B2B companies generate, nurture, and convert leads using various strategies. They deliver relevant content at different stages in the B2B buyer’s journey using multiple communication channels, including emails. They launch email marketing campaigns and expand their email list regularly.
The best B2B email marketing software helps them launch, manage, and monitor multiple campaigns without escalating costs. In addition to simplifying email creation, editing, and customization, the special-purpose tech solutions enable users to send the right marketing email to the right customer at the right time.
Some of these email marketing solutions are easier to use than others. Likewise, some email marketing tools require B2B companies to spend more. We are making it easier for your company to pick the best B2B email marketing software by doing cost-and-benefit analysis.
ActiveCampaign speeds up email creation and customization by featuring a drag-and-drop editor and providing new-age templates. Also, it facilitates workflow automation by predicting the next step. Additionally, the versatile email marketing tool comes with a built-in customer relationship management (CRM) system.
Marketers can leverage the CRM to personalize marketing emails and align them to the customer journey. They can boost the software by integrating it with over 900 tools and platforms, including MS Word, Facebook, and WordPress.
However, the additional and advanced features make ActiveCampaign more complex than other email marketing platforms. Furthermore, your company cannot use the software by leveraging a free plan. You still have the option to evaluate ActiveCampaign by requesting a free trial.
In addition to providing a drag-and-drop email creator and templates, GetResponse features an AI-powered email generator. These options help users create and optimize emails by combining human and artificial intelligence.
The software marketing tool boosts campaigns by facilitating A/B testing and supporting send time optimizations. At the same time, the visual editor provided by the software helps marketers build and visualize the B2B customer journey.
However, your company can use the software only by subscribing to one of the paid plans. Also, it has to incur additional expenses to automate multiple marketing campaigns. Several users complain that GetResponse is less effective than other email marketing solutions in increasing email delivery rates.
Your business can use Brevo (formerly Sendinblue) to automate email marketing campaigns by choosing from free and paid plans. Brevo simplifies email design by providing a template gallery and an image editing tool.
It further allows marketers to send emails to all customers or a specific segment of customers. Also, they can leverage the best time feature to send emails to each customer at the best time. Brevo helps users boost B2B email marketing campaigns by tracking and analyzing the performance of each email.
However, many marketers feel that Brevo is not as user-friendly and fast as other best B2B email marketing software. Also, email delivery rates do not remain consistent across email marketing campaigns.
HubSpot allows you to design and customize marketing emails using either human intelligence or artificial intelligence. Your marketers can craft marketing emails using the goal-based templates provided by the software.
Also, they can personalize emails by gathering contact information from various sources. At the same time, they can automate email creation using the software’s AI content writing features. HubSpot helps them to send the best version of each email by performing A/B testing.
However, marketers complain that the software provides only basic email templates. Your company cannot nurture and convert leads using the free tools provided by HubSpot. You have to upgrade to a premium plan to manage email marketing campaigns more efficiently.
MailerLite simplifies email design and customization by featuring an AI-powered drag-and-drop editor. Marketers can use the editor to craft personalized text emails and design custom newsletters. At the same time, they can use the software to send personalized and triggered emails to B2B customers at the right time.
The A/B testing tool provided by MailerLite helps them choose and send the best version of marketing emails. Also, MailerLite scores over widely used email marketing solutions in the category of email delivery rate. However, the quality of customer support varies across pricing plans. Your company has to opt for a premium plan to access ready-to-use email templates and advanced features.
You can consider Zoho to automate email marketing and customer relationship management (CRM) simultaneously. The drag-and-drop editor provided by the software helps your team customize marketing emails by changing content, images, and call to action (CTA).
Also, they can choose the best versions of an email by conducting A/B testing. Zoho makes it easier for your company to send marketing emails to customers across regions by supporting over 60 languages. Also, you can use the customizable dashboards provided by the email marketing tool to analyze campaign performance using various metrics.
Zoho offers customer support in multiple languages. However, it requires customers to use online customer service help desk software. The help desk increases the time required for solving issues. Also, marketers find Zoho to be more complex than other best email marketing software.
Constant Contact helps your company run full-stack email marketing campaigns. You can use the AI content generator provided by the software to craft emails simply by entering relevant keywords. At the same time, you can customize marketing emails using templates and a drag-and-drop editor.
The best B2B email marketing software facilitates customer connectivity by helping you send the right message at the right time. Also, you can use the dashboard provided by Constant Contact to measure campaign performance by generating reports on demand.
