"B2C, they have it so easy. While preferences and price points may vary, there's no shortage of stuff people want and need-shoes, snacks, gadgets, toys. Things people covet, save up for, or impulse buy. But B2B marketers...well, if only selling cloud computing or point-of-sale systems were as easy as a pair of shoes. An impulse buyer in B2B-land is rare. It's not like prospects walk around their daily lives thinking, "If only I had a best-in-class tool that would streamline my workflow"
"Email marketing for B2B may be more serious, but if there's anything we've learned at Litmus, it's that email is anything but boring. Since potential customers are already 57% of the way to making a decision before they actively engage with sales, it's important to be intentional with how and when you communicate your message by tapping into B2B email campaign ideas with proven success."
"Email remains the highest ROI channel for B2B, delivering a 36:1 return and offering unique opportunities for personalized, permission-based engagement. Successful B2B campaigns focus on relationship-building and education over a longer sales cycle, with campaign types ranging from welcome emails to ABM outreach. Effective B2B email content is human, concise, mobile-optimized, and personalized to build trust and relevance over time."
Email marketing yields a 36:1 ROI for B2B and remains the most effective channel for connecting with business audiences. B2B purchases follow longer, consultative buying journeys, so campaigns should emphasize relationship-building, education, and relevance rather than impulse appeals. Campaign types include welcome series, lead nurturing, ABM outreach, and post-purchase engagement tailored over time. Effective emails are human, concise, mobile-optimized, and personalized, using permission-based tactics to build trust. Since buyers are often 57% of the way to a decision before sales engagement, timing and intentional communication are critical to influence purchase decisions.
Read at Litmus
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