Email marketing is the third most influential source of information for B2B buyers behind only colleague recommendations and industry-specific thought leaders (Wordstream). It’s no wonder, then, that 87% of B2B marketers use email marketing to generate leads. But email can do so much more than lead generation: companies in every industry use email to nurture existing leads through the sales funnel, strengthen customer loyalty, and build awareness of their brands.
But as with anything else in business (or personal, for that matter), great email marketing results don’t just happen by accident. B2B buyers, like the rest of us, are inundated with email: great results demand the right content, timing, and of course, a great list. The best emails in the world won’t do you any good if you don’t have anyone to send them to, or if the people you’re sending to aren’t the right people.
With so much to be gained from a strong email marketing program, we’ve scoured the interwebs for the best tips, tricks, and guides and listed them here for your best practice-seeking pleasure. If you’re unsure where to start, we’re happy to help.
A well-crafted marketing email requires getting six things right. Each of the articles and posts below offer up-to-date techniques and tactics to allow you to separate yourself from your competitors and earn higher open rates, click-through rates, and sales conversions.
Building and maintaining your email list is an ongoing challenge. You need to consistently entice new, qualified prospects to subscribe while eliminating old, bouncy emails that hurt your spam score, and it’s an uphill battle! In fact, it’s common to lose 20% of your subscribers each year to attrition, so set your growth targets accordingly!
Email marketing remains an important and cost-effective communication channel for lead generation, brand building, and nurturing of client relationships. Using the best practices listed here, you can build and maintain an engaged contact list and provide helpful, interesting content that drives both top line and bottom line growth. For more help growing your business with cost-effective B2B marketing techniques, drop us a line.
Let us know a bit about yourself, your business, and the kind of marketing support you need, and we’ll be in touch.