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Despite the proliferation of marketing channels available in the digital age, email marketing is still very effective for driving revenue and expanding customer bases in the B2B sector. It is apparent that it is here to stay. Instead, it’s a resource that many companies could use more of but aren’t.
Email marketing is still a very efficient form of advertising for companies of all sizes and industries. It’s a crucial part of any all-encompassing digital marketing plan because of its potential for customization, reach, ROI, flexibility, and the development of lasting relationships with customers. Therefore, companies are continually looking for the best strategies to optimize their email marketing practices to reap its full benefits.
Why is Email Marketing so Prevalent among Businesses?
Email marketing allows for direct and personalized contact with customers. It fosters a one-to-one connection that’s hard to beat by any other advertising channel. Rather than being a faceless corporation, email lets you humanize your brand and engage with your audience on a more intimate level. Remember, personalization can boost transaction rates 6X.
Moreover, email marketing’s reach and prevalence remain unparalleled. As of 2022, over 4.1 billion people worldwide use email, and this number is expected to grow. In addition, the medium offers an excellent return on investment (ROI) – for every $1 spent on email marketing, the average return is $42.
Email marketing also allows businesses to cultivate customer relationships over time. By providing value in every message, brands can establish trust, nurture leads, and turn one-time buyers into loyal customers. It’s a strategy that plays the long game, with a focus on building sustainable customer relationships.
The adaptability of email marketing is one of its distinct advantages. Whether you’re a B2B or B2C company, a small start-up, a non-profit, a large multinational corporation, or any other type of business, email marketing is adaptable enough to meet your unique business needs and objectives.
7 Tips for Crafting Compelling Campaigns
1. Segment Your Email Lists
Segmentation can increase email open rates by up to 39%. To maximize your email campaign effectiveness, tailor your message to different segments of your audience.
You can segment based on industry, company size, or the recipient’s role in their company. The more targeted your message, the higher your chances of resonating with your recipients, leading to higher engagement and conversion rates.
When you buy an email list from a service like Fount Media, the database is already segmented according to your business needs, including by industry, job title, naics & sic code, country, state, zip code, specialty, and more. This means you can save time otherwise spent segmenting the email list and put it to better use of more important business tasks.
2. Personalize Your Emails
After segmenting your email list, based on your business needs you can easily customize your emails based on your buyers interest. Personalization has been shown to increase transaction rates by up to 6X . But personalization goes beyond merely addressing your recipient by name.
Take it a step further by customizing content based on a recipient’s interests, previous interactions with your brand, or their position in the sales funnel. Integrating advanced AI solutions can help analyze user behavior and preferences, allowing for deeper personalization.
3. Provide Value in Every Email
According to a study by HubSpot, 78% of consumers unsubscribe from emails because brands were sending too many emails. It’s crucial to focus on quality over quantity.
Each email should offer clear value to the recipient—whether it’s exclusive industry insights, a useful resource, or an enticing promotional offer. This strategy can result in greater engagement and a healthier sender reputation.
4. Optimize Your Emails for Mobile
Mobile opens accounted for 48% of all email opens in 2023, underscoring the importance of mobile optimization. Ensure your email design is responsive and looks good on all device types and screen sizes.
Remember that many people check their emails on the go, so brevity and clarity are crucial for mobile email content. And make your email easier to read by including more white space in it, as prospects prefer to read concise, well-organized content rather than just a wall of words.
5. Use Strong Calls to Action (CTAs)
Despite CTAs being a small part of your email, they have a significant impact. Emails with a single CTA increased clicks by 371% and sales by 1617%.
Clearly instruct your recipients on what you want them to do next—whether that’s downloading a whitepaper, signing up for a webinar, or purchasing a product. For example, call-to-action buttons that read “buy now” or “sign up” are commonly used by B2C companies.
However, in B2B it is centered around engaging with directors and decision-making officials, so you can grab their attention in your email by saying things like, “Don’t miss out on our exclusive offer – request a quote now!” or “Get ahead of the competition – sign up for our free trial now!”
6. Test and Analyze Your Campaigns
The only way to know what truly works for your business is to test. Use A/B testing to experiment with different subject lines, email layouts, or CTA placements. Once you’ve gathered enough data, analyze it to understand your audience better.
With the proper use of analytics, businesses can boost their email marketing revenue by up to 760%.
Also test & analyze the best time & day to send the emails, the majority of business executives check their emails during business hours, while prospects are more likely to check their emails in the morning and your key decision makers may check theirs during lunch overs; try sending emails at different times and see what works best.
7. Establish Trust with Your Audience
Lastly, build a relationship based on trust with your email recipients. Transparent privacy policies, respectful data handling, and consistent communication can significantly impact your email campaign’s success.
According to a 2020 Edelman Trust Barometer, 81% of consumers need to trust the brand to buy from them, and sending email marketing messages affects either positively or negatively of their purchasing decisions.
B2B email marketing, despite the rise of newer digital marketing strategies, remains a powerful tool that offers a high return on investment. By implementing these 7 tips—list segmentation, personalize emails, provide value in every email, optimize your emails for mobile, use strong calls to action (CTAs), test and analyze your campaigns, & establish trust with your audience will help you reach our targeted buyers effectively. Additionally, if your email list is well segmented, latest, and extensive, you can easily send your targeted marketing messages to intended audiences based on their business demands, resulting in a higher engagement rate, sales, and massive profit margins from your email marketing campaigns.