A condensed Ebook of best practices for B2B Email Marketing. Stay on the top of your client's mind and deliver value every single time you click "SEND" Full Version - http://bit.ly/B2BEmailEbook

1.
B2B EMAIlL
MARKETING
Best Practices Guide
CONSTRUCT DIGITAL

2. Anticipated, personal and relevant advertising always
does better than unsolicited junk.
-Seth Godin

3. www.constructdigital.com
CONSTRUCT DIGITAL
3
CONTENTS
INTRODUCTION
Email marketing jargon,
explained
01 BEST PRACTICES
Fundamentals before starting any
email campaign
02
ANATOMY OF A GOOD
B2B EMAIL
How to structure your emails for
the highest conversions
03
What’s in this Report
CREATING A SUCCESSFUL
EMAIL MARKETING
PROGRAM
Explore email strategy and
marketing automation
04

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INTRODUCTION
What’s in this Report
Email is still a crucial part of any B2B company.
The modern marketer has lots of different channels at his disposal to attract,
engage, and close prospects into customers. Today, email marketing and
automation continue to be a dominant marketing channel for businesses.
But we often find email marketers—and our clients—ask, ”How do our campaigns
compare to our competitors’?” We find ourselves looking at statistics to compare
subscriber engagement for open, click-through, and delivery rates.
The truth is, it takes time to figure out the preferences and differences of our
contact database, but that doesn’t mean we have to take a shot in the dark with
understanding what works best for emails. Here, we’ve compiled a list of B2B
email best practices within APAC.

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5
EMAIL TERMINOLOGY
OPEN RATE
Measure of how many people on an
email list open (or view) a particular
email campaign. Open rates are
expressed as a percentage.
CALL-TO-ACTION
Words that urge the reader of a
sales promotion message to take
an immediate reaction, such as
"Click Here."
CLICK-THROUGH RATE
Click-through rate (CTR) is the ratio
of users who click on a specific link
to the number of total users who
open an email. It is one of the key
metrics for success of an email
campaign.
A/B TESTING
When you set up two variations of
one campaign and send them to a
small percentage of your total
recipients. It tests which email is
more effective in terms of
encouraging opens or clicks.
Back to Basics
01
03
02
04

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6The best marketing campaigns contain most, if not all, of these components. From a
tactical perspective, a marketer needs four crucial elements for inbound lead generation.
EMAIL CALL-TO-ACTION LANDING PAGE FORM
An email is the first building
block of a marketing
automation strategy. It is always
accessible, and targets your
leads right in their inbox.
A call-to-action (CTA) is either
text, an image or a button that
links directly to a landing page
so people can find and
download your offer.
A landing page, unlike normal
website pages, is a specialised
page that contains information
about one particular offer, and
a form to download that offer.
You can’t capture leads without
forms. Forms will collect
contact information from a
visitor in exchange for an offer.
The tips in this ebook will focus on emails and calls-to-actions to help you generate the
most leads for your business. Now then, let’s get started.
Before we start…

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EMAIL BEST PRACTICES
GOAL SETTING
Determine a good primary goal
for your email
OPTIMISE
Optimise your emails for
opens and click throughs
UTILISE CALLS TO ACTION
Compel your reader to action
BEST PRACTICES FOR
HIGH PERFORMING
EMAILS
Supplementary Reading
Everything you need to know
about effective email marketing
in 6 steps
1
2
3

8. Best Practices
Download the full list of Best practices, tips, and action items here:
http://bit.ly/B2BEmailEbook