How to encourage B2B email forwards and shares

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How to encourage B2B email forwards and shares

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Introduction

Explain why email marketing is essential in B2B. Discuss the added benefit of encouraging recipients to share or forward emails to broaden their reach organically. Highlight that when recipients share emails, it’s like receiving a word-of-mouth endorsement, which can build credibility and attract new clients.

1. Know Your Audience and Their Needs

  • Define Target Personas: Break down who your recipients are, their pain points, and their industry challenges. Create personas that reflect various B2B decision-makers.
  • Tailor Content to Their Interests: By understanding their specific needs, you can create content that resonates. For example, if your audience is interested in emerging industry trends, offer exclusive insights or in-depth reports.

2. Create Valuable, Shareable Content

  • Focus on High-Value Information: Share whitepapers, case studies, or research that offer unique insights your audience can’t find elsewhere.
  • Solve a Problem: Content that addresses a common pain point is more likely to be forwarded. For example, emails that offer solutions to efficiency challenges are valuable for B2B audiences.
  • Use Engaging Formats: Experiment with infographics, videos, and concise, well-designed reports. Visual content can make complex data more digestible and appealing to share.

3. Write Share-Worthy Subject Lines and Preheaders

  • Use Compelling Language: A subject line that emphasizes exclusivity (“Exclusive Industry Insights”) or value (“Boost Your ROI in Q4”) can prompt engagement.
  • Add a Personal Touch: Subject lines with the recipient’s name or referencing industry-specific terminology can make the email feel relevant, encouraging them to open and share.

4. Add Clear, Visible CTAs for Sharing and Forwarding

  • Incorporate Social Sharing Buttons: Include options for recipients to share on LinkedIn, Twitter, or other relevant platforms for broader visibility.
  • Add a “Forward to a Colleague” Button: This makes it easier for the reader to share the content with team members, especially in B2B, where multiple stakeholders are involved.
  • Position CTAs Strategically: Placing sharing and forwarding buttons near engaging parts of your email, such as insightful charts or key insights, can prompt readers to take action.

5. Optimize for Mobile Devices

  • Ensure a Mobile-Responsive Design: Many B2B decision-makers read emails on mobile. A mobile-friendly design ensures the content is accessible and visually appealing on any device.
  • Use Short, Scannable Paragraphs: Mobile readers are more likely to forward content that’s concise and easy to navigate on smaller screens.

6. Leverage Incentives for Sharing

  • Offer Rewards: For example, “Share this email with three colleagues and receive exclusive access to our next webinar.” This can encourage recipients to share valuable content with their networks.
  • Use Gamification Elements: Track shares and set up a points-based system for loyal sharers, offering benefits like exclusive resources or early access to reports.

7. Segment Your Email Lists for Better Targeting

  • Personalize Emails Based on Segments: Use segmentation to send tailored content to different groups, such as senior executives versus mid-level managers. Personalization enhances relevance, increasing the likelihood of sharing.
  • Send Location-Based Content: For businesses operating across regions, customize emails with location-specific insights or events.

8. Provide Exclusive, High-Value Content

  • Offer Exclusive Webinars or Events: Sharing event invitations or exclusive webinar links encourages recipients to forward emails to colleagues who may also be interested.
  • Create Content That’s Only Available via Email: People may share emails if they contain exclusive data, early access to a report, or valuable insights that aren’t accessible elsewhere.

9. Use Testimonials and Case Studies

  • Show Real-World Success: Testimonials and case studies make your offering more relatable and trustworthy, encouraging readers to share with colleagues who may face similar challenges.
  • Highlight Industry-Specific Results: This can be particularly compelling if the recipient knows of a similar company or team that could benefit.

10. Encourage Employee Advocacy

  • Empower Employees to Share Content: Internal emails can include content prompts or sample text to encourage employees to forward B2B emails to their own contacts.
  • Create a Sharing Culture: Encourage departments like sales or customer success to proactively forward content that can help clients or prospects in their networks.

11. A/B Test to Find What Drives Engagement

  • Experiment with Different CTAs: A/B testing different ways of prompting shares and forwards helps optimize the language and design of sharing buttons.
  • Adjust Subject Lines and Email Design: Test varying approaches to see what leads to more shares. This can involve tweaking formatting, colors, or button placement.

12. Measure Results and Iterate

  • Track Key Metrics: Use analytics to see how often emails are shared or forwarded. Tools like UTM parameters and email tracking can help measure what’s driving engagement.
  • Iterate Based on Insights: Apply your findings from each email to improve future B2B emails, adapting strategies based on data to continually boost shares and forwards.

Conclusion

Summarize the importance of each tactic and reiterate the value of building an organic sharing culture within B2B email marketing. Emphasize that while encouraging shares and forwards may require initial effort, the return in terms of reach, brand recognition, and lead generation can be highly impactful.