1. Add a personal touch to increase click-through rate
Remember the customization we mentioned earlier? Unless you've established trust in the brand, you should speak to your potential customer as a human being and not as a company name. This is because you are trying to get readers to know, like, and trust you. One way to add personalization to your emails is to make your subscribers feel like you're talking directly to them, and not just one of hundreds of other people.

Stop sending emails from addresses without human names. Anonymity doesn't work and buyers don't look at emails that come from the names of marketing companies. Address your prospects or subscribers by name in the subject line or at the beginning of the body of your email. Everybody loves the sound of their names. Sending emails with a personalized approach will hook and engage your potential customers for a longer period of time. There is more than one thing noteworthy about this email below, what can you notice? What better example can be to understand how to engage your subscribers with such a personalized email.
As a marketer, you should deliberately practice using more data for personalization in your content execution. It's about sending content to those who want it most. It will help you put your clients on record in light of client socio-economic preferences and other valuable information about your current and potential clients. Learning more about the people who sign up to your list can help increase engagement and build stronger relationships, as well as target subscribers based on their interests.

2. Avoid generic messages and offer real value to your subscribers
People want to interact with people, not with mailboxes. Rather than sending generic content to each and every subscriber, take the time to tailor your email content that is relevant to your best contacts and strongest leads. Segment by industry, location, spending, and other related factors that differentiate one section of your target audience from another. Highly focused email campaigns work best and will keep your subscribers engaged.

Actual value can be presented in different ways. For example, if you want to educate your B2B customers about the service or solutions you provide, you can do so in the form of a blog, e-book, or in the form of valuable information such as articles that guide readers through a process. Instead of saying something in a marketing tone like "download this whitepaper," explain why. Try painting a picture of how your whitepaper will reduce your anxieties about a sore spot that you continually experience.

40% of B2B marketers say email newsletters are the most critical to content marketing success. (Institute of content marketing, 2017)

Statista offers its subscribers real value with every marketing email they send. They run an ongoing daily campaign called "Chart of the Day" that promotes a data report on their site.
Providing a handful of relevant information, valuable insights, and fresh statistics to your email subscribers will keep them interested in your daily updates and thus keep them more engaged.

3. Use of interactive content to increase interaction
Utilizing interactive content for email is the number one design trend in 2019. Emails containing games, quizzes, image carousels, gifs, and visuals will keep recipients locked out. For example, a customer's purchase should be followed by emails such as an invitation to a survey that requires some action from the recipient.

Using interactive content can help drive sales for brands that embrace interactivity.

4. Consider the context of your emails
When a potential customer gave you their email address, they did so for a particular reason. They sign up for your email list to get something useful and valuable. Don't send them a generic email promoting all of your products. Send them an email they want and need. If you want their email engagement rate to go up after they get what they came for, you need to give them the things they value. Here are some ways that you can engage with your subscribers and generate income from the list:

Design a paid email course
Share links to featured product pages on your website
Regularly offer exclusive sales and discounts
Create a series of lead nurturing emails
Give them private content
If you're generating valuable content and passionate about what you're doing, you're already halfway there. But always remember not to overdo it. Sometimes you can provide them with more educational emails.

You already have a lot of data about your users. Use that information to teach people something about themselves. When you educate them about themselves, their interest will increase even more. Not only is it an attractive email to open, but it also motivates people to re-engage to learn more about their behavior and progress.

Every Friday, Mint, the online personal financial manager, sends a personalized statement with insightful information for all of her clients' accounts, directly to your inbox.

Ending with additional tips
As we approach 2020, it's your chance to restart your email programs with efforts in innovation and creativity to keep up with demanding customers.

Always focus on getting survey feedback, testimonials, and online reviews to assess your approach to creating a long-term relationship with your potential customer.
Find out where your customer is interacting the most, on desktop or mobile devices. Once you have knowledge of this data, send them emails that are tailored to their preferences for better participation.
(Mobile opens accounted for 46% of all email opens)

(Apple iPhone is the most popular mobile client for reading emails with 29% of all opens that occur on this platform. Gmail is a close second with 27% {Campaign Monitor, 2018})

Do your research and find out what customers want to interact with. It may be an offer, an announcement they are expecting from you, perhaps a discount coupon, an informational article or news updates, an educational blog post or a whitepaper, or perhaps they can expect a webinar email. Take note of your most attractive emails and use them effectively.

Smart email marketing is essential to the success of any inbound marketing program. Find out what works for you based on your industry and audience. If you need more help, you can connect with our Deck 7 Email Marketing Specialist today to harness the power of email marketing campaigns and keep up with the most demanding customers.

Read more - https://deck7.com/blog/lead-generation-guide-for-b2b-companies?utm_source=Niranjan