B2B Email Marketing Best Practices 2024

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 search engine optimization, 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 that can be followed in 2024 and beyond.

(more…)

Like traditional inbound marketing, account based marketing also uses content to drive sales conversion. But account based marketing, unlike traditional inbound marketing, focuses on personalizing the buying experience of every high-ticket customer. In addition to synchronizing marketing and sales activities, the approach influences the purchase decisions of customers using highly personalized content and interactions.

(more…)

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 common email marketing mistakes to boost email conversions consistently.

(more…)

According to Statista, 73% of marketing executives in India have handled email marketing campaigns internally. The statistics suggest that companies and startups in India use emails as a digital marketing channel to connect and communicate with customers.

They drive lead generation and conversion by sending promotional emails in mass quantities. Also, most of these enterprises automate email marketing campaigns by implementing various email marketing software solutions.

They implement email marketing tools to craft, review, test, optimize, and send emails with minimal human intervention. However, the email marketing tools used by businesses vary in India. Most enterprises evaluate the features of email marketing tools by subscribing to free plans.

Also, they use open rate as a key parameter while comparing the best email marketing tools in India. We are making it easier for your organization to automate email marketing campaigns by evaluating and comparing some of the widely used email marketing tools in India.

Comparing Some of the Best Email Marketing Tools in India

ActiveCampaign

This software as a service platform provides enterprises with a slew of digital marketing tools. In addition to facilitating email marketing automation, ActiveCampaign helps you streamline the customer journey by featuring a built-in customer relationship management (CRM) system.

Your company can use the platform to send targeted, transactional, and triggered emails to customers. Also, the platform supports email broadcasting and email scheduling. The drag-and-drop email designer provided by the software helps marketers craft messages without writing code.

Marketers can send tailored emails to customers by dividing them into segments. Also, they can send the best versions to an email to customers by conducting split testing. At present, ActiveCampaign does not support a free plan.

Your organization can assess the software by requesting a free trial. You have to choose one of the four pricing plans to use ActiveCampaign after the trial period. However, you should remember that marketers find ActiveCampaign to be more complex than other popular email marketing solutions in India.

GetResponse

It is one of the tech tools that boost email marketing automation using artificial intelligence (AI). Your marketing team can use GetResponse to generate and nurture leads by sending email broadcasts, triggered emails, and transactional emails.

Also, they can leverage the tool provided by the platform to send the right email to a customer at the right time. The drag-and-drop email creator provided by GetResponse enables marketers to craft compelling emails using free email templates and stock photos.

At the same time, marketers can use an AI email generator to create customized emails in minutes. They can use an A/B testing tool to choose the best versions of an email by experimenting with different subject lines, call-to-action, and images.

However, you can access the advanced email marketing tools only by subscribing to one of the three paid plans. Additionally, you should remember that GetResponse delivers a lower email delivery rate than several email marketing solutions in India.

Brevo (formerly Sendinblue)

Brevo (formerly Sendinblue) is developed with the goal to help enterprises use emails as a customer relationship development channel. It helps businesses grow email lists by creating custom signup forms. Also, it makes it easier for marketers to send promotional emails to customers in bulk quantities.

Your marketing executive can use a drag-and-drop editor to create custom emails using ready-to-use templates. Also, they can send relevant emails to recipients by creating segments based on interests and behavior.

Brevo helps them understand what is working and what is not by tracking the performance of emails individually. At the same time, your company can use Brevo to build customer relationships by running SMS and WhatsApp campaigns.

The free edition of the software allows your team to send 300 emails per day. However, you should remember that Brevo is not one of the user-friendly email marketing tools. Also, it scores low in the category of delivery rate in comparison to other best email marketing tools in India.

HubSpot

Email marketing tools provided by HubSpot boost campaign performances by combining human intelligence and artificial intelligence. HubSpot makes it easier for marketers to craft personalized and targeted emails by providing a drag-and-drop editor.

At the same time, marketers can optimize email copies using AI content writing features. Also, they can send the best email message to customers by performing A/B testing. HubSpot used advanced data analytics to make them understand who is engaging, when a recipient is engaging, and how he is engaging with emails.

The free tools provided by HubSpot allow your marketing team to send 2,000 emails per month. However, the emails sent using the free tools will display the HubSpot brand. Your organization has to subscribe to the enterprise or professional plans to leverage all features and tools provided by HubSpot.

Hence, the software will increase your email marketing costs significantly. Also, many marketers feel that the email templates provided by HubSpot are not modern. HubSpot makes it difficult for you to switch to another email marketing tool by signing a 12-month contract.

MailerLite

MailerLite is one of the easy-to-use email marketing tools in India. The platform enables marketers to build websites, landing pages, signup forms, and blogs. At the same time, it drives email marketing automation by sending personalized and targeted emails to customers at the perfect time.

MailerLite makes it easier for marketers to craft emails by providing three useful tools – a drag-and-drop editor, a custom HTML editor, and a rich text editor. At the same time, marketers have the option to access newsletter templates and images.

