The Do’s and Don’ts of B2B Acquisition Email Marketing

An exploration into email marketing best practices and pitfalls to avoid   

In today's digital age, where communication is instantaneous and businesses strive to connect with their audiences, email marketing remains a powerful tool for customer acquisition. However, the effectiveness of your email campaigns hinges on understanding and implementing best industry practices while avoiding common pitfalls.  

Since we’ve got over 150 years of combined experience and a great track record in successful email marketing, we’ve put together a solid do's and don'ts list when it comes to getting it right.  

In this exploration, we uncover the key elements that can elevate your email campaigns to the next level, or have them festering in the dreaded spam folder! 

The Do’s: 

1. Build a Segmented and Targeted Audience: 

One size does not fit all for most things – and it’s certainly true for email marketing. Segment your audience based on demographics, preferences, and behaviour. By sending targeted content, you increase relevance, engagement, and the likelihood of conversions. 

2. Craft Compelling Subject Lines: 

This is an absolute must. The subject line is your first impression - so it’s important to make it a good one. Create concise, intriguing subject lines that entice recipients to open the email. Personalisation and urgency can significantly enhance their effectiveness. 

3. Optimise for Mobile: 

Since most emails are read on mobile devices, it's crucial to ensure your emails are mobile-friendly. Use responsive designs and concise content to provide a seamless experience for users on smartphones and tablets. 

4. Provide Valuable Content: 

Content is king. Deliver value through your emails by offering informative, entertaining, or exclusive content. By offering solutions to solve your audience’s problems, answering their questions, and addressing their specific needs you’ll be able to establish trust and credibility. 

5. Include Clear Call-to-Actions (CTAs): 

Every email should have a purpose. Whether it's driving traffic to your website, promoting a sale, or encouraging social media engagement, include clear and compelling CTAs that guide recipients on the desired action. 

6. Test and Optimise: 

There’s no point going to all this effort to reach your audience if you’re not testing the effectiveness of your methods. A/B testing is your ally in optimising email performance. Experiment with different elements such as subject lines, content, and CTAs to understand what resonates best with your audience.  

7. Ensure Compliance with Regulations: 

This is an important one and shows that you’re a professional enterprise that’s leading the way in industry best practices. Stay on the right side of the law by complying with data protection regulations such as GDPR and PECR.   

8. Data Accuracy  

Ensuring that your data is up-to-date, accurate, consistent, and complete is paramount for both maintaining the reputation of your broadcasting infrastructure (e.g. domain and IP’s), as well as your brand reputation with your communications recipients.

The Don’ts: 

1. Avoid Spammy Tactics: 

The quickest way to alienate your audience is by adopting spammy tactics. Steer clear of excessive use of capital letters, exclamation marks, and misleading subject lines. Maintain authenticity and transparency. 

2. Don’t Overwhelm with Frequency: 

Bombarding your audience with daily emails is a surefire way to see your unsubscribe rates soar. Find the sweet spot for your industry and audience, balancing regular communication without overwhelming them. 

3. Generic and Boring Content: 

Email marketing is about making a lasting impression. Generic, uninspiring content will not capture your audience's attention. Infuse creativity into your emails, show them who you are and what you have to offer – and most importantly show them why you’re the best solution to their problem. Do this by tailoring the content to resonate with your specific audience segments. 

4. Neglecting Personalisation: 

There’s nothing worse than receiving an email that has clearly been sent out to thousands. Personalisation is more than just using the recipient's name. Leverage data to tailor content based on past interactions, preferences, and behaviours. A personalised approach demonstrates that you understand and value your audience. 

5. Skipping Testing: 

Failure to evaluate different elements of your email campaigns means missing opportunities for improvement. A/B testing allows you to refine your strategy, identify what works best, and continuously enhance your email marketing effectiveness. 

Successful email marketing requires a delicate balance of strategy, creativity, and diligence. By adhering to the do's and avoiding the don'ts, you can build meaningful connections with your audience, drive engagement, and achieve your marketing goals.  

Remember, email marketing is not a one-size-fits-all endeavour, so continually adapt and refine your approach based on data and feedback to stay ahead in this dynamic digital landscape.  

To start your sales conversations with over 2.5m decision makers, contact Acquirz today for more on its data driven email marketing solutions.