Since we are now in the era of digital, email marketing has become a vital component of B2B marketing. While many of the fundamentals of email marketing haven’t changed, some have. Here are the new b2b email marketing rules and why you should follow them.

• Email frequently, but not too frequently
• B2B buyers want to hear from you by email
• Personalization
• Use email to move leads down the funnel as well as up the funnel
• Don’t be stuffy

1. Email frequently, but not too frequently

If your b2b brand is only sending one email every 25 days, it’s time to up your game.

You don’t want to spam your clients, but most b2b buyers say they want more email, not less.

2. B2B buyers want to hear from you by email

B2b buyers want more emails from you, not less.

Notably, phone calls were the least preferred form of communication, indicating that some of your sales department’s cold-calling should be replaced by cold-emailing.

3. Personalization

Using a customer’s first name in an email greeting is no longer considered personalization.

Personalizing your email campaigns now includes the following:

• Sharing of local events and news with your customers
• Offers for specific customer groups
• Product/service or format-based content delivery
• Prepare brand-new email sign-up intros

4. Use email to move leads down the funnel as well as up the funnel

Email has traditionally been a top-of-funnel approach. B2B brands frequently use the channel to increase audience awareness and engagement. This includes newsletters, downloadable content, and promotions.

If a lead or client hasn’t converted in a while, they’ll see your brand’s name in their email, remember who you are, and hopefully click to see how your employees have been helping their community, what new product you’re offering, or what webinar you’re promoting.

It’s great if you can move them down the funnel, but most brands aren’t targeting their emails closely enough.

5. Don’t be stuffy

Yes, customers and leads expect professionalism. It’s no longer acceptable to use formal, jargon-filled language. Adding an emoji to your subject line is a simple way to test what your customers like. You could also write the same email in two different voices—your brand voice and a less formal voice.