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3 Quick Tips for B2B Email Marketing |
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Are you targeting business to business customers in your email marketing efforts? If so be sure to read.
Designing content for email marketing isn't the easiest thing in the world to do in the first place. With all the different CSS and design limitations facing email marketers these days, the last thing you want is another restriction, but its important to know these limitations so you can maximize your open, clickthrough and conversion rates. - Always Send a text version of your email when targeting B2B customers.
Even with all the smart phones out there today that can display HTML emails, its still a really good idea to send a plain text version along as well. This is really just for anyone who can't view HTML (people on mobile devices without HTML capabilities). It's also good idea to let the mobile users know that you offer a mobile friendly website and give them the URL in the the plain text message.
- Make your content look good in word.
I know that sounds crazy, but the bottom line is, Microsoft Outlook uses MS Word to render the HTML of email messages and not Internet Explorer. This brings a whole pile of design issues and limitations that you'll want to prepare for. At the end of the day, most B2B customers will be viewing your email marketing messages in Outlook so its best to optimize for this. Also remember that most people use a preview pane in Outlook, which will effectively cut your page viewing area in half.
- Stay away from the "Heavy Selling" terms.
Another thing to keep in mind when creating emails for business to business users is that your email is almost certainly going to go up against a corporate firewall and or spam filter. This means you'll have a little less luck getting those messages with heavy selling terms like "Free Shipping", "Free Gift" and so on through. When it comes to B2B email marketing, its best to keep your wording based on the products and services you're offering and not on the deal that go along with them.
These are just a couple tips to help you in your business to business email marketing efforts. We'll have more later and we'd love to hear any tips you've picked up along the way that you would like to share with other email marketers.
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