6 B2B Email Marketing Trends to Focus on in 2020

Moral of this post: keep your email marketing strategy simple.

B2B Email Marketing

Don’t waste your time creating a fancy email template with complicated and dense content. Instead, spend your time creating valuable content to promote in your emails.

Here are key 6 areas to focus on when designing and putting together a strategy for your email marketing initiatives. These tips will save you time so you can spend more time (and money) writing valuable content that converts leads into customers. 

  1. Go mobile. A solid mobile email marketing strategy is important in order to succeed in the inbox. Why? Because more than half of consumers open emails on mobile devices. And, more than 70% of smartphone owners are likely to delete an email that doesn’t render well on their phone, according to Campaign Monitor. As many of 15% of readers will even unsubscribe. 
     
  2. Share content in a scannable, digestible way. People are busy and they are scanning their emails while in line at the coffee shop or when they have a few minutes before a meeting. Break up the content with captivating headlines, bullets and a compelling style guide to grab your reader’s attention before he/she deletes your email to scan the next email in their inbox. You only have a few seconds to make an impression. 
     
  3. Simplify your design. Less is more when it comes to email template design. Design an eye-catching single-column layout. Use white space to make the email easy to read and pops of color to help the reader focus on what is important; the calls-to-action. The fewer the elements in the design, the fewer chances of the design going out of style. And, a simple design is more likely to render well on all devices so really, it’s a no-brainer.
     
  4. Focus on value. Many businesses are sending email newsletters to keep customers informed, offer discounts, and more. To differentiate yourself, you need to make sure you are offering valuable content. To provide the most value to your audience, your content must be helpful and must establish trust and credibility.
     
  5. Speak to your audience. Stop yelling into a megaphone while hoping no one plugs their ears. While it is important to get your message out, it is more important that the message being delivered speaks to your target audience. If your business has a lot of different audiences, try segmenting your email list and sending marketing specific emails to each industry.
     
  6. Write a compelling subject line. Creating a simple yet attention-grabbing subject line is one of the best ways to achieve high engagement. Keep it short – ideally, you want to keep it between 30-50 characters. People are receiving hundreds of emails a day. Make sure yours stands out and catches their attention instantly.

Before you get started on your next email campaign – rise above the noise with these 6 tips to help keep your email simple yet valuable. If you need one-on-one help to ensure your design and content drive results, SVM is here to help.

For a step-by-step guide to B2B email marketing, take a look at our ebook.

Laure Helemski
About the author

Online marketing strategist on a mission to help B2B businesses effectively reach their target audiences and convert them.

Related Posts