The Biggest Email Marketing Opportunities for B2B Brands

— Tue., Apr. 9, 2024 B2B marketers have a lot of opportunities to improve their email marketing programs, but they are not taking advantage of them as well as B2C brands. That's in part because of shrinking differences between B2B and B2C businesses, as well as the fact that B2B customers expect the same treatment as B2C customers. However, B2B brands that embrace the current reality can improve the performance of their email programs. B2B brands are leading in account-based marketing, video in emails, and sentiment trackers, but lagging in loyalty and rewards programs, AI-powered recommendations, and triggered emails. These differences cannot be attributed to variances in company size. The biggest opportunities for B2B brands include loyalty and rewards programs, triggered emails, website popups for subscriber acquisition, and dark-mode optimization. These trends have the potential to significantly impact B2B marketers' success. Modern loyalty programs should reward engagement rather than just purchases, and triggered emails are highly effective for addressing customer friction points. Website popups can be effective for subscriber acquisition if used respectfully and made user-friendly, and optimizing for dark mode is important as it is becoming more prevalent among email viewers. These trends, along with others on the list, have the potential to greatly benefit B2B brands. ... continue reading below