Keeping your contact database up-to-date and clean is a major B2B email marketing best practice. is important and can be trickier for B2B senders.
One of the challenges relates to all the different sources of B2B
contact acquisition we mentioned earlier. If people are filling out hard copy forms at conferences, registering for webinars, signing France Business Fax List up for custom demos, and more – you’ve got a lot to manage. A helpful solution is an that can validate addresses at signup or check the entire list. These solutions can prompt people to correct typos, stop the use of disposable emails, and prevent bot attacks through signup forms.
Adding to the list-hygiene complexities is the fact that business professionals change jobs a lot. people switch employers 10 to 15 times in their lives, and 91% of millennials expect to get new jobs every three years. When people change jobs, they get new work email addresses, and their old ones may start bouncing.
A high bounce rate reflects poorly on your sender reputation with mailbox providers like Gmail and Outlook. When there are too many outdated and invalid addresses on your list, it can thwart your efforts to reach the inbox, and you’ll end up in spam instead.
Segment and personalize your B2B email list
It’s not the size of your list that matters most – it’s what you do with it that really impacts B2B email marketing performance. Breaking your full list down into smaller segments lets you get more strategic with email marketing efforts.
Remember those B2B target personas we mentioned earlier in the article? That could be an excellent way to segment your list of contacts. Remember that data we mentioned collecting in the first of our B2B email marketing best practices? That’s exactly what you need for
When you segment your list, you can deliver more relevant content and messaging to potential customers that moves them through your sales funnel. When you personalize B2B emails, you’re supporting a lasting relationship, making an emotional connection, and establishing trust.
But go beyond sticking names in subject lines and email copy. Most B2B prospects won’t be too impressed with personalization like that. Show them you really care by sending personalized emails actually add value. Mailed ’sound that those with successful email programs were more likely to personalize campaigns with content and product recommendations.
Build lead nurturing email strategies and drip campaigns
Once you’ve built a list and segmented your subscribers, the real B2B email marketing strategy begins. A big part of the process is using the inbox to nurture leads and convert them into new customers.
Nurture emails and drip Aero Leads campaigns are key in because they help keep prospects engaged and your company top of mind during all that decision-making and the long sales cycle.
How you nurture B2B contacts with email will depend on the segment/persona, the stage of the customer journey, and the pain point (or problem) that brought an individual to your company in the first place. Nurturing continues after someone converts from being an email subscriber to a paying user or customer. That’s where your Ax’s well as B2Bcome into play.
Here’s a B2B email example from Help Scout that onboards new users who are on a free trial:
