Just because you're in B2B doesn't mean you have to handle email design . B2B recipients are just as sensitive to images and graphics as B2C interlocutors. Therefore, avoid going overboard with the style and instead pay great attention to defining the layout . There are two essential requirements: Functional, impactful design that entices recipients to learn more B2B doesn't mean sending text-based emails that look like employment contracts or service details. The strength of the email is to deliver an effective, incisive and impactful invitation that asks the recipient to deepen their knowledge of the content of another page (your site or a landing page). Some time ago, New Breed conducted a test comparing the two approaches: on one side (right) text email, on the other (left) graphic email. Needless to say, it was the latter that won in terms of clicks and conversions. Business-to-business email design Optimizing Email for Mobile Having a B2B database doesn't mean recipients open an email from their desktop.
The mobile component of the business-to-business market is also fundamental. Evidence? Here is the overall report of the MailUp database to which our newsletters are sent: Business to Business Email Marketing Mobile recipients reach 30% . Thus, one in three people opens the e-mail from a smartphone or tablet. It goes without saying that the optimization of emails is essential so that they are perfectly readable from a smartphone or tablet. Discover E-Commerce Photo Editing Service BEE, the drag & drop editor to create impactful and responsive emails 3. Content drives sales Analysis by B2B email marketing agency Admitter showed that in 90% of cases, "more information" beats other calls to action such as "try me now" or "buy now” . Such data explains better than words that content , information and updating play a decisive role in B2B. In most cases, before buying, recipients want to be informed, to learn and understand a product through useful content, or to have references in the form of case studies.
It is not only necessary to sell but first to be able to persuade and convince . Each phase of the funnel the customer enters requires its own type of content, as Brainrider's diagram illustrates: B2B Email Marketing: The Brainrider Schema In this context, blogs, white papers, webinars and case studies are the most effective tools. They offer learning paths that illustrate better than any copy the potential of a tool or service for a given business. This includes the full benefit of content production for the potential business, which can learn and train, and the sales business, which finds effective and persuasive tools. That said, email is a fundamental tool precisely for delivering all new content directly to the recipient's inbox. This brings us to the next point. 4. Do you blog or do content marketing? Create an RSS feed As expected, email is the best channel for transmitting content .