A Beginner's Guide To Email Marketing for B2B

A Beginner’s Guide To Email Marketing for B2B

There are plenty of marketers out there trying to sound the death knell for email marketing. However, recent statistics have proved that this far from the truth. A recent study found that around 91% of consumers like promotional emails from companies they do business with. In a B2B setting, email newsletters are far more effective than Facebook and Twitter combined. 

Email marketing has many advantages. For one, they can be used to reach out to a targeted audience. The content can be personalized to match individual needs. For example, businesses often segment consumers into different lists and deliver customized content that is relevant for their industry, requirements and needs. The right content helps to drive traffic to the website and allowing consumers to learn more about the company’s products or services 

Nevertheless, there is a thin line between educating the audience and spamming them. On average, around 54% of emails are considered spam. The success of email marketing depends on connecting with the audience genuinely and building a relationship with them. Here are a few guidelines:

  1. Understand When To Use Email Marketing

Email marketing is a powerful strategy when used right. The trick lies in sending newsletters for the right purpose. Use emails to send updates about the latest product or service and explaining its advantages. Emails can be used to promote a discount or inform customers about a marketing campaign. Customers who have newly purchased a product or service can be welcomed and offered additional help. Understand the target buyer’s persona and customize the newsletter accordingly. 

  1. Spend Time Creating A Good Email 

A compelling email will help increase the number of subscribers to open and read the email. If expertise required in this area, hire a content writer with excellent copywriting skills. A good newsletter is always concise and consistent in its message, creating a good impression of a company that is stable, trustworthy and genuine. Relevant and Eye-catching images are essential in maintaining the viewers’ attention. The Call-To-Action (CTA) is equally essential. Generic CTAs like Buy Now, Click Here, etc. could seem too aggressive and pushy. Instead, pick contextual CTA. For example, if offering something free, try running a free report, or offer discounts to increaser the success rate. 

  1. Follow Email Regulations

Lawfully, subscribers can only receive emails that they have requested. The regulations apply to all commercial emails or emails sent for business purposes. The email must include information about the sender, including the company’s name, mailing address, a real email address, an unsubscribe link that’s visible and a subject line that’s indicative of the content. For storing personal information, this must be explicitly stated, and prior consent received. Businesses must only collect information that is relevant for the campaign. When requested, the data must be promptly deleted. 

There are plenty of guidelines to follow to ensure a successful email marketing strategy. However, the most important rule is to respect consumers, as they are not mere numbers or statistics.