Traditional B2B email marketing strategies often fall short in today’s crowded inboxes.
With a staggering 347.3 billion emails sent daily and the average person receiving 121 emails each day, standing out has become a challenge.
That’s where Account-Based Marketing comes in! It’s a B2B strategy that focuses on targeting and engaging high-value accounts.
By combining the precision of ABM with the reach of email marketing, you can create highly personalized campaigns that speak directly to your target accounts, significantly boosting engagement and conversions.
In this post, we’ll reveal eight powerful email marketing strategies to run on your ABM accounts. These strategies will help you cut through the noise, connect with high-value accounts, and drive meaningful results.
Whether you’re new to ABM or looking to refine your existing tactics, these strategies will equip you with the tools to elevate your email marketing game.
Ready to transform your email marketing campaigns and make a lasting impact on your target accounts? Let’s dive in and explore these game-changing strategies!
How ABM Approach Can Empower Email Marketing
Before we jump into ABM email marketing strategies, let’s first understand the common challenges in email marketing and how ABM helps you overcome them.
1. Low Engagement Rate
Getting people to open and interact with your emails is a real challenge these days. With inboxes overflowing, your email often gets buried beneath a flood of competing content. Plus, generic content and poor targeting further reduce the engagement rate.
ABM improves engagement through highly personalized, relevant content tailored to specific accounts. This targeted approach addresses the challenge of generic, one-size-fits-all email campaigns that often fail to resonate with the recipients.
2. Insufficient Lead Generation
Though email marketing is a powerful tool, it often struggles to generate high-quality leads. This is due to targeting a broad audience, which results in a flood of unqualified leads. Also, poor list hygiene and ineffective calls-to-action (CTAs) can lead to fewer leads.
ABM focuses on specific high-value accounts rather than a broad audience. Plus, it segments the subscribers into separate groups, maintaining the list hygiene. ABM also ensures the CTAs are effective in driving conversions. This way, ABM generates high-quality leads consistently.
3. Retaining Email Subscribers
A high unsubscribe rate can significantly impact the effectiveness of your email campaigns. Factors contributing to this issue include content fatigue, where subscribers lose interest due to repetitive or irrelevant messages. Inconsistent email frequency can also lead to subscriber churn. Plus, failing to deliver on promised value or not meeting subscribers’ evolving needs can result in list attrition.
ABM leverages data to gain deep insights into subscribers’ preferences, behaviors, and needs. This data-driven approach allows you to create highly personalized and relevant campaigns, which helps prevent content fatigue. Plus, it optimizes email frequency to maintain consistency. With personalized content and optimized email frequency, ABM increases the subscriber retention rate.
For expert insights into Account-Based Marketing, check out our Real Talk Real Results podcast episode: “ABM Strategy: Preventing a Watered-Down Approach.” Watch the episode below.
8 Email Marketing Strategies to Run on ABM Accounts
1. Segment Your Email List
Segmenting your email list involves dividing your subscribers into smaller groups based on specific criteria like demographics, behavior, or engagement level.
This allows you to create more targeted and relevant emails, enhancing your email marketing efforts significantly.
To implement effective email segmentation, start by gathering key data points about your subscribers. This information can be collected through sign-up forms, surveys, and by analyzing subscriber behavior.
Basic demographic information such as age, gender, and location provides a solid foundation for segmentation. However, to create more sophisticated segments, incorporate data on subscribers’ engagement levels, purchase history, and product interests.
Remember that effective segmentation is an ongoing process. Regularly review and update your segments to ensure they remain accurate and relevant.
2. Personalize Your Subject Line
This strategy is all about tailoring your email subject line to the specific ABM account. You can do this by including their name, company, or other relevant details.
Here are 3 effective ways to personalize your emails:
Address specific pain points: By addressing the challenges your prospect is facing, you demonstrate understanding and offer value.
For example, Tired of [Prospect’s Problem]? We Have the Solution” shows that you’ve done your research and have a relevant offering.
Personalize beyond just names: While using names is important, going further can create more impact. So, include details about their business, recent achievements, etc.
For example, “Your Custom [Product] Recommendation Inside” suggests a tailored solution.
Use social proof: Leverage the power of customer testimonials or statistics to build credibility.
