Everyone’s inbox gets overrun with marketing emails. And I’m saying that… as a marketer.

If you want more subscriptions, your email marketing tactics should be aligned with your customers’ buying process. Do this and you’ll grab your audience’s attention. But more than that, you’ll serve them with the info they need at the right point of the buying timeline.

With 99% of email users checking their inbox daily, email marketing - when done right - can be an effective marketing strategy.

New to email marketing? Here are some email marketing tactics to boost your subscriptions, along with B2B email marketing tips to help level up your strategy.

Email marketing basics

A super quick intro if you’re new to this topic:

Email marketing is a great way to reach prospective customers, including potential B2B buyers. That’s because, as a channel, you can use it across the entire customer lifecycle: from creating brand awareness, driving sign ups, onboarding and, of course, driving sales.

Good email marketing involves understanding what your target audience wants to achieve from using your product or service, then coming up with emails that’ll help them to make progress at the relevant stage they’re at.

It’s obvious, I know… but you’ll need to personalise email campaigns depending on each company’s needs. (Unless your goal is to be sent straight to the spam folder, you can’t expect one-size-fits-all emails to charm your audience).

Why bother with email marketing?

With lots of marketing channels to choose from - think influencers, SEO, or PR, why should you bother with email marketing?

Well, 50% of B2B marketers say email marketing is the most effective channel out of their multi-channel marketing strategy. Email marketing lets B2B companies tell their subscribers about their service or product, then turn leads into loyal customers with a well-crafted email.

Let’s get into why your business should give email marketing a go:

1. Creates immediate connection

Email marketing lets you slide right into a potential customer’s inbox!

You don’t have to try and grab their attention through other means. Your solution to a company’s issue arrives ready to lend a hand in their inbox, ready for them to click.

2. Great return on investment

According to Statista, 30% of marketers worldwide reference email marketing as having the highest ROI (Return on Investment) out of all other digital marketing channels, while 43% cite it as having a medium ROI.

As long as you’ve got the right contact information, a single click can send your message to multiple prospects, and you don’t have to pay for advert space, postage, or printing costs - win-win.

3. Great for sales

If you can personalise your messages to target different groups in your audience, your leads have a greater chance of becoming sales.

Serving content which actually floats their boat stacks the odds in your favour. This increases the chance of them signing up for a service, buying your product, or asking for more details.

4. Gives useful statistics

Email campaigns give marketers useful data, which is like a crystal ball into the minds of your audience.

You can view who opens your emails, and what links catch people’s eyes. This is valuable data which you can use to whip your marketing strategy into shape.

Email marketing tactics that really work

Now you know why email marketing is valuable, but what should you do when crafting your ultimate strategy?

Here are some email marketing tactics that will help you snatch more subscribers.

1. Create worthy content

One of the most important B2B email marketing tips is to create worthy content. Time is precious, so if someone is going to bother opening an email in a busy inbox, it needs to be worth their while.

Think about creating content that actually fits your customers’ buying process. What’ll help them express their problem, or what’ll give them that little push along the buying timeline?

The best ideas come straight from your audience. If they’re earlier on in the funnel, becoming aware of their problem and looking for solutions, indirect marketing, like stories and podcasts, works best.

If your audience are further down the funnel, aware of your brand and deciding whether it meets their needs, go for more direct formats, like case studies or tutorials. A good deep dive can make the difference between a successful customer and someone still on the fence.

Try ideas like interactive tutorials, storytelling series, or meme-based content (if it fits your brand’s vibe). You can view your marketing data later to see what ideas work and which don’t.

At Oh Blimey, I help startups and businesses develop their marketing strategy, giving you a helping hand through the messy journey of growing and marketing a startup.

To find out more, get in touch through this contact form, or check out my services to find out more about what I do.

2. Time it right

According to a review of studies by Optinmonster, the best time to send B2B emails is mid-morning hours in the middle of the week, but you should test the waters to see what works best for your audience. Experiment with different days, time zones, and work schedules to find your sweet spot.

Once you’ve cracked the code, consider automating and creating drip campaigns, like lead magnet campaigns or masterclasses.

3. Remember the call to action

So, you’ve nailed the subject line and packed your email with valuable content, but what’s the grand finale? A call to action!

A call to action should be in simple language so your reader knows exactly what to do next, like ‘Schedule a Session’ or ‘Give Us a Call’.

Remember to add a link that performs the action or gives the reader more information. You won’t click on a dodgy link, so make sure your anchor text describes what the reader will find once they click. It’s like a sneak peek - telling them exactly what’s waiting on the other side.

Your call to action should match where you’re at in your email marketing. You wouldn’t use ‘Talk To Sales’ if your messaging is around promoting your latest podcast!

Always keep the CTA relevant and timely, so it meets the stage your email marketing message is at.

4. Create segmented email lists

Sending a generic email to everyone on your list is like fitting a square peg into a round hole - pointless! It’s better to get strategic and divide your list into different groups.

Whether you choose different industries, past interactions, or favourite cat memes, segmenting your list helps create emails that speak your audience’s language.

Email segmentation decreases the chance of your audience sending your email straight to the bin, sparing it from the dreaded ‘junk’ folder.

If you’re looking for more B2B email marketing tips to help improve your strategy, check out our post on creating an email marketing strategy.

5. Avoid poor user experience

People are often put off subscribing when faced with poor UX (user experience). Imagine clicking a link and waiting for it to load - nobody has time for that.

Sign up pages with too many questions are also frustrating, which increases the chance of people clicking off your page.

To improve your UX, make sure your links are lightning-fast and direct people to the correct place. Keep your forms short and sweet - just the essential information you need.

And autofill? Like magic for signup forms. Most form formats have autofill built in, but if yours is optional, enable it. The less effort needed to sign up, the more likely people are to subscribe.

6. Watch data privacy

Always follow the data protection laws within your location, like the UK GDPR for those in the UK.

Golden rules to follow are:

Be crystal clear about what information you’re collecting.
Get the thumbs up - always ask for explicit consent for sending marketing emails.
Include a simple unsubscribe option so people can opt-out easily.

Unsolicited emails can damage your email reputation, particularly if there are several spam complaints from potential customers.

7. Reward your subscribers

Who doesn’t love a little exclusivity? Give your email subscribers the scoop on new products or services before anyone else.

With 40% of people signing up for marketing emails as part of loyalty programs, people are more likely to expect the red carpet treatment after subscribing.

Keep them coming back for more with content just for your audience, like a peek behind the scenes, industry tips, or exclusive discounts.

There we have it! We hope this post helped you understand more about email marketing tactics and using them to boost your subscribers.

Do you need a marketing consultant to help with your email marketing strategy? Maybe I’m your person. Get in touch to chat about your needs.

Grab More Subscribers With These Email Marketing Tactics

Email marketing basics