Optimizing your B2B email marketing campaigns

Email has proven to be very effective for B2B marketers

As part of ongoing lead development, I recommend staying in touch with prospects on your database via multiple methods. Email is the primary one.

With email marketing, I recommend aiming to send something at least monthly. Why? To stay in mind and in sight as your prospects move from awareness to consideration to purchase and to increase your chance of being there at the right time.

But don’t email too often and become a pest and risk increased opt-outs.

Beyond getting your e-newsletter or email out the door, there’s plenty you can do to improve results, both big and small. Some key ideas you may not be considering:

  • Make sure your email can be viewed well in the preview pane of popular email applications. And how does it look on your phone or iPad?
  • Check that you’re not using words that automated spam filters consider questionable.
  • Subject lines can have a surprising effect on open rates. Keep on top of your metrics and test even small changes.
  • Is the IP address of the server that the email is being sent from on a blacklist?

What have you learned to improve your email marketing? Please share a tip that helped.


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