B2B Email Marketing Strategy Checklist

Email Marketing Strategy

B2B Email Marketing Strategy Checklist

Your customers get more and more email every day.

From family members sharing their latest cooking creations, to demands for the latest sales report, your customers’ inboxes are crammed full. http:///how-to-be-a-good-social-citizen/ In fact, according to Baydin, an email productivity company, an average email user gets approximately 147 emails a day. Around 71 of those emails are deleted.

As an email marketer, your job is to not be one of the 71 deleted emails. Here’s a checklist to show you how:



√ Prevent Spam

Email platforms like Gmail are continuously updating their spam algorithms, so it can be hard to keep up. Many email service providers have built-in spam checking, but you should still know the basics. Before you hit send, make sure you:

  • Do not use excess punctuation.
  • Do not use ALL CAPS.
  • Do not use one giant image for body content.
  • Include both HTML and plain text versions of your email.
  • Check that your HTML and plain text versions match.
  • Run your email through a spam checker program.
  • Avoid trigger words.


√ Optimize Content

Content is still king. And it needs to be relevant to your audience. But it also needs to be formatted to help your customer take the action. Remember to:

  • Keep your copy brief and bulleted.
  • Limit your content to one main call to action.
  • Re-state the call to action approximately three times.
  • Convey the main message in 10 seconds or less.
  • Include a link to a landing page on your website (that gives the user clear options to take the action you want them to).


√ Design & Build

Content may be king, but design is the formidable queen. And we don’t mean just visual design, but overall construction. When building your email:

  • Personalize with contact and company name.
  • Send from a real email address that the recipient can be reply to.
  • Use links that are obvious and clickable.
  • Test your emails on multiple email platforms.
  • Use A/B testing if possible.


√ Plan to Measure

Once the email is sent, your job isn’t done. As much as you might want to sit back and put your feet up, it’s essential to measure results, tweak campaigns, and follow up post-campaign. So have your measurement plan already in place. To get started, ask yourself these questions:

  • What are my goals?
  • What will I measure (besides open and click-through rates)?
  • How will I measure these things?
  • When will I review the campaign for changes?
  • What will I do after the campaign?


Use these strategies and your email will have a much better chance of being one of the emails that gets read and acted upon.