For example, a subject line like “See Why 98% of Customers Recommend Us” can pique interest and establish trust.
By implementing these personalization techniques, you can create subject lines that resonate with your ABM accounts. This increases the likelihood of engagement and drives conversions for your email campaigns.
3. Share Behavior Reports
This involves sending personalized reports to customers based on their actions and interactions with your B2B products or services. These reports provide insights into the customer’s usage patterns, achievements, and progress.
Behavior reports are highly effective because they’re not directly promotional, yet they keep your brand top-of-mind.
While crafting behavior reports, highlight key metrics that matter most to the user. Include comparisons to previous periods or industry benchmarks. Also, offer personalized tips or recommendations based on the data.
Use data visualization to make the reports more engaging and easier to understand.
4. Offer Special Recommendations
Imagine walking into a store where the salesperson knows exactly what you need before you even ask. That’s exactly the case with special recommendations in ABM email marketing.
It involves sending customers personalized product or service recommendations based on their past interactions, purchases, or expressed interests. This allows you to re-engage subscribers and showcase relevant offerings.
For effective recommendation emails, analyze purchase history to suggest complementary products and use browsing behavior data to recommend similar items.
You can also leverage the power of artificial intelligence to suggest relevant offerings that appeal to your ABM accounts.
5. Organize a Contest
Hosting a contest can be a game-changer for engaging your ABM accounts.
It’s not just about offering prizes. It’s about creating excitement, encouraging interaction, and collecting valuable data all at once.
Contests can help you re-engage inactive subscribers and even grow your email list. Plus, contest CTAs drive more conversions compared to other CTAs.
To organize a successful contest, offer personalized rewards based on account data and preferences, make the contest visually engaging with interactive elements, and keep entry requirements simple to encourage participation.
You can use gamification elements in your contest emails to make them more interactive.
6. Pick the Right Time
Timing is crucial for successful ABM email campaigns. Sending emails at the right moment can significantly boost open rates and recipient engagement.
By leveraging email analytics, you can identify when specific accounts are most likely to open and interact with their content. This involves analyzing user behaviors, preferences, and demographics to refine sending schedules.
You should also consider factors such as time zones, industry norms, and individual work patterns to determine the best send times.
Make sure you continuously experiment with different timing strategies and track results to optimize your approach.
By implementing a data-driven timing strategy, ABM campaigns can achieve higher visibility, improved engagement, and ultimately, better conversion rates.
7. Optimize Your Emails For Mobile
These days, most of the emails are opened on mobile devices. This highlights the need to make your emails mobile-friendly so you can engage with more ABM accounts.
To optimize your emails for mobile
- Keep your subject lines short, ideally under 40 characters.
- Use a single-column layout for easy scrolling and reading on smaller screens.
- Make your CTAs large and easily tappable. (A minimum size of 44×44 pixels is recommended)
Always test your emails on various mobile devices before sending them. This helps you maintain a consistent experience across different screens.
8. Optimize Your Landing Page
Your landing page is where the magic happens. It’s the destination you’re guiding your ABM email recipients toward, so it needs to be optimized to convert these high-value prospects into leads or customers.
To optimize your ABM landing pages, start by personalizing the content. Use dynamic content to tailor the landing page to each specific account. This could include mentioning the company name, addressing their specific pain points, or showcasing relevant case studies.
Also, remove navigation menus and other distractions. Your landing page should have a single, clear call-to-action that aligns with your email’s message.
Remember, your landing page is an extension of your email. So, the messaging, design, and offer should be consistent to provide a cohesive experience for your ABM accounts.
Take Your ABM Email Marketing to the Next Level
You now have eight powerful ABM email marketing strategies. From segmenting your email list to optimizing your landing pages, each strategy is designed to boost engagement and drive conversions.
Don’t wait to implement these strategies. Start by choosing one or two that resonate most with your current needs and gradually incorporate the others. Monitor your results, learn from the data, and refine your approach.
Take the first step today and watch your engagement soar. Your target accounts are waiting–it’s time to deliver personalized, high-impact emails.
Enhance your marketing strategy with our comprehensive Account-Based Marketing guide featuring trends and expert insights.
Ethan Harrington
8 August 2024
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