More Than Words’ managed B2B email marketing campaigns

According to the UK Data and Marketing Association, successful B2B email marketing will generate your company an average return on investment of at least £42 for every £1 spent.

With our managed B2B email marketing service, you can convert and retain valuable new business customers.

More Than Words Marketing’s B2B email marketing agency offers GDPR-compliant, constantly updated, and guaranteed accurate marketing lists for B2B, education and public sector.

Our data lists are the foundation of an effective account based marketing strategy for any growing business.

Source: Superoffice

We can provide you with direct inbox access to over 350,000 B2B customers, across a database that is full searchable by factors such as:

• line of business,
• geographical locations, and
• company size (as measured by turnover, number of staff, and/or number of branches).

Our B2B email marketing list is updated on a nine-month, rolling cycle, to ensure the accuracy of the data and that every contact on your list will be the most relevant to your brand.

All relevant UK laws and legislations are followed. This means that, by using us, you expose yourself to no reputational or financial risks to your B2B company.

When you get in touch with us, we’ll ask you the types of companies most likely to purchase from you. We’ll then present you with a count and a quote on how many contacts we have.

What you get with our managed B2B email marketing campaigns

1. Choose the B2B email data that is relevant to your business

As an experienced B2B marketer, your account manager will be able to help you select the most relevant target email addresses from our extensive database.

Choosing to build only a targeted B2B email marketing list of decision-makers with a legitimate interest in your products or services will enable you to achieve a higher return.

Focus on those target clients first, and then ask for a broader database covering other sectors.

2. Full support 

B2B email marketing lists can be used for a period of 12 months from the point of purchase, during which time your account manager will be on hand to answer any questions you have.

Feel free to contact them if you have any questions, comments, or concerns.

Additionally, you have free access to two types of support:

• Technical support – if you need any technical assistance with your B2B marketing list, or advice about email marketing automation please contact us.
• Support for advertising campaigns – we can offer advice, feedback and recommendations on any email you create in-house before it goes out.

3. Usage license

We sell our clients B2B email data on a 12-month contract.

After 12 months, you will have the option to relicense your business data (usually at a discounted rate) so that you can continue to use your contact information.

Your sales team can also continue to follow up with any decision maker you’ve already connected with as a result of previous campaigns, without being required to relicense the database.

How do our managed B2B email marketing campaigns work?

On receipt of your marketing list you will first work with someone from our experienced team of designers.

Our designer will create attractive and responsive email designs on your behalf, unique to your company and not from a standard email template.

We are happy to include your images, logo, branding and links to your social media pages on your marketing campaigns.

Our professional content marketing copywriters will write appealing messages designed to connect with business decision-makers and influencers, and evoke your desired response.

All of our B2B email marketing clients have their own dedicated account manager responsible for overseeing the successful execution of all your campaigns across the year.

Moreover, you will receive a full report three days after the email campaign.

Reports contain:

• which recipients opened our client’s email, and how many times, and
• which prospects clicked through to our customer’s website from the email, and how many times.

You will receive after the email campaign is sent.

Who will be running your B2B email campaigns?

The success of an email newsletter largely depends on factors such as:

• who you email (your chosen target audience),
• how you email your audience (More Than Words ensures maximum deliverability by using email automation to send emails from our trusted email service provider), and
• what times of day your audience receives digital marketing communications from you.

These logistical determinants may seem unimportant, but any experienced B2B marketer will tell you that they can make or break your campaign.

Additionally, recipients are looking out for:

• the quality of your email designs and how quickly they load on different devices,
• high-quality content, and
• a benefits-led email sales pitch.

Our team of experienced and results-focused designers, copywriters, planners, data scientists, and campaign reporters are all available to add their insights to your B2B email marketing campaign.

They are fully conversant with all current B2B email marketing best practices, including GDPR, PECR, and the CAP code.

Your campaigns will benefit from our collective experience and proven ability to deliver results.

Maximise lead generation with our managed B2B email marketing service

Conducting just one or two campaigns to the prospects on your mailing list could produce a significant result for your business.

However, there is also a chance that this would not be enough make a notable difference to your customer base or revenue.

Here are four key ways to generate the maximum number of new leads and the highest new business volumes.

1. Commit to email marketing

Businesses that include B2B email marketing in their overall development strategy often see far greater returns from individual campaigns.

As long as you invest time and money strategically, email marketing will keep generating high returns.

