When email marketing has the potential to generate an astounding 3,800% return-on-investment, it would be easy to assume that this is a strategy B2B companies prioritise. However, while 45% of B2B marketers say email as the most effective digital marketing channel, 59% of B2B organisations are yet to adopt this tactic.
B2B email marketing can be an incredibly powerful tool for nurturing leads and, if you’re overlooking this strategy, it might be time to consider how it could benefit your business.
The importance of creating effective B2B email campaigns
B2B email marketing is far more strategic than simply throwing together an email every so often and sending it out to your contacts. Taking a disjointed approach to B2B email marketing can drastically hinder the effectiveness of your campaigns.
A cohesive and effective approach to B2B email marketing combines segmentation, content and design to reach prospects in meaningful, impactful ways. Through this, you can build strong, ongoing relationships with leads, keeping them in the marketing funnel and, ideally, driving conversions over time.
This stage of nurturing leads becomes all the more important in the B2B sphere, where the buyer journey is notoriously long and complex. The purchases of B2B buyers often hold far more weight than those consumers make in their day-to-day life. Their buying decisions can be significant and, if they get it wrong, they could seriously impact their business’ profitability and ongoing success.
With this in mind, B2B email marketing is a great way to stay in touch with your business’ different groups of prospects or customers. By regularly providing leads with value-driven information and updates that are relevant to their interests, needs and preferences, you can convey your expertise and remove an element of uncertainty. Recipients become increasingly familiar with you and your brand and, as they continue to move through the B2B buyer funnel, will likely become far more open to enquiring about or purchasing your product or service.
How can you build a brilliant B2B email marketing campaign?
Whether you’re starting fresh or looking to improve your existing B2B email marketing campaigns, there are numerous steps you can take to make a real impact.
1. Review your email list
First and foremost, it’s important to make sure your email list data is up-to-date and ‘clean’. If your list is largely comprised of unwanted or invalid contacts, you run the risk of increasing your email bounce rate and decreasing deliverability. This can impact your reputation with Internet service providers (ISPs), which may result in less and less of your emails being received by contacts.
Email data degrades at an estimated rate of around 22% per year so, if you’re not keeping your lists updated, you may find yourself paying to send emails to inactive accounts. By reviewing your contacts periodically and removing or updating details, you can avoid unnecessarily incurring these costs.
2. Segment your audience
While sending out a generic email to all of your contacts can take less time, this isn’t always the most effective approach to take. With consumers increasingly favouring personalised content in recent years, segmenting your audience can be a great way to deliver more targeted marketing messages that tap into the recipient’s specific interests and preferences.
74% of marketers say that targeted personalisation increases customer engagement and, in B2B email marketing; engagement is crucial. It helps you drive more traffic to your website, reaffirm that recipients are interested in the content you’re sharing and maximise your return on investment.
By segmenting audiences and creating personalised experiences, organisations can increase their sales by 20%, which generally makes this investment well worth their time.
3. Send value-driven content
If you’re purely sending emails to stay in touch with leads, rather than focusing on providing them with purposeful and value-driven information, this will likely hinder the overall effectiveness of your campaigns.
Sending B2B email marketing campaigns to contacts doesn’t necessarily mean they’ll open or engage with them and, if your content consistently disappoints, recipients may disengage or unsubscribe from your emails altogether.
When crafting your B2B emails, while it’s important to include a call to action, avoid treating the content as another opportunity to push for sales. Rather, you want to add immediate, real points of value and connect with your reader, providing them with helpful resources, information, relevant updates, special offers or the like. In doing this, you can create impactful, effective email campaigns, boost engagement and foster meaningful relationships with more contacts (driving conversions).
For more information or to get started on your B2B business’ next email marketing campaign, please don’t hesitate to contact our team.
The Lead Agency also offers a range of other services, including B2B content marketing, B2B lead generation, B2B social media marketing, B2B branding and B2B search engine optimisation. Get in touch with our team to find out more about what we can do for your B2B business.