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4 simple ways to personalize your B2B email marketing campaign

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Created:
02 Jan 2021

Introduction

Writing for MarketScan on 4th Dec 2020, Victoria Hilditch described B2B email marketing as a big business. It’s worth noting that business email is non-discriminating in the essence that your prospects’ inboxes might be overflowing with content from other quarters. We cannot deny that the majority of emails that fail to impress clients will remain completely unopened. Even though there are tons of guidelines touching on effective marketing emails, personalization is one thing that’s often overlooked. It’s not a secret that every prospective customer wants to feel that the business cares more about their specific needs as well as problems. In other words, you’re expected to treat your customers as individuals other than the common practice of handling them like a mass market.

It’s from this that experts maintain that B2B email marketing campaigns will still be irrelevant without the aspect of personalization. In another article that was published in VentureBeat more than five years ago, 54 percent of clients cited personalization as one area that they would like B2B suppliers to improve. VentureBeat further disclosed that 9 out of 10 click-through and open rates happen due to personalization. In other words, personalization is one vital aspect that will make your B2B marketing campaigns stand from others and this will increase open rates plus click-through rates. Contrary to the common beliefs that personalization is a complex process, there are easier strategies that you can employ to personalize your marketing campaign.

4 simple ways to personalize your B2B email marketing campaign

1. Use the first name of your target audience

Although this may look obvious, definitely it is something that’s worth trying in your next emails if you want to catch the attention of your prospects. Quoting the recipients’ first name will enable them to notice your message since you’ll be addressing them directly. In a study that was done by Hubspot, it was discovered that using personalization will increase your clicks-through between 5.8 percent and 7 percent. Ideally, this is the first step towards creating personalization and it’s more effective. Additionally, you personalize your B2B marketing campaign by sending emails containing your full names.

According to Hubspot research, emails containing the full name of the sender have 7 percent chances of getting an open rate than those with one name. To do this, it’s good to send emails from accounts associated with your full name. Over relying on a generic email account associated with a single brand will make your message uncommon. From the experience, addressing the target audience from a person-to-person perspective is more effective than the traditional process of company-to-person that scores of marketers employ. Having your full name on your email comes with two main advantages. First, it will make your target audience feel more loved and appreciated something that’ll develop a good rapport between customers and your business. Second, prospective buyers will be free to engage with you whenever they have a question touching on your product or service.

2. Segment your database

Regardless of the number of contacts in your database, there are features that’ll emerge which you can use to segment your database accordingly. When segmenting your website, it’s good to look at contacts that share similar characteristics, including tastes, gender, location, and others. Segmentation patterns will vary widely from one organization to another depending on the nature of business activities that are conducted. The first step in this process is identifying contacts that hold a specific role within your business. Segmentation is necessary because every group of customers has different needs. With segmentation, you’ll be in a position to generate your email campaigns for a specific target group. This will ensure that people will receive email content that meets their needs.

3. Nurture the relationship with your customers

The primary purpose of having personalization in your B2B email marketing messages is to create the strongest connections with your target audience that’ll in turn more sales. It’s good to realize that your audience expects to get marketing messages that are not only consistent but also relevant. This critical because it will make them have a feeling that they're making the right decision in buying your goods and services. Typically, personalization is all about meeting the needs of your prospective audience that will buy your product.

For example, you can help them to put on the right clothes by providing the standard clothes that fit exactly on their body. Since customers are important assets that will strengthen your sales revenue chain, it is fundamental to address them by name, create relevant content for them plus nurturing the relationship. Not to mention that you’ll be required to assess your marketing campaign regularly to find out how it’s performing. Based on the performance of your marketing campaigns, you’ll be in a position to identify areas that need improvements.

4. Inject some personality

The basic principle that’ll captivate personality to your B2B email marketing campaigns is the ability to remain human. Injecting personality is one aspect that touches on every principle that can bring personalization into reality. Some key areas that the applicability of personality injection will be reliable to include addressing your audience person-to-person and segmenting your database. Similarly, you can inject some personality in your email marketing campaign to make good use of the organization’s unique voice. It’s important to give your business a voice in your marketing campaigns since most customers would want to deal with a business that looks caring.

Conclusion

Your B2B data will be nothing without personalization that’ll ensure that your prospective customers are recognized for every role they play in your business. Although a number of marketers find this concept challenging, there are simple steps that you can when you want to adopt it. Among the strategies that’ll bring personalization to your company include using the first name of your target audience, segmenting the database, nurturing the relationship with your target audience, and injecting some personality.

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