B2B email marketing can be used to remind clients about your current business activity, new products and relevant industry news. It is considered to be an ideal way to communicate with commercial customers, as it uses the format businesses are already using to communicate with each other and their customers.
B2B marketing was a bit slower off the mark than B2C (business-to-consumer) marketing, but it is currently enjoying a boom and many of the world's leading companies are using it as part of their strategy. It's certainly an effective way to communicate with current and potential clients. But getting the email campaign right involves following a few simple steps.Be Clear.
Sending emails that have a clear purpose and making sure these are integrated into your larger marketing strategy is critical; for example, companies that pride themselves on customer service will want to send emails designed for after-sales support to back this up. A company that has a high turnover of new and innovative products will want this to be the backbone of its email marketing campaign, especially if clients are anticipating said products.Relevance.
As opposed to B2C, business-to-business emails can focus on more industry driven information that may benefit the reader. Sharing news regarding the larger industry you are both active in will ensure they read the next email and will also position you as an industry expert in comparison to other firms. The more relevance it has to the recipient's business the more likely it will be read, which ought to increase clicks and conversions.Focus.
B2B marketing is most effective when it is individualised and this is much more significant here than in B2C marketing; the number of business clients you have is likely to be more manageable than the number of end consumers. This means you can spend a little more time ensuring different emails go to potential business customers, current customers and past ones. Target specific products, news and features which are of interest to specific businesses and avoid sending out content that is not relevant. Being personal goes two ways and an email that goes to a specific person or company should come from a specific (real) person.Timing.
Timing is vitally important in B2B marketing. Make sure you are sending within their office hours or just before and do your research on who opens the emails and what their in-office hours are for where they are in the world. It may seem arduous to collate such information for each company and country and segment your lists but it's worthwhile. Days of the week are also very important in B2B marketing. Friday is the most ill-advised day to send an email, whilst Tuesday is the best day to ensure that material is read, lunchtime is also one of the best times to get a click through according to MarketingProfs.com.
B2B email marketing is an ideal platform to show off industry knowledge, keep clients abreast of your activities and reach them on an effective medium./p>
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