Everyone knows how effective email marketing can be a boon to B2B sales and marketing. While there are number of ways to optimize email marketing; it is the finer details that one needs to look at to make email marketing really work for any b2b organization.
This blog discusses some of the best ways to leverage the power of this email marketing channel to augment b2b sales.
B2B can get increasingly challenging at times; especially when the need to get more and more good leads increases over a period of time. Owing to the changing climate of the market and the complexities of B2B; marketers should avoid making the mistake of putting all the eggs into one basket when it comes to creating a strategy. The plan should be to take into account several touch points to make the plan work while creating a more comprehensive sales and marketing strategy.
Email marketing is instrumental in creating positive sales results and more and more marketers are keen on using it:
- 35% of marketers choose to send 3 to 4 emails every week to their customers
- An average of 80% of marketers have experienced an increased email engagement in the past 12 months
- By the year 2024 the average email users across the globe is estimated to increase to a whopping 4.48 billion users (according to research from Statista, 2019)
Here’s how you can make the best out of your email marketing campaign:
Define the ideal target customer:
This is one of the best ways to start off any of your email marketing campaigns. It’s creating a strong foundation to facilitate a smooth take off. If there’s any ambiguity in this area; chances are that it might hamper the results of your email marketing campaign. Hence having maximum clarity in knowing and defining an ideal customer is the first step towards effective email marketing
This can help in many ways:
1. You can effectively segment lists for your campaign for better results
2. Having a clearly defined ideal target customer list is a great opportunity to personalize all your e-mailers and communication. Giving them exactly what they might be looking for with relevant offers and services can increase your chances of getting your customers engaged and also for creating long-term relationships
3. Addressing key pain points and challenges to provide specific solutions and thereby creating good leads that convert
Segmenting your email lists:
Segmented email lists always bring on the best results when it comes to creating successful email marketing campaigns. Segmenting always increases the relevancy with appropriate customization. It further breaks down the list into sub-sections to make it more specific and thus helping you to narrow down the list for better results. The sub-sections can be based on various segments of the industry, the role of the decision maker etc.
Conclusion:
There are various techniques of email marketing that can help you accelerate sales or even reduce your sales cycle. But a lot also depends upon your business goals and how you want to align your email marketing campaign with your business goals.