Welcome, marketing aficionados! Are you tired of hearing that email marketing is dead? Well, it's time to debunk that myth. Today, we're diving into a recent episode of the Marketing Smarts Live Show.

The episode features Michael Barber, an email marketing maven who has worked with brands like Johnson and Johnson and meundies.com. The topic of the show? Tips, tricks, and hacks for B2B email marketing success.

Why Being Human Matters to B2B Email Marketing

Machine vs. Human: The age-old debate. One of the most intriguing parts of the episode was when Michael Barber emphasized the importance of being human in your B2B email marketing campaigns. He pointed out that people don't magically change when they switch from their personal inbox to their professional one. The same emotions, motivations, and values drive them. So why should your email marketing strategy be any different?

Being human in your emails means understanding your audience's needs and pain points. It means crafting emails that resonate with them on a personal level, even if the subject matter is strictly professional. It's about breaking down the corporate façade and showing that there are real people behind the brand.

Action Item: Audit your current email campaigns. Are they too corporate? Too stiff? Try injecting some personality and see how your audience responds.

The Hurdles in B2B Email Marketing

Every road has its bumps, and B2B email marketing is no exception. Michael Barber highlighted two significant hurdles:

1. List-size obsession: Many companies equate the size of their email list with success. However, what truly matters is engagement. A smaller, more engaged list is far more valuable than a large, unresponsive one.
2. The human element: As noted earlier, some marketers forget that B2B doesn't mean "Be Too Boring." Your audience is human, and your emails should be too.

Action Item: Review your KPIs. If list size is your only metric, it's time for a change. Focus on engagement metrics like open rates, clickthrough rates, and conversion rates.

Takeaways and Next Steps

• B2B email marketing is far from dead; it's alive and kicking.
• But to truly succeed, you need to be human, focus on the right metrics, and continually adapt your strategies.

Ready to breathe new life into your B2B email marketing campaigns?