Email marketing has, for a long time, been a prevalent part of B2B marketing campaigns. However since its inception, it has evolved tremendously. Email marketing technology today gives B2B organisations a platform to deliver relevant content based on customer behaviour and engagement. This is beneficial to both the customer and the business, as customers can receive information that is relevant and is of interest to them, which in turn, increases their retention.
Given the long sales cycles in the B2B world, the majority of the leads received by any organisation are likely not ready to make a purchase decision. This is a very topical discussion for B2B organisations, as often gaps between sales and marketing teams mean that these leads are never followed up or nurtured. So, how do we nurture those leads to ensure that in 9 months-time, when they are ready, your business is front of mind? The answer is (unsurprisingly given the title of this blog), email marketing automation.
What is Email Automation?
Email automation is a way to create emails that reach the right people with the right message at the right moment—without doing the work every time. When you link your website analytics with your email marketing platform, you can target people based on behaviour, preferences, and previous sales. Then you can personalize each customer’s experience and increase the relevance of your messaging – Mailchimp
Why Your Business Should Use Email Automation
1. Increase customer retention by optimising your campaigns
Email automation increases customer retention through personalisation, optimisation and effective lead nurturing. With email automation the personalisation aspect transcends beyond their first name. You can set up engagement metrics to determine what content particular individuals interact with so you can provide them with more of that information, preventing unsubscribes or unhappy customers. With automation, all of this would be done for you (once you set it up, of course), giving you more time to optimise the automation flows for continued success. Hubspot reported this year that 80% of business professionals believe that email marketing increases customer retention. 59% of respondents say marketing emails influence their purchase decisions. And finally, marketers who use segmented campaigns note as much as a 760% increase in revenue.
2. Deliver content for up-sell/cross-sell opportunities
Email marketing and automation gives your organisation a platform to deliver newsletters with new and industry relevant case studies, blogs and other forms of content. This not only gives you a reason to reach out to your customer base, but an opportunity to maximise promotion activities around the content that your organisation is likely paying to produce and further, to position your organisation as a thought leader.
It is much easier and more effective to sell to an existing customer through cross-sell or up-sell opportunities, than to convert a new one. Many B2B organisations find it difficult to stay in touch with all of their customers effectively. With automation, organisations can rest easy knowing that their customers are being nurtured and further, they are doing so with information that is relevant and of interest to each customer.
3. Make the most of your marketing team
Automation is changing the way that B2B organisations do business. Marketing teams’ efforts are better placed in analysing customer behaviour for optimisation and managing other inbound activities, rather than the manual labour that is involved in setting up email campaigns. According to a 2017 survey of information workers, respondents said they believe email automation can improve employee productivity:
- 69% said automation could help reduce wasted time.
- 59% said that they could save at least 6 hours a week if the repetitive aspects of their job were automated.
- 72% said that they would use the time they saved to focus on higher-value work.
Email automation is very topical right now in the B2B marketing world. With digital marketing at the forefront of B2B marketing strategies, given the effects of the pandemic, many marketers have turned to email to stay in touch with customers in a relevant and effective way. Beyond the opportunities to increase customer retention, it also represents a platform to maximise promotion on content syndication activities for cross-sell and/or up-sell enablement.
If you have any questions or would like more information on this article, please contact one of our digital experts. Most importantly, we hope you are staying safe and well during these tough times.