Customization and curation go a long way in B2B email. In an era where Netflix and Hulu serve up content that feels handpicked, our customers now expect a personalized experience, no matter the situation. With personalization becoming more attainable at scale, it’s now the holy grail for engagement marketers.
Here are three effective ways to better personalize B2B email content:
- Allow subscribers to pick the types of content they want. For email marketing at HubSpot, subscribers get to “pick their own adventure” by choosing topics that are relevant to them, and they’ve doubled their open and click-through rates as a result.
- Tailor email to personas and key segments. Create communication specifically for prospects' markets, titles or decision-making influence. In the same way customers expect curated content on Spotify, they also expect handpicked content from your organization.
- Take a good look at your frequency, because less is more. In 2017, HubSpot cut its B2B email volume in half, and as a result saw engagement and click-through rates increase. Prospects don’t want to be overwhelmed with email.
Dig deeper into customized B2B email by reading the source article on Chief Marketer.