Summary
Why should I consider implementing an email marketing strategy in my B2B business?
How to plan email marketing strategies in B2B?
Email marketing examples to inspire your B2B campaign
How is email marketing used in B2B? We must not forget that argentina whatsapp number data 5 million in business-to-business communications, the approach or touch points have their own characteristics, also influenced by the sector or industry to which we are dedicated. The customer journey is longer than in B2C and therefore, the approach to prospects through the email channel can include various formats and types of communication for each of the phases of the marketing funnel in which users are found.
Some of the most notable benefits of email marketing in B2B are:
Leads can be educated.
It's a great way to get new customers and move them through the marketing funnel.
A reciprocal relationship is generated.
People will be able to stay up to date with your products and services.
It is a way to increase brand loyalty.
Email marketing offers a high return on investment through segmented and personalized communications.
Why should I consider implementing an email marketing strategy in my B2B business?
According to the Acumbamail blog , some of the reasons, in addition to those already mentioned above, to implement email marketing are related to the numbers that they generate. They mention that 83% of B2B companies use email as a channel to distribute content . 73% of millennials prefer to receive content from companies via email. And finally, 59% of businesses say that the greatest return on their investment comes from email campaigns.
However, in order to implement these campaigns it is necessary to have a list of subscribers and there are several ways to achieve this:
Through online acquisition using forms, lead magnets and content landing pages .
Offline at events and/or fairs.
Through outbound campaigns .
Additionally, it is very important that mailing lists are well segmented in order to be successful in the email marketing strategy. It is crucial to send the right content to each subscriber , depending on the phase of the sales funnel they are in, their sector, role, profile, etc. The more personalised, the greater the opportunity to increase conversion rates.
How to plan email marketing strategies in B2B?
One of the key factors that will influence the success of our B2B email marketing strategies is planning.
Establish the formats and types of email for your strategy
First, you need to consider all the types of email you want to include in your planning . These will depend on your goals, as well as the stage of your overall marketing strategy. These include:
Frequent emails . This is the case with Newsletters that are sent to your entire subscriber base on a regular basis - weekly, biweekly or monthly - to keep them informed about your company's news or content.
Transactional emails or autoresponders . These are emails generated automatically after a user action on your website. It could be an email they receive in their inbox after a demo request with some case study suggestions so they can continue consuming the content on your website until the sales team contacts that person. Or the welcome email after subscribing to the newsletter. These are also emails you use to send the PDF of guides or special content after the user has filled out a form on your website. In these emails you can take advantage of the opportunity to invite the user to visit a product page or related case study . In this way, you motivate your contacts to continue advancing through the customer journey.
