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The Dos and Don'ts of Using B2B Email Lists

The use of technology in daily business operations has been on the rise in recent years, and it's a trend that's not likely to go away any time soon. One of the driving forces behind the adoption of new technologies is how it has opened up new channels of revenue growth. This includes using B2B lists to craft email campaigns that allow you to reach out directly to potential new clients and grow your brand.

While this is undoubtedly a valuable tool for any business owner, if you use business to business lists in the wrong way, it can actually end up negatively affecting your bottom line. That's why it's always important to follow these helpful dos and don'ts when using email blasts as a marketing tool.

What you should do when using B2B email lists.

Grow your list organically.

While there are services available out there that allow you to purchase a set number of email addresses, it's best if you don't use them. No one likes to receive unsolicited emails, and not only is yours likely to go straight to the trash box, but it can even turn someone off of ever doing business with you in the future. Instead, try to gain subscribers organically by providing the option on your website, at the point of purchase, or through social media.

Make your content worthwhile.

The point of a B2B list is to connect with potential clients directly and provide them with content that causes them to engage with your business. Failing to do so not only wastes your marketing dollars, but it can also cause people to unsubscribe or ignore your messaging. Anytime you're about to send out an email blast, make sure that the content is either entertaining, educational, or pushing a special offer that'll drive engagement and convert your email into a sale.

Craft a compelling CTA.

The call to action (CTA) is the part of your email that helps push the reader to do something that drives your business, whether that's making a purchase, giving you a call, or visiting your website. Bland and generic CTAs won't accomplish this goal, so you need to ensure yours is tailored to each reader. You can do this by creating different CTAs based on where in the buying process the reader is, how they subscribed to your email list, or what product they seem to be interested in.

What you shouldn't do with B2B lists.

Keep subscribers waiting.

While you don't want to bombard subscribers with constant emails, you also don't want to wait too long before reaching out to them. Doing so can result in them forgetting they subscribed, losing interest in your products or services, or searching out a competitor that's more responsive. Welcome them with an email immediately after they subscribe, and then tailor a schedule for reaching out with engaging content on a consistent basis.

Ignore spam regulations.

Having your email blasts labeled as spam can render your marketing efforts useless, so it's imperative that you adhere to spam regulations. You can do this in a number of ways. Always include a clear and visible unsubscribe button somewhere in the email, make sure your "from" and "subject" lines are accurate, and always list your company's physical address. These simple measures will ensure your email reaches your subscribers' inboxes safely.

Copy the competition.

It's helpful to learn from your competitors' marketing strategies, but you should never outright copy them. Instead, adopt what you think will work for you, but make it your own. This will help separate you from the competition and allow you to grow your own unique brand within the industry.

Are you ready to use B2B lists for your marketing needs?

Then contact the team here at KPI Network. Since 2008, we've brought together premier vendors, technology, and business service solution providers with local businesses just like yours.

We can match you with a digital marketing specialist who can help you grow your business through organic and effective email marketing campaigns designed to engage your target audience. Subscribe today to stay up-to-date on our latest offerings, or preview the amazing offers we currently have available.