purchase. Incorporate visuals like infographics or videos to enhance your message and engage each audience segment. Create personas for each segment to tailor your news and use A/B testing to discover the most compelling subject lines.

Optimize for mobile and encourage feedback from recipients. Ask what they want to see more or less of. Ensure your emails have an unsubscribe link and honor opt-out requests promptly to

comply with laws like the General Data Protection Regulation (GDPR) and the CAN-SPAM Act.

Open Rates, Clicks, and Conversions

According to HubSpot, 43% of salespeople still consider email their most effective sales channel. Sopro, a B2B sales engagement platform, shared that 77% of B2B buyers prefer email communication, more than double that of any other medium. In that same survey, 72% of sellers said email prospecting still delivers excellent ROI.

You have the numbers, but how do you know if your open rates, clicks, and conversions are reasonable? B2B Benchmarks can be hard to pin down when there are so many variables. AudiencePoint collected metrics from millions of emails to offer a list of benchmarks.

B2B Email Open Rates are typically lower than B2C emails, averaging around 20.8% across multiple industries. Aim for 20% and higher to get on track.

B2B Click-Through Rates trend higher than B2C at 3.2%.

B2B Conversion Rates can vary by industry—for example, B2B e-commerce averages 3.2%. B2B services average slightly higher at 3.5%, and B2B tech comes in at 1.7%.

So, how do you measure success? Most email marketing providers offer metrics to calculate open rates so granular that they include individual subscriber actions. Available rates are a great way to identify subscribers on your list who aren't engaging with your content. Use that data to target them with a win-back or re-engagement campaign.

Higher open rates indicate that your email subscribers engage with your content and brand. A low open rate might mean you’re reaching the wrong people or the right audience, and your content isn’t resonating with them.

Optimize Email Timing and Frequency

Send B2B Emails on Monday, Tuesday, and Wednesday to get the best results. Specifically, marketing emails from 9 a.m. to 12 p.m. on Tuesday generate the most engagement, followed by Monday and Wednesday simultaneously. At least, that is what a recent HubSpot survey found. Other studies say Tuesday, Wednesday, and Thursday are the best days to send promotional emails. Either way, Hubspot, GetResponse, and CampaignMonitor agree that the sweet spot is Tuesday, 9 a.m.-12 p.m.

And take the weekend off. Friday, Saturday, and Sunday have the lowest email open and click-through rates.

We know the best days to push send, but how much is too much? Establishing the right cadence is a critical component of a successful email campaign. Send emails to your audience when they’re most likely to check their inbox and watch the data. There’s a fine line between not enough and barraging clients until they ‘unsubscribe.’

CampaignMonitor further broke down the open rate data by industry and discovered that different types of businesses showed better results on certain days. Advertising and marketing agencies and categories offering travel and leisure services get the best results by posting on Tuesdays. Healthcare services and food and beverage industries perform better when posting on Wednesdays. While data shows that most emails perform the best midweek, there are always exceptions. For example, Sundays are best for emails relating to education. Do your research, as every business is different.

Use Data to Adjust Strategies

DataBox found that 33% of the surveyed marketers send weekly emails, with most adjusting their send frequency for less engaged subscribers.

Anticipate and address common challenges such as high bounce rates, low open rates, and spam filter issues. Tuesday mornings work best for most industries, but there’s a downside. Tuesdays also have the highest bounce and unsubscribe rates. Combat the bounce rate by combining your email marketing with SEO and social media messaging to maximize your inbound traffic.

To elevate your B2B inbound traffic, you must be willing to assess and refine your plan based on client feedback. And don’t get discouraged. Analysts at Belkins (Lead Generation) say it takes over 300 cold emails to generate one B2B lead.

Get Website Ready

Are you ready to close that 3.2%? Drive leads to a simple, thoroughly tested web landing page that mirrors your campaign and offers a clear CTA. Leads that encounter broken links or a sea of confusing copy are likely to bounce. Deliver a flawless customer experience at every touchpoint.

And if all this sounds too overwhelming or you don’t have the bandwidth to get started, call us. Yummy Tummy Consulting is here to help.