Constant Contact delivers a higher email open rate than other email marketing tools. But your company has to spend more to leverage the software fully. Also, you may find it challenging to cancel the subscription on demand.
Omnisend caters to the communication and marketing needs of B2B e-commerce companies. It helps your company build and strengthen customer relationships by sending emails and text messages. You can access a comprehensive template library to craft professional emails customized for individual campaigns and stores.
Also, you divide customers into multiple segments to blast marketing emails without impacting their experiences. The A/B testing tool provided by the software helps you send the perfect emails to customers. At the same time, Omnisend boosts campaign performance by resending unopened emails to subscribers.
However, you have to choose one of the premium editions of Omnisend to send marketing emails to a large number of customers. Also, the dashboard provided by the software does not enable you to track subscribers’ geographic locations. Omnisend currently delivers a lower email open rate than other popular B2B email marketing tools.
Mailchimp facilitates email marketing automation by providing robust tools and using intelligence technologies. Your team can use the drag-and-drop editor provided by the software to craft and customize marketing emails quickly.
At the same time, they can optimize the emails using suggestions made by software using AI algorithms. The dashboard provided by Mailchimp helps you analyze campaign performance as well as gather information about subscribers.
You can leverage prebuilt automation to send automated email messages to each customer according to his action and stage in the B2B buyer journey. However, Mailchimp is much more expensive than other B2B email marketing solutions. Your company has to pay additional charges to unsubscribe.
B2B email marketing solutions help your company reduce the time and cost required to generate, nurture, and convert leads. However, widely used email marketing tools differ in several aspects, including features and pricing. Hence, you can choose the best B2B email marketing software only by evaluating their pros and cons.
It is always important to opt for email marketing software that helps you send personalized emails to corporate customers at the right time. Also, you should prioritize software that boosts email marketing automation using Industry 4.0 technologies like Artificial Intelligence (AI).
Email marketing has been one of the most trusted arsenals for B2B marketers all around the world. Though we have seen a lot of new-age communication tools like social media marketing, instant messaging, and intelligent chatbots, the popularity of email marketing has always been on the rise. Today, in this blog post, we would like to understand more about the B2B email marketing best practices which can be followed in 2023 and beyond.
Saurav, One of my good friends, who has recently set up his own startup recently, called me last Friday evening and asked me “Hey, I have started working on my 2023 marketing plan. We have a robust email marketing plan ready. Can you quickly tell me what are the other ways to generate B2B leads”. My answer to him was “It Depends. It all starts with your products, target customers, what are the problems they are facing, what kind of problems are solved by your products, and also, the price points of your products. Based on that you will need to create multiple touch points for your target customers to influence their purchase decisions and create your B2B lead generation strategies”.
While implementing inbound and outbound marketing strategies, enterprises these days focus on developing and nurturing relationships with prospective customers. They establish relationships with prospective customers through multiple marketing channels. But the lead generation statistics compiled by several websites suggest that emails are more effective than other channels in generating leads.
According to this 2023 Demand Generation Benchmark Study,
“53% of marketers say email has been the most effective channel for early-stage lead generation.”
Most marketers these days drive lead generation by growing email lists continuously. They capture the email addresses of prospective customers using a variety of techniques – using email opt-in methods, exchanging downloadables, offering coupons, and creating quizzes. But smarter marketers replace email capture techniques with email capture tools.
These enable marketers to save both time and resources by capturing the email addresses of prospective customers automatically. Also, they capture email ids using multiple methods – landing page, interactive popup, online contests, and giveaways. We are making it easier for you to collect email addresses and growth email lists by recommending some of the popular email capture tools that are still relevant in 2022.
The conversion optimization toolkit grows your email list by capturing the email addresses of website visitors. You can opt for OptinMonster to capture email addresses using appealing forms. You can further create customized and mobile-friendly email capture forms using over 400 premade templates provided by OptinMonster.
At the same time, you can perform A/B testing to optimize the forms by adding the right headline, content, layout, and style. OptinMonster makes it easier for you to personalize messages according to user behavior by providing a targeting and segmentation engine.
Thrive Leads drives lead generation and email list growth using a variety of opt-in forms. You can create the desired opt-in form in minutes using hundreds of predesigned templates. Also, you can use a WYSIWYG editor to build your own opt-in forms that capture a variety of customer information.
