Are you confused about whether or not to use email marketing for your B2B business? In this guide, you will find various reasons why B2B businesses opt in for using email marketing as a viable marketing strategy.
Either you’re in B2B or B2C business, leveraging email marketing can be a bit tricky.
But once you adopt and manage email marketing accordingly, there’ll be no looking backward for your business.
Did you know 87% of B2B marketers admit that email is one of the top distribution channels?
Are you one of them?
No?
You should be!
Because it not only increases your subscribers’ list but also boosts your conversion rates and ultimately leads to higher ROI.
In this article, we will discuss the main reasons why B2B businesses should use email marketing.
7 Reasons Why Every B2B Business Should Use Email Marketing
Maybe you’re using social media platforms for your B2B business, and it’s great if your business needs it.
You simply can’t neglect email marketing because social media marketing doesn’t always get ahead of email marketing.
Below are some of the reasons why email marketing is still the first choice for a B2B business.
Personalized Way of Communication
Communicating in a personalized way will help you to establish trust between you and your customer.
By tailoring your email message as per your prospects’ profiles, you increase the chances of closing the deals.
The most common way to create and send a personalized email is by including your customers’ name in the email subject or body.
Recommended Reading: The Role of E-Mail Marketing In the Sales Funnel
Other than that, below are some of the trials and tested ways to use personalization for email marketing:
- Building buyers personas
- Segmentation based on geography
- Behavioral trigger emails
- Timely Follow-ups
And many more.
For better engagement, I suggest creating content based on your audience’s needs. For instance, sending an email to a regular customer will differ from a one-time customer, and therefore, you’ll see a high conversion rate.
You can also send personalized emails based on milestones, just like Sephora, a cosmetic company did for their loyalty programs.Sephora sends a VIP email if an individual spends over $200 on their website, while another person receives a completely different email.
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Customer’s Preference
If you’re in the B2C industry and connect with your prospects using social media’s private message feature, you may achieve success.
However, in B2B business, people prefer GSuite, Outlook, etc., rather than social media for 1-on-1 conversations.
The reason behind choosing it is because your customer receives emails only if they’ve signed up for the product or service.
And, if your customer doesn’t unsubscribe you, that means they’re still interested in your brand, including promotions and updates.
On the other hand, forwarding discounts and offers to people on social media randomly may look like spam…
…as you don’t know whether the customer is interested in your product and service.
In a nutshell, marketing messages get lesser attention on social media than email and fail to build a personal connection.
Showcase your Expertise
As a B2B business owner, you need to showcase your expertise in a particular niche to attain new customers. Many people think email marketing is used only for promotional messages – that’s not true at all.
While positioning yourself as an expert, you need to roll out value-based content via email marketing regularly.
Once people know you deliver quality content regularly, your subscribers will be excited to receive emails in the future.
Increase in Sales and Conversion Rates
With email, you can add value for customers and offer special discounts as well. Although email marketing is a marketing strategy and a tool, it can help you increase sales.
Even top level marketers admit as much as a 760% increase in revenue from segmented email campaigns.
You can send an abandoned shopping cart email to encourage your prospects to purchase or shoot a special discount.
Similar to boost in sales, you can also use email marketing to nurture leads and increase conversions.
To maximize the use of email marketing campaigns, you need to incorporate a sales and marketing team.
For instance, your marketing team only forwards the qualified leads you collected from the lead generation landing page to your sales team.
Therefore, you can save a lot of time by not contacting the wrong leads
Easy to Measure
Efficient utilization of marketing efforts is crucial for any B2B business, you need to measure various metrics.
In email marketing, you can track the campaigns based on:
- Open rate – The percentage of subscribers who open your email out of the total number of subscribers.
- Delivery rate – The percentage of the number of emails delivered divided by the number of emails sent.
- Click-through rate (CTR) – The percentage of subscribers who click on the links embedded in your email out of the total number of subscribers.
- Conversion rate – The number of people who complete a specific action after reading your email.
- Bounce rate – The percentage of email addresses in your list that didn’t receive your email.
- Unsubscribe rate – The percentage of people who unsubscribe within a specific period.
And many more.
From lead generation to growing subscribers, the campaign will be different, so you need to set up your marketing goals.
As per your campaign goals, the above metrics will help you to make necessary adjustments in your campaigns to optimize them.
To measure these metrics, you need to go to your email marketing platform’s dashboard and navigate campaign insights.
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Cost-Effective
Email marketing tends to be more affordable than other marketing channels, such as print media, direct mail, etc.
Unlike video marketing, you don’t need to arrange photoshoots, you can create an attractive email within a day.
For B2B businesses, time and money are the most common constraints, and sometimes there’s no way around.
But that’s not the case with email marketing!
Best part?
You can send emails to thousands of potential customers directly to their inboxes without paying anything to get the email addresses.
Additionally, you can send emails to a segmented list based on demographics, geographics, interests, and behaviors. Your cost per result will be minimum, and hence, you can increase your budget for email marketing.
High Marketing ROI
Whether you’re a big brand or a small budget startup, email marketing always has a high return on investment.
If you have an eCommerce website, then your prospects may take quick actions to transactional emails compared to other businesses.
Though the ROI will vary from business to business, you can take full advantage of marketing by growing sustainably.
In case you have a limited marketing budget, I suggest you use an email marketing newsletter to increase your brand awareness.
Recommended Reading: How to Create the Perfect Transactional Email For Your Business
Using advanced email marketing software, you can run A/B tests to leverage your campaigns.
For instance, you send two same emails with different subject lines, then calculate the open rate for both the emails.
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Conclusion
There are countless reasons for using email marketing for B2B businesses.
Along with email marketing, you need to develop an impactful strategy to convert your prospects into customers.
Unlike B2C customers, who make decisions based on emotions, you need to showcase how you can increase your B2B customers’ business.
Being cost-effective, still delivering exceptional results, email marketing can help you grow your business, position yourself as an expert, and much more.