Years go by, yet the email marketing industry is sustaining and thriving. Insights from Statista, stating that the global email marketing industry’s value is poised to grow from $7.5 billion to $17.9 billion by 2027, corroborates this fact. Email marketing, fetching return of $36 for every dollar invested, is undoubtedly a cost-effective channel for every type of business to promote their products or services. Given the influence b2b email marketing holds on business growth, it is imperative for enterprises to stay on top of the latest trends. With 99% of email users checking their inboxes daily, businesses need to latch on to the latest trends in email marketing.
Here are the latest B2B Email Marketing Trends for businesses vying to be on the cusp of leading their relevant industries to adopt.
The prime goal of any marketer is to maximize the value per customer. Using predictive analysis, businesses can comprehend users’ behavior, interests, and preferences. Leveraging these insights, they can customize the perfect Email for every user throughout their buying journey and send it to them at an apt time for optimal conversions. For predictive analysis, enterprises can use databases to understand their prospect’s unique needs for initiating hyper-personalized email campaigns. Businesses can skip broad or random messaging and target the right audience via emails at known stages of their purchase journey and fetch remarkable results. Through predictive analysis, businesses can email their prospects based on their purchase intent, the date and time of future purchases, and their lifetime value. Additionally, they can deploy emails when they sense the risk of user churn, depending on their prospect’s most sought-after product categories, and send product recommendations that strike the right chord with them. Overall, with all these emails, businesses can derive results directly tied to their return on investment.
Omnichannel communication allows businesses to overcome the challenges of data silos between different channels. By giving hassle-free access to real-time user data, it helps them to address their prospect’s unique needs efficiently. Businesses need a centralized data hub to comprehend the user journey across channels to achieve this. An email is a crucial component of omnichannel communication, allowing them to send personalized communication directly to the prospect’s inboxes.
Making Email marketing a part of the omnichannel approach is a win-win strategy for any business. As emails are consent-based channels, users or prospects need to opt in to receive any communication from a company. When B2B marketers shoot an email, it is discernible that they target a qualified lead as they have subscribed to their communication by expressing genuine interest in their product or service.
Email and data have a symbiotic association, so it is an excellent tool for businesses to gather user data during omnichannel marketing. For instance, when a user first signs up, they can jot down a few personal details, and prior to subscription, businesses can nudge them to share more information and create a complete prospect profile. Leveraging the insights they derive, companies can personalize content for the emails and gain the attention of their prospects.
In an omnichannel approach, all the user data is in a centralized place. Businesses can use email marketing to communicate to users based on their actions or behavior on other channels to enhance engagement. For instance, a cart abandonment email is triggered when a user fails to complete the purchase, or a follow-up email seeking feedback is sent after the prospect interacts with customer support via web chat.
Using email campaigns to create awareness about the new channels of communication a business has added to its omnichannel verse is also the latest trend. It allows enterprises to invite prospects to connect with them in new ways. For instance, initiating an email campaign to lure the users to download their app.
Another B2B Email Marketing trend businesses can hop on is extra-short, to-the-point email subject lines. Concise subject lines are great way to grab the recipient’s attention quickly. According to Walker Sands insights, email subject lines with 50 characters or less fetch 12% higher open rates and 75% higher click-through rates than emails with longer subject lines. So, businesses vying to make a mark via email marketing should stick to email subject lines that are less than 50 words and focus on initiating effective communication by quickly putting their best foot forward. Email subject lines should convince the recipient that the communication contains relevant information. Hence, keeping the message short with apt details ensures the user opens the Email. Also, short subject lines are better in scenarios where prospects are reading emails from mobile.
With over 80% of users opting for dark mode on their devices, businesses should ensure that the email templates they use or create should display well when the setting is activated. Besides keeping the email recipients happy, dark mode compatible emails will render adequately even in dark mode, prevent communication from being marked, and ensure good email deliverability.
AMP for Email adds new functionality to the inboxes by redefining transactional and marketing email campaigns. With AMP emails, businesses can bid goodbye to the traditional static experiences and serve live and interactive email content. Besides enhancing user engagement by 225%, Amp emails can provide users with an app-like experience, allowing them to share information without leaving their inbox and access the latest data whenever they open the message.
Businesses can display a few products in a carousel and add shopping options directly in an AMP email instead of taking the user to a landing page. It eliminates the friction a user faces while shopping from the convenience of mobile and helps them complete the purchase action quickly.
B2B Email marketing has survived and prospered due to its sheer ability to adapt. One such aspect that email marketing is witnessing is converging with social media. Linking email campaigns with social media provides a unified marketing experience for users. It allows businesses to effectively bridge the gap between platforms, creating a cohesive approach to reach and engage with the audience swiftly. Companies can facilitate active social sharing in their emails to their prospects and enhance their product or service outreach.
With automated emails generating 320% more revenue than non-automated Emails, businesses must embrace this trend vigorously. Email marketing automation paves the way for consistent and cohesive communication between users and companies. Via email marketing automation, businesses can dictate how and when a user can hear from them, as the emails are triggered based on the actions users have taken. Such automated drip email campaigns perform better than regular email campaigns as they provide more personalized and friendlier interactions.
Through Automated Email Marketing services, businesses can use several email templates for drip campaigns, initiate email list scrubbing to cleanse data, trigger transactional emails based on user action, and automate the onboarding process that quickly tacks new client acquisition.
Machine learning algorithms in email software help businesses generate more personalized campaigns based on user’s search history. It not only plays a crucial role in enhancing user engagement, but it also boosts conversion rates. AI in email marketing helps businesses predict user behavior, optimize send times, and roll out laser-precision targeting endeavors. Also, with cloud-based computing playing a role in B2B Email Marketing, it will lower business costs.
Personalized email campaigns have become a matter of the past. 71% of users decide to engage with an email depending upon the level of personalization it offers. Hence, businesses need to move away from providing personalized messages by using the user’s first name in the Email subject lines and take a hyper-personalized approach. They need to access multiple customer touchpoints and shoot product recommendation emails, customized product offerings based on their previous purchase, and monthly or yearly usage reports.
Businesses can create a profitable marketing tool by combining the power of video with the ability to deliver it directly to customers through emails. A well-crafted video captures the user’s attention quickly. Hence, a user would prefer to watch an embedded video rather than read a long email. Adding video to the Email increases the click-through rate by 300%, which speaks volumes about the benefit of embedding videos in emails.
Email marketing is one of the most cost-effective and conversion-rich forms of digital marketing. As a potent and persuasive tool, it gets businesses running, offering immense benefits. A few of significant benefits as per research insights form Digital strike, Hubspot, Content marketing institute, include the following:
From embracing automation to providing an app-like experience to users via Email, the trends and strategies in the latest B2B Email Marketing Trends galore. However, the ultimate focus remains on delivering value to the user by enhancing engagement to build long-lasting relationships between the business and the user. Yes, the tools and strategies will change. The metrics might shift.
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