What to know about B2B email marketing agency best practices

Effective email marketing campaigns for B2B companies are powerful tools that can help businesses of all sizes generate leads, nurture relationships, and drive sales. However, to be successful, it's important to follow best practices.

Of course “best practices” is a nebulous term, and any full-service email marketing agency worth its salt will say they'll implement them. After reading this article, you’ll be armed with the knowledge of what those best practices are, and more importantly, why they can help you succeed. That way, when you’re looking at B2B email marketing firms, you’ll know how to identify the best ones.

What to look for in a full-service email marketing agency

The best company for email marketing in B2B is not one-size-fits-all. Who that is is going to vary depending on what you’re looking for. At a high level, you’re looking for a company that has expertise in your product or service category, has the capabilities you’re looking for, and is within the budget you have allocated. While that may seem like a short list, it can be hard to get all those things to align at the same time. Moreover, most B2B email marketing companies will say they can do all the things you’re looking for, even if they don’t have the capability. So let’s look at a few ways you can suss out the truth, and find the top b2b email marketing company for you.

When looking for a full-service email marketing agency, it is important to consider the following factors:

  • What is their experience with email marketing for businesses in my industry?
  • What is their process for developing and executing email marketing campaigns, and how will they check in/get approval from you during that process?
  • What technology do they use for email marketing? What is their tech stack?
  • Can they provide you with B2B email marketing examples they’ve already done?
  • What is their pricing structure?
  • How will they measure the success of your email marketing campaigns, and how will they adjust/course correct based on those findings?
  • Can they provide you with references from previous clients?

What does B2B email lead generation have to do with B2B email marketing best practices?

B2B email lead generation is the process of using email to attract and convert potential customers into paying subscribers. It is a powerful tool that can help businesses of all sizes generate leads, nurture relationships, and drive sales.

Really, lead generation is the crux of email marketing businesses. Your emails, at their core, are meant to generate leads, or move leads further down the sales funnel. 

For an email marketing digital agency to follow best practices, they’ll have to show you what their lead generation stats are. You’ll want to see stats like cost-per-click, click-through rates, ROI, and more. If they say their email marketing is generating leads, don’t just take their word for it, ask to see their B2B email marketing statistics for yourself. It’ll also be very telling if the agency is forthcoming with the data, or if they’re coy about showing you.

Not all effective email marketing campaigns for B2B businesses look the same

If you’re trying to sell sponges, your email marketing campaign is likely going to look different from a company that’s launching satellites into space. As we said before, effective email marketing campaigns for B2B businesses are not one-size-fits-all.

When you’re looking for an email marketing vendor, you have to keep that in mind. Just because they’ve had great success in one sector doesn’t mean they know how to recreate that magic with your product. It’s important to know they have expertise in whatever segment your product or service is in.

What B2B email marketing statistics can tell you

B2B email marketing statistics can provide valuable insights into the effectiveness of your email campaigns and help you make data-driven decisions to improve your results. Here are some key B2B email marketing statistics to pay attention to:

  • Open rate
  • Click-through rate (CTR)
  • Conversion rate
  • Unsubscribe rate
  • Deliverability rate
  • Bounce rate
  • Spam complaint rate

These statistics can be analyzed over time to track trends, identify areas for improvement, and compare your performance to industry benchmarks. By understanding these metrics, you can optimize your email campaigns to increase engagement, drive conversions, and achieve your marketing goals.

Successful B2B email marketing examples can look like this

We’ve been in this business since the dawn of B2B email marketing. Take a look at some of our most successful B2B email marketing examples below, and let us know how we can help you achieve your B2B email marketing goals.

email marketing example 1 marketing email example 3 email marketing example 2


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