how to improve the open rate of your B2B emailing campaigns?

Emailing, also known as email marketing, is defined as a strategy that serves to attract customers and obtain sales through emails. Likewise, the term B2B stands for business-to-business and refers to commercial transactions between companies via email.

So if we put the two definitions together we get that B2B emailing is nothing more than an email campaign whose final recipients will be different companies or professionals to whom you will try to sell a service or product.

what is the open rate?

When we talk about open rate we are referring to that range of people who open the emails we send them. It is usually defined as the number of emails opened divided by the total number of emails sent and multiplied by 100, as the open rate is usually expressed as a percentage.

It is important to understand that the open rate is not a 100% reliable measure. The control of an open email can only occur if the email client is able to display HTML with images or if the recipient clicks on a link in the email that denotes activity.

The best tips to improve the open rate of your B2B emailing campaigns

Before knowing what tips we are going to give you today to improve your open rate, you need to understand the two main reasons why your company's emails are not always opened.

• The first reason may be because you send emails at the wrong time and on the wrong day. In email marketing, it is not valid any random day or time to send your campaigns. On the contrary, it is important that you review your campaigns and start to consider what are the best times to send commercial emails in B2B.

• And the second reason is because you may be sending from "no-reply" addresses. No-reply addresses tend to trigger spam filters and, even if your email manages to reach your prospects' inboxes, they are less confident opening emails from this type of address and ignore it.

And now, once you have reviewed these two small flaws, you can move on to some tips that will help you improve the results of your B2B emailing.

1. segment your mailing list: One of the keys for your audience to open your emails is that it is 100% relevant to them and to achieve this you must segment your contact list into smaller groups to create emails according to the interests of each group.
2. send your emails on Tuesdays at 11 a.m. According to a study conducted by Hubspot, commercial emails have a better open rate on Tuesdays at 11 a.m. This is because people leave the previous week's unfinished business and at 11 a.m. they have already dealt with all the backlog of emails they may have had. However, as we have said before, you cannot only go by what the statistics say, you also have to look at the metrics of your campaigns to find the perfect timing for sending your emails.
3. use an approachable tone in your content. Our advice is to write the content of your email as if you were writing an email to someone close to you. However, to achieve this effect it is necessary to know your buyer persona very well, that is, to understand their problems, needs, desires and aspirations.
4. make sure your email is visible on any screen. You know that the mobile phone has become the most widely used device to view email quickly, so making sure your email looks good on any screen is essential for a winning campaign.
5. don't saturate your prospects' inboxes. Prioritise quality over quantity: if you bombard your contacts with emails that don't bring them real value, just so that they see your company name in their inboxes, instead of increasing your open rate, you will increase unsubscribes to your email list.
6. engage with the subject line. The more attractive the subject line of your email, the more interest you will arouse in the reader. Keep it short and concise, but make sure it includes all the information you want to share. Play on the reader's curiosity, and if you wish, use figures that will make your customer more interested in reading.
7. Offer variety: You need to diversify the content you send, because if you become repetitive, you will tire your audience. The limit of content is practically infinite, use your ingenuity and learn from statistics to see what your audience is most interested in.
8. in addition to images or videos that you can link via email marketing to boost a campaign, the use of elements such as brackets or parentheses will make your texts stand out, especially in the subject line .

Remember that B2B email campaigns are still a very effective technique to boost the sales process by nurturing leads with content that demonstrates that your solution is the best. Also, with these 8 tips you can increase the open rate of your emails in no time. Let's get to work!