B2B email marketing best practices are the ones that move a figure: a contact by role rather than a flat list moves the reply rate, a sequence with a drop at each step moves the customers, a valued lead moves the budget. The lead value sheet on this site works what a B2B lead is worth at the company's own close rate and margin, and the customer journey sheet works how many leads reach a reply and a deal step by step; the practices that do not move either are habits.
The practices that show up in the figures
The practices that move a figure: contacts by role, sequences with a drop per step, leads valued before they are chased. The free lead value and customer journey sheets work the figures. This page supports the guide on what B2B email marketing must record, and the figure it turns on is the one the lead value sheet returns first. Bring your own counts: the rates on this site are never a benchmark, and the worked example's figures are arithmetic to replace with the business's own.
What the lead value sheet works
Leads times the close rate is the customers; customers times the first order times the margin is the gross; gross over leads is what a lead is worth, and the programme's cost over leads is what one costs. On the worked example, 300 leads closing at 10% on $250 at 40% margin is $3,000 of gross, a lead worth $10 and $8.33 net of a $500 programme. For b2b email marketing best practices, that is the figure to start from, and it takes a minute from the business's own numbers with no account.
Keeping the record
Every figure on this page is arithmetic on the business's own numbers, and the number that makes it repeatable is the record: contacts with their consent, lists and segments, campaigns with their results and journey steps with their timing, kept with their dates and their consent. The paid plan on this site keeps that record for $24 a month, however large the list, and the free sheets go on working without it.
Questions people ask about b2b email marketing best practices
What is b2b email marketing best practices?
The practices that move a figure: contacts by role, sequences with a drop per step, leads valued before they are chased. The free lead value and customer journey sheets work the figures.
Which free sheet works the figure behind b2b email marketing best practices?
The lead value sheet: 300 leads closing at 10% on $250 at 40% margin is $3,000 of gross, a lead worth $10 and $8.33 net of a $500 programme. Every input is yours and it computes on the page with no account.
What does the paid plan add?
The record: contacts with their consent, lists and segments, campaigns with their results and journey steps with their timing, kept against each other, branded with the business's own name and exportable at any time, for $24 a month flat.