Email marketing is a powerful way to connect with your top ABM accounts—when done right. It’s not about sending lots of emails, but sending the right ones.
In this blog, you’ll learn 8 most impactful email strategies to reach the right people, build trust, and grow your business. At SalesBridge, we use these email marketing strategies to help our customers grow better.
Table of Contents
How ABM Approach Can Empower Email Marketing?
Account-Based Marketing (ABM) transforms traditional email marketing by making it more targeted, personalized, and results-driven. Instead of casting a wide net, ABM focuses on high-value accounts, allowing marketers to craft tailored email content that resonates with specific decision-makers. This focused approach improves open rates, boosts engagement, and increases conversion potential. By aligning email campaigns with the unique pain points and goals of key accounts, businesses can build stronger relationships, shorten sales cycles, and drive higher ROI. When combined, ABM and email marketing become a powerful duo for nurturing leads and accelerating growth.
8 Email Marketing Strategies to Run on ABM Accounts
1. Email Segmentation
Email segmentation is the first thing one should focus on in any ABM email marketing campaign. It helps you to separate targeted audiences based on unique characteristics like demographic, designation, experience level, behaviour, engagement level or more.
This simple ABM email marketing strategy helps create more targeted messaging to generate more effective results. As every prospect is unique, this approach makes them feel more connected and helps you win their trust more comfortably.
2. Messaging – Follow up
What matters most in any email marketing strategy is ‘Content’. It should be – Concise, Clear, and Compelling.
- Always keep messaging short as people have very less attention span.
- Use a hook in your intro and subject line to gain attention; e.g.- Generate 3X Sales in 30% Less Cost or subject line like See Why 98% Companies Trust Us
- Give personalised greetings – Hello Sam instead Hello Sir
- Address B2B business challenges and tell how you solve them
- Use social proof like testimonial or case study to build trust
3. Create Contest
One of the most powerful ABM email marketing strategy is to create contest. It not just increases ABM campaign’s engagement but significantly increases conversions as well. Plus, it helps you generate interest amongst inactive subscribers and helps improve email list. You can offer prize, discounts on services, and more to increase engagement in your AB account.
4. Pick Right Time
At what time and day you are sending B2B emails often decides the fate of your account based marketing strategy. Use past analytics data to see when your email list engaged better in the past. You can consider time zone, working hours, industry norms, and other unique patterns. This is an important aspect to make email marketing strategy successful. Use data driven insights to increase open and click through rates.
5. Understand Buyer Journey
Your content should be aligned with the buyer journey of prospect. Consider these stages while crafting email marketing strategy.
- Awareness Stage (Top of the Funnel) – Educate with blog post, industry insights, product/service details with unique selling points
- Consideration (Middle of the Funnel) – Promote case studies, whitepapers, etc.
- Decision (Bottom of the Funnel) – Use testimonials, demos, etc.
It will give your email marketing strategy an edge. You can offer them right piece of content ad drive better engagement.
6. Analyse & Optimize
It is ok if one email marketing strategy does not give you desired result, but it is not ok to analyse what went wrong and improve the strategy next time. Always check open rate, click rate, reply rate, conversion rate, etc. Also check when you set that campaign. How was the email list? Was it clean and updated? Was your subject line really effective?
The more data you explore and more insights you evaluate; it will be better.
7. Dynamic Content
Gone are those days when emails were only about TEXTS. Now-a-days, almost every serious B2B enterprise is leveraging the power of email marketing. And tons of emails are landing into the INBOX. So, how would your email can make an impact? It is simple. Move ahead and think outside traditional approach. Use videos, polls, surveys, Gifs, and more. It helps keeps prospects engaged well where sales cycle is long.
8. Send Special Recommendations
In any ABM email marketing strategy, it is important to keep track of a few important things. Check past interactions, purchase history, or expressed interests. It will help you suggest more better and relevant product/service as per their interest. It makes ABM campaigns more targeted which helps increase sales.
You can use AI and various special tools to manage AB accounts better.
FAQs About Email Marketing
It is a special type of B2B marketing strategy that focuses on targeted accounts within a market It is more personalised ad targeted marketing type for high-value clients. ABM strategy delivers better results than traditional marketing.
Email marketing helps B2B businesses to maintain a strong relationship with customers and prospects. It helps enterprises to make them more informed, create engagement, and improve sales.
- Create separate email list
- Use personalised greetings like Hello Tom!
- Use dynamic content
- Use relevant user data only
It is a good practice to send 4 emails/month or 1/week to an ABM account.
Conclusion
Now you are aware about the most powerful email marketing strategies. Don’t wait further to implement these effective ABM email marketing strategies Many have grown their businesses with these tactics, you too can elevate yours!
In case you need any extra assistance then reach out to SalesBridge – it is a leading company that helps businesses run successful email marketing campaigns.
