Email is one of the first tools of any marketer. It’s a versatile medium, which allows us to really reveal our personality and our tone… in short, it is possible to do a lot of things in Bob emailing that are not just commercial emails!
We have tested a lot of emailing strategies at Plaza, for very different situations. Here are our 10 emailing examples to set up to engage your prospects, tested and approved!
The different types of B2B email
There are different types of digital marketing emails. We find in particular:
- the engagement marketing email , sent to a list of subscribers (prospects, customers, etc.) at a time T in order to bring about a specific action from our audience;
- Transactional marketing email, sent following an action by a prospect, customer or visitor: newsletter subscription, download of a guide, etc.
If we could talk about the importance of transactional emails for its tone and brand, here we will mainly focus on engagement emails. You have to start somewhere, and these emails are a bit of the basics of engagement for a marketer.
1. The welcome email
Its objective: to welcome new subscribers to our newsletter which presents our company, our services and what they can expect from us in terms of communication.
It’s an email that can be part of a whole welcome workflow thanks to marketing automation, especially if you have a lot to say. However, you have to think of it as a whole, to be sure not to miss something, or on the contrary, to put too much from the start.
Some good practices for this email:
- Include our best performing content, or specially designed to interest our new subscribers and encourage them to take a new step in the buying journey – and move forward in funnel marketing;
- Use this email to obtain more information about our recipients by offering them a download, a survey or by encouraging them to follow us on social networks;
- Share a calendar announcing our publication rate to create expectation, for example “Every month, you will receive our newsletter with an invitation to one of our webinars and two new premium content”.
2. Serial email: newsletters
Its objective: to create a regular meeting with our subscribers: monthly, weekly…
A truly effective Bob newsletter cannot be invented. You have to engage your audience, relay the right content…
- Vary the content present: articles, events, product or company news, premium content, promotional content (always subtle), curation of relevant content for our target, surveys …
- Take care of your design: separate the sections well, highlight your graphic charter …
- Don’t overdo it! A newsletter must be able to be read in a maximum of 10 minutes.
Automating your newsletter can be an excellent solution to combine efficiency and quality. If you are already a Plaza user, for example, you can automate the selection of featured content in your automated newsletters for hyper-personalized results. Plaza selects the articles according to your own criteria and preferences: most recent articles, articles with the most visits, selected according to our personas (thanks to our tagging system)…
3. Email to promote content
Its objective: to encourage our subscribers to read our new article, download our white paper, video, replay webinar, practical kit…
It is a format that is found a lot in emailing campaigns. It should be used sparingly: for very good premium content or a particularly complete article. This should not be done as soon as we release content at the risk of tiring our Bob recipients who have better things to do!
- Keep it concise and teaser the content of what you want to download;
- Highlight the issues that we address, the benefits that our subscribers could derive from reading this content, a sort of “top 3 reasons why you will not regret reading this content”;
- Put forward other arguments to encourage reading, such as social proof “This kit is already used by 300 professionals in your sector!”, Interventions or verbatim from experts and influencers, a free offer for premium content …
In the example below, we outline the issue addressed by our guide and highlight three things to learn from this content.
4. Email to highlight your customer testimonials
Its objective: to get your subscribers to read a testimonial from one of your customers (and therefore to be interested in your beef meat buyers in china)
These emails give a little boost to some of your prospects who are well advanced in your marketing funnel. By exposing them to a testimonial from their peers, these prospects can be more convinced to test your solution or services.
- Include a strong and / or complimentary quote:
- Include figures, including results achieved by our clients;
- Include a photo of the client in the client case to humanize the communication;
- Present the informative aspect of the customer case: it is above all a roadmap that our subscribers can read, practical and lived advice, not just sales content;
- Specify the problem encountered by the customer to which you have answered so that your recipients can identify themselves.
Where to start for a customer case? Below, an example of our promotional emails, including a banner quote, the clear issue and the results achieved by our client.
5. The email invitation to a webinar or event
Its objective: to encourage our recipients to register for our next event or webinar.
Email is an excellent relay for our invitations to events or webinars – as long as you work on your mailing list. We’ve got some tips in spades in our article on promoting b2B webinars, but here are some best practices for email:
- Include several call-to-action (CTA) redirecting to the registration page: “I subscribe”, “Reserve your place” … The idea is to test different messages according to the submissions and to compare the click rates to find out which formulation works best for our prospects;
- Keep it short: the email copy should only highlight the most relevant details of our event. If the webinar is about a topic that is useful or appealing to the audience, it can be sold by title alone!