Your More Than Words account manager can discuss B2B marketing strategy with you, offering advice on how to keep your email subscribers engaged.

2. Only use the latest and most accurate B2B email marketing list

One essential B2B email marketing tip is to keep your list of email addresses list.

If your list is outdated and contains unwanted contacts, you risk:

• negative effect on your sender reputation due to bounced emails,
• reports containing unimportant stats, and
• difficulty segmenting or customising your email list.

Email marketing for the business sector

More Than Words is a leading B2B email marketing agency, and we guarantee the accuracy and efficacy of our databases and our compliance to GDPR and PECR.

If you decide to purchase only the B2B email database, your account manager will fully support you.

We have over 350,000 direct email addresses of business owners and directors with the authority to make buying decisions.

Moreover, the B2B email database quality guarantee provides accuracy threshold to ensure that you only get the data most relevant to you.

In case we miss the targets, you are entitled to a pro-rata refund or replacements records.

3. Sending regular emails helps overcome the fear of buyers’ remorse and takes advantage of the sales cycle

Regardless of your industry, any B2B buyer wants to feel confident that the purchase they are making is the right one for their business.

For a director or a senior manager, the wrong purchase might put the company future at risk. An employee who makes a bad decision could damage their own reputation and chances of promotion.

Typically it takes 7 to 10 exposures to a company, across email, social media and telephone conversations before a potential customer will contact a supplier.

Every email you send builds trust in your company and confidence in your services.

The four most positive aspects of sending one email a month to your targeted audience are:

• your company name becomes familiar to buyers and potential clients will consider your company a serious supplier,
• buyers have heightened confidence in your ability to deliver,
• potential customers will have a better knowledge of your products and services, and
• buyers will have the confidence that you will stay in contact even after purchase.

4. Get the message right

You will occasionally send an email to a client who is at the right part of the “buying cycle”.

Source: EminentSEO

The rest of the time, you are sending emails to potential buyers that do not necessarily need your product or service at that time.

However, the more emails you send to potential customers, the more trust you build, and the better recipients will understand the value of your product or service.

When they do need to make a purchase, it is more likely that they will remember your company.

Working with More Than Words’ copywriters, you will create a series of emails to keep you top-of-mind with prospective customers.

Each email will reinforce your:

• company’s values,
• expertise and experience, and
• focus on the highest quality of service delivery.

 6 techniques for generating the highest returns on investment from email marketing

More Than Words team of specialists understand the value of closeable leads.

To maximise lead generation from our marketing emails, we adhere to the following six best practices:

1. Valuable content

If a subscriber receives only B2B sales pitches through your social media or email campaigns, they will stop opening messages from you.

Providing interesting, valuable content is key to ensuring that your company’s emails are always opened.

The more a prospect can learn from you, the easier it is to trust you when deciding to purchase something.

Sell on benefits

The content of your email must bring value.

It would be best to share your insights and experience with subscribers to help influence their purchase decisions.

Our copywriters thoroughly research:

• your industry,
• what you offer,
• why buyers need your products and services,
• what stops them from buying, and
• your competitors.

The bulk of your marketing email will then provide information, advice and tips for success in the industry you are selling to, or potentially stories of how your services have worked with other clients in their sector.

The sales pitch goes on to clearly describe the benefits of your products and services and how the customer can access these benefits for themselves.

Narrow focus

Ideally, in each email, we need to focus only on one product or service to demonstrate its value to potential clients strongly.

Information about multiple products can reduce the impact of the sales pitch and thus reduce the number of direct enquiries received.

Consider the recipients who cannot access graphics-based emails

Some of your recipients may only be able to receive text emails due to cybersecurity reasons. In fact, more than 40% of recipients have graphic emails blocked by their IT departments.

More Than Words Marketing delivers messages in MIME format to ensure that they can be delivered whatever the level of inbox protection your recipients have.

The subscribers that cannot access graphics-based emails will see a text-only version, while the full email design will be available to the rest of your list.

2. Use a minimalist, clear and distinct design

More Than Words Marketing’s designers create emails from scratch using your logo, font, taglines, and company colours.

Long subject lines are often a sign of poor quality email content, so we always keep the subject short and compelling.

When your subscribers browse your website from the email, they will see consistent branding. Moreover, we will not overcomplicate the email, making it hard to read.

