As we navigate the complex and ever-changing landscape of B2B marketing, it's more important than ever to stay ahead of the curve and anticipate the trends that will shape the future. This not only ensures that your marketing strategies remain relevant and effective, but also provides a competitive edge in a saturated market. Here are the top 10 trends that are set to redefine the future of B2B email marketing in 2024.
1. Address Privacy Concerns
In today's digital age, where data breaches and privacy violations are becoming increasingly common, privacy has emerged as a major concern for both businesses and consumers. A comprehensive study by Cisco revealed that a staggering 84% of consumers want more control over how their personal information is used. Being transparent about how you use data and implementing robust security measures can help build trust with your audience and foster long-term relationships.
2. Segment Audience Lists
While segmentation is not a new concept in email marketing, its importance in the current marketing landscape cannot be overstated. According to DMA, 25% of revenue share comes from a segmented list of emails, and sending targeted emails to these segments brings 30% of revenue. Moreover, segmented campaigns had 14.31% higher open rates and saw 101% more clicks than non-segmented campaigns. By segmenting your audience based on factors such as industry, job role, and engagement level, you can deliver more personalised and relevant content, enhancing the effectiveness of your email marketing efforts.
3. Email New Subscribers Within 24 Hours
In today's fast-paced digital world, timing is everything. A study by Experian found that welcome emails sent within 24 hours of subscription have a 58.7% open rate, indicating audiences value speed and efficiency in sales cycles. By reaching out to new subscribers promptly, you can capitalise on their initial interest, start building a relationship right away, and set the stage for future interactions.
4. Leverage Generative & Analytical AI
Artificial Intelligence (AI) is revolutionising the world of B2B marketing. Generative AI can create personalised email content that resonates with your audience, while analytical AI can predict customer behaviour and optimise email timing for maximum impact. The adoption of AI in B2B marketing is expected to increase by 270% over the next two years. 80% of B2B marketing executives believe AI will revolutionise their industry by 2025. Leveraging AI for your email marketing strategy this year before its widespread integration could provide a significant competitive advantage.
5. Embrace Interactive Email Experiences
Interactive emails, featuring elements like quizzes, surveys, and videos, can significantly boost engagement and conversion rates. According to Martech Advisor, Interactive subject lines have 70% higher conversion rates. By offering an engaging, interactive experience, you can stand out in crowded inboxes and create memorable interactions with your audience.
6. Incorporate Visual Trends in Email Design
Visuals are a powerful tool in email marketing. Incorporating the latest design trends, such as 3D graphics and animation, can make your emails more appealing and memorable. A study by Venngage found that 21.9% of marketers reported that over 75% of their content this year was all about visuals. Additionally, 34.3% disclosed that visual content made up at least 20-50% of their overall content marketing strategy. By staying abreast of visual trends and incorporating them into your emails, you can enhance the visual appeal of your emails and improve engagement.
7. Optimise for Mobile
Over 61.9% of emails are opened on mobile devices, accounting for roughly 1.7bn users daily, and therefore mobile optimization is no longer optional—it's a necessity. Emails that aren't mobile-friendly can lead to a poor user experience and lower engagement rates. By optimising your emails for mobile, you can ensure a seamless experience for your audience and improve the effectiveness of your email marketing efforts.
8. B2B Marketing Podcasts Get a New Life
Podcasts have seen a resurgence in popularity, and B2B marketers are taking note. Including podcast content in your emails can provide value to your audience, position your brand as a thought leader, and create a deeper connection with your audience. In general B2B audiences are highly engaged with podcasts, with 51% of respondents across a range of job titles (including owners, founders, executives and employees) listening daily. An additional 24% also reported listening between 2-5 times a week on average. As podcasts continue to gain traction, they offer a unique opportunity for B2B marketers to engage their audience in a meaningful way.
9. TikTok Matures into a B2B Marketing Channel
While TikTok has traditionally been associated with B2C marketing, more and more B2B marketers are leveraging the platform's staggering 1.92 billion users as of 2023, a 16% increase from the previous year. Tik Tok users are younger and therefore more impulsive, so whilst the average TikTok ad conversion rate currently sits at roughly 1.1%, some 55% of TikTok users have made an impulse purchase on the platform. Within B2B marketers, 61% of respondents said their company has a TikTok channel. The other 39% of people claimed the main reason their business doesn’t use the platform is that the app’s demographics don’t align with their target audiences. As TikTok continues to mature as a marketing channel, it offers exciting opportunities for B2B marketers to connect with their audience in new and innovative ways.
10. A/B Test Subject Lines
Subject lines can make or break your email campaign. A/B testing different subject lines can help you understand what resonates with your audience and optimise your open rates. According to Campaign Monitor, A/B testing can increase conversion rates by up to 49%. Only about 61% of marketers use A/B testing to improve their marketing performance, so the opportunity is there to beat out your competition.
As we look to the future of B2B email marketing, these trends offer exciting opportunities to connect with your audience in new and meaningful ways. By staying ahead of the curve and proactively implementing these trends, you can ensure that your email marketing strategy remains relevant, effective, and impactful.
Now, let's talk about a tool that can help you implement these trends effortlessly - Benji. Benji is more than just an AI tool; he's your best sales friend. He's playful yet hard-working, and he's committed to automating the sales process in a way that's both effective and enjoyable. He identifies triggers in the lives of your prospects and crafts personalized emails that are relevant, timely, and fun. He's not just a tool; he's a part of your team, trained by you to be the best version of you.
Benji believes in the power of personalization and the importance of value in every message. He can accomplish data enrichment, email and LinkedIn outreach, and deliverability, all while avoiding spammy spray & pray tactics. He patiently follows all of your contacts, sniffing out personal updates that trigger him to draft an ultra-personalized and impactful message that matches your tone of voice.
So, why not give Benji a try? Book a call and see what this hard-working, fun-loving AI tool can do for you. After all, no one should have to work like a dog, except for Benji. He's ready and eager to help you take your email marketing strategy to the next level.
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