Additionally, they can speed up email creation using an AI writing assistant. MailerLite enables marketers to segment recipients using parameters like age, location, and behavior. Hence, it becomes easier for them to send targeted emails to customers.

Also, it helps users send the best email to customers by featuring A/B testing tools and reporting dashboards. However, MailerLite currently does not provide customer support. Your company has to subscribe to a premium plan to access the sophisticated features provided by the email marketing tool.

Zoho Campaigns

This toolkit boosts email marketing campaigns by focusing on automation, personalization, and delivery. Zoho Campaigns helps marketers change and customize emails by providing a drag-and-drop editor. Marketers can use the editor to create emails quickly by changing the content, images, and call-to-action.

Also, they can choose the best version of an email by performing real-time A/B testing. Zoho Campaigns facilitates lead nurturing by tracing contact paths. Contact path tracing helps marketers send targeted emails to a customer according to his current position in the buyer’s journey.

Marketers can use the software to send emails to each customer according to his optimal open time. Zoho Campaigns helps marketers send emails to customers in 26 languages. Furthermore, they can track the performance of each marketing email using 10 custom dashboards.

However, marketers consider Zoho Campaigns a complex email marketing tool. Beginners need some time to leverage the features provided by the software fully. Also, they have to use online customer support help desk software to answer questions and solve issues.

Constant Contact

Constant Contact aims to help small businesses run email marketing campaigns. It makes it easier for marketers to craft emails by providing over 200 templates. At the same time, email marketers can save time and effort using an AI content generator.

The content generator produces custom emails based on specific keywords. Also, Constant Contact boosts lead nurturing and conversion by delivering the right email to the potential customer at the right time.

At the same time, the A/B testing tool provided by the digital marketing platform helps marketers choose and send the best version of the email. Constant Contact beats most of the best email marketing tools in India in the category of delivery rate.

However, your organization has to subscribe to a premium plan to leverage the advanced features provided by this platform. Also, companies often find it challenging to cancel subscriptions on demand due to stringent guidelines and terms.

Omnisend

Omnisend is designed as an email marketing tool for e-commerce companies. Your e-commerce company can use this platform to generate, nurture, and convert leads by sending emails and SMS. Omnisend helps your team craft custom emails by providing ready-to-use templates.

Also, it boosts customer experience by sending welcome, post-purchase, and shopping cart abandonment messages to customers automatically. Additionally, Omnisend grows your subscriber list by collecting the contact details of visitors.

You have the option to segment the recipients using parameters like shopping behavior and campaign activities. Hence, it becomes easier for your team to send targeted emails to subscribers at the right time. However, the free version of the software allows your team to send only 500 emails per month.

You have to subscribe to one of the paid plans to send emails to more customers. Also, Omnisend currently delivers a lower email delivery rate than many email marketing tools. However, it is still popular with leading e-commerce companies in India.

Mailchimp

This email marketing tool is popular with small businesses and startups in India. Mailchimp makes it easier for marketers to craft engaging emails by providing free templates and a drag-and-drop editor. Also, it optimizes emails using an AI-powered tool that gains insights by analyzing millions of data points.

At the same time, Mailchimp helps marketers measure and track campaign performances using advanced analytics. They can automate routine marketing activities like sending welcome messages and reminders using pre-built automation provided by the software.

Mailchimp beats the best email marketing tools in India in the category of delivery rate. Your company can use the software based on a free plan. But the free plan lacks advanced features. You must subscribe to a premium plan to run email marketing campaigns efficiently using this popular tool.

Conclusion

The best email marketing tools in India help your company or startup reduce the time and resources required to send promotional content and commercial messages in mass quantities. Most of these tools speed up email crafting by providing customizable templates.

Also, they help you choose the best email to customers by facilitating A/B testing. However, they differ from each other in the categories of delivery rates and open rates. Hence, you should keep in mind the pros and cons of each software to choose the best email marketing tool for your business in India.

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.

Shortlisting and Comparing the Best B2B Email Marketing Software

ActiveCampaign

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.

GetResponse

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.

Brevo

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

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

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.

Zoho

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

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       

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

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.

Conclusion

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).

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”.

(more…)

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.

9 Email Capture Tools that are Still Popular and Relevant in 2023

1. OptinMonster

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.

2. Thrive Leads

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.

3. SumoMe

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.

4. WPForms

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.

5. Sleeknote

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

6. LiveChat

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.

7. ConvertBox

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.

8. Hello Bar

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.

9. Optinly

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.

Conclusion

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 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.

While planning and launching email marketing campaigns, many marketers opt for email broadcasting to send an email to a large number of contacts and subscribers at once. But the digital marketers cannot boost conversion rate and get higher ROI without sending highly targeted emails to contact or subscriber at the right time.

(more…)

Client Says

He has a laser-sharp focus on the goals to be achieved.

Nishant Kadian
Founder of laykaik.com

He is a leader who has ’empathy’ as the core competency.

Deepanshu Gahlaut
Founder of deepanshugahlaut.com

His knowledge on Web Analytics is commendable and he used this information in each and every step,

Amit Mallick
Technology Leader