Thrive Leads further makes it easier for you to divide leads into multiple segments and send the leads to various services. You also have the option to integrate the lead capture tool with your existing marketing tools using relevant APIs.
The free online tool drives email list growth by providing multiple options. You should consider SumoMe to capture email addresses in three simple steps. The tool captures emails by adding scrolling header bars to targeted web pages.
At the same time, you can opt for Sumo List Builder to capture email addresses by showing professional-looking popups to website visitors. The popup will appear based on specific user actions. You can make the popup more engaging using customization options and conducting A/B testing.
You should consider WPForms if your website or online store is developed using WordPress. The commercial form builder is developed as a WordPress plugin. You can install the plugin to capture the email addresses of website visitors by creating a variety of forms – registration forms, contact forms, newsletter forms, and survey forms.
WPForms make it easier for you to design custom email capture forms by providing a drag-and-drop form builder and over 300 templates. Also, you can capture more emails by embedding these mobile-friendly forms in web pages, blog posts, footers, and sidebar widgets.
You can use Sleeknote to convert website visitors into email subscribers using a variety of popups – newsletter popups, discount popups, and giveaway popups. You can design and customize the popups in minutes using a visual popup builder.
Each type of popup requests visitors to submit their email addresses by previewing the content with a teaser. Also, you boost the popups by performing A/B testing and displaying the right popup to a website visitor at the right time using targeting features
The new-age email capture tool grows your email lists using AI-powered chatbots. These chatbots interact with visitors by embedding a live chat feature on the website. The chatbot requests visitors submit their email addresses to get the desired assistance or answer relevant questions.
You can opt for LiveChat to capture emails of visitors by replacing chatbots with customer support executives. Also, you can integrate the commercial email capture tool with several email marketing solutions to store the captured emails in a CRM system.
ConvertBox aims to persuade website visitors to submit their email addresses by delivering personalized messages. It facilitates the delivery of personalized messages through intelligent targeting and funnel segmentation. You can use the tool to grow your email lists by designing custom lead generation forms using a visual editor.
Also, you can make the forms more impactful by conducting A/B testing. ConvertBox enables you to monitor the steps and elements in messaging using detailed analytics. You have the option to integrate ConvertBox with many widely used marketing tools and services.
This premium WordPress plugin converts website visitors into leads and subscribers using a variety of options. You should consider Hello Bar to capture the email addresses of website visitors by creating a variety of popups – bars, alerts, modals, and sliders.
Also, you can customize each element of these popups by choosing the appropriate theme and styling. At the same time, Hello Bar uses intelligent tracking to display the right message to every website visitor and uses analytics to measure the performance of your email-capturing campaigns.
Optinly is developed as a no-code email marketing tool. It drives email list growth using appealing and customized popups. You should consider Optinly to capture emails using a variety of popups – exit, slide-in, countdown timers, and spin the wheel. You can design and customize each type of popup using a drag-and-drop visual editor.
At the same time, you can capture more email addresses by displaying the right popup at the right time. Optinly allows you to measure the popularity of your brand by collecting customer feedback. Also, you have the option to collect leads in a single location by integrating Optinly with several email marketing tools.
You can grow your email list consistently using a slew of email capture tools in 2023. But you must remember that these widely-used software solutions differ from each other in many aspects. For instance, some of these tools are available as premium software solutions, while others can be used free of cost.
Likewise, some of these tools are available as browser extensions, while others can be accessed as cloud-based software solutions. Also, each of these tools captures email addresses using specific methods. That is why; you must compare these widely-used email capture tools using multiple parameters.
The original Post was published in 2022, it has been updated on May 03rd, 2023.
According to a market research report released by Content Marketing Institute, 81% of business-to-business (B2B) marketers create and distribute email newsletters regularly. Likewise, 31% of B2B marketers use email newsletters as the primary communication channel to nurture leads. Your business can easily generate and nurture leads by sending personalized and targeted emails.
The email marketing automation tools help you to run and track multiple email marketing campaigns without investing extra resources. But you still need to implement a set of B2B email marketing best practices to drive sales conversion. Also, you must avoid several email marketing mistakes to boost email conversions consistently.
According to Lyfe Marketing,
“Email marketing’s power lies in its ability to provide businesses of all sizes an attractive return on investment. In fact, according to an eMarketer study, the median email marketing ROI is 122%. That’s four times higher than any other digital marketing channel.”
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