With smart phones so prevalent in today's society everyone has access to email everywhere they go. Sending an email today is the 1950's equivalent of putting a brochure right in their pocket. B2B email marketing is a very important element of marketing and a critical one to inbound marketing.
B2B sales and B2B marketing is a very relationship oriented responsibility with longer sales cycles. Email marketing helps build relationships by further proving you and your company are industry experts. You do this by empowering your visitors, leads, and customers with helpful and relevant content sent directly to their email.
Build a List
A crucial step in making sure you have a powerful email campaign is to first build a strong database of willing email recipients. Do not spam, no one likes it and it can cost up to $16,000 per email in fines from the U.S. government. To get people to sign up for your email list, start by suggesting they do so on your website. Another way to do so is by offering a reward if they do so. A good reward would be an eBook relevant to your business and helpful to them. This creates a win win scenario, you get them signed up on your email list and they get the valuable educational content in the eBook.
Target Your Emails
Getting specific with customers in your emails is a great way for them to feel valued. Building a lead nurturing strategy to have your email targeted to go to the right person at the right time. The context of your email is just as important as your content. Hubspot's email marketing tool, our favorite, allows you to get very specific with customers. Your automated email campaigns can address recipients by first name which drastically increases the likelihood it gets read.
Your emails can be tailored to fit the needs of the recipient. Lets say you have two different buyer personas at your company. One is the CEO and the other is the head of sales, it is in your best interest to send them emails specific to their individual needs. So if you can create two different email paths for the different personas, one for the CEO and one for the head of sales. This allows your recipients to get the right content and will help your email marketing campaign be more powerful.