Here are the latest B2B Email Marketing Trends for businesses vying to be on the cusp of leading their relevant industries to adopt.
Incorporating Predictive Analysis in Email Marketing
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.
Making Email Marketing Part of Omnichannel Communication
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.
Keeping Email Subject Lines Extra-short
Another B2B Email Marketing trend businesses can hop on is extra-short, to-the-point email subject lines. Concise subject lines are a 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.
Creating Dark Mode Compatible Emails
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.
Using Accelerated Mobile Page Emails
Converging Emails With the Social Verse
Automating Email Marketing
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 serices, 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.
Adding Machine Learning, AI, and Cloud Technology into Email Marketing
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.
Focusing on Hyper-personalization
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.
Embedding Videos in Email
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.
Benefits of Email Marketing for Businesses
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:
- Fetches 4X more ROI
- 81% of companies use it for user acquisition
- 80% of enterprises use it for user retention
- 64%Â of companies use email marketing to meet business goals
- 85% of companies use it for content distribution
Wrapping Up
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.
