Keeping up with B2B marketing best practices may seem impossible with everything else you need to do. To help you out, I’ve gathered the top 6 trends in B2B email marketing optimization for 2022.
6 Ways to Optimize Your B2B Marketing Emails
1. Personalize B2B email marketing
Peronalized emails have become a necessity.
Have a lot of customer data? Using AI will save time and produce more accurate personalization.
The latest trend in content marketing segmentation is the creation of microsegments.
Microsegmentation uses data on user behaviors to predict their email content preferences.
3. Embrace “mobile first” email design!
De-clutter your emails!
Simplify for mobile interaction.
Select image sizes and formats for easy viewing on a small screen.
4. Share B2B user-generated content
Sharing social proof like customer reviews and testimonials will increase clicks and conversions.
Consider photos as well as reviews when collecting user-generated content to share.
5. Get interactive with B2B emails
Interactive content in emails entices users to spend more time with your email.
The extended time makes it more likely they will remember the content and click through to your website.
Examples of interactive email content include games, quizzes, brief surveys, sliders, and videos.
Include effective plain-text versions of emails for users on email platforms that do not support interactive content.
6. Include less email copy and do more storytelling
Less copy as a rule also fits the “mobile first” trend.
More storytelling refers to the accelerating preference for B2B storytelling as a marketing approach.
Consider using a lighter tone. B2B readers will welcome a playful, conversational tone so long as it fits your brand persona.
A lot has changed with B2B email marketing optimization over the past few years. I hope this quick overview of recent trends will help you find ways to optimize your emails for results!
With over two decades of experience, Parin leads an expert demand-generation agency, StratMg, that helps industrial manufacturing clients achieve unambiguous and quantified organic sales growth across the US, EMEA & APAC.
Parin has built & positioned StratMg to be a value-added marketing services provider that strives to create a culture of quantified sales-driven marketing initiatives leading to sustained business growth through channel management, diversification, new customer acquisition and retention strategies and tactical execution.
