B2B email marketing is full of different possibilities. Depending on the goal, B2B companies have a number of measures that can be successfully implemented with a well-thought-out concept. As numerous as the possibilities are, so many mistakes can creep in. The question of what the most common avoid the most common mistakes in B2B email marketing are is not only of interest to you, but also to us. That’s why we’ll show you the biggest challenges and reveal how you can avoid the most common mistakes.
Challenge 1: Goal, planning and concept
Unclear goals: Email marketing means more email data than “just” sending newsletters. Accordingly, B2Bs should first ask themselves the following question: What does a company want to achieve with email marketing? Only when you have an answer to this should you talk about the implementation and direction of the mailing. The newsletter is only one part of email marketing. Depending on the goal, time and business model, various trigger or information mailings also make sense. As soon as the goal has been determined at a strategic level, a concept is developed.
No written concept: This is where the next mistake lurks: sending various mailings without an underlying concept. Of course, this does not automatically mean that the sender has not thought about the content. However, a written concept helps not to lose sight of the set goals. Its framework provides clarity and also helps to avoid the next mistake.
Inconsistency in execution: Deviations from the concept often creep in. There are exceptions, such as trade fairs or important company information that must be disseminated. However, irregularities must not become a habit. The reason is simple: the recipient has subscribed to operating principles and impact mechanisms your newsletter avoid the most common with certain expectations. These include, above all, the content that they are interested in and regular delivery. If you regularly deviate from these points, it will cause irritation. In the worst case, the newsletter will be canceled. It does not always have to be that drastic. Nevertheless, you should make sure that you give the recipient what they expect from the newsletter. If after a while it turns out that the concept is outdated, it should also be revised and adapted.
Challenge 2: The registration process
Nobody knows about a newsletter: Very few website visitors consciously look for the newsletter subscription. This makes it all the more important to place it prominently on the website and to draw the attention of interested parties to the offer in various places. The best way to do this is to integrate the newsletter into the navigation structure and also tease it on various pages. Another option is a pop-up that appears when the website is visited for the first time and encourages the user to register.
No information about the content: When registering, the european union phone number recipient gives a vote of confidence. To make this step easier for them, it should always be described exactly what they can expect from the newsletter. The information that is absolutely essential is the delivery frequency and the expected content.
Too many form fields: Companies should think carefully about avoid the most common how much information they really need from their recipient, because too many form fields have a deterrent effect. Due to the GDPR, it is not permitted to ask for more mandatory information than necessary. For a newsletter, this only includes the email address.
Missing double opt-in confirmations: Incorrect email addresses prevent registration confirmation emails from being delivered. This means valuable leads are lost. To counteract this, companies should regularly check new newsletter registrations for typos in the email addresses. Of course, it also happens that someone signs up for the newsletter but forgets the last step – clicking on the confirmation link in the DOI mailing. However, we advise against reactivating the interested party with a reminder email.
