Five tips to improve your B2B email marketing in 2020

B2B Digital Marketing Specialists

Five tips to improve your B2B email marketing in 2020

July 14, 2020 Guides 0
email marketing

The year 2020 has been a challenging one for many of us so far, however, something great has also come out of it: stuck at home, customers are on their mobile phones much more often and enjoy technology at a rate never seen before. This has opened a window of opportunity for email marketing. Although it was popular before, it’s even more useful now that customers are on their devices most of the day. This article will outline five ways to improve your B2B email marketing in 2020.

Optimise Your Content

Many businesses tend to forget that emails are not opened only on laptops anymore. Customers will look at their e-mails while on the train or bus to work, in fact 61.9% of all email opens in 2019 occurred on mobile. So optimising your content so that it fits on mobile screens is a must. 

Use a Lead Magnet

Although social media is a great way to advertise, 99% of consumers check their emails daily. Therefore, you can improve your B2B email marketing by growing your email list using lead magnets. Lead magnets are option bribes or reasons for customers to give you their email address in exchange for a free goodie such as an eBook, a webinar, or free trial.

Use Relevant Content

This should be a given, but many companies forget this. With email marketing, quality always tops quantity. You don’t want your customers to unsubscribe from your list, so don’t email them too often. Additionally, better content means content that you know interests them. So, ask your customers what they want to see; use social media to that matter. A simple Instagram poll works wonders. Use this information, amongst other data to better segment your audience. A properly segmented database can be really valuable to your company with open rates increasing by 39% and revenue and sales lead both increasing by 24%.

Use videos and animations and make sure that your email marketing looks good; the design alone can be enticing enough to make your customer want to click the link that sends them to your website.

Our friend Xander Bylo on Instagram has visually broken down what makes Amazon’s email blast design so effective.


There are millions of businesses out there. What makes yours stand out? Be personal with your audience; make them feel like they are your personal favourite customer. This will entice them to read your email rather than archiving it. Personalisation can be as simple as including personalised product recommendations, for example.

Analyse the Data

Data is the new oil

Clive Humby

Finally, having a successful email marketing campaign means that you need to track your success in order to know what you need to change. As always, knowledge is key!

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