As B2B marketers, your goal is to get customers and prospects to buy your products and services and turn these potential customers into profitable and long-term buying clients.
In order to do that, you’ll need a cost-effective method that will allow you to communicate and build strong relationships with them, thereby transforming them into lucrative, valuable customers. This is where email marketing comes into play.
While the digital marketing industry has seen several new channels of communication, emails are still the linchpins, go-to, effective marketing tools for branding, generating leads, and driving sales conversions.
In this article, we’ll talk about some of the ways B2B organizations can utilize email marketing to build their growth and improve sales. But first, let’s find out why a customized B2B email marketing approach is important for your business.
Why every B2B organization should develop a viable email marketing technique?
As B2B involves selling and buying of products and services or exchanging information between various business entities, your email marketing campaign should reflect it. You can’t expect results by taking a random approach.
A viable email marketing plan will give a real boost to your B2B business. This is why it’s widely used in the B2B sector. According to a survey by CMI (Content Marketing Institute), 93 percent of marketers practice email marketing to distribute their content.
The following statistics prove how email marketing plays a key role in the B2B sector.
- For every 1 dollar spent, marketers garner $38 in ROI via email marketing.
- 86 percent of B2B marketers prefer using email for business purposes.
- When it comes to revenue generation, 59 percent of marketers consider email as their most effective tool.
These statistics help in making one thing clear and that is B2B email marketing garners more engagement, which leads to more leads. This, in turn, results in more conversions and ultimately garners more revenue.
Chief Marketer did a survey and found the below statistics, which reveals that 62% of B2B marketers regard email to be their top marketing channel in terms of generating more ROI.
Tips for B2B Email Marketing
Now that you know how effective email marketing is in terms of B2B sales and lead generation, here are some important points worth considering to ensure that your email marketing tactics are successful for your B2B business.
1. Personalized emails are key in terms of improving open rates
If the emails you send out to your subscribers aren’t relevant, it’s going directly to the trash or worse, be marked as spam. This will bring down your deliverability and hinder your ROI.
Personalized emails generally have higher open rates. Successful personalization tactics have the following components:
a. Focuses on subject lines and titles:
A study by Experian reveals that personalized email subject lines help in increasing open rates by 26 percent, with the travel sector getting the most benefit out of it.
Image credits: Experian
Focusing on the subject lines is vital as it’s the first thing your client notices. Plus, you only have less than a minute to get their interest. As such, sending emails with a personalized subject line will help in determining whether your mail is opened or marked as spam.
While the subject line is key as it makes customers open the email, the title is just as important. It should be able to convince your audience to go through the entire content.
Also, remember few CTR tricks like adding an emoji. This makes your email stand out from the rest. In fact, 59 percent of brands that use emojis have higher open rates as compared to those who don’t.
Segmentation is an important email marketing technique that enables you to tailor email invitations or messages to specific users. It’s an efficient way for B2B marketers to group their audience using demographic information, browsing activity, purchase history, etc.
c. Dynamic Content building:
Content is another crucial factor that helps in generating sales and leads. However, it’s important to pick relevant and valuable evergreen topics like tips & tricks, advice or answering questions that will be helpful to your audience.
74% of online customers get disappointed with sites when they receive content (e.g. ads, offers, and promotions) that have nothing in common with their interests.
Also, remember to choose quality over quantity. If your messages are effective, you can have better ROI even with short newsletters. Make sure your content is easy to read and comprehensible. This can be done by using bullet points, headings & subheadings, and highlighting key information.
2. Get automated
As businesses progress, it becomes difficult to offer personalized attention to each user. By choosing the right ESP (Email Service Provider), you’ll benefit from the automation options it offers.
With automated emails, you’ll be able to deliver relevant, timely, personalized emails to your current and prospective clients at the most appropriate time.
3. Look out for the Spam folder
All your effort will go in vain if all of your emails land up in the spam folder. This will diminish your open rates, lead generation, and conversion rates.
Fortunately, authenticating your domain can help in improving your delivery and open rates. Furthermore, avoid using excessive exclamation marks, all caps hyper exaggerated phrases and crudely formatted HTML.
Time and again, email marketing has proven to be a cost-effective marketing strategy, whether you’re addressing business or individual customers.
It is the best and reliable way to generate B2B sales, and improve brand awareness.