For B2B environmental, energy & agriculture technology companies, email marketing remains one of the most effective ways to generate sales-ready leads. That means taking the time to optimize the emails you’re sending to your prospects can translate into considerable rewards. There’s lots of great email marketing advice out there, but it’s also a good idea to be aware of what others in your industry are doing to improve the effectiveness of their emails. This post explores some examples of what is working for cleantech, energy tech & agritech businesses who use XPRT’s email blast service that you can apply to your own email campaigns.
When you’re selling complex technology and machinery, your buyers will appreciate detailed, high quality images. Even better if those images show your products in action, as the below examples do:
Speaking of showing your product in action, nothing better than a video to achieve that. Video is also a fantastic way to present customer testimonials.
Although it is technically possible to embed videos in an email, I would recommend against it, as this could negatively impact your email’s deliverability. Instead, upload an image with a play button that simulates a video thumbnail and link it to wherever your video is hosted, as in the below examples:
You need to give prospects a great reason to open and read your email. When you’re marketing for a company selling B2B technology & equipment, you may be tempted to send a description of an existing product that suits the buyer’s needs and think that’s reason enough, but prospects with busy inboxes will likely think otherwise.
Instead, you should find better reasons than “I have this great product for you” to send emails. Did you just launch a new product or make an important update to an existing one? New case study in the prospect’s industry? New blog post relevant to the prospect? Limited time offer? Offering a lead magnet relevant to the prospect and their stage in the buying cycle? Those are all fantastic reasons for sending emails that prospects are more likely to appreciate.
Expanding on the previous point, lead magnets, useful content your prospects can access in exchange for their contact details, will take your email marketing to another level. Typical cleantech & agritech lead magnets include webinars (live or recorded), white papers, case studies, technical notes, and checklists.
As long as lead magnets are extremely relevant and useful to your target audience, your emails suddenly have better subject lines, become more concise with a single call-to-action, and are much more effective at generating immediate leads.
Oftentimes, B2B manufacturing & tech companies opt to use lengthy emails due to the complexity of their products. If you employ this strategy, I would recommend linking all the images in the email, as well as any important snippets of text throughout. You never know what image or text will grab your prospect’s attention, and our experience with email blasts here at XPRT clearly shows that the more links, the higher the clickthrough rate.
In the below example, JAGODA JPS Agromachines links images, buttons, and text:
When the purpose of your email is to announce a new product or product update, B2B tech buyers are sure to have questions about how it applies to them, no matter how thoroughly you describe it on your email, website, and other marketing materials.
You can make it easy for buyers to ask those questions straightaway by prominently displaying your phone number on the email itself. Sure, doing this makes it more challenging to track email performance, but you can also argue that the important thing is converting the prospect into a lead.
Of course, much conventional email marketing wisdom also applies to B2B cleantech, energy tech, and agritech companies, such as:
Preferably in the form of a prominent button with action words that give prospects a clear reason to click.
Prospects want to know why they should read your email right away, so make that headline or first sentence count.
Address your prospects by their first name in the salutation and segment your distribution list to suit the content of your email. Our email blast service allows you to do both!
An email means nothing unless it’s opened, so put some extra thought into those subject lines.
XPRT has a database of over 340,000 buyers of B2B cleantech, energy tech & agritech solutions who have opted in to receive communications from companies like yours that you can segment by location, industry & more.
Our team can also help you build effective emails that get results!