As it allows for brief yet detailed interactions, email is one of the preferred ways of communication for many businesses looking to connect with clients and prospects.
You’ve probably read articles from reputable sources regarding email marketing and how it works to convert clients. The prime distinction is that while many of those tools cover the B2C market, B2B can differ greatly in a variety of ways.
What is Email Marketing?
Email Marketing is sending bulk emails to professionals and small or startup businesses instead of individual customers for the promotion of products and services to other businesses. The objective behind this is to help your brand reach more people, and being an immediate tool; your messages can reach anywhere in the world instantly.
Email is one of the most effective channels for B2B marketing. That’s because email allows you to target your messages specifically to the people who would be most interested in what you have to say, and you can segment your email lists by factors like job title, industry or specific interests and also gives you more control over what kinds of information you are sending out and when it will be sent. You can stay in touch with both current and potential clients.
Email marketing strategy in B2B
Email marketing is effective when it comes to B2B sales and B2B lead generation, so marketing strategies are all about the quality of the content you deliver to your client. So, let’s start with some of the most important things before we continue:
1. Who is your target audience?
Your target audience is the group of people who are most likely to buy from you, and your email marketing should try to get their attention, get them interested, and then convert them into leads.
2. Build and grow your email list
You must grow your email list by attracting, inspiring, and gaining their trust by creating relevant content with a question, inviting them to join your email list, and making a one-time offer like providing a freebie such as a tip sheet or template eBook in exchange for their email, and last but not least, putting an option on your company website so that when you visit, you must register yourself.
3. Subject line
Your email should be short enough to be seen in the inbox. Place your emails by offering something at the front line.
4. Be friendly
Your content should be easy to understand while hitting emails in the inbox; it should surprise and attract readers to your subject line and content.
5. Keep emails scannable
Keep your emails to a minimum of text, and start using visuals and formatting.
Best email marketing Tools
- HubSpot Email Marketing
- Sendinblue
- Mailchimp
- Benchmark Email
Types of Email Marketing
Email Newsletters:
A newsletter is an email that is sent to your subscribers regularly to keep them informed about the latest news and updates about your product or brand on a weekly and monthly basis.
Acquisition Emails:
Acquisition emails are those emails where you make a base for a new client by giving an attractive offer and informative content by promoting and marketing products and services.
Retention Emails:
Retention emails are the ones where you send an offer to the existing clients to retain and continue using the product and services.
Promotional Emails:
Promotional emails are where you promote the brand and also new offers of your products and services to the clients.
Latest email marketing trends in 2023
Email is your most direct line of communication, so here are the top email marketing trends you need to know on the latest email marketing trends:
Personalization
When you think of personalized messaging in emails, what is the first thing that comes to mind? Probably your name in the subject line or a product recommendation based on your past purchase history. In 2022, we saw brands take personalization to new heights—and we only expect this trend to continue in the coming year.
Mobile friendly
Your emails should be designed in a mobile-friendly manner, while designing focuses on elements like font size, call to action placement and image sizing.
Dynamism
An email subject line may catch your eye, but motion graphics hold your attention. Animation is a great way to add movement and liveliness to an email, ranging from subtle movements like hover effects to full-on animated GIFs.
Strong Branding
Strong and consistent branding is key to successful email marketing. With so much competition in the space, it’s essential to make sure your emails have a distinct look that recipients can recognize immediately in their inboxes. This means using a consistent colour palette, fonts, images, and logo throughout all of your email campaigns.
Shorter Subject Lines
You need to start using shorter subject lines to grab readers’ attention. Adding an emoji to your subject line is also a great way to grab your subscribers’ attention without using too many characters.
Video
What types of email marketing videos should you use? This could include product demonstrations, customer testimonials, explainer videos, or even a simple “hello” in a welcome email. No matter how you choose to use it, including videos in your emails can be a great way to grab your subscribers’ attention and make a lasting impression.
Newsletters
By sending email newsletters, you can keep your readers informed and up to date on the latest news and happenings related to your brand. This could include upcoming events or product launches, customer spotlights, company updates, new blog posts, and more.
Conclusion
There are countless reasons to use email marketing for B2B businesses. Unlike B2C customers, who make decisions based on emotions, you need to showcase how you can increase your B2B customers’ business. Being cost-effective, and still delivering exceptional results, email marketing can help you grow your business, position yourself as an expert, and much more.
