I'm trying to recreate Rebelmail / Mark Robbins' carousel email. I haven't found any well-detailed tutorials on this method - anyone else find anything helpful?
B2B is definitely under-represented, and if you do find examples, it's often business service sales and etc. I usually have to rely on Pinterest to find things I can adapt. Maybe we band together and create a Slack channel etc. to share?
I'm an in-house email Designer/Developer for a B2B clothing supplier. My company supplies the decorated apparel/promotional products industries, so it's difficult riding that line between retail fashion and B2B purchasing models. A lot of my emails end up being entirely imaged-based to be quick to develop and still render fine in Outlook.
Two words: Testing and Targeting.
I work for a medium-sized, family-owned B2B clothing supplier. The easiest definition of what we do is this: we sell imprintable sportswear to Silkscreen and Embroidery decorators. So, we essentially have a 100% opted-in list. Luckee.
The Problem: We had been sending our Customers a weekly series of new product emails, blasting them with quite literally a laundry list of different brands and categories. Response was sagging lower as time went on.
Gettin' after it: I proposed and designed a Test program to try sending a: 1.) Control format, 2.) Brand Leading format, and 3.) Selling Occasion format. My Analytics and list manager teammate split our Customer list into three target lists.
First-off, the control remained the same, seemingly random mix of new products they were used to seeing. Second, the Brand-leading format focused on a series of emails, each focusing specifically on one brand each week. Third and final format was a selling-occasion-based approach, such as school & team sales, corporate uniforming, fitness, outerwear, and etc. So the product mixes of each drove the design, and also the Subject Line and Pre-headers to give them a fresh approach and way to more easily digest what we were presenting to them.
The effort was to test which format was more meaningful to our Customers -- which method provided a better understanding of our products and enabled them to better sell those product downstream to their customers. We won approval to run the test (basically running triple workloads!), and in the end, the #2 Brand and #3 Occasion based formats were nearly in a dead heat, and beating the #1 Laundry list by 10%. In roll-out, we settled on the #2 Brand format for new product announcements, and later spun-off the #3 Occasion based format into six separate full-fledged Selling Occasion campaigns, each with an Email, Lading Page, homepage banner, Print brochure and a Web cast.
In conclusion, pitching the idea to test earned us the standing to move forward and evolve.
Thanks for reading!