Is B2B Email Marketing Dead?
Email marketing in the B2B sphere is one of the constantly analyzed topics in the modern marketing world. However, in recent years, B2B marketers have become more involved with social media and influencer marketing, which calls into question the effectiveness of email marketing.
While marketers are experimenting with and integrating modern marketing channels, email marketing remains one of the most effective methods of B2B marketing today.
READ – 12 ways to reuse social media content for email marketing
In short: no, email marketing is not dead for B2B companies.
youngest B2B email marketing statistics show that “77% of B2B companies use an email marketing newsletter as part of their marketing.” Content Marketing Strategyand 79% of B2B marketers believe email is the most successful channel content distribution.”
So no. Email marketing isn’t dead for B2B companies. It’s still one of the most cost-effective ways to connect face-to-face with decision makers and boost sales. In addition, you can generate excitement about your products and services, increase your credibility and improve brand awareness.
A guide to effective B2B email marketing
You can approach email marketing in many different ways. But these best practices ensure your efforts are productive.
Define your purpose
If you send random emails to your subscribers, you’re almost guaranteed to end up in the spam folder. They may even be so put off by the inconsistency that they tell others what tarnishes your brand reputation.
It is crucial to define the purpose of each email campaign and each individual email. It’s also important to include a “why” with your email marketing strategy. Document what you’re doing and why you’re doing it so you can stay organized and focus on the tactics that get you results.
Segment your subscribers
You probably already have a growing contact list. If you don’t, work on collecting contact information for potential clients (for ethical reasons, of course). Once you have a handful of contacts, start segmenting.
By organizing and segmenting your contacts, you can send your customers the most relevant emails at the best time. You can segment your contact list by gender, location, behavior, and where they are in the buying cycle. You can also segment your list based on someone’s role in the decision-making process.
After you’ve segmented your contacts, create personas. Personas are fictional representations of your ideal customer in each audience segment. Reference these personas to personalize your emails.
READ – 10 ways to grow your email marketing list
Personalize your emails
“Personalized emails deliver a six times higher transaction rate,” it says Email Personalization Data. This shows that customers who feel like you really know them are more likely to engage with your business and make larger purchases.
So use targeted email campaigns to provide more personalized experiences. Every email should tell a story and address a relevant issue your customer is facing. Use keywords to grab their attention and ensure your tone is appropriate. Focus on improving the overall customer experience with every email. Make sure youUse what you know about your customers to create campaigns and custom emails that resonate with them.
Drive traffic to your other marketing channels
Email marketing is an important part of your overall B2B marketing strategy. But it’s only part of it. Your customers likely need more ways to engage with your business to deepen their relationship.
So, directing traffic in your emails to other marketing channels is brilliant. For example, B2B blogs are fundamental by keeping your customers informed, empowering thought leadership and building a rich content library for your customers. Email marketing allows you to direct customers to your blog to learn more about a specific topic or your business. Find ways to weave yours other marketing channels in your email campaigns so your customers can enjoy an elevated experience.
Don’t forget the analysis
If there’s one thing you must never forget about email marketing, it’s data analysis. It’s extremely unproductive to launch campaign after campaign without knowing if what you’re doing is working.
Use data analysis tools to find out what is and isn’t working across your campaigns and individual emails. For example, examine how customers interact with different calls-to-action (CTAs). Also, see which messages generate the most interest and analyze how accompanying visuals impact results.
If you know what’s wrong, you can fix it. Conversely, if you see what works, you can duplicate it.
Take an in-depth look at the benefits of B2B email marketing and use the tips above to ensure you’re effectively incorporating it into your marketing strategy.
Indiana Lee is an author, reader, and puzzle enthusiast based in the Pacific Northwest. As an expert in business operations, leadership, marketing and lifestyle, you can get in touch with her LinkedIn.