Is B2B Email Marketing Dead?
Social media and influencer marketing on the rise — so, where does that leave B2B email marketing?
Email marketing in the B2B sphere is one of those constantly-analyzed topics in the modern marketing world. However, in the past few years, B2B marketers have been getting more into social media and influencer marketing, calling into question the efficacy of email marketing.
Marketers may be experimenting with and incorporating modern marketing channels, but email marketing remains one of the most effective methods of B2B marketing today.
In Short: No, Email Marketing Isn’t Dead for B2B Businesses.
Recent B2B email marketing statistics reveal that “77% of B2B companies use an email marketing newsletter as part of their content marketing strategy, and 79% of B2B marketers find email to be the most successful channel for content distribution.”
So, no. Email marketing isn’t dead for B2B businesses. It’s still one of the most cost-effective ways to personally connect with decision-makers and drive sales. In addition, you can build excitement about your products and services, boost your credibility and improve brand recognition.
A Guide to Effective B2B Email Marketing
You can approach email marketing in many different ways. But these best practices will ensure your efforts are productive.
Define Your Purpose
Sending your subscribers random emails almost guarantees you end up in their spam folder. They may even get so turned off by the inconsistency that they tell others about it, diminishing your brand’s reputation.
Defining the purpose of each email campaign and individual email is critical. Attaching a “why” to your email marketing strategy is also essential. Document what you’re doing and why you’re doing it to help keep you organized and focused on the tactics that will get you results.
Segment Your Subscribers
You probably already have a growing contact list. If you don’t, work on gathering contact information for potential clients (ethically, of course). Then, once you have a handful of contacts, start segmenting them.
Organizing and segmenting your contacts allows you to send your customers the most relevant emails at the best times. You can segment your contact list by gender, location, behavior, and where they are in the purchase cycle. You can also segment your list by a person’s role in the decision-making process.
After segmenting your contacts, create personas. Personas are fictional representations of your ideal customer in each audience segment. Reference these personas to personalize your emails.
Personalize Your Emails
“Personalized emails deliver a 6x higher transaction rate,” according to data on email personalization. This shows that when customers feel like you really know them, they’re more likely to engage and make significant purchases with your business.
So, utilize targeted email campaigns to deliver more personalized experiences. Each email should tell a story and address a relevant pain point your customer is experiencing. Use keywords to grab their attention and ensure your tone is appropriate. Focus on bettering the overall customer experience with each email. Make sure to use what you know about your customers to create campaigns and individual emails they can truly resonate with.
Direct Traffic to Your Other Marketing Channels
Email marketing is a critical part of your overarching B2B marketing strategy. But it’s just that, a part of it. Your customers will likely need more ways to connect with your business to deepen their relationship.
So, directing traffic to other marketing channels in your emails is brilliant. For example, B2B blogs are fundamental in keeping customers updated, fueling thought leadership and growing a robust content library for your clients. You can use email marketing to redirect customers to your blog to learn more about a particular topic or your business. Find ways to weave in your other marketing channels in your email campaigns so your customers can enjoy an elevated experience.
Don’t Forget About Analytics
If there’s one thing you must never forget regarding email marketing, it’s data analytics. Launching campaign after campaign without understanding if what you’re doing is working is highly unproductive.
Use data analytics tools to find out what’s working and what isn’t with your campaigns and individual emails. For example, study how customers engage with various calls-to-action (CTAs). Additionally, see which messages are getting the most engagement and analyze how accompanying visuals impact results.
When you know what’s wrong, you can fix it. Conversely, when 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 effectively incorporate it into your marketing strategy.
Indiana Lee is a writer, reader, and jigsaw puzzle enthusiast from the Pacific Northwest. An expert on business operations, leadership, marketing, and lifestyle, you can connect with her on LinkedIn.