We are also mindful of the fact that B2B emails are accessed from different devices. Our designs are responsive on desktop, laptop, smartphone or tablet.

3. Predictability and visibility

Your prospects will appreciate regular contact. Ideally, you should send your email at roughly the same time of the month.

Soon enough, your recipients will expect to see your message and will appreciate the timing. It is also essential to send the email during working hours.

We aim to send the client emails between 10 AM and 2 PM on weekdays.

If you benefit from emails sent earlier or later than the already mentioned timeframe, we can easily accommodate this.

For some industries, for example, it is best to send the emails between 7:30 AM and 8:30 AM or between 4:30 PM and 5:30 PM.

Please contact us to decide the best time for dispatching your emails.

4. Link to an important article on your website

Linking helpful content from your website is one of the best practices of the email marketing strategy.

As a way of adding value, authoritative links help to add credibility to your emails and company.

You can share downloadable and shareable content such as white papers, product description sheets and much more.

5. Call to action

Our marketers recommend giving your prospects a variety of response mechanisms.

B2B email marketing should include links to your website, your email address and a contact telephone number.

It is also essential to place a call to action at the bottom of your emails. You can include multiple calls to action as long as they do not pull focus from the selling/telling content.

Source: Demoduck

6. Respect the wishes of contacts who no longer wish to receive your emails

Some recipients decide not to receive your email anymore.

For these cases, our email marketing team will manage all unsubscribe requests received during the campaign.

Working with More Than Words for B2B email marketing

Since 2002, More Than Words has over 17,500 satisfied customers. Our team of experts is ready to help you implement your B2B email marketing strategy.

Due to our extensive experience in the email marketing field, we acquired valuable knowledge including:

• which data owners have the highest quality information on your prospects, and
• where to find the specialist data you are searching for.

Our data is available on an annual license that allows 12 sends throughout the year.

Your primary contact is your account manager, working as your representative within More Than Words.

Your account manager will ensure everything goes well and that all your expectations are met.

If you select the managed email marketing service, the following people will also work on your campaign:

Designers

Our experienced designers know all the tips and tricks for creating an appealing marketing email.

Dispatchers

This role is responsible for maintaining the database quality and managing unsubscribers.

Our dispatchers are also in charge of programming the online platforms that send out your emails

Reporters

Reporters are responsible for delivering campaign performance reports three days after each broadcast.

B2B email marketing - FAQ

Does B2B email marketing work?

B2B  email marketing campaigns are a cost-effective solution to generate leads and build strong business relationships.

Even though social media and blogs are gaining more and more popularity and B2B marketing budgets, email marketing remains the marketing strategy which offers the greatest return on your investment.

Most major companies use B2B email marketing campaigns to increase sales with minimum efforts and costs.

What is a B2B email list?

Our B2B email lists include the email addresses of business decision makers and the companies they own or work for.

You can use our B2B email list as a database to power your email marketing campaigns or we can use it for you as part of our managed service.

The best B2B email lists provide fuel for sustained and manageable business expansion. With them, you can find new customers and generate leads from decision makers most likely to need your products as services.

Can you send me a B2B email example - the type of work you've done for clients?

Yes.

When creating B2B emails, you should always use a short and informative subject line. The email content must be brief but make sure the prospects’ interest is stimulated.

Sometimes adding a video to your email content can increase the open rates.

Try to customise your emails as much as possible and give the audience a call to action.

What are the four types of marketing emails?

The four types of marketing emails are:

Informational emails

These emails focus on providing specific information like an upcoming event or sale or a new product announcement. An informational email should encourage subscribers to click through to a landing page when they can make a purchase or register their interest.

Digital newsletter

This type of email is sent regularly and includes a summary of recently created content. A digital newsletter must be visually appealing and must consist of valuable content to keep your subscribers engaged.

Product update

These emails help you inform your subscribers about new products or different enhancements of existing products. A product update email should be simple and straightforward.

Transactional emails

This type of email is sent only to one person at a time and is based on a specific action. For example, they are used to confirm a purchase. Another typical example is the Welcome Email, received whenever you subscribe for a new service.

Get in touch

We will provide you with the highest quality data, the most efficient and prompt after-sales service, and a real working relationship with us throughout the year of your data license.

Contact our Marketing Databases team at 0330 010 8300.

Or click here to email our team for assistance with selecting the email marketing database that will produce the most leads and sales for your business.