How to Improve Your B2B Email Marketing Strategy in 2024

As we approach 2024, the effectiveness of your B2B email marketing strategy can make or break the success of your business. With 77% of marketers seeing an increase in their email engagement over the last 12 months, it’s easy to see why marketers continue to prioritize email marketing. But, with so many different ways to use email marketing, it’s tricky to decide what your organization should focus on and improve. In this article, we go through many different ways to improve and enhance your email marketing strategy. First, let’s quickly go over the importance of email marketing in 2024.

The Importance of Email Marketing in 2024

On average, email marketing drives $36 for every $1 spent. Knowing this, it’s easy to see why email marketing continues to be one of the best ways for B2B companies to entice their prospects. And, there are so many different ways that companies can use email marketing depending on their industry, target audience, and the tools that you use. From setting up drip campaigns to leveraging new technologies, in this blog we go through how you can up your B2B email marketing game in 2024 and beyond. 

Spring Cleaning

If you’re looking to improve your email marketing strategy, a great place to start is cleaning up your contacts in your CRM. Segmenting email lists and removing poor-quality contacts is a great way to get started. By categorizing contacts based on factors like industry, company size, or engagement history, you can tailor your messaging to the specific needs of your audience. In addition, purging contacts that no longer align with your target audience or show minimal to no interest can help you make room for higher-quality contacts. Once you have cleaned up your CRM, you can focus on groups that are genuinely interested in your offerings.

Using the Right Technology

Every day it seems like there is new technology on the market. This can make it tricky to figure out what will work best for your needs. Using the right technology will improve the execution of your campaigns and help you adapt to consumer behaviors. If you’re not happy with your current CRM system, check out our list of the 8 Best CRM Tools for Growing Companies. Past CRMs, there are a number of analytics, lead generation, and automation tools available that help make your life a little easier. And, improve your overall B2B email marketing strategy. If you’re looking to improve in a certain area, try looking on G2 Crowd to find software tools instead of Googling tools. Since you can see reviews of each tool in one place.

Prioritize Personalization

There is so much more personalization than addressing your contact by their name. While personalization may be a buzzword, the need for a genuine connection is more important than ever. You can send custom emails based on their past purchases, location, and other behaviors. By personalizing your content, you are more likely to upsell and cross-sell different products or services based on their needs.

Generating High-Quality Contacts

Now that you have cleaned out all of your poor-quality contacts and segmented the rest, you might want to think about how to replace those contacts with high-quality ones. There are a number of ways that you can generate email contacts, from lead mining to buying an email list. But, not all ways are made equal.

One of the most effective ways to generate high-quality and relevant leads and email addresses is to identify your website visitors. With Visitor Queue, you can find out exactly what companies are browsing your website, along with how they got there, the pages they viewed, and how long they spent on each page. In addition, we provide you with employee contact information, like email addresses, to help you reach out to each new lead. Import these leads directly into your favorite CRM to seamlessly follow up. Try Visitor Queue out for yourself and stop losing leads.

Embrace Automation

Automation is a game changer when it comes to B2B email marketing. Set up automated email campaigns that are triggered by a specific action or behavior. As an example, if someone visits a landing page for an eBook, but they don’t download the eBook, you can automatically send them a follow up. Try asking if they need any help or want to download the eBook. Think of it as a cart abandonment email but for B2B companies. There are a million and one different ways that B2B companies can embrace automation. If you’re looking to learn more about marketing automation, take a look at What is Marketing Automation and How to Get Started.

Set Up Drip Campaigns

Drip campaigns are an extension of automation, but go much further than sending one automated email. Drip email campaigns can involve dozens of email sequences. These sequences are sent out based on whether or not a contact meets your rules. If we take the eBook example again, if a user does download an eBook, they can receive multiple emails asking how they liked the eBook, more information about what the eBook is about, complimentary blogs and videos, and more that can help lead them toward the point of conversion. Drip campaigns can also be very helpful for onboarding sequences. This is because you can provide them with helpful information to get them started. As a result, you have a better chance of keeping them a customer for a long period of time.

Test Out AI

AI is one of the hottest topics out there right now, and it’s not going to slow down anytime soon. Because of this, most CRMs are starting to test out how they can implement AI into their software. As an example, Hubspot is testing out AI content generation that can help you write the text in your email. On the other hand, we all know that creating an enticing subject line can be the difference between someone opening your email and someone not. So, you can try using AI to generate different variations of subject lines. Then, you can choose the one that is enticing and relevant to your content.

Embrace Video Content

Video continues to dominate online content, and B2B email marketing is no exception. Incorporate video content into your emails to deliver your message in a more engaging and dynamic way. Whether it’s product demos, tutorials, or behind-the-scenes glimpses, video can significantly boost the effectiveness of your emails. It also gives your contacts the ability to choose how they consume your content, which is always a win.

Diversify Your Content Formats

Don’t limit yourself to text-based emails. Experiment with different content formats including infographics, eBook downloads, and more. Different audiences may prefer different types of content, especially if you’re sending out broad newsletters. So, diversifying your content can allow you to cater to a broad range of preferences, increasing the overall effectiveness of your campaigns.

Prioritize Mobile Optimization

With 49% of all emails being opened on a mobile device, it’s important to ensure your content is laid out in an appealing way for both desktop and mobile devices. Past the layout of your email content, it’s important to ensure that your call to action buttons are easily clickable on small screens. Not to mention having a font that is large enough to read on small screens. Try using a responsive design when it comes to building emails, so it will look appealing on all devices. 

Review Email Analytics

How are you going to know what works without reviewing email analytics? Keep an eye on your deliverability, open rate, conversion rate, clicks, and more. These metrics will help you understand whether or not your audience is enjoying the content you’re sending to them. To find out what your audience responds best to, try A/B testing different aspects of your email. As an example, if you find that your open rate is lower than you’d like, try testing out different subject lines that are more enticing. 

Final Words

Improving your B2B email marketing strategy is never easy. With so much competition and technology available, it’s hard to know where to start. I recommend always starting out by cleaning up your CRM to ensure your contacts are high quality and interested in what you have to offer. Then, you can try out using different email automation tools and figure out how you’re going to get the most out of your B2B email marketing strategy. Don’t be afraid to try out new strategies, you never know what’s going to work without trying! As always, if you need any help turning your website visitors into leads, don’t hesitate to reach out.