Ways to Improve Total Addressable Market’s Email Engagement for B2B Marketing Campaigns

Enterprises today need to have an effective email marketing strategy to engage potential customers, nurture leads and gain more traction in the total addressable market.

Businesses need to analyze crucial parameters like the communication, automation, and analytics tools integrated into the MarTech stack to streamline email marketing strategies. CMOs should consider optimizing email marketing campaigns by evaluating their effectiveness in marketing operations and making strategic changes to them.

According to a recent report published by Gartner in 2021 titled “Email Marketing Research,” nearly 30% of them implement email marketing to have a higher conversion rate, and approximately 20% look to improve customer loyalty and advocacy. It is crucial for B2B enterprises to have efficient email marketing tools and strategies to engage with the total addressable market.

Also Read: Leveraging Unstructured Data to Improve B2B Marketing Campaigns

Here are a few ways that CMOs can consider improving the overall engagement for their B2B marketing campaigns.

Determine and segment unengaged customers

Businesses need to define parameters of unengaged customers as per their needs to identify and segment them. It is important to analyze the email marketing campaign to determine the potential reason that drifted the user away. Based on the analysis, B2B marketing teams can design a re-engagement email marketing strategy to interact with other enterprises at multiple touch points.

Distinguishing existing customers from direct subscribers

CMOs can avoid renting or purchasing lists because they are risky, even if there are stringent evaluation criteria to select and maintain list hygiene. Enterprises can leverage dedicated IP addresses and migrate them to the rented/purchases list segments to own sending IP addresses. It will be an ineffective strategy for B2C, but

B2B marketing can utilize the shared IP addresses for their lead generation strategies. After the user engages with the messages, CMOs can migrate them to dedicated or higher-performing shared IP addresses.

Implement effective workflows

B2B marketing campaigns with use cases and testimonials from other brands in the vertical help to strengthen the impact. Moreover, CMOs should consider developing stringent lust hygiene practices to ensure the list eliminates unknown users and bounces. It is a perfect way to protect their reputation and improve email delivery rates. There are many verification tools available in the market that verify and validate that emails do not end up in spam traps.

Also Read: Building B2B Marketing Campaigns for Positive Outcomes

Optimize the placement metrics

Enterprises need to have real-time analysis of their inbox placements compared to the spam rates and the factors that influence this. CMOs need to set effective workflows and tools in place to monitor the percentage of the message that is delivered to the inbox compared to the spam folder. Moreover, the B2B marketing campaigns need to track the complaint rates, negative Sender Data Reputation (SRD) feedback, spam traps, unknown uses, and other aspects in the email return path.

Ingrain a visible unsubscribe Call to Action (CTA) to improve email engagement for B2B marketing campaigns

Flooding users’ inboxes with continuous emails will irate the user and create a negative brand image. B2B marketing teams need to have a visible unsubscribe CTA to filter the unnecessary traffic and focus on the potential clients in the total addressable market. This CTA button will reduce the risks of the emails’ delivery into the users’ spam folders. CMOs should consider designing B2B marketing campaigns effectively that engage the total addressable market, establish a brand name and optimize user engagement at various touch points.