When you see your B2B email marketing engagement rates start dropping, it’s tempting to think that email marketing just doesn’t work anymore, and in frustration you’re ready to throw in the towel.

Don’t.

Think of it this way… if you’re fishing in a pond with bait that the fish don’t like, no matter how good you are at fishing, you won’t catch anything without the right bait.

The same goes for email marketing.

The tricky part is making sure you’re reaching the right audience with the right message.

Email marketing is all about direct response, and its success depends on two things: a quality list and a good offer.

A quality list connects a select group of people with relevant content. It’s a segmented list based on what matters to them — their interests, the market they’re in, their roles, or where they’re located. Segmentation is a powerful tool that enables you to reach contacts with relevant offers.

Success in B2B email marketing isn’t about sending random emails and hoping that something sticks. The key is creating a marketing strategy and developing clear buyer personas. By understanding what each persona needs and the challenges they face, you can develop messaging that speaks to those issues.

Focus on subjects like providing ways to help them do their job better, how to help them save money, showing that you understand their challenges, or sharing how you’ve solved similar problems for others.

Don’t fret… email marketing isn’t dead. Take the time to understand your audience, create targeted content and develop emails that align with your marketing strategy. Then, your B2B email marketing campaigns will start to drive engagement and conversions.

Questions on where to start? Our B2B experts would be glad to help out!