Design and List Building Tips for B-to-B Email Marketers, Part 2
Blue Sky Factory recently hosted a webinar called Successful Strategies for B2B Email Marketing. Two of the areas covered were growing your B-to-B email list and optimizing your email design for a B-to-B audience. In part one of this series, which ran in the Oct. 22 edition of All About eMail, I tackled how to grow your B-to-B email list. This week in part two, I look at optimizing email design.
Optimizing your B-to-B email design
To build relationships through B-to-B email marketing, your message should provide value to subscribers. Your subscribers want to know what’s in it for them, and your creative should support this message. For best results, your B-to-B email messages should do the following two things:
1. Solve a problem. Your subject line, copy and call to action should all reflect the following statement: "You have a pain point at work. Let me show you how I can solve it." Providing value to subscribers will strengthen your relationships with them, as well as establishing yourself as a resource on a specific topic.
2. Have a simple, balanced design. B-to-B emails often differ from B-to-C emails because of the following:
- their designs are weighted more heavily towards copy;
- their images are used to add richness to the design;
- their images are simpler and secondary to the email’s copy for branding purposes; and
- their message isn't dependent on images.
Design your B-to-B emails to complement your message, not detract from it. Again, your message should provide value to your subscribers, not just look pretty. B-to-B email marketing is all about building relationships. Set expectations and promises, then follow through on them. Be a friend and a resource to your audience; don’t always try to sell to them.
Amy Garland is the marketing manager at Blue Sky Factory, a Baltimore-based email marketing service provider. Reach Amy at firstname.lastname@example.org.