- Present the program of the event to create envy;
- Test different levers thanks to a series of several emails:
- One that presents the problem and the benefits drawn
- One that introduces the speakers and highlights the possible interaction possibilities during the event (Q&A, Surveys, etc.)
- One that offers an exclusive offer (for example: all participants will receive a preview guide).
In the example below, we have highlighted a prominent CTA, a clickable banner, detailed the event program and encouraged our attendees to participate live by offering them the download of the presentation.
6. The survey email
Its objective: to know our subscribers better.
Communication doesn’t just go one way! Knowing your recipients and prospects better is a good way to create a dialogue rather than shouting into the void. The more we know them, the better we are able to offer them quality content. It’s a win-win situation.
Some good practices:
- Specify the interest that subscribers will have in responding to the survey (exclusive content, study received in preview, small gift, contest to boot…);
- Specify the response time on average (if it is too long, it can be discouraging, therefore favor short surveys);
- Present the objective of this survey in full transparency;
- Put a clear and enthusiastic CTA
For a survey conducted on our clients for the Bob inbound marketing barometer 2020, we sent the following marketing email:
7. Emails of important company announcements
Its objective: to share important and exciting news with our subscribers: acquisition, fundraising, new product or even awarding of a prize to consolidate our relationship.
According to a study by Chadwick Martin Bailey, 26% of B2B subscribers sign up for a mailing list because they want to know more about the company. This is not a reason to communicate only company news, but the proof that a little news, especially well presented, is always welcome and humanizes our relationship with our prospects.
A few tips:
- Contextualize the ad;
- Specify how this event will impact our prospects and / or customers, depending on the recipients;
- Either just do a simple marketing email, or redirect to a page on your site with more information about the ad if that lends itself.
For example, for our 2019 fundraiser, we explained how this news impacted us, and especially what it meant for our clients:
8. Personalized email to encourage a demo request
Its objective: as the title indicates, this is to accelerate the purchasing cycle of our prospects by offering an appointment or a demo of our products or services.
A few tips:
- Target your sending: it is better to send this email to 10 hyper-selected prospects than to take the risk of sending it to 50 whose route we are not sure;
- Write this email in a personalized way, as if it were sent by a particular person. With Plaza, for example, all you have to do is select the “Plain Text” template in our editor to create a marketing campaign with a very human tone.
- Push personalization by using dynamic fields such as the first name or the name of the company while being of course of the quality of the data collected upstream;
- Keep it short and make people want by trying several different hooks;
- Have a simple and precise CTA, well highlighted.
Here, there are no examples… Because quite honestly, that is not our strong point. We are working on it and maybe will add a relevant example when we have improved. In the meantime, here is a nice image of a corgi:
9. Email special offers
Its objective: to accelerate the purchasing cycle of our prospects by offering a limited offer: promotion, offered features, etc.
Like the demo request email, here we mainly want to speed up the journey of our prospects through the conversion funnel. It is therefore also a matter of targeting and segmentation. In general, the more our recipients advance in their purchasing journey, the more our interactions with them must be personalized.
Our advice for a good B2B email with special offers:
- Target the subscribers who will receive this content. With Plaza for example, we can target our contacts in the purchasing phase who are potentially interested in our offer, thanks to content tags;
- Justify the why and how of our offer;
- Play on the limited aspect of the offer: in time, the number of places …
- Represent the benefits of the product or service put forward;
- Put several CTAs throughout the email;
- Redirect to a landing page created especially for this offer.
For example, for our Plaza x Saloon offer (unfortunately over, oops), we wrote the email below. It worked well because we targeted a very specific segment of our audience interested in digital events. We put in a funny and personalized pre-header, several CTAs in buttons and texts, as well as an invitation to reply to the email for those who don’t like clicking on buttons. We also insisted on the time limit and highlighted statistics and concrete cases.
10. Seasonal email
Its objective: to take advantage of the highlights of the year to communicate.
Yes, even B2B email marketing can have its chestnut trees! Playing on seasonality also means getting closer to current issues for our prospects.
We can, for example:
- In July / August, offer white papers to read on vacation travel or highlight how our services can support them in off-peak times for business
- In December, send an end-of-year email to come back to the highlights of the year or the most read content
- In January, present your wishes, resolutions for the New Year or how our products or services can help our subscribers meet theirs.
There are many possibilities! The important thing is above all to stick to the concerns of our prospects and their seasonality. Below, find our best wishes to our entire customer base.