Most people thinking about email marketing tend to think about it in terms of B2C—or business to consumer. The image that comes to mind, in most instances, are the email messages about promotions and sales; but B2B (business-to-business) email marketing is also a big niche, and is an important thing for businesses whose main clientele is other businesses. Of course, the approach of B2B email marketing is different from consumer-facing marketing efforts, but that is no reason to get intimidated, and definitely not a reason to neglect one of the best methods available for cultivating clientele. There are a few specific strategies and methods to keep in mind--but it’s very easy to get the hang of it once you know what the key differences are.
First: target your emails properly. This is becoming more and more important even in consumer email marketing, but it is absolutely vital in B2B email marketing. Know who your service or product is going to be most vital to, and do your research before reaching out to potential leads or engaging with them via promotional messages. The easiest way to cover this ground is through an integrated approach where you gather those leads through your website, and include some gated/exclusive content for people to download or access in exchange for subscribing. That exclusive content can give you the hints you need to know what specific service, product, or opportunity your subscribers are looking for on an individual level, which allows you to better tailor your approach. Of course, there are other ways to do this research--and you’re limited only by imagination and, of course, privacy and data laws.
Second: incorporate trigger-based campaigns. While these types of campaigns (where an email is sent based on an action taken by a subscriber) are popular across all niches, B2B is an area where this is particularly important. If you’re a business owner yourself, you know that other business owners--or even representatives--are busy. It’s easy for even the most brilliant idea to slip to the bottom of the priority list from sheer forgetfulness and the ongoing struggle to stay on top of business needs. Trigger-based campaigns, including welcome emails, thank-you emails, reminders and abandon emails can keep your brand at the top of your prospect’s mind, and lead to them following through.
Finally: make sure you’re reaching your B2B targets where they live. By this, we mean that you need to make sure that your emails are mobile-optimized, with relevant content, and delivered on a personalized basis. These are all priorities for any email campaign, but B2B email campaigns require a higher standard. Business prospects are more likely to be on-the-go, and your messages need to get to them in a way that is easy for your prospects to receive, read, and act on wherever they are, and with however much time they’ve got to spare. Make your content quick and easy to understand, make your emails readable across mobile and computers alike, and make sure you’re getting the messages to your prospects that they need to act immediately--while engagement is important, oftentimes B2B clientele don’t have the time for extraneous messages.
With these tips in mind, your B2B email campaigns will get you what you need; it’s an important arrow in the quiver of your B2B efforts, because email inherently gets across to prospects in a way that no other marketing program does. Knowing the right way to go about getting to your B2B clientele will make a big difference in engagement as well as in conversions, and that’s the goal of any and all marketing efforts. If you have any doubts, approach an email marketing agency to help you put your best foot forward right off the bat.
Call Site Impact today to work with our industry leading marketing experts to launch your next email marketing and digital advertising campaign! (954-982-7900, info@siteimpact.com)
Most people thinking about email marketing tend to think about it in terms of B2C—or business to consumer. The image that comes to mind, in most instances, are the email messages about promotions and sales; but B2B (business-to-business) email marketing is also a big niche, and is an important thing for businesses whose main clientele is other businesses. Of course, the approach of B2B email marketing is different from consumer-facing marketing efforts, but that is no reason to get intimidated, and definitely not a reason to neglect one of the best methods available for cultivating clientele. There are a few specific strategies and methods to keep in mind--but it’s very easy to get the hang of it once you know what the key differences are.
First: target your emails properly. This is becoming more and more important even in consumer email marketing, but it is absolutely vital in B2B email marketing. Know who your service or product is going to be most vital to, and do your research before reaching out to potential leads or engaging with them via promotional messages. The easiest way to cover this ground is through an integrated approach where you gather those leads through your website, and include some gated/exclusive content for people to download or access in exchange for subscribing. That exclusive content can give you the hints you need to know what specific service, product, or opportunity your subscribers are looking for on an individual level, which allows you to better tailor your approach. Of course, there are other ways to do this research--and you’re limited only by imagination and, of course, privacy and data laws.
Second: incorporate trigger-based campaigns. While these types of campaigns (where an email is sent based on an action taken by a subscriber) are popular across all niches, B2B is an area where this is particularly important. If you’re a business owner yourself, you know that other business owners--or even representatives--are busy. It’s easy for even the most brilliant idea to slip to the bottom of the priority list from sheer forgetfulness and the ongoing struggle to stay on top of business needs. Trigger-based campaigns, including welcome emails, thank-you emails, reminders and abandon emails can keep your brand at the top of your prospect’s mind, and lead to them following through.
Finally: make sure you’re reaching your B2B targets where they live. By this, we mean that you need to make sure that your emails are mobile-optimized, with relevant content, and delivered on a personalized basis. These are all priorities for any email campaign, but B2B email campaigns require a higher standard. Business prospects are more likely to be on-the-go, and your messages need to get to them in a way that is easy for your prospects to receive, read, and act on wherever they are, and with however much time they’ve got to spare. Make your content quick and easy to understand, make your emails readable across mobile and computers alike, and make sure you’re getting the messages to your prospects that they need to act immediately--while engagement is important, oftentimes B2B clientele don’t have the time for extraneous messages.
With these tips in mind, your B2B email campaigns will get you what you need; it’s an important arrow in the quiver of your B2B efforts, because email inherently gets across to prospects in a way that no other marketing program does. Knowing the right way to go about getting to your B2B clientele will make a big difference in engagement as well as in conversions, and that’s the goal of any and all marketing efforts. If you have any doubts, approach an email marketing agency to help you put your best foot forward right off the bat.
Call Site Impact today to work with our industry leading marketing experts to launch your next email marketing and digital advertising campaign! (954-982-7900, info@siteimpact.com)