Attracting consumers to make a buying decision with B2B email marketing can be difficult. However, if done correctly, email can be a lucrative channel that generates a ton of business. It all depends on which customers you’re targeting and how you are actioning the marketing process.
B2B is all about buying and selling products and services between multiple business entities. Targeting a business requires forethought and strategic planning.You cannot take a random approach and expect to see positive results.
B2B email marketing is one of the most acceptable ways to acquire more B2B customers. However, with more and more startups cropping up every day, acquiring customers is becoming increasingly difficult.
Most businesses are adopting essential B2B email marketing strategies to reach out to their prospects. Best practices include having email automation technology designed to cut through the noise and convert more B2B prospects.
Here are five ways of generating more leads for your B2B e-commerce business using email:
1. Preparing catchy email subject lines
If you don’t have a good subject line the chances your target will engage with the email are small, no matter how useful they will find the email body content. Every email subject line should be catchy enough to spark interest and invest their time to read further. Marketers depend on the power of curiosity and an element of surprise to sell their products to their customers.
2. Automating email marketing campaigns
Drip marketing or automated email marketing means sending a series of marketing messages to your customers or prospects on a predefined schedule. You know your customers will continue to receive emails at designated intervals or actions when you opt for drip email campaigns. For example, a welcome email automatically uses a set of predefined welcome email templates every time a user signs up for your SaaS software. A second email is sent with a personalized offer to convert the user into a paying customer when they complete the trial period. This is how automated email campaigns work.
However, all email services don’t offer the same set of benefits or features for running automatic email campaigns. Make sure you compare the top email marketing services before selecting an email provider, as all of them work differently.
3. Delivering essential and timely updates
Let’s say I have been using team management software for the past six months, and everything is going well. But one fine day, I need urgent help to fix some issues in my dashboard, and I try to contact customer support. To my surprise, I found out that no customer executives are present because they were operating on a limited team due to the pandemic. I, as a customer, should have received this critical update via email long ago.
Times like these reduce user experience, increase user frustration, and even further ruin word-of-mouth marketing. Your most significant assets are your customers. Your flow of leads is affected when they stop recommending your business. Hence, it is essential to send important updates to your customers every single time.
4. Creating a B2B outreach email marketing strategy
B2B outreach marketing comprises multiple tactics working together with the goal of attracting new businesses. Reaching out to other companies gets you super relevant leads. Hence, it is a crucial part of your overall email strategy.
The first step is creating your ideal customer persona depending upon the revenue size, the type of product sold, and the number of employees. You should have a strong understanding of the companies you are targeting to use this strategy effectively. The second is listing the daily responsibilities of marketing managers you are looking to target. Personalizing messages for every recipient comes third. The message should be relevant, clear, and it should include the pain points. The last step is testing your emails to use the email copy that converts the best. You can get the best view of your data by using the marketing analytics tools.
5. Leveraging the power of re-engagement emails
Re-engagement strategies should be used for genuine prospects in your target email list. To accomplish that, you must leverage the power of re-engagement emails. Many prospects in an email list never engage with the brand sending content. If you want to generate new customers, a constant flow of leads, and revenue, you should avoid this database decay at all costs. Re-engagement emails help nurture only those users on your list who have actively engaged with your brands in the past.
Conclusion
Email remains one of the most preferred marketing channels for B2B marketers. The strategies mentioned above are a great place to start to help you engagemore leads, from new prospects and existing customers. Marketers should use these tips as part of a larger well-scoped strategy.
