The advantage of this marketing channel is that it can be used at any time in your acquisition strategy. However, some channels are better than others!

In fact, the key to a good email campaign lies in the information you have about your target and where it comes from: web scraping? Linkedin scraping? of your site? another marketing campaign?

This information will enable you to know where to place the email in your marketing automation processes.

Let’s take a look at 3 examples of classic placements for your corporate campaigns.

a) B2B emailing based on scraping :

This is the most classic location for B2B emailing. You’ve either built up a database via the web, LinkedIn (see our article on webscraping) or purchased it from one of the many data suppliers. Now it’s time to launch your email campaign.

Here, we’re 100% cold. Your objective should therefore be to talk about your target’s issues, challenges and pain points. The last thing you want to do is try to set up a meeting straight away with your first email. This will take place after the 2nd reminder e-mail. This will enable your sales force to prepare the ground and obtain information before initiating a cold call or LinkedIn contact.

The body of the email should then contain questions, not sales pitches.

Here is the structure I recommend for this type of B2B mailing:

• 1st short e-mail of 10 lines maximum with an open question

• 2nd e-mail: 1st reminder with one or two customer references. For example, the previous question was: “How do you use LinkedIn in your lead acquisition strategy? “. Here, you’d say “Jean Michel, one of our customers, uses LinkedIn to chat with his clients to invite them to webinars” or “Eric uses it, for his part, to prospect new targets to roll out his service in other verticals”.

• 3rd e-mail: 2nd reminder where you push one of your contents that may interest your target as an expert. not one that might be of interest to your target company. Subtle? No, it’s very simple. Let’s take an example. Chloé works at Slip Français as Marketing Manager. The company would be interested in the positioning of other Made In France brands on Facebook, with a table summarizing budgets etc… In this case, Chloé would be more interested in discovering a new marketing channel like Tiktok Ads or Youtube Ads.

b) B2B emailing based on a visit to your site:

Using tools such as Clearbit, Leadfeeder or Getquanty, you can find out who or what company has visited your website.

And that’s not all: most of these resources also let you find out which article has been visited the most, and how many times a prospect has visited your site. In short, it’s a great sales and marketing tool!

This makes it easy for you to adapt your email copywriting (and your marketing strategy for that matter) because you already know that your solution is of interest to them, or at least that the problem you’re solving is present in them.

Here, our aim is to trigger a response and an appointment with your prospect in order to answer his latest questions and provide him with information not available on the site. Most sites are showcases: they set out the arguments, but show little or nothing concrete. It’s in the emails that we need to be pragmatic to turn them into customers.

The strength of your message and the quality of your landing page will be the keys to your email campaigns.

Here is the structure I recommend for your B2B email templates:

• 1st e-mail reminding them that you know they’ve visited your site and that you’re assuming they have a particular problem. Don’t hesitate to list them, even if it means he’ll correct you. Attack him, not with commercial arguments, but with figures on 1 concrete case that resembles him. Imagine, Jules’ Head of Marketing visits your site and you have Celio as a customer. You’ll then send: “To give you more material, we’re working with Bernard, Head of Marketing at Celio, who has used our solution and, thanks to it, obtained +20% more appointments per sales rep”. This email must not exceed 15 lines.

• 2nd and last e-mail: You push content that complements what they’ve already visited, and you punctuate your sales argument with a Call To Action to get your prospect to make an appointment. If you have a lot of content, I recommend you take a look at : Plezi

c) B2B emailing from another campaign for multi-channel marketing

When I say campaign, I mean a previous b2b or other email campaign that didn’t get any response from your prospects on another outbound channel such as cold calling, Linkedin or a direct message on Twitter.

Your database should therefore be divided according to 2 indicators:

1) Whether or not the person has read your previous messages. If the person has read your previous messages, you need to use the same logic in this database as if they had visited your website, attacking them with reassurance levers: references, case studies, testimonials…

2) If the person hasn’t read your previous messages, it’s because the previously chosen acquisition channel wasn’t the right one, but not necessarily your copywriting. We’ll take a look at the tools later, and I’ll recommend the A/B testing technique.

Here is the structure I recommend for this type of B2B mailing:

• 1st email with 2/3 sales arguments with a tagline like “I’ve tried to contact you via Linkedin but without success, I’m convinced that our solution will bring value to {{companyname}}”. No, the last word isn’t an error in the article, it’s a merge tag or custom variable 😉

• 2nd e mail where you simply send a reminder without adding any more

• 3rd and last e-mail: you send a case study or figures on your previous customers. Don’t try to sell your product directly, but sell an exchange to see if your product is relevant to their needs.

We’ve seen classic pitches and short sequences, but I wouldn’t advise you to exceed 3 mails to avoid being flagged as spam and destroying your deliverability rate. To optimize it, you can call on Tristan, one of our experts on this subject == Contact Tristan

B2B emailing can also be used between different types of multi-channel campaigns, as it offers greater possibilities in terms of personalization. Sales are an important objective, but don’t overlook the fact that simple tips or a high-value-added page are key resources in your overall marketing automation strategy.