B2B Email Marketing Trends That Will Rule in 2024
- Kelvin Kwan
- Jan 24, 2024
- 5 min read
Updated: Jun 10
In our latest guide, we look at the most important email marketing trends for B2B startups in 2024. Find out how AI automation and hyper-personalization can increase engagement, why mobile-first design is important, and how Gmail's new rules will affect you.
Find out how lead magnets can help your business and why it's important to combine email with other marketing methods for a complete plan. This short guide is full of useful information for startups that want to improve their B2B email marketing.
As 2024 begins, startup founders, sales development reps (SDRs), and full sales cycle sales executives need to be aware of how email marketing is changing. Digital contact is important for business growth, so keeping up with the latest email marketing trends is not only a good idea, it's necessary to stay ahead. This article goes into detail about the most important trends in email marketing this year, giving you ideas and advice that will help your startup grow and be successful.
Each one gives you a different chance to improve your involvement and strengthen your position in the crowded digital market.
Trend #1: Importance of Hyper-Personalization in B2B Email Marketing
Did you know - Response rates can go up by 32.7% when email material is personalized (Klenty). When you use this method instead of just using customer names, it makes it even more important to make sure that the email content fits the specific problems, wants, and tackles the pain points of your prospect.
A big increase in interaction like this shows how well personalized emails work to build trust and connection with the audience. This means that for startups, they need to focus on writing emails that speak to each group of people in their community on a particular level. Using this method becomes even more important when it comes to high-volume email tactics. Hyper-personalization is an important part of effective email marketing strategies because it turns simple email campaigns into powerful tools for improving the customer experience and boosting sales.
Trend #2: Mobile-First Email Design
Considering that 81% of emails are read on mobile devices (SuperOffice), it's important for startups to use a mobile-first email strategy. This method is necessary for both optimising watching on smaller screens and keeping users interested. A mobile-first design with a single-column style, short subject lines, and clear, clickable calls to action (CTAs). Poorly presented emails on mobile devices can also cause up to 80% of them to be deleted (SuperOffice).
B2B startups can greatly increase audience engagement and conversion rates by choosing flexible and simple email designs. This is why mobile-first design is an essential part of all successful email marketing strategies.
Trend #3: Using Lead Magnets to Boost Reply Rate
A smart way to use lead magnets is becoming more popular in B2B email marketing. A lead magnet is basically a useful resource that is given away to attract possible business clients. Examples of lead magnets are industry studies, webinars, or business tool templates. Because these magnets are designed to offer quick, useful answers to problems that businesses face, they are very excellent at creating quality leads.
Using lead magnets isn't just a way for B2B startups to get more email subscribers; it's also a way to showcase their skills and make long-lasting business connections. Adding lead magnets to email campaigns directly shows potential customers that you are valuable, which makes marketing much more effective and broad. For more information on how to make effective B2B lead magnets, HubSpot and Foundation Inc both have full guides made just for the B2B market.
Trend #4: AI and Machine Learning Automation
AI and machine learning are automating email marketing for B2B startups, which is changing how efficient it is and how it can be personalized. Tools like ChatGPT, Clay, and Apollo has made email marketing more effective, and have already proven to many sales teams to increase positive reply rates and have helped teams operate more efficiently. What used to have taken a salespeople days to accomplish can now be done in a matter of hours and even minutes.
But it's important to remember that these technologies should only be used as tools and not as alternatives for human knowledge. In B2B relationships, it's important to focus on strategy and human ties, so they make processes easier. AI and machine learning should not replace people in your marketing efforts; they should work with them.
Trend #5: Navigating Gmail's 2024 Email Regulations
As of February 2024, Google will have new rules about emails. B2B startups need to be aware of a few important changes to make sure their email plans continue to work. These rules are meant to improve email security and the user experience by focusing on:
Email Verification: People who send a lot of emails (over 5000/day), need to verify their name by authenticating their emails. This is important for startups to do so they don't lose 75% of their ability to send messages to Gmail users.
Gmail now requires a one-click choice to unsubscribe from commercial emails. This makes it even more important for your efforts to have easy ways for people to opt out.
Rate Threshold for Spam: Gmail has a rate threshold for group senders that they have to follow. To keep their emails from being marked as spam, startups need to control how often they send them and what they say.
For details of the new Gmail guidelines click here.
Woodpecker has written a great survival guide on the new Gmail guidelines here.
Trend #6: Integration with Omnichannel Marketing
Adding email to an omnichannel approach has become more important as the world of email marketing for companies changes. As an important part of a complete marketing plan, email marketing should not be seen as a separate tool. For companies, making the customer trip more connected and smooth can mean combining email campaigns with other channels like social media, content marketing, and digital ads.
Different marketing tools working together like this makes sure that the brand word stays the same at all points of contact. More people will hear and see the company online because of it, which opens up more ways for people to interact with it. To reach more people and give customers a better experience, startups need to combine these platforms well. This is important for building a strong brand personality that people will remember.
Conclusion
As we look at these important trends that will affect email marketing in 2024, it's clear that B2B startups like Incrementum need to be able to change and come up with new ideas.
To stay ahead, you need to accept these changes and use them to get more people involved, build strong relationships, and grow your business. Our tactics should change along with the digital world to make sure we stay on top of the most effective ways to generate leads and do B2B marketing.
Ready to revolutionize your B2B email marketing strategy with Incrementum? Dive deeper into these trends with us and discover how they can catapult your business to new heights. Contact Incrementum today for expert guidance in sales, marketing, lead generation, and appointment setting. Let's harness the power of these trends together and transform your B2B strategy for success. Visit our website or reach out now to get started.
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