Let me tell you a story today. It’s a simple conversation between a deer and a rabbit. The point of narrating the story is straightforward- to help you learn a precious lesson relating to the significance of the right communication in B2B email marketing.
Okay, let’s get on with it!
The deer sent a message to the rabbit “On ships with finger chips.” The rabbit traveled to the harbor to share finger chips with its friend. Well, are you wondering what happened next?
The message was a warning from the deer. Instead of typing “Lions on ships with finger chips,” the deer mistyped it as “On ships with finger chips.”
The rabbit lost its life because the lions ate it. By following the incorrect message, the rabbit unfortunately died.
The term “lion” was omitted from the message, misleading the rabbit. This also led to mistrust, straining the relationship between the deer and rabbits forever.
Now imagine, you, the marketer, are the deer. The rabbit is your customer and the message sent is an email.
Many marketers lose their customers’ trust when it comes to B2B email marketing due to miscommunication. If a campaign communicates wrong messages, Customers lose their interest. Like the rabbit losing its life!
Hence, it is essential to put forth the right message to your customers. Communication forms the primary base of a buyer-seller relationship. You must implement some effective B2B email marketing techniques to win the customers’ trust and boost your business.
So, let’s discuss ways to make your B2B email marketing a flawless procedure.
B2B email marketing is an effective marketing technique used to sell commercial messages to the customers. You can direct your marketing campaigns to either your targeted audience or your prospects by sending them informational emails.
B2B email marketing is the traditional method of sending emails to enhance relationships with the customers. Improving relations here is indicative of acquiring new customers or strengthening the bond with the existing customers.
(Source: Kuno Kreative)
Yes, impressive it is!
The fact that B2B email marketing is crucial for marketers to reach out to their audience, both potential and existing ones is evident. To ensure that you are going the right direction, you need to apply the most appropriate techniques for B2B email marketing. So…
Even though the fantastic prospects of B2B email marketing has been discussed several times before, there is still much to cover about it. Let’s unfold the six useful email marketing tips for the B2B email marketing.
It is true that you dream of fulfilling the right conversion target. However, it does not stop there. You need to give your customers something substantial to hold on to. To retain your customers, crafting the right content for your B2B email marketing campaign is pivotal. You need to make it an eye turner. It must gravitate your readers to it.
Also Read: 5 Ways to Fix Your B2B Content Marketing Strategy
Content marketing is the core that acts as the gravitational pull to attract the customers and turn them into your sales prospects. But how to integrate the basics of content marketing with your email marketing campaigns? It would help if you worked on certain aspects when planning to implement successful B2B email marketing. They are:
Content marketing forms the crux of email marketing especially if your goal is to boost its effectiveness. So, integrate the basics of content marketing with your campaigns and witness unprecedented growth.
Note: You should not share a prospect address with another business or a third-party vendor without the prospect’s permission. It would be best if you also offered a choice for the individual to opt out.
Open rates are higher for the segmented email campaigns than the non-segmented email campaigns by 14.32 percent. – MailChimp email segmentation stats.
Imagine sending condolence messages to those who celebrate their birthday? That would be a complete disaster. Not only do you piss your customers but also put a dent in your reputation. This is why you need to apply the segmentation process. This is why segmentation works effectively.
As a marketer, you have to keep engaging with the customers on various stages of their sales cycle. There are only three stages of a buying cycle. You need to move up from each sequence gradually. These are:
Essential segmentations for your B2B email marketing:
Segmentation of your target audience can be done using various parameters. Some of these are:
You can use various marketing automation software to segment your audience and enhance your B2B email marketing. With the right segmentation techniques, you boost the prospect of your email campaigns further.
29 percent of marketers do not personalize emails. 21 percent of marketers do not incorporate segmentation. –Email Marketing Industry report, 2018
A customer would interact with your business only when they know that they are communicating with humans. Your brand needs to appear human. If there is no personal appeal to your brand, then there would be nothing.
When using emails to pitch business prospects for your company, you need to personalize them as well. Emails that feel more personal have a better chance of performing. You must follow some essentialities to get email personalization right. These crucial aspects are:
Adding a personal touch to the email immediately increases its credibility. Utilizing this technique can make your communication with the customers better and more efficient.
67 percent of marketing leaders use an email automation platform. – Salesforce State of marketing, 2017.
According to various studies, companies incur a high amount of cost on fresh leads. The price further increases when it comes to conducting email marketing campaigns. Hence, email automation becomes necessary. Why do you ask? It helps to solve the issues relating to unclicked Call-to-action (CTA), untouched mail and so on.
Your indecisiveness costs massively in B2B email marketing. Automation helps you take the right decisions at the right time upon the leads you receive. It helps to build meaningful and personalized content for your campaign.
These crucial steps will guide to automate your B2B email marketing campaigns:
With email marketing automation, the system has become efficient. It has reduced the workload on the marketers. Opt for B2B email marketing automation and achieve great success.
61 percent of customers or subscribers want promotional emails every week, 38 percent from them demand promotional emails frequently- Marketing Sherpa, 2015
The total number of times you send your B2B emails on each stage contributes to building higher responsiveness, which increases the number of leads. You need to determine the frequency of the mails you send. There are some ways to determine the rate of sending emails in B2B email marketing campaigns. These are:
Email frequency plays a significant role in determining the way your audience will react to you. Once you find the right numbers, achieving the most out of your email campaigns become easier.
34 percent of customers consider promotional emails as spam as they don’t work on their mobiles. – Adestra “Consumer Adoption & Usage Study” (2016)
If you want to make way for the sales prospect to grow, you must aim to make your mails readable. You should ensure that every content you craft for your B2B email marketing campaigns is mobile optimized.
Readability is the easiness of understanding the written text. To enhance readability in your B2B email marketing campaigns, use these ways:
Readability of your emails play a major role in determining the way it will be received. To enhance positive reaction to your B2B emails, you should work on its readability.
So, that covers the most effective techniques for your B2B email marketing campaigns. Now, it’s your turn to utilize these useful B2B email marketing ideas to get potential leads, sales prospects, and deals for your campaigns.
Don’t make the same mistake as the deer did. Ensure that your message reaches the customers at the right time. Oh, and don’t forget to include the right message in it as well. Emails are the most effective source of communication when it comes to B2B marketing. Therefore, ensure to apply the proper techniques to increase the effectiveness of your campaigns.
It’s worth a dime, so hit on time.
Hit the right person, with a strong reason!
Have any more techniques in mind? Post your valuable comments to connect.
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Meanwhile, you can also check out our blog five new ways to fix your content marketing strategies to know more about content marketing strategies in B2